How to improve Sales and Marketing alignment?

Marketing Operations are the equivalent of data analysts for a football club. The star players (the sales team) don’t see the point of them. But when the manager realises the data can make the team better, they start to rely on it to pick the team. Then the players want to work with the analysts […]

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How relevant is the waterfall funnel for current Marketing Operations?

Roy Lee, Martrain’s Marketing Operations lead, feels that the traditional waterfall funnel lacks flexibility and its linear flow from marketing to sales doesn’t work anymore. We need a system that is capable of considering all the digital interactions, and even the face-to-face interactions that will return after the pandemic. Only once all the interactions are […]

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What is the biggest reporting challenge for Marketing Operations?

Reporting on marketing’s performance is one of the most important roles for Marketing Operations. Without accurate numbers, how do senior marketers justify their budgets? How do they know which activities are driving the most revenue and how to use their resources? Preparing for Quarterly Business Reviews (QBRs) often involves each region interpreting their results in […]

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B2B Video Marketing: How effective is “talking head” video marketing?

I saw this video by Gary Vaynerchuk earlier this week where he states that everyone “needs to become media personalities or entities, spit out all their expertise and then use that leverage to garnish (sic) business”. If you don’t know, Gary Vaynerchuk is a renowned video marketing strategist for Fortune 500 companies who puts lots […]

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3 Reasons Why Video In Blogs Generates More Leads

We write blogs to drive traffic to our sites, so that traffic converts into leads. But why is it worth the effort to put video in blogs? Here are three good reasons to include video in blogs; Reason 1 – People prefer watching video to reading text. A 2019 survey by Wordstream, found that if […]

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The 5 Biggest Challenges to the Digital Transformation of Marketing

As a tech sector marketer you will know Digital Transformation is not straight forward. Right now you are probably trying to market “Digital Transformation” to your clients, whilst also working out how to digitally transform your own marketing function. Martrain has some of the best consultants in Europe who have worked on digital transformation projects […]

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Who should lead the digital transformation of your marketing?

P&L Responsibility Be under no illusion that a digital transformation is a strategic initiative that is going to affect every aspect of your marketing function. It involves hiring people with different skills and letting established team members go. It also involves P&L responsibility – in fact the main driver for digital transformation is not the […]

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How to measure progress in your digital transformation of marketing project

There is no start or finish date A big challenge for a Digital Transformation project is there is no clear start and finish. Ever since your organisation had a website you have been marketing digitally. It is not as if your marketing department is an analogue caterpillar that will suddenly transform itself into a digital […]

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Overcoming blockers in the digital transformation of marketing

The people aspect of a digital transformation project is potentially the most stressful. Often you find the longest serving, most loyal people are the ones who struggle the most to adapt to the new way of working. New skillsets required For instance as their organisation does more digital marketing, senior content editors and copywriters are […]

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How to get the most from your marketing technology for Digital Transformation

Marketing technology is obviously a great enabler for digital transformation. But often when we do marketing automation audits for clients we find they are only getting 20% of the value for the software that they should. There are two main reasons for this: Lack of technical know-how Tools like marketing automation platforms are actually really […]

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