A marketer’s role in any product-led growth company is simple: increase conversions and product adoption. How should marketers accomplish the task? Simple – by understanding the intent of the subscribers and visitors and motivating them to complete the checkout process. The last few blogs have published repeated suggestions on improving customer intent and motivation using contextual messaging. Yet, B2B players often fail to acknowledge the marketers’ motivation while they create and execute endless numbers of campaigns to woo their subscribers.
Not always do these campaigns yield the desired results. It is challenging to stay motivated during such time, especially when there are no clear indications of what went wrong. Yet, a certain change in approach or outlook can be pretty helpful here.
Considered the ultimate entrepreneur, Seth Godin has once noted, “All motivation is self-motivation. Your family, boss, or coworkers can try to get your engine going, but nothing will happen until you decide what to accomplish.” Taking a cue from the quote, marketers can actually look toward a specific group of coworkers to achieve their goals – the DevOps team. But how?
The DevOps initiation: How does it relate to marketing?
DevOps was created as a new Software Project team to improve collaboration between developers, coders, system administrators, and IT technicians. Here, the Developers enhance the software by updating its features, while the Operations team stabilizes the product deployment and maintains associated systems. They also act as the testers and tackle all the production issues and bugs before reaching the end-users. Since both the capabilities work in tandem, product improvement becomes faster.
So, in principle, task repetitions, communication, product feedback, and deployment iterations become faster and more convenient. The end objective is to offer the end-users a streamlined and seamless experience.
The marketers’ objective is something pretty similar to DevOps. They want the same group of end-users to try out the product at the demo stage and convert later. The only difference – feedback and iterations are for DevOps, which relates to user acquisition, product engagement, and retention are for marketers. Further, the approach also makes both teams interdependent.
Taking the DevOps approach in marketing
Based on the basic approach, maintaining constant communication is the hallmark of DevOps. They follow a continuous feedback loop and connect it to the overall business objectives to improve the product. Marketers, too, should join the loop to understand the changes and enhance the message context to the customers. It will ensure the marketing content highlight the product quality as well. Overall, the marketing message and the product values get ingrained and offer greater value to the users.
Further, delivering these contextual marketing messages needs to be consistent. This is similar to what the DevOps team follows during product deployment. They follow a chain of command and carry out multiple rounds of iteration until it matches the requirements. Marketers can adopt such an approach to underline the product’s capabilities and why the users should embrace it. They can leverage an omnichannel strategy to deliver a consistent message across platforms to improve user engagement.
Like the DevOps team, the marketing team can adopt an agile process while launching their campaigns here. The priority for DevOps is fast and consistent delivery using feedback. For marketers, user engagement metrics and analytics act as the impact analyzer, and automation tools offer agility.
These automation tools deliver tonnes of user data, including motivation and intent markers. Marketers can use the information to deliver personalized and contextual campaigns while changing the campaign parameters on a real-time basis. The only difference would be that automation and agility aim to reduce human error for the DevOps team, but for marketing teams, it’s scaling up the delivery and impact.
Building a DevOps mentality
Modern-day marketing is all about being agile while not being susceptible to errors in the process. Taking a leaf out of the DevOps playbook, marketers can streamline their communication, improve their measuring campaign metrics, and use contextual marketing to acquire and retain customers. Quick deploy, pinpoint testing accuracy, data-driven measurement, and re-iterate on process improvement needs to be the priority for marketers in the B2B space.
Further, a traditional approach with legacy platforms won’t cut it. They need to be more flexible, be more targeted, and stay competitive with the product offering for users to build trust and convert. The role of contextual marketing just becomes bigger with this approach, and delivering the right content to the right audience segment can make all the difference.
If you are wondering how to include contextual in your marketing stack, get in touch with us.