There’s more to MOps than marketing automation

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Good morning, Marketers, and is marketing ops synonymous with marketing automation?

It sometimes seems that way. Most of the MOps professionals I talk to are Marketo champions or HubSpot experts or Pardot geeks. There’s no question that marketing automation is a key part of the stack, helping marketers segment and message their audiences. But in these days of increased emphasis on omnichannel orchestration, perhaps a broader view is required.

In his latest article, Steve Petersen argues that the web is too often overlooked, especially as a channel in which significant experimental testing can take place, often providing insights applicable to other channels. Sure, email is important, but marketing automation is too often reduced to being just the email channel. Shoppers (and B2B buyers) can now be reached in so many other places.

And one thing’s for sure. If you don’t meet them where they are, they might not come looking for you.

P.S. Please spend just a few minutes on our salary survey.

Kim Davis

Editorial Director

Shorts 

Quote of the day. “I will never forget the day when the company that hired me only after I anglicized my name gave me Diversity and Equity training. What would your reaction be?” Jahanzaib Ansari, CEO,  Knockri (read the whole story here)

About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.