How Marketers Can Use Managed Execution Services to Optimize Tactics, Drive Results With MarTech
As we approach 2020, it’s clear that marketing and technology are more integrated than ever before. In fact, Conductor reports that 43% of marketers use between six and 10 martech solutions to support their organization’s strategy and execution.
After years of taking a do-it-yourself approach to tactics, processes, and technologies, marketers are seemingly more open to exploring options to solve problems, lend extra support, and enhance the results of the technology they have purchased. Specifically, many marketers have turned to agencies to run their martech — particularly, their marketing automation platforms. However, a new solution, known as managed execution services, has gained prominence and differs from the traditional agency/company relationship.
Managed Execution Services vs. Agencies
When marketing teams outsource to an agency, they typically do so with strategies or tactics that are technology-agnostic. In cases where the outsourced work is technology-specific, agencies are often more generalists than specialists in the technology platforms they utilize.
In contrast, managed execution services are offered by marketing technology providers. This means that you are getting marketing automation services directly from your marketing automation technology provider.
While the services offered may vary by provider, below are the top ways marketers can best optimize managed services to yield better results.
Email and SMS Execution and Campaign Management
When it comes to marketing automation technology, the most-used tactical execution is email and SMS campaign management. (Full disclosure, my company — ClickDimensions — is a marketing automation solution for Microsoft Dynamics 365.)
Within an organization, campaign automation flow and strategy should continue to be led from the internal marketing team. In addition, creative, copy, email, and SMS list-building are all ideal for marketing teams — and, in some cases, supporting agencies — to manage.
Where marketers often fall flat is in the email build-out, implementation, testing, and technical subscription management specific to campaign execution. That is where managed execution services come into to play. By sourcing a technical expert who understands the technology, the high-level marketing strategy can be carried out by the internal team, while implementation and campaign optimization are being driven by technical experts. Marketers can spend less time on testing strategy, monitoring email unlocking or text message campaign implementation.
Social Marketing and Listening
Social media is often a marketing tactic that involves multiple departments: marketing, communications, HR, IT, and more. As such, technology allows multiple internal stakeholders to stay aligned on what content is being executed and at what frequency. While social media strategy, content, and response management are best left to internal resources, managed execution services can enhance the overall implementation and inform the team’s next steps.
For instance, while a marketing team member may develop the content calendar, managed execution services can manage the posting of the content and monitoring for engagement and results. Managed execution services can then serve as a resource to monitor via the social listening program and provide recommendations to the marketing team in real-time. This allows the marketing team to take full advantage of an automation platform’s social listening tech, with the support and counsel of a human being.
Technical Services and Reporting
For most organizations, tracking clickthrough rates and lead scoring are important KPIs of a marketing and sales strategy. While a marketer may understand the importance and even develop the strategy on how the company wants to score leads, there is often a gap in ensuring that the connections, tracking, and widgets are incorporated correctly — with no broken steps.
In this case, managed execution services can ensure the web tracking and technical lead scoring are set up correctly. They can also confirm that all event connectors — such as GoToWebinar/Eventbrite/WebEx, etc.; or third-party tools, such as Gravity Forms — are implemented into the campaign and tracking. This helps marketers ensure that all technical aspects of a strategy are being carried out and integrated through their chosen martech platforms.
The ROI of Managed Execution Services
With the increased importance of MarTech in campaign execution, organizations must determine if their internal structure can manage the strategy and implementation of their marketing campaign goals. According to Gartner, 63% of marketers indicated they purchased a support package from their marketing automation provider, and 100% indicated they found the package worth it. While that may be a favorable statistic, more important is a discussion around costs and roles with an internal marketing team, supporting agencies and tech partners to determine if managed execution services can fill a technology gap within your four walls.
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