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What is marketing operations and who are MOPs professionals?

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What is marketing operations and who are MOPs professionals?

Marketing operations (MOPs) is an umbrella term describing departments and the people whose responsibilities include: 

  • Facilitating marketing activities,
  • Training and supporting marketing staff,
  • Budgeting for, selecting, implementing and administering marketing software,
  • Architecting the marketing software “stack”, and,
  • Making data accessible and useful to marketing colleagues and others, e.g. sales and customer service.

This description is useful for understanding what some marketing operations teams do and what they aspire to do, but the responsibilities and tasks undertaken by marketing operations organizations vary widely. 

Marketing operations provides a 15% to 25% improvement in marketing effectiveness, as measured by ROI and customer engagement, according to McKinsey. 

In this piece, we’ll dive deep into marketing operations and the profile of marketing ops professionals. We’ll cover:

The explosion in marketing software accelerated the rise of marketing operations

There’s some disagreement regarding the advent of marketing operations. Some trace the function within marketing departments all the way back to the 1920s

The “modern era” arguably began in 2005, when IDG first defined the term and marketing operations pioneer Gary Katz chaired the Marketing Operations & Management Symposium, which was part of the Digital Asset Management Symposium, in Los Angeles. Approximately 70 people attended.  

The rapid proliferation of marketing software applications and the need for professionals to select, deploy and operate them, accelerated the prominence of the field and its practitioners. The number of applications increased to 8,000 in 2020, from just 150 in 2011, according to chiefmartec.com’s Scottt Brinker in his latest Marketing Technology Landscape

It’s not uncommon for small/medium businesses to have 25-50 marketing software applications in their martech stack, while enterprise-level organizations can have more than 250, according to stack management firm Cabinet M. Many companies have as many internally developed applications as off-the-shelf software.

And the profession has expanded. At the end of 2021, more than 250,000 LinkedIn users in the US and nearly 600,000 worldwide included “marketing operations” in their profiles. The site also listed more than 15,000 open positions for marketing operations professionals at that time.

Where marketing operations fits in the marketing organization

In most cases, marketing operations is part of the marketing department and marketing operations team members identify as marketers. 

Most marketing operations departments report to the CMO, with the CEO coming in second, according to The State of the MarketingOps Professional”, which was jointly published by HubSpot and MoPros. 

What is marketing operations and who are MOPs professionals

More than ¾ of marketing operations department members have marketing titles, according to the report. Nearly 30% were Marketing Managers, followed by 13.8% marketing directors, and 6.4% VP/Head of marketing. 

1641251656 260 What is marketing operations and who are MOPs professionals

Brinker maps all marketing roles into four archetypes. (Scott refers to all marketers as “marketing technologists”, which belies his personal journey to marketing from software and web development.)

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The model is helpful for understanding the breadth of marketing operations responsibilities, whether internally or externally focused, and process or technology-oriented. 

Three of the four archetypes — Maestros, Modellers and Makers — are functions within marketing operation’s purview. The Maestros are the system administrators who make the marketing trains run. The Modellers are professionals who make data accessible and useful. The Makers are software developers and engineers who create home-grown marketing applications and work with APIs. 

In Brinker’s model, only the “Marketers” (the upper right quadrant) aren’t typically marketing operations functions, although the number of individuals in that quadrant is undoubtedly the lion’s share of those working in marketing. 

The model was further expanded to acknowledge the role of managers who oversee the breadth of marketing and marketing operations. That role involves “people management, as well as having the responsibility for overarching martech strategy and governance — connecting it with overall marketing strategy, set by the CMO at the next layer up,” Brinker wrote.

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What does marketing operations do?

Just as there is no one definition of marketing operations, there are variations in what tasks marketing operations conducts. 

The top 5, according to the chiefmartec.com/MarTech 2020 Career Survey, marketing technology and operations personnel were responsible for the following at least 70% of the time: 

  1. Designing, running and implementing marketing campaigns
  2. Training and supporting marketing staff on using marketing software
  3. Operating marketing software as an administrator
  4. Researching and recommending marketing software
  5. Designing and managing internal workflows and processes

Here’s the full list: 

Marketing Operations Tasks Percentage of work
Design, run, and optimize/test marketing campaigns 84.5%
Train and support marketing staff on using marketing technology products 77.5%
Operate marketing technology products as an administrator 76.1%
Research and recommend new marketing technology products 74.6%
Design and manage internal workflows and processes 67.6%
Integrate marketing technology products with each other 63.4%
Monitor data quality within marketing technology products 57.7%
Pay for marketing technology products from a budget (partially or fully) 50.7%
Monitor performance and other SLAs of marketing technology products used 47.9%
Approve or veto purchase of marketing technology products 42.3%
Negotiate business terms of purchasing marketing technology products 42.3%
Perform technical reviews of marketing technology products 40.8%
Architect the overall marketing stack of all marketing technology products used 39.4%
Integrate marketing technology products with non-marketing systems 39.4%
Identify and consolidate multiple instances of same or similar marketing technology products 39.4%
Identify and sundown outdated or unused marketing technology products 33.8%
Develop websites, web apps, and/or mobile apps 28.2%
Perform data privacy and compliance reviews of marketing technology products 26.8%
Build analytical models and perform data science analysis 21.1%
Customize marketing technology products with software development 18.3%
Build and maintain data warehouses/data lakes 15.5%
Perform security reviews of marketing technology products 8.5%

Applying the results to his earlier model, Brinker mapped the functions to each archetype within the marketing organization: 

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Read next: 6 key marketing operations predictions for 2022

Martech teams devote most of their time to automation, campaign management tools

When asked which marketing tools are most likely to be used during the week, 70% of the marketing operations professionals replying to the 2020 Career Survey put marketing automation and campaign management solutions at the top of their list.

They also spent at least 10 hours a week in spreadsheets — solutions like Excel, Google Sheets and Airtable. So while many marketing ops teams are devoting much of their time to automation and campaign management responsibilities, many are spending as much time reporting on the results of their efforts.

Project management, also called marketing work management, was another popular platform, with half of the survey respondents spending a large part of their workweek using project management tools. 


What is marketing operations and who are MOPs professionals

Are your workflows running you, or is your team in control of them? Explore the platforms essential to marketing work management in the latest edition of this MarTech Intelligence Report.

Click here to download!


Here are the applications marketing operations professionals say they spend at least 10 hours a week working with: 

What is marketing operations and who are MOPs professionals

Three Marketing Operations Department Models

“All models are wrong, but some are useful” statistician George Box is credited with saying. Here are three models of how marketing operations are configured.

Sixty-five percent of self-identified marketing operations professionals said they work in an organization with a dedicated marketing operations team or individual, according to The State of the MarketingOps Professional” (registration required for download), which was jointly published by HubSpot and MoPros.

Small businesses with fewer than 100 employees are least likely to have a dedicated marketing ops department. Large companies typically have dedicated teams. Fewer than 5% of companies with more than 500 employees said they didn’t have the function.

Model 1: The marketing operations 1-armed paper hanger

Like so many specialties within small companies, marketing ops is a one-person band in many organizations. Twenty-five percent of respondents to the survey said they were the lone member of the marketing operations team. 

The chart above supports this view of marketing operations as a hands-on, in-the-weeds profession. More than 50% of respondents to that survey reported they spent more than 10 hours per week working with marketing automation, spreadsheets (presumably for reporting results), CRM/CDP (for customer identification), and marketing work management. 

In the context of Brinker’s model, these individuals are probably doing the tasks of all 4 archetypes, but are the “owner” of the Maker, Maestro, and Modeler tasks.

Model 2: Marketing operations supporting marketing

Typically in larger organizations, marketing operations departments are responsible for making the marketing trains run. The mission of these types of marketing operations organizations is to improve the efficiency and effectiveness of marketing through people, process, technology and data so that marketing can achieve operational goals, according to Pedowitz Group’s Debbie Qaqush. 

Here’s how noted marketing operations leaders and industry observers characterize the marketing ops function: 

“Marketing operations is beyond your marketing automation platform, it involves people, process and technology.”
Michael McNeal, National Marketing Operations Lead, Centric Consulting 

“Marketing ops is like the pit crew, and sales and marketing are the race car drivers.” Marketing operations replaces the wheels, tunes up the engine, refuels, keeps an eye on all the instrumentation, constantly talks to the driver to find out what he or she needs. An effective pit crew enables a driver to focus on winning the race, and not on things like if his or her car will fail during the race. The more planning, guardrails, and smart processes we have in place – the faster marketers can go.”
Darrell Alfonso, Amazon Web Services

“The world of marketing operations is where the professionals try to inject some order into chaos but are constantly beaten back by faulty tech, unreasonable workloads, and meaningless requests from uncomprehending business teams.”
Kim Davis, Editorial Director, MarTech

Model 3: Marketing Ops as the CMOs best friend

In many organizations, Chief Marketing Officers (CMOs) are responsible for leading overarching initiatives, such as digital transformation, the pivot to customer-centricity, and driving revenue and growth. CMOs who elevate marketing operations to a strategic function to tackle those challenges tend to change the perception of marketing within their firm, according to Debbie Qaqish.

“CMOs who succeed in accelerating wider digital transformation, who adopt financial accountability and who lead customer-centricity cannot do this with a marketing operations group focused on operational measures.  They need a strategic marketing operations organization that envisions, and drives change through the magic formula of people, process, technology and data.”

Not surprisingly, McKinsey has a similar take. “It’s sad but true: marketing operations has traditionally been overshadowed by sexier marketing tactics. Yet as consumers become increasingly empowered and sophisticated in the way they make purchasing decisions, it’s never been more important to use data to map customers’ DNA, understand exactly what they want, and then take those insights to develop and deliver a superior (and flawless) customer experience. As outcomes go, we think that’s pretty sexy indeed.”

In the end, the size, focus and marketing maturity of your teams will likely dictate which model is right for you. And, these models will fluctuate and evolve over time. But the continued explosion of marketing technologies and the endless need for brands to build deeply connected customer journey’s is an indication that the marketing operations profession is one that will continue to evolve and grow, becoming more enmeshed and critical to not only the marketing function but C-Level Execs and in many cases, the board as well. The future is bright for MOPs!


Snapshot: Marketing automation

For today’s marketers, automation platforms are often the center of the marketing stack. They aren’t shiny new technologies, but rather dependable stalwarts that marketers can rely upon to help them stand out in a crowded inbox and on the web amidst a deluge of content.

HubSpot noted late last year that marketing email volume had increased by as much as 52% compared to pre-COVID levels. And, thankfully, response rates have also risen to between 10% and 20% over their benchmark.

To help marketers win the attention battle, marketing automation vendors have expanded from dependence on static email campaigns to offering dynamic content deployment for email, landing pages, mobile and social. They’ve also incorporated features that rely on machine learning and artificial intelligence for functions such as lead scoring, in addition to investing in the user interface and scalability.

The growing popularity of account-based marketing has also been a force influencing vendors’ roadmaps, as marketers seek to serve the buying group in a holistic manner — speaking to all of its members and their different priorities. And, ideally, these tools let marketers send buyer information through their tight integrations with CRMs, giving the sales team a leg up when it comes to closing the deal. Learn more here.

About The Author

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Chris is a founding partner and CEO of Third Door Media, the publisher of MarTech and Search Engine Land, and producer of the MarTech Conference and Search Marketing Expo – SMX. TDM accelerates customer acquisition for its clients by providing trusted content and targeted marketing programs that deliver qualified prospects. You can reach Chris at chris[at]thirddoormedia.com.


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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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Why The Sales Team Hates Your Leads (And How To Fix It)

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Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.

​​

via GIPHY

To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

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Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

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So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

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  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

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So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

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The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.


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