Ten years ago, B2B marketers were referred to as “sales support,” but today’s marketing is a very different job. In today’s corporate operations, marketers’ operating systems maintain a position as equal partners, with equal responsibility to provide measurable business results.
B2B marketing went from being a cost center to a profit center due to the digital revolution. The worldwide B2B ecommerce market is around $6.64 trillion. Marketing teams have taken control of the whole funnel due to changes in the buyer’s journey.
A genuine marketing operating system to manage B2B content through each step of the content lifecycle and the aggregate perspective that marketing directors need to monitor the goals and developments of their department are what marketers demand because they deserve better than the current quo.
The ability for every marketing function, from marketing operations to content producers to CMOs, to escape the mess of operational minutiae and concentrate more on doing what they love.
Understanding Marketing Operating System
The Marketers Operating System(m/OS), a platform that easily connects and maintains consumer identity, measurement, and data controls, gives advertisers and publishers more authority.
The m/OS goes beyond data aggregation and reporting by integrating all of your data and essential omnichannel solutions into a seamless, operational system, in contrast to the complex tech stacks today.
The m/OS provides the framework for an infinite number of publisher and advertising tools and the opportunity to integrate third-party solutions into the platform. By making data available and usable for decision-making to optimize ROI, m/OS promotes success by design.
Marketing operating system: Four-stage cycle
Marketing involves creating content in the broadest sense. Therefore, content should serve as the core of the marketing operating system and offer the functionality required for marketing at each step of the content lifecycle: Align, execute, distribute, and review.
- Align
In this situation, marketing teams collaborate on a list of strategic initiatives to pursue and determine how they will carry those goals forward. A marketing operating system, or “MOS,” must give all stakeholders essential insight into the intricate marketing planning through many forms of visibility.
- Execute
We transform our goals to create initiatives and content into action and production during the execution stage. A MOS is responsible for overseeing the creation of many different sorts of content, including blog posts, videos, papers, sales decks, emails, and even live events.
Additionally, a MOS must include editing, notification, and workflow capabilities to facilitate responsibility and cooperation across diverse, frequently cross-functional teams.
- Distribute
Marketing teams disseminate their final products through the tools and channels where customers may get them. As a result, a MOS needs to interface with many other tools and channels, including CRM, Social Media, and Content and Sales Asset Management.
The provision of an internal content repository by a MOS is also required to make it simple for internal users to access current, pertinent material.
- Analysis
We must gauge every piece of disseminated material throughout the analysis phase to obtain knowledge and improve our approach. As a result, a MOS must be able to consistently and uniformly measure various content kinds.
Furthermore, the effectiveness of content is evaluated based on metrics other than mere consumption, such as theme patterns that successfully lead prospects through the sales funnel.
Components of a successful Marketers Operating System
- Data Management:
A platform for managing data that ingests and normalizes all pertinent internal and external data, including first-party and third-party online and offline data. It enables variable user targeting across all their devices, flexible segmentation, profiling, and analysis, and seamlessly makes the data available at the moment of media execution.
- Media Management:
A cross-channel media platform with access to all digital media inventory available on display, social media, video, mobile search, and other channels, with the flexibility to add more channels as they become available for programmatic purchase.
During the projection period, it is expected that the Social Media Management Market will increase from USD 14.4 billion in 2021 to USD 41.6 billion in 2026, at a CAGR of 23.6%. The workflow across various channels should also be simplified while utilizing their advantages, such as special targeting choices, premium inventory and private markets, specific formats, etc.
- Creative Management:
A content management system that can interface with data systems to dynamically test, customize, and sequence communications depending on each customer’s unique history, ensuring the best customer experience. This system goes beyond the ability to host and deliver ad units.
- Decisioning Engine:
Data, media, and creativity are the basic components of the decision engine. Due to the amount of information involved, advanced machine-learning algorithms are needed to process the data and identify the best course of action for a particular set of marketing goals, including branding, engagement, purchase, and upselling.
- Advanced Analytics:
Success depends on a versatile and potent analytical package for daily operational reporting, planning and forecasting, consumer segmentation and insights, trend and opportunity detection, or strategic analytics. These tools connect with the components mentioned above and first-party apps to enable a smooth flow of information and insights into the company.
- Process:
A simplified workflow that unifies and makes it easier to execute across channels and objectives, as well as one that offers complete transparency into all system components and results in accountability.
- Professional Services:
To properly use any technology, it is necessary to be able to supplement it with knowledgeable services that can assist you in customizing solutions to achieve your business goals.
The full potential of any technology is frequently realized in the “last mile” that connects it to the particular of a given company, from training to connections to bespoke features.
