DevOps: What It Is and What It Means For Marketers?

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There are more demands on marketers than ever. Businesses want to understand how their marketing efforts impact their bottom line and identify ways to increase revenue.

Revenue growth is often tied to spending incremental dollars on growing the business and team. Revenue operations, or DevOps, essentially flip this equation.

DevOps was created to support customer lifecycles. It uses technology and platforms for streamlined and aligned internal processes and provides insight and visibility throughout the revenue acquisition process.

DevOps helps break down silos among sales, marketing, and customer service and strengthen their alignment throughout the buyer’s journey. This allows DevOps to enable revenue growth, which can be used for new hires, research, development, and other investments.

We’ll be looking deeper into DevOps, including a use case and exploring what DevOps has meant for marketers and marketing operations.

DevOps: Giving meaning to the concept

Infrastructure is often not designed to scale in the beginning stages of a business’s lifecycle. Companies can adopt a more white-glove approach to customer service, with 1:1 conversations occurring across the entire customer lifecycle if they have smaller customer and prospect bases. As the company grows, inefficiencies and gaps in operations mean that this small-scale infrastructure is less able to grow and retain customers.

DevOps uses a strategic approach to streamlining operations. We analyze customer service needs and support marketing and sales teams to encourage growth. These areas can be viewed from a holistic view to help optimize customer conversions at each funnel stage.

DevOps may seem abstract on paper. DevOps can be absorbed most easily by real-world examples of companies that have adopted this approach.

An example of DevOps: A SaaS provider increases its inbound conversion rate by 30%

Kuno Creative is a long-standing client of Kuno Creative. They came to us to find ways to increase their inbound conversion rates, operational efficiency, and better reporting on their success stories.

Kuno conducted a thorough lead capture audit. We identified redundancies in both forms and fields. We reduced the amount of information requested at various stages of the buyer’s journey. This helped us set up the team for success by changing our overarching form strategy.

There were other layers to the form optimization process:

  • A data enrichment tool is implemented at key conversion points to make it easier for users to submit information and fill out forms.
  • Hidden fields can be implemented at the form level to track and attribute source information for incoming leads. Reporting built around these source details will help you identify the most efficient channels.
  • Segmentation is necessary to tag and manage contacts by brand/services to position the SaaS provider’s offering.

The Kuno team worked across multiple platforms, including Salesforce and HubSpot, to ensure seamless marketing and sales hand-offs, with the right information being provided to the right people at all times.

The client experienced a 30% increase in conversions between the previous period and the time the form optimization was applied. Additional SEO, content, and UX/design initiatives have contributed to this increase. The marketing team can better identify and attribute high-performance channels to resources and improve lower-performing initiatives with more visibility and accurate data.

The SaaS provider streamlined its lead routing process and put the most engaging tactics to improve its operational efficiency. All this without spending a dime.

DevOps and Marketing Operations

As with all marketing efforts, DevOps can be difficult to get started. However, as more companies adopt this strategy and find ways of scaling it, businesses that don’t embrace it will fall behind and struggle to keep pace with their market.

This puts this in perspective. Gartner projects that 75% will have a DevOps system by 2025.

The above example shows that data collection is the first step to integrating DevOps into your infrastructure. Some businesses might already have the systems to compile customer service, marketing and sales data. Others may need new systems to collect and analyze this information in a consolidated view.

It is important to maintain consistency to report on data accurately. However, it is also important to identify areas where key metrics are missing. The new sales pipeline might have clear metrics, from the average sales cycle to the cost of new customers acquisition. Still, it may not provide insight into key factors such as the percentage that customers expanded their products/services during renewal.

HubSpot enables all relevant data to be shared between marketing, sales, and customer service departments by linking them together in a single platform. Marketers can improve their strategies and processes by better understanding what drives conversions and drop-offs during the buyer’s journey. This will allow them to create collateral and workflows that better serve their customers at all stages of their lifecycle.

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