Every tool and platform must justify its presence within an organization’s Marketing Technology stack, and Marketing Automation Platforms (MAPs), once heralded as the backbone of digital marketing operations, are now facing scrutiny. As new technologies emerge and consumer expectations evolve, businesses must ask: Are MAPs still relevant in the modern and future MarTech stack? The evolution of MAPs MAPs were initially designed to streamline repetitive marketing tasks such as email campaigns, lead scoring, and web activity tracking. Over time, they grew to include more sophisticated features like multi-channel campaign management, advanced segmentation, and integrations with Customer Relationship Management (CRM) systems. These platforms empowered marketers to automate and personalize at scale, offering measurable ROI and improved efficiency. However, the modern marketing ecosystem is far more complex than it was a decade ago. With the advent of AI-driven tools, real-time analytics, and omnichannel customer engagement platforms, the traditional functions of MAPs have started to overlap with other solutions. As a result, organizations are reevaluating the role of MAPs in their MarTech stack. The core challenges Limited use cases One of the primary criticisms of MAPs is that many organizations underutilize their potential. When MAPs are relegated to basic functions such as email blasting or rudimentary web activity tracking, their value diminishes significantly. These tasks, while important, can often be performed by more agile and cost-effective tools. Integration complexities The effectiveness of a MAP is heavily dependent on its integration with the broader MarTech stack. A poorly integrated MAP can lead to siloed data, incomplete customer profiles, and inefficiencies. Unfortunately, many businesses struggle with integration, either due to technical challenges or a lack of strategic planning. The shift to real-time engagement Modern customers expect real-time, personalized interactions across all touchpoints. While MAPs excel at batch processing and scheduled campaigns, they often fall short in delivering real-time responsiveness. This gap has given rise to customer data platforms (CDPs) and AI-powered engagement tools that can provide more immediate and dynamic solutions. MAPs in the modern MarTech stack Despite these challenges, MAPs still hold relevance for many organizations, provided they are used strategically. Here are key factors that determine their value: Strategic integration For a MAP to be effective, it must be seamlessly integrated with CRM systems, CDPs, analytics platforms, and other tools in the MarTech stack. Proper integration ensures that data flows freely across systems, enabling unified customer profiles and more targeted marketing efforts. When integrated correctly, a MAP can act as a central hub for orchestrating multi-channel campaigns and analyzing their performance. Advanced use cases Organizations that leverage the full capabilities of their MAPs—such as predictive lead scoring, dynamic content personalization, and multi-channel automation—are more likely to see a strong ROI. Advanced use cases require skilled teams and a clear strategy, but they can transform a MAP from a basic tool into a critical asset. Complementing real-time tools Rather than viewing MAPs and real-time engagement tools as mutually exclusive, organizations can use them in tandem. MAPs are well-suited for nurturing leads over time, while AI-driven tools can handle real-time interactions. Together, they create a comprehensive approach to customer engagement. The future of MAPs Looking ahead, the relevance of MAPs will depend on their ability to evolve. Vendors are already enhancing their platforms with AI, machine learning, and real-time capabilities to address modern marketing demands. As the MarTech landscape continues to expand, MAPs must integrate more deeply with emerging technologies and adapt to new use cases. Additionally, the role of MAPs may shift from being standalone platforms to serving as components within larger ecosystems. For example, an integrated MarTech solution might combine MAP functionality with CDP capabilities and AI-powered analytics, offering a seamless and unified experience. Final thought Marketing Automation Platforms do remain relevant within the modern and future MarTech stack, but their value is highly contingent on how they are used and integrated. When just reduced to basic functions like email sending and web tracking, their importance diminishes. However, with proper integration, strategic utilization, and a focus on advanced use cases, MAPs can continue to be a cornerstone of effective Marketing Operations. Organizations must approach their MarTech stack with a critical eye, ensuring that each tool - including MAPs - aligns with their broader goals and customer engagement strategies. By doing so, businesses can harness the full potential of their MAPs and stay competitive in an ever-changing digital landscape.

Email deliverability is a cornerstone of successful digital marketing and communication strategies. However, with increasing volumes of spam and phishing attacks, ensuring your emails reach the intended recipient's inbox has never been more critical - or more challenging. That’s where email authentication comes into play. In this article, we’ll dive into three key protocols - SPF, DKIM, and DMARC - and explain how they work together to protect your brand, improve deliverability, and build trust with your audience. Why email authentication matters Email authentication helps verify that the emails you send are actually coming from you and not a malicious actor pretending to be your organization. Without these safeguards, your emails could be flagged as spam or blocked entirely, and your sender reputation could suffer significant harm. Properly configured authentication protocols ensure: Higher deliverability rates Enhanced security against phishing and spoofing attacks Increased trust with email providers and recipients What is SPF? SPF (Sender Policy Framework)  is an email authentication protocol that specifies which mail servers are authorized to send emails on behalf of your domain. It works by publishing a list of authorized IP addresses in your domain’s DNS (Domain Name System) records. How SPF Works: When an email is sent, the receiving mail server checks the SPF record of the sender’s domain. If the sending server’s IP address matches one listed in the SPF record, the email passes the SPF check. If not, the email may be flagged as spam or rejected. Benefits of SPF: Prevents unauthorized servers from sending emails on your behalf. Protects your domain from being used in phishing or spoofing attacks. Key Considerations: SPF alone cannot fully prevent spoofing, as it only validates the sending server’s IP address. Ensure your SPF record is correctly configured and does not exceed the 10 DNS lookup limit to avoid authentication failures. What is DKIM? DKIM (DomainKeys Identified Mail)  adds a layer of authentication by verifying that the content of an email has not been altered in transit. It uses cryptographic signatures to confirm the authenticity and integrity of the email. How DKIM Works: When an email is sent, the sending server includes a DKIM signature in the email header. The recipient’s server retrieves the sender’s public key from the DNS and uses it to verify the signature. If the signature matches, the email passes the DKIM check. Benefits of DKIM: Ensures the email’s content remains intact during transit. Strengthens your domain’s credibility with email providers. Key Considerations: DKIM requires setting up a public-private key pair in your DNS. Misconfigured DKIM records can lead to failed authentication and reduced deliverability. What is DMARC? DMARC (Domain-based Message Authentication, Reporting, and Conformance)  builds on SPF and DKIM to provide a policy framework that tells receiving mail servers how to handle emails that fail authentication checks. It also generates reports that provide insight into who is sending emails on your behalf and how they’re being handled. How DMARC Works: A DMARC policy is published in your DNS records, specifying how to handle emails that fail SPF or DKIM checks (e.g., reject, quarantine, or allow). When an email is received, the mail server checks the DMARC policy and acts accordingly. Reports are sent to the domain owner, detailing authentication successes and failures. Benefits of DMARC: Protects your domain from spoofing and phishing attacks. Provides detailed reports to monitor and improve your email ecosystem. Boosts deliverability by demonstrating to email providers that your domain is well-managed and secure. Key Considerations: DMARC requires both SPF and DKIM to be properly configured. Start with a “policy” of “none” to monitor email traffic before moving to stricter policies like “quarantine” or “reject.” How These Protocols Work Together SPF, DKIM, and DMARC each serve unique roles but work best when implemented together: SPF  ensures emails are sent from authorized servers. DKIM  verifies the integrity of the email content. DMARC  provides a unified framework to enforce authentication policies and gain visibility into email activity. When these protocols are properly configured, they create a robust authentication system that improves email deliverability and protects your brand from abuse. The Bottom Line Email authentication isn’t just a technical necessity; it’s a strategic investment in your brand’s reputation and marketing success. By implementing SPF, DKIM, and DMARC, you can protect your domain, enhance deliverability, and build trust with both email providers and your audience. Don’t let poor authentication practices keep your emails from reaching their full potential. Take the first step today and secure your email ecosystem - because every message matters.

The inbox is a battlefield... In the B2B world, email is the backbone of communication. From lead nurturing to customer engagement, emails are the unsung heroes of business success. But what happens when your meticulously crafted emails don’t make it to their intended recipients? Poor email deliverability can turn your best campaigns into ghost ships, wandering aimlessly in the void of undelivered messages. Let’s dive into the major issues caused by poor email deliverability and why ignoring them could cost your business more than you think. Spoiler alert: It’s not just about missing out on sales - it’s about your reputation, relationships, and revenue... Your reputation takes a hit Think of your email reputation as your digital credit score. A poor sender reputation—caused by bounced emails, spam complaints, or sending to outdated lists—tells Internet Service Providers (ISPs) that your emails are less than trustworthy. The consequence:  Your emails are more likely to land in spam folders or, worse, be blocked altogether. The big picture:  Once your domain is flagged, it’s like trying to climb a slippery slope to regain trust. Your carefully nurtured campaigns might as well be shouting into the void. You lose leads (and revenue) Imagine this: You’ve spent hours crafting the perfect email sequence, only to find out that half your prospects didn’t even see it. Poor deliverability means fewer opened emails, which translates to fewer clicks, leads, and sales. The consequence:  A drop in conversion rates and ROI, which can leave your marketing team scrambling to justify their budget. The big picture:  Missed opportunities to engage with potential clients could mean your competitors are swooping in while you’re stuck in the spam folder. Damaged relationships with existing customers When your emails don’t reach current customers, it’s more than just a missed marketing opportunity—it’s a missed relationship-building opportunity. Whether it’s a renewal reminder, a product update, or a personalized offer, undelivered emails can make your customers feel forgotten. The consequence:  Reduced customer satisfaction and loyalty. No one likes feeling ignored. The big picture:  Losing customer trust can snowball into negative word-of-mouth or churn, both of which are expensive problems to fix. Wasted time and resources Your marketing team likely spends a significant amount of time designing campaigns, crafting content, and segmenting lists. When poor deliverability gets in the way, all that effort goes to waste. The consequence:  Lower productivity as teams troubleshoot issues and try to salvage campaigns. The big picture:  Instead of focusing on growth strategies, your team is stuck playing email firefighting. Compliance risks loom large Email compliance laws like GDPR, CAN-SPAM, and CASL aren’t just guidelines—they’re enforceable regulations with hefty penalties for violations. Poor deliverability often stems from bad practices, like sending to unverified lists or failing to include opt-out options. The consequence:  A slap on the wrist in the form of fines or legal action. The big picture:  Beyond financial penalties, non-compliance damages your brand’s credibility and trustworthiness. How to Solve the Email Deliverability Dilemma Now that we’ve covered the dangers, let’s talk solutions. Here are some steps to help you tackle deliverability issues: Maintain a clean email list:  Regularly scrub your list to remove invalid or inactive addresses. Authenticate your domain:  Use tools like SPF, DKIM, and DMARC to prove your emails are legitimate. Segment your audience:  Send relevant, personalized content to improve engagement and reduce complaints. Monitor your metrics:  Keep an eye on bounce rates, open rates, and spam complaints to spot issues early. Partner with experts:  If deliverability isn’t your strong suit, consider working with professionals who specialize in email marketing. Don’t let poor deliverability sabotage your success In the world of B2B, every email counts. Poor deliverability is more than just a technical hiccup - it’s a business risk that impacts your reputation, revenue, and relationships. By addressing these issues head-on, you can ensure that your emails make it to the right inboxes, at the right time, with the right message. Because in a world where communication drives connection, your emails deserve better than the spam folder! Need help fine-tuning your email strategy? Let’s chat! "The Benefits of integrating AI with your Marketing Operations"

Marketing Automation Platforms (MAPs) have become essential tools for driving efficiency, improving lead management and aligning marketing efforts with sales goals. However, while the benefits of MAPs are clear, the road to successful implementation is often riddled with challenges. One concern stands out as the most critical for B2B organizations: integration . Without seamless integration between a MAP and the existing tech stack, the promised benefits of automation can quickly unravel. What Does "Integration" Mean in the Context of MAPs? Integration refers to the ability of a marketing automation platform to work cohesively with other tools and systems in a business’s technology stack. For B2B organizations, this often includes: CRM Systems:  Such as Salesforce, HubSpot, or Microsoft Dynamics. ERP Systems:  For resource planning and operational data. Analytics Tools:  Like Google Analytics or BI platforms. Customer Data Platforms (CDPs):  For unified customer profiles. Successful integration ensures these systems communicate effectively, sharing data in real-time and supporting streamlined workflows across departments. Why Integration Is the Top Concern Data Silos Disrupt Marketing Effectiveness A poorly integrated MAP can lead to disconnected data silos, where critical information about leads, customers, and campaigns is fragmented across systems. This disrupts: Lead Nurturing:  Missing or outdated data prevents accurate segmentation and personalization. Campaign Effectiveness:  Marketers can't leverage real-time insights to optimize performance. Reporting:  Inconsistent data makes it difficult to measure ROI or inform decision-making. Sales and Marketing Alignment For B2B companies, alignment between marketing and sales teams is crucial for closing deals and driving revenue. A MAP that fails to integrate with a CRM can create: Missed Opportunities:  Leads may not sync to sales pipelines in real-time. Lack of Visibility:  Sales teams might not see critical marketing touchpoints that inform conversations. Fragmented Workflows:  Marketing efforts become disconnected from the buyer’s journey, reducing the chances of conversion. Manual Workarounds Undermine Automation Ironically, the lack of integration can result in time-consuming manual processes to transfer data or manage campaigns, including: Exporting and importing lead data between systems. Manually reconciling reports from multiple tools. Addressing discrepancies caused by inconsistent data formatting. These inefficiencies defeat the purpose of implementing a MAP in the first place. Scaling Becomes Challenging As B2B organizations grow, their tech stack evolves. A MAP that doesn’t integrate well can stifle growth by: Limiting the ability to add new tools or platforms. Creating bottlenecks in workflows. Forcing costly overhauls when systems need to be replaced or upgraded. Key Integration Challenges Compatibility Issues Many MAPs come with pre-built integrations for popular tools, but custom setups or niche systems may require extensive development work. Data Mapping and Migration Transferring existing data into a MAP is often complex. It requires: Ensuring data fields align between systems. Cleaning and standardizing data to avoid errors or duplications. API Limitations APIs (application programming interfaces) enable systems to exchange data. However, not all MAPs have robust APIs, making real-time data exchange difficult. How to Address Integration Concerns Conduct a Tech Stack Audit Before implementing a MAP, evaluate your current systems. Identify: Which tools are essential to your workflows. Potential compatibility issues. The data flow required between systems. Prioritize Platforms with Native Integrations Choose a MAP with pre-built connectors for your CRM, analytics tools, and other essential platforms. This reduces the complexity and cost of integration. Leverage Middleware Solutions Middleware tools like Zapier or Workato can act as intermediaries, facilitating data exchange between systems that lack direct integration. Work with Experts Engaging consultants or MAP specialists like Sojourn Solutions ensures a smoother integration process. We can: Develop custom integrations for unique needs. Streamline data migration. Provide training to ensure your team can manage integrations post-implementation. Test, Test, Test Before fully launching your MAP, conduct extensive testing to ensure: Data flows correctly between systems. Workflows operate without disruption. Reporting and analytics reflect accurate information. The Bottom Line While implementing a Marketing Automation Platform offers tremendous potential for organizations, its success hinges on seamless integration. Without it, the platform’s value diminishes, creating inefficiencies and frustration for marketing and sales teams. By addressing integration concerns proactively—through careful planning, selecting the right tools, and leveraging expert resources—B2B companies can unlock the full potential of their MAP, driving efficiency, alignment, and measurable results. Are you preparing to implement a MAP and concerned about integration? Contact us for expert guidance and seamless execution.

Implementing a Marketing Automation Platform (MAP) can be transformative for B2B businesses, offering streamlined workflows, personalized campaigns, and enhanced lead management. However, MAP implementation is a complex process that requires careful planning, technical expertise, and strategic alignment with business objectives. While many organizations attempt to manage the implementation in-house, partnering with a consultancy firm can significantly enhance the process, reducing risks and ensuring long-term success. In this blog, we explore why leveraging a consultancy firm for MAP implementation is a smarter choice. The Complexity of MAP Implementation MAP implementation involves more than just installing software. It requires: Strategic Alignment:  Ensuring the platform meets business goals. Integration:  Seamlessly connecting the MAP with existing tools like CRMs, ERPs, and analytics platforms. Data Management:  Migrating, cleaning, and organizing data for optimal use. Team Training:  Equipping teams to effectively use the platform. Ongoing Optimization:  Refining processes and workflows to maximize ROI. Without the right expertise, these tasks can lead to delays, cost overruns, and a lack of ROI, making the entire implementation process daunting. Why Choose a Consultancy Firm? Expertise and Experience Consultancy firms specialize in MAP implementation and bring a wealth of experience from working with diverse industries and platforms. Their expertise ensures: Best Practices:  Leveraging proven strategies for seamless setup and integration. Vendor Knowledge:  Understanding the strengths and limitations of leading MAPs like Marketo, HubSpot, Pardot, and Eloqua. Problem-Solving:  Anticipating and mitigating common challenges before they arise. Accelerated Implementation Timelines Implementing a MAP in-house often leads to extended timelines due to limited resources or unforeseen challenges. Consultants provide: Dedicated Focus:  Implementation is their priority, ensuring faster results. Streamlined Processes:  Predefined workflows and tools reduce inefficiencies. Resource Optimization:  Leveraging skilled teams to handle multiple facets of implementation simultaneously. Seamless Integration with Existing Systems One of the biggest challenges in MAP implementation is integration. Consultancy firms excel at: Tech Stack Audits:  Assessing current tools and identifying potential compatibility issues. Custom Integrations:  Developing tailored solutions to connect the MAP with CRMs, analytics tools, and other platforms. Testing and Validation:  Ensuring data flows correctly and workflows operate seamlessly post-integration. Effective Data Management MAP success depends on clean, well-organized data. Consultants assist with: Data Migration:  Transferring data securely from legacy systems. Data Hygiene:  Cleaning and deduplicating data to improve accuracy and usability. Data Structuring:  Setting up fields, tags, and categories for efficient segmentation and reporting. Strategic Planning and Alignment Consultancy firms go beyond technical implementation to align the MAP with your business objectives, focusing on: Defining Use Cases:  Identifying the most impactful use cases for your organization. KPIs and Metrics:  Establishing measurable goals to track ROI. Workflow Design:  Creating processes that support lead generation, nurturing, and conversion. Comprehensive Training and Support Introducing a MAP can be a significant change for teams. Consultancies ensure smooth adoption by: Training Programs:  Tailored sessions for marketing, sales, and IT teams. Documentation:  Providing user guides, playbooks, and FAQs for ongoing reference. Post-Implementation Support:  Offering help desks or dedicated resources for troubleshooting and optimization. Ongoing Optimization MAP implementation is not a one-time effort; it requires continuous refinement to stay effective. Consultancies offer: Performance Audits:  Regular assessments to identify improvement areas. New Feature Adoption:  Helping businesses leverage new platform updates and tools. Campaign Optimization:  Fine-tuning campaigns for better results based on data insights. Key Benefits of Using a Consultancy Firm Challenge Consultancy Solution Benefit Technical Expertise Deep platform and industry knowledge Faster implementation with fewer errors Integration Challenges Custom APIs and tech stack audits Seamless data flow across systems Data Management Migration, cleaning, and organization Reliable and actionable data for campaigns Training and Adoption Tailored training sessions Teams empowered to use the platform effectively Strategic Alignment Workflow and KPI development Maximized ROI from the start Choosing the Right Consultancy Firm Not all consultancy firms are created equal. When selecting a partner, consider: Experience:  Look for firms with a track record of successful MAP implementations. Platform Expertise:  Ensure the consultancy has in-depth knowledge of your chosen platform. Industry & Cultural Fit:  Find consultants who understand your industry and companies unique challenges and opportunities. Ongoing Support:  Prioritize firms that offer post-implementation services to support long-term success. Final thoughts Implementing a Marketing Automation Platform is a critical investment for B2B organizations, but the complexity involved can make or break its success. By partnering with a consultancy firm, businesses gain access to specialized expertise, streamlined processes, and long-term support, ensuring that their MAP delivers measurable value from day one. Ready to make your MAP implementation a success? Contact us today to learn how we can guide your business through every step of the process.

Implementing a Marketing Automation Platform (MAP) can be one of the most transformative steps a B2B organization can take to streamline its marketing processes, improve lead management, and drive better ROI. However, the road to successful MAP implementation is not without its challenges. From poor integration with existing systems to misalignment between teams, many businesses face significant hurdles that can prevent the full potential of the MAP from being realized. In this blog, we explore the most common mistakes companies make when implementing a MAP and how to avoid them. Understanding these pitfalls can help your organization navigate the complexities of MAP implementation and ensure that your investment delivers measurable results. Poor Integration with Existing Systems Why It Goes Wrong: One of the most common and frustrating mistakes businesses make is failing to properly integrate the MAP with their existing technology stack. Most B2B companies have a complex array of systems already in place, including CRM software (like Salesforce), analytics platforms, and marketing tools. If the MAP doesn’t integrate smoothly with these systems, it can lead to data silos, broken workflows, and lost leads. Impact: Without proper integration, marketing teams may struggle to get accurate data on customer behavior, and sales teams could miss out on high-quality leads. Data inconsistencies can disrupt lead nurturing and result in missed opportunities. Solution: Ensure that your MAP is compatible with your current systems before committing to implementation. Conduct a thorough audit of your tech stack and identify any potential integration challenges early on. Work with MAP vendors or third-party experts who can build custom integrations if necessary. This upfront effort will ensure smooth data flow and align marketing and sales activities for optimal performance. Lack of Clear Strategy and Objectives Why It Goes Wrong: Many organizations invest in a MAP with the expectation that the platform will magically solve all their marketing challenges. However, without a clear strategy and well-defined objectives, businesses often end up using the platform ineffectively or underutilizing its capabilities. Impact: A lack of strategic direction can lead to fragmented or misguided campaigns, wasted resources, and suboptimal results. Marketers might implement automated workflows without a clear understanding of their goals, leading to disengaged audiences and low conversion rates. Solution: Before diving into the implementation process, define clear, measurable goals. These could include increasing lead conversion rates, improving customer segmentation, or driving more personalized campaigns. Align your MAP implementation with broader business objectives to ensure it delivers real value. Set specific KPIs and use the MAP to track progress toward those goals, adjusting tactics as necessary. Insufficient Data Cleanliness and Preparation Why It Goes Wrong: A critical part of MAP success is the quality of the data being fed into the system. Many businesses fail to properly clean and organize their data before migrating it to the new platform. This often results in duplicate records, outdated information, and poorly structured data that is difficult to use for segmentation or targeting. Impact: Poor data can render automated processes ineffective. For example, if your MAP is working with inaccurate customer information, you might send irrelevant emails to the wrong people or fail to personalize content effectively. This undermines the entire purpose of marketing automation, leading to reduced engagement and lower ROI. Solution: Prior to implementing a MAP, conduct a data audit to ensure that your data is clean, accurate, and well-organized. This includes removing duplicates, updating outdated information, and properly categorizing data for segmentation. Consider investing in data management tools or working with data specialists to ensure that your data is ready for the MAP. Inadequate Training and User Adoption Why It Goes Wrong: Even the best MAP will fail if your team doesn’t know how to use it properly. Inadequate training and lack of support can result in low user adoption, where teams struggle to utilize the platform’s full capabilities. Without the proper knowledge, employees may make errors, misuse features, or avoid using the system altogether. Impact: When team members aren’t fully trained on how to use the platform, the MAP becomes underutilized. Campaigns might be poorly executed, and opportunities for optimization or automation could be missed. This leads to frustration, reduced efficiency, and ultimately, a failure to deliver on the platform’s potential. Solution: Invest in comprehensive training and onboarding for all stakeholders. This should include in-depth sessions for both marketing teams and sales teams, covering how the MAP will support their specific workflows. Offer continuous learning resources, such as user guides, video tutorials, and FAQs, to keep employees updated. Consider working with a consultancy that can provide tailored training and support throughout the implementation phase. Failing to Align Marketing and Sales Teams Why It Goes Wrong: A MAP can significantly improve lead management, but if there is no alignment between marketing and sales teams, the platform’s impact will be limited. Often, marketing and sales have different definitions of what constitutes a "qualified" lead or how leads should be nurtured. Without clear communication and alignment, leads can fall through the cracks, and the MAP’s potential is wasted. Impact: When marketing and sales teams aren’t on the same page, the MAP will struggle to deliver high-quality, sales-ready leads. This misalignment can result in poor handoffs, wasted time, and frustration from both teams. Ultimately, marketing campaigns will underperform, and sales teams will miss out on opportunities. Solution: Establish clear communication between marketing and sales from the outset. Develop a service level agreement (SLA) that defines lead qualification criteria, the lead handoff process, and expectations for follow-up. Regular meetings between the two teams can ensure that they stay aligned and work together to optimize the lead funnel. Overcomplicating Campaigns and Automations Why It Goes Wrong: It’s easy to get carried away with the features and capabilities of a MAP, leading some businesses to overcomplicate their workflows and automations. Marketers may try to automate everything at once, creating convoluted campaigns that are difficult to manage and optimize. Impact: Overly complex campaigns can result in errors, miscommunications, and inefficiencies. When automations become too intricate, they can lead to mistakes that impact campaign performance. Additionally, over-automation can result in impersonal messaging that alienates potential customers, reducing the effectiveness of your campaigns. Solution: Start small and scale gradually. Focus on automating the most important and straightforward processes first, such as lead nurturing or email follow-ups. As you gain more experience with the MAP, you can expand automation efforts, ensuring that each campaign is optimized for maximum impact. Not Enough Focus on ROI and Measurement Why It Goes Wrong: Some organizations fail to measure the success of their MAP implementation, focusing more on the technical aspects than on how the platform is performing in terms of ROI. Without clear metrics and performance tracking, it’s difficult to optimize campaigns and prove the value of the MAP. Impact: Without proper measurement, businesses may struggle to determine whether their MAP is delivering the expected ROI. It can also be challenging to identify areas for improvement or optimization, leading to stagnant or underperforming campaigns. Solution: Establish clear KPIs before implementation, such as lead conversion rates, customer acquisition cost (CAC), and customer lifetime value (CLV). Use the MAP’s reporting and analytics features to continuously track performance, adjust campaigns, and make data-driven decisions. Underestimating Resource and Time Commitment Why It Goes Wrong: MAP implementation can be resource-intensive, requiring significant time, effort, and personnel to ensure success. Many businesses underestimate the level of commitment needed, leading to rushed or incomplete implementations and try save money by not outsourcing. Impact: Underestimating the time and resources required can result in missed deadlines, incomplete setups, and suboptimal performance from the MAP. This can cause delays, frustration, and massively wasted budget, ultimately affecting the success and ROI of the implementation. Solution: Develop a realistic project plan that outlines timelines, resource allocation, and milestones. Ensure that key stakeholders, including IT, marketing, and sales teams, are committed to the project and have the bandwidth to support it. Work with a consultancy such as Sojourn Solutions to manage the implementation and lean on their experience to produce a smooth, in depth and rapid implementation. Conclusion While implementing a Marketing Automation Platform can bring immense value to your business, the process is complex and fraught with potential pitfalls. By understanding the most common mistakes - such as poor integration, lack of strategy, and insufficient training - B2B organizations can take proactive steps to avoid these challenges and ensure a smooth implementation. Focusing on data quality, alignment between teams, and continuous measurement will help your organization realize the full potential of your MAP. And with careful planning, the right expertise, and the right support, your MAP will be a powerful tool for driving long-term success. Ready to implement your MAP? Be sure to avoid these common mistakes to ensure that your investment delivers the results you're looking for - Contact us today!

As we step into 2025, the world of Marketing Operations is poised for another year of dynamic change. From advances in technology to shifting consumer expectations, the landscape is evolving faster than ever before and for B2B organizations, staying ahead of these trends is not just a competitive advantage - it’s a necessity. What will define Marketing Operations in 2025? Let’s explore key trends and look at our predictions for what will shape the year ahead: Hyper-personalization at scale In 2025, one-size-fits-all marketing will be as outdated as dial-up internet. Customers now expect messaging that feels tailored specifically to them, and Marketing Operations teams will need to deliver personalization at an unprecedented scale. What to expect:  Advances in data analytics, AI, and machine learning will allow teams to create hyper-personalized experiences in real-time. The challenge:  Balancing the need for personalization with data privacy regulations and ethical considerations. Pro tip:  Invest in tools that integrate customer data across channels and provide actionable insights for personalization. The rise and rise of first-party data With third-party cookies fading into history, first-party data will take center stage in 2025. Organizations will need to focus on building direct relationships with their audiences to collect and leverage data responsibly. What to expect:  Email marketing, content hubs, and customer loyalty programs will be key strategies for gathering first-party data. The challenge:  Convincing customers to share their data requires trust and delivering real value. Pro tip:  Clearly communicate the benefits of data-sharing to your audience, such as improved experiences and exclusive content. AI-powered Marketing Operations If AI was the buzzword of 2024, 2025 will be the year it becomes fully embedded in Marketing Operations. From predictive analytics to content generation, AI will streamline processes and amplify creativity. What to expect:  AI tools will help marketing teams analyze massive datasets, predict customer behaviour, and automate repetitive tasks like email scheduling and reporting. The challenge:  Ensuring AI tools are used ethically and that teams are properly trained to maximize their potential. Pro tip:  Start small with AI by piloting tools in one area (e.g., chatbots or lead scoring) before scaling across the rest of your operations. Integrated tech stacks for seamless workflows Fragmented technology stacks have long been a headache for Marketing Operations teams. In 2025, the focus will shift to creating integrated ecosystems that foster collaboration and efficiency. What to expect:  More organizations will adopt platforms that unify CRM, marketing automation, analytics, and project management tools. The challenge:  Ensuring legacy systems and new tools work seamlessly together. Pro tip:  Partner closely with IT and involve end-users in selecting and implementing tools to ensure they meet operational needs. The continued evolution of data privacy Data privacy regulations are evolving worldwide, and 2025 will bring stricter enforcement and possibly new global standards. Marketing Operations teams will need to navigate this complex landscape while maintaining customer trust. What to expect:  Heightened scrutiny on how businesses collect, store, and use data. The challenge:  Staying compliant without sacrificing the ability to deliver impactful campaigns. Pro Tip:  Regularly audit your data practices and invest in compliance-focused training and tools. Employee experience takes the spotlight In 2025, the focus won’t just be on the customer experience - it will extend to the employee experience. Marketing Operations teams will need tools and workflows that empower creativity and reduce burnout. What to expect:  Increased investment in automation to handle tedious tasks and a greater emphasis on flexible work environments. The challenge:  Balancing efficiency with the human touch that drives great marketing. Pro tip:  Involve your team in workflow optimizations and give them the space to focus on strategy and creativity. Omnichannel marketing becomes non-negotiable The lines between channels will continue to blur, and customers will expect seamless interactions across all touch points. Marketing Operations will be at the heart of orchestrating these experiences. What to expect:  Campaigns will integrate email, social media, web, and even offline channels into cohesive journeys. The challenge:  Maintaining consistency and personalization across channels. Pro tip:  Use marketing automation platforms to track and coordinate customer interactions across every channel. Sustainability and social responsibility in more focus In 2025, brands will face increasing pressure to demonstrate their commitment to sustainability and social responsibility. Marketing Operations will play a key role in communicating these values authentically. What to expect:  Transparent reporting on sustainability initiatives and campaigns that align with purpose-driven messaging. The challenge:  Avoiding “greenwashing” and ensuring genuine impact. Pro tip:  Partner with teams across your organization to highlight real efforts and initiatives, rather than empty promises. Embracing the future of Marketing Operations Our prediction is that Marketing Operations in 2025 will be defined by innovation, integration, and intentionality. The organizations that thrive will be those that embrace change, invest in technology and talent, and keep the customer at the center of everything they do. As we move into the New Year, let’s make it the year of smarter, more strategic Marketing Operations - because the future is only as bright as we make it. The Benefits of Integrating AI with your Marketing Operations

By Chuck Leddy, B2B Brand Storyteller Sojourn partners with multiple martech vendors in order to expand our capacity to help our customers. We recently had a conversation with one of our partners, UK-based Instant Marketing, about when and why we partner.  Participants in this conversation included Sam Smith, Director of Instant Marketing, Carl Cooke, Customer Success Manager of Instant Marketing, and Charlotte Currie, Global Head of Customer Success at Sojourn Solutions. The following is an edited transcript of the discussion. What should people know about Instant Marketing? Smith:  We help our customers extend Eloqua out-of-the-box, Eloqua might cover half of a particular customer’s use cases. Of the remaining half, maybe 25% are use cases for which we have connectors for out of the box. Eloqua is great, but I wish it did more channels and ad targeting. The remaining 25% of use cases might call for custom solutions. An Eloqua user might have a requirement that's so unique that no one else has ever had it before. So we address two categories of requirements: (1) either the need for Eloqua extensions or (2) a unique need where we can build a customized Eloqua solution. Cooke:  We've seen numerous cases where Eloqua users come to us with an “impossible task” and are looking at Eloqua alternatives. The customer doesn't recognize that the “impossible” use case can actually be done within Eloqua. That's where we step in and help. How does Instant Marketing deliver value through partnering with Sojourn?  Smith:  We tend to work well with experts in the Eloqua space. Sojourn’s team is wonderful at both defining the vision for the project and for high-level, strategic, and hands-on implementation. But there's only so far that they can go because there's only so far that Eloqua can go “out-of-the-box.” So Sojourn might handle 75% of the client's implementation and then they’ll reach out to us when it comes to delivering new capabilities that may need custom development. Currie:  For us at Sojourn, the partnership is about having the shared goal of extending what our customers think is achievable within Eloqua. We're very much about understanding what the goals of our customers are, and then helping them achieve what they’re trying to achieve. Sam, Carl, and the Instant Marketing team work in exactly the same way. Our collaboration works because we’ve forged a partnership based upon going above and beyond for our customers. What’s the process of working with Sojourn on customer use cases? Smith: Our working relationship is founded on mutual respect and mutual competence. Sojourn is very good at what they do and we're quite good at what we do, which is the development of add-ons. It all comes down to the client making an ask to Sojourn, who will try to figure out if they can achieve the ask within Eloqua “as is.” If not, the next step would be requesting some kind of customization – and that’s where Instant Marketing excels. Cooke: The trust and transparency between us and Sojourn are key. We all communicate really well to understand and deliver on customer needs. Again, there's nobody passing the buck or avoiding accountability. We all own the challenges and take responsibility for developing the solutions for customers. Currie:  From Sojourn’s perspective, we know what we can do and we know what we cannot do, but we also know what we can do together, which is a more expansive approach to serving customer needs. Instant Marketing is an extension of our team and vice versa. We're not crossing over in terms of capabilities, and we know there are experts within both entities and in multiple subject areas who can come together and deliver significant and sometimes-unexpected business value for our customers.  What are the various use cases that Instant Marketing can address for customers? Smith:  A quick win would be adding new channels. So we let you orchestrate across more channels, including SMS, WhatsApp, push notifications, web push app, push ad targeting, Google, Facebook, WhatsApp, etc. Direct mail postcards. A quick win might be to take your investment and leverage it in more channels.  A more complex win is achieving a weird, unique, but necessary requirement. That might mean a custom integration, it might mean some kind of custom logic. It might be calling out to AI, or using AI to generate unique content for each individual. So the simple use cases are around adding campaign channels, and the more complex ones are around unique customizations. Can you offer a specific example where partnership with Sojourn helped a customer resolve a challenging use case?   Smith:  One customer, a specialized publisher, wanted to take their vast amount of content published each day and let their users provide topic preferences. These content preferences were so granular that each user gets their own unique content subset based on pre-determined keywords or categories. So these were highly-personalized emails, but it would not have been possible to send this personalized content without the client’s use of our Advanced Email for Eloqua.  The impact was simply that Eloqua became viable because the customer needed to find a way to make it happen, and fast. If they couldn’t do the customized emails inside of Eloqua, then they just didn’t have a good plan B. It would've meant building some staggeringly complex tool from the ground up or migrating to a completely different marketing automation platform. What that looks like to a C-suite executive is a succession of rapid and potentially-costly migrations to different marketing tools because you just can't make it work within Eloqua. That would have been a massive headache on so many levels, which we helped them avoid. Any other customer use cases you want to highlight? Smith:  One of the most sophisticated customer use cases we’ve addressed was a home service client that used SMS to dispatch third-party service providers. The service client’s customer would get an SMS message saying, hey, we're sending the service engineer to your house at a specific time. And the service provider would text their customers just after the appointment to see if the service technician had showed up. So this customer was using the SMS channel operationally to hold their army of 3rd-party contractors to account. If you have a second channel, for instance, you can double or increase by a third the impact on revenues, while you're only increasing costs by 3 to 5%. You're also fostering better relationships with your customers. You're getting seen more. You're diversifying your portfolio of communications methods.  Any final thoughts on partnering with Sojourn? Smith:  Sojourn is   highly-competent and very organized, and they know what they're talking about. Their consultants are excellent. It's a team effort, but people like Charlotte have worked to develop the customer relationship in order to make us feel like we’re a seamless part of the team when we come in. We really do go beyond simply referrals – we actually work closely together with Sojourn on behalf of customers so they can achieve their business goals. Our combined approach can achieve a level of success that the customer just wouldn't have expected otherwise. When you're vetting your consultancies, you can go to Sojourn and say, “what does ‘good’ look like to you? You’ll be pleasantly surprised at just how good good can actually be with a combined approach to achieving customer success. Note:  Our partnerships are ultimately about doing whatever it takes to help our clients succeed. Learn more about how Sojourn Solutions and its vendor partnerships can help optimize your Marketing Operations . Feel free to reach out  to us today.

Convincing senior stakeholders to back your Marketing Operations initiatives can feel like trying to sell a vacation to someone who’s already perfectly comfortable on their couch. They’re intrigued by the possibilities but hesitant about the disruption. Without their buy-in, even the most promising ideas risk being shelved. In this article, we’ll explore practical strategies for engaging senior leaders, demonstrating value, and building trust. And yes, we’ll sprinkle in a little humour - because every great pitch needs a lighthearted moment or two. Speak their language: ROI and Risk Reduction The quickest way to grab a senior stakeholder’s attention? Focus on what matters most to them: return on investment and minimizing risk. What they want to hear:  How your initiative will drive efficiency, reduce costs, or increase revenue. How to frame it:  Instead of saying, “We’re implementing a new workflow tool,”  try “This tool will reduce manual processing time by 30%, saving the team over 100 hours per month.” Pro Tip:  Use metrics and case studies from similar organizations to reinforce your points. No executive wants to feel like they’re falling behind the competition. Show, don’t tell: Create small wins Senior leaders are often wary of sweeping changes. Start small with a pilot project that delivers measurable results. How to do it:  Identify a specific, low-risk area where your initiative can make a quick impact, such as streamlining campaign approvals or improving lead tracking. Why it works:  A successful pilot builds credibility and makes it easier to advocate for larger-scale adoption. Pro Tip:  Frame your pilot as a “ proof of concept .” Once stakeholders see it in action, they’ll be more open to expanding the scope. Address fears and misconceptions Resistance often stems from fear - whether it’s about costs, complexity, or change fatigue. Address these concerns proactively. How to reassure:  Emphasize that your initiative is designed to support the team, not replace them. For example, “This system will free up time for strategic planning rather than being bogged down in manual reporting.” Why it matters:  Acknowledging concerns shows empathy and builds trust. Pro Tip:  Highlight how the transformation aligns with broader organizational goals, such as improving customer experience or achieving operational excellence. Collaborate with other teams: Build a coalition Senior leaders are more likely to buy in when they see cross-departmental support. Collaborate with teams like IT, finance, or sales to strengthen your case. What to do:  Partner with IT to ensure technical feasibility and with finance to outline cost-benefit analyses. How to present it:  Position your proposal as a collaborative effort that aligns with organizational priorities. Pro Tip:  Include testimonials or endorsements from other teams to demonstrate broad-based support. Balance vision with realism Stakeholders appreciate ambition, but they invest in achievable outcomes. Strike a balance between presenting your long-term vision and short-term, actionable steps. How to balance:  Pair bold objectives with a clear roadmap. For instance, “In the first six months, we’ll focus on automating routine tasks. By year two, we’ll scale predictive analytics capabilities.” Why it works:  A phased approach makes the initiative feel manageable and credible. Pro Tip:  Use visual aids like timelines and dashboards to illustrate your plan. Infuse a little humour: Lighten the pitch Let’s face it: Boardroom discussions can get a bit dry. A touch of humour can make your presentation more engaging and memorable. Example: “No, this isn’t about reinventing the wheel - just making sure it rolls a little faster.” Why it works:  Humour helps diffuse tension and creates a positive atmosphere. Pro Tip:  Keep your humour relevant and professional. A clever analogy or lighthearted remark can go a long way. Anticipate and address objections Senior stakeholders will have questions - and you should be ready with answers. Anticipate common objections and prepare thoughtful responses. How to prepare:  Develop a FAQ that addresses concerns like cost, training, and scalability. Example: “Yes, there’s an upfront investment, but it will pay for itself within the first year by reducing third-party vendor costs.” Pro Tip:  If possible, bring in third-party experts or references to validate your claims. End with a Call to Action: Inspire Confidence Don’t just leave stakeholders with a great pitch - give them a clear path forward. Example: “Let’s schedule a follow-up meeting to discuss next steps and assign responsibilities for the pilot phase.” Why it works:  Clear next steps maintain momentum and show that you’re ready to lead. Final thought: A team effort for transformation Securing senior buy-in isn’t just about selling an idea - it’s about building a shared vision for what’s possible. By focusing on measurable outcomes, addressing concerns with empathy, and engaging in collaborative discussions, you can turn skeptics into advocates. Remember, transformation is a journey, not a one-time pitch. With the right approach, you can bring your vision to life and lead your organization into a smarter, more strategic future. Download the FREE Whitepaper - The Benefits of integrating AI with your Marketing Operations

The rapid rise of automation, AI, and data-driven strategies has transformed the world of marketing operations. However, with this progress comes uncertainty. Many marketing professionals fear that these innovations will render their roles redundant, creating a divide between traditional marketing teams and the new tools shaping the future. But here’s the truth: Marketing Operations doesn’t replace people - it empowers them. By guiding marketing teams through the transformation, you can reduce fear, enhance collaboration, and create a culture that embraces change. In this article, we’ll explore how Marketing Operations can bring teams along for the journey, ease their concerns, and enable them to thrive in a tech-augmented world. Why fear exists: Understanding the challenge Before addressing the solutions, it’s critical to understand where the fear comes from: Job Security Fears: Automation and AI are often seen as replacements for human skills. Skill Gaps: Marketers worry about lacking the technical expertise to work with advanced tools. Loss of Control: Automation can feel like handing over creative decisions to machines. Pace of Change: The speed of innovation can leave teams feeling overwhelmed and behind. While these fears are valid, they’re not insurmountable. Marketing Operations leaders can serve as guides, educators, and champions for their teams to ensure they adapt and succeed. 5 Steps to bring your Marketing Team on your Marketing Operations Journey 1. Demystify the purpose of automation and AI Start by clearly communicating why  Marketing Operations innovation is happening and how it benefits the team. Automation isn’t here to replace creativity - it’s here to free up time for it . Show how automated workflows eliminate repetitive, mundane tasks (e.g., email scheduling, reporting). Demonstrate how AI can enhance insights, helping marketers make better, faster decisions . Emphasize that human expertise will always be required to strategize, create, and connect with customers. 2. Educate and upskill teams One of the most effective ways to reduce fear is to empower marketers with knowledge and skills : Training Programs : Offer workshops and certifications on marketing automation platforms, AI tools, and data analysis. Hands-On Learning : Involve team members in testing and implementing new tools so they can see their benefits firsthand. Collaborative Sessions : Foster cross-functional learning where Marketing Operations teams partner with marketers to share expertise. By investing in upskilling, you’re not only easing fears but also future-proofing your workforce. 3. Highlight the human - AI partnership Emphasize that AI and automation work with  marketers, not against them. Showcase how tools amplify their efforts: AI-Driven Insights : AI can analyze large datasets, but humans turn those insights into strategies. Personalization at Scale : Automation allows marketers to deliver personalized messages to thousands of customers efficiently, while human creativity ensures those messages resonate. Time for Creativity : With repetitive tasks automated, marketers can focus on storytelling, branding, and customer engagement—the work they truly love. Position automation as a co-pilot  rather than a replacement. 4. Involve teams in the transformation process Marketing Operations should avoid imposing change from the top down. Instead: Collaborate Early : Bring marketing team members into discussions around adopting new tools and workflows. Address Concerns : Create open forums where marketers can ask questions, voice concerns, and provide feedback. Celebrate Small Wins : Highlight quick successes to demonstrate the positive impact of automation and data usage. By involving the team, you create a sense of ownership and excitement around the transformation. 5. Show the value through results Nothing builds trust like seeing tangible outcomes. Prove that Marketing Operations innovation benefits the entire marketing function: Share data showing time saved through automation. Present case studies where AI-driven insights improved campaign performance. Highlight how data integration led to better audience targeting and ROI. When marketers see the results, they’ll shift from skepticism to advocacy. Reframing Marketing Operations as a growth opportunity Rather than framing AI, automation, and data as “job disruptors,” reposition them as opportunities for growth and innovation. With the right guidance, marketers can: Focus on high-value activities  like creative strategy and storytelling. Gain new skills that make them indispensable  in a data-driven environment. Leverage advanced tools to work smarter, not harder. The role of Marketing Operations is to lead this cultural shift—building bridges, reducing fear, and helping teams embrace the possibilities of innovation. Final Thoughts: Transformation is a team effort Innovation in Marketing Operations is inevitable, but how teams adapt to it depends on leadership. By guiding, educating, and empowering your marketing team, you’re not just implementing tools—you’re fostering a culture of growth, collaboration, and creativity. Marketing isn’t losing its human touch. It’s gaining superpowers. Are you ready to bring your team along for the ride? Download the FREE Whitepaper

Marketing operations (MOps) has evolved from a behind-the-scenes function into a strategic powerhouse, central to driving efficiency, innovation, and measurable business impact. As the landscape continues to evolve, marketing operations leaders face new challenges and opportunities. This article explores emerging trends and how marketing operations is poised to shape the future of marketing. The current state of Marketing Operations From Tactical Support to Strategic Enablement Traditionally, MOps focused on managing tools, workflows, and campaign execution. Today, it serves as a strategic enabler, bridging the gap between marketing strategy and execution. Marketing operations leaders are tasked with driving: Efficiency:  Streamlining processes and automating repetitive tasks. Data-Driven Decisions:  Ensuring accurate, actionable insights. Scalability:  Building frameworks to adapt to growing and evolving marketing needs. However, as the complexity of MarTech ecosystems and customer journeys increases, MOps teams must continuously innovate to remain effective. Emerging trends shaping the future of Marketing Operations AI and Automation in Marketing Operations Artificial intelligence (AI) is transforming how MOps teams handle data, personalization, and workflows: Predictive Analytics:  AI-powered tools predict customer behavior, enabling more effective campaign strategies. Automated Campaign Management: Platforms like Marketo and HubSpot use AI to optimize email marketing, lead scoring, and customer segmentation. Content Personalization:  AI ensures customers see the right message at the right time, improving engagement and conversion rates. Unified Data and Analytics Data silos remain a significant challenge for marketing teams. The future lies in: Centralized Data Platforms: Tools like customer data platforms (CDPs) unify data across channels for a single customer view. Real-Time Analytics:  Faster insights enable more agile decision-making. Privacy-First Strategies:  With regulations like GDPR and CCPA, data governance and ethical data usage will be non-negotiable. Integration of MarTech Ecosystems Most organizations use a fragmented mix of MarTech tools. Future-focused MOps will prioritize: Seamless integrations to ensure data flows across platforms. Consolidation to eliminate redundant tools and reduce costs. Platforms with open APIs to allow custom integrations. Focus on Employee Experience (EX) As marketing grows more complex, empowering teams will be critical. MOps will lead the charge by: Providing intuitive tools that reduce manual effort. Delivering training to maximize tool utilization. Ensuring collaboration through centralized platforms like Slack or Asana. Key challenges Marketing Operations must address Balancing Innovation with Stability Adopting new technologies is essential, but MOps teams must balance innovation with stability. Over-investment in unproven tools can disrupt operations. Managing the Talent Gap As demand for MOps expertise grows, finding and retaining skilled professionals will remain a challenge. Upskilling existing team members and fostering a culture of continuous learning will be critical. Proving ROI Executives demand clear ROI for marketing spend. MOps teams must demonstrate how their efforts drive revenue, reduce costs, and improve efficiency. The future role of Marketing Operations leaders Marketing operations leaders are becoming strategic advisors who: Partner with CMOs and other executives to align marketing initiatives with business objectives. Leverage data to guide long-term strategy and optimize short-term tactics. Advocate for customer-centric processes that enhance experiences across the buyer journey. Our predictions for the future of Marketing Operations Hyper-Personalization Becomes Standard Marketing will move toward delivering tailored experiences for every customer, powered by AI and real-time data. MOps as a Centralized Function Instead of being siloed within marketing, MOps will expand to support cross-functional collaboration, influencing sales, IT, and customer service. Rise of Ethical Marketing With increasing scrutiny on data usage, marketing operations will play a key role in maintaining transparency and trust. Increased Use of Low-Code/No-Code Tools These platforms will democratize technology, enabling non-technical users to contribute to MarTech innovation. How to future-proof your Marketing Operations Invest in Scalable Technology Choose platforms that can grow with your organization and adapt to changing needs. Foster a Culture of Innovation Encourage teams to experiment, fail fast, and adopt new practices that drive better results. Prioritize Data Quality and Governance Clean, compliant data will be the foundation of all successful marketing initiatives. Collaborate Across Departments Break down silos to create a unified approach to customer experience, driven by MOps insights. Final thoughts The future of marketing operations is both challenging and exciting. As technology and customer expectations evolve, MOps will remain at the forefront, enabling businesses to navigate complexity and achieve meaningful growth. By embracing innovation, prioritizing data-driven strategies, and fostering collaboration, marketing operations professionals can lead their organizations into a new era of efficiency, impact, and success.

Account-based marketing  has consistently been shown to increase marketing return-on-investment compared to traditional marketing approaches, but ABM is anything but easy to implement. ABM is not a technology but a mentality, a strategic approach that seeks to go deeper into fewer, key accounts/customers with more relevant messaging. A recent B2B Marketing webinar , led by ABM specialist Andy Bacon  (ABM Lead Advisor, B2B Marketing ), explored the right ways and the wrong ways for organizations to implement ABM. Rushing into an ABM program simply because it’s trendy or because your competitors are doing ABM is not the right way. As with all strategic investments, organizations should perform due diligence and planning in advance of implementing any ABM program. ABM, defined . . . Bacon began by defining ABM as “a strategic marketing approach jointly implemented by sales and marketing that focuses on key, targeted accounts.” He then described an “ABM competency model” that includes 5 steps for successful implementation: (1) aligning marketing and sales; (2) defining and selecting the key accounts; (3) accessing and leveraging data to drive account-related insights; (4) selecting and deploying the right technology stack for your ABM needs; and (5) executing campaigns and content.  There are multiple types of ABM program. Bacon categorized them as either “strategic” or “programmatic,” depending on the number of accounts selected for the ABM program. For example, if an organization has one customer who buys 55% of its volume (a massively strategic customer indeed) or 3 customers who buy 65% of its volume, then using ABM in either scenario would be strategic (1:1 or 1:3). Marketing and sales would need to be aligned around the key purchasers or influencers within that single account or 2-3 accounts, targeting messages to influence their buying decisions via the ABM program.  In “programmatic” ABM, marketing and sales might focus on all customers within a specific vertical or market segment. So maybe a software company sells to mid-sized manufacturers, who represent 20% of its overall revenue, all of whom have similar needs and pain points. In that case, the software company’s ABM program might develop and use “buyer personas” to target messaging to those manufacturing companies (say, 1:15) and customize content for that vertical’s needs and pain points.  6 common mistakes in ABM programs Bacon sees a lot of mistakes when organizations “do” ABM, and he shared some of the most common: 1. Beginning without a clearly-defined strategy.  Most important journeys require a clear roadmap, and ABM is no exception. That roadmap needs to include a plan for how marketing and sales will coordinate and align, how the targeted accounts will be selected, how technology will be deployed to support ABM, how campaigns will get executed, and much more. Ad hoc, let’s-see-what-happens ABM is worse than no ABM, because it destroys trust in an approach that has been consistently proven to work when it’s done right, with a solid strategy. 2. Not defining the aligned team.  Marketing cannot “do” ABM by itself, but must closely align with sales to define the key accounts, implement strategy and tactics, measure progress, and more. Alignment won’t happen by accident, so the leadership and members of both departments must closely collaborate to plan and structure shared communication and coordination. Alignment never happens by happenstance, but must become a strategic and structured priority. 3. Poor account selection.  If marketing goes to sales and asks them to select targeted accounts for a new ABM program, both departments must define a selection criteria in advance. Without a clear selection criteria, sales might simply put “underperforming accounts” into an ABM program, which is a certain recipe for failure. The goal of ABM is to focus, coordinate, and customize resources on fewer accounts or on accounts with similar profiles and pain points. Tossing a hodgepodge of underperforming, unrelated accounts into an ABM program is not ABM. It’s just a waste of resources. 4. Too many accounts in an ABM pilot program. Bacon recommends that organizations start small with ABM, so they can learn how to do ABM programs well before scaling them up across the organization. Thus, he suggests putting one or a few key accounts into a pilot ABM program, rather than 25 accounts. It will be easier to measure success and learn lessons at smaller scale than at larger scale. For ABM pilots, building capability is the prime goal while results are secondary (those will come later). 5. A lack of deep insight into accounts. ABM success, especially when a program focuses on 1-3 key accounts (i.e., is strategic), requires deep, almost personal insights into the account’s purchasing and decision-making. It’s not enough to map out the purchasing process on a flow chart, but you’ll also need to engage the key decision-makers and influencers on a personal level. What motivates these people psychologically, what do they want in the future? How do they feel about your organization and offerings? ABM programs thrive on pooling and leveraging deep, personal insights. Doing so takes both the right technology and an ability to develop long-term human relationships. 6. A lack of bespoke offerings, propositions, and content.  As the previous pitfall makes clear, your ABM program needs to “get personal” with key account decision-makers. Once you have personal insights, you’ll be leveraging them to inform the development of bespoke, personalized offerings, proposals, and content that connects directly with the decision-makers and pain points within the key account(s). ABM should never be generic or “off-the-shelf” with its messaging, although existing messaging can be tweaked and “creatively re-purposed” for your ABM accounts. As these 6 mistakes described above make clear, getting ABM right is harder than it looks. If you want to learn more about planning and executing a successful ABM program, and avoid the common mistakes described above, feel free to reach out  to us today.