How Low Code Can Boost Marketing Operations

You can only deliver great marketing campaigns with proper marketing operations infrastructure.

Similarly, you can only have great marketing operations by implementing the right tools in the right place. 

At DronaHQ, our Marketing operations team is responsible for putting together the right tools for our business and helping our marketing team supercharge their marketing campaigns. 

But how? 

In some cases, the marketing ops team uses our low-code tool DronaHQ internally to improve our marketing campaigns and optimize our workflows. 

Now, let me take you back to a time when my team was working on deals & offers for the Black Friday marketing campaign. We were racing against the clock to launch a new campaign, but our progress was being hampered by endless rounds of back-and-forth with the product team.

We wanted to launch some specific offers to specific free trial users and some offers to visitors. And to avoid such last-minute running around. We decided to build a small deals & offer app to schedule all the seasonal deals on the website and within the product.

We decided to use low-code internally. We build an internal tool to manage all our campaign deals on different pages of our websites. With the tool, we can pre-schedule the deals we want to run on the website. We can configure an option to set the time frame of the deal, select users for different campaigns, and set up a notification system to alert our sales team tracking user intent. 

With low-code tools at our disposal, the power to build and iterate on our campaigns was suddenly in our hands. 

But our story is just one example of the transformative potential of low-code tools in marketing operations. Across industries, companies large and small are utilizing the power of low-code technology to streamline workflows. 

From building custom dashboards to automating tedious manual tasks, the possibilities are endless – and the impact is undeniable.

I have been hopping around a few marketing communities and channels for the last few days. I kept asking marketing professionals about their thoughts on using low-code tools for marketing ops. 

Here’s what I got back in response 

Today, we are going to see how low code tools can help the marketing ops team to supercharge their workflows, and help their marketing teams perform better. 

Let’s first explore why marketing operations are important!

Understanding the importance of marketing ops

Imagine a bustling e-commerce company gearing up for its annual holiday sales campaign. The marketing team is filled with ideas for captivating email campaigns, engaging social media promotions, and enticing discounts to attract shoppers. However, without a solid marketing operations framework in place, the execution of these campaigns could quickly turn chaotic.

Here’s where marketing operations swoops in to save the day. By meticulously planning and coordinating every aspect of the campaign, from audience segmentation to email scheduling to performance tracking, the marketing operations team ensures that the holiday sales campaign runs smoothly and efficiently.

Now, let’s back this up with some real stats:

According to a report by Marketo, companies with strong marketing operations see a 25% increase in marketing ROI and a 15% increase in revenue growth.

Furthermore, research by SiriusDecisions reveals that organizations with well-defined marketing operations processes experience 2.3 times faster revenue growth and 3.5 times higher marketing contribution to revenue.

Here are some real-world examples of products or companies known for their great marketing operations:

1. HubSpot’s marketing operations leverage automation, personalization, and analytics to attract, engage, and delight customers throughout their journey.
2. Amazon’s marketing operations are highly data-driven and customer-centric, leveraging advanced analytics and automation to personalize recommendations, optimize pricing, and drive conversions.

These examples demonstrate how effective marketing operations can drive brand success, customer engagement, and business growth.

How low-code can supercharge marketing operations

Low-code tools offer numerous benefits for marketing operations teams, enabling them to streamline workflows, automate processes, and drive efficiency. Here’s how low-code tools can help marketing operations teams improve their workflows, along with real-world examples:

Internal tools creation:

Low-code platforms enable marketing ops teams to develop internal tools and applications on top of existing data sources. DronaHQ’s internal tool builder allows operations teams to connect and display disparate information from different tools in one location.

Automated data integration:

Low-code tools make it easier for marketing operations teams to integrate data from various sources, such as CRM systems, email marketing platforms, and social media channels.

A tool like Mailchimp could utilize low-code integration platforms to seamlessly connect with e-commerce platforms like Shopify, or Hubspot enabling marketers to sync customer data, automate email campaigns, and track performance metrics without manual intervention.

Custom dashboard creation:

Low-code platforms empower marketing operations teams to create custom dashboards that consolidate key metrics and provide actionable insights.

DronaHQ’s low-code dashboard builder allows marketing ops professionals to design personalized dashboards that visualize campaign performance, lead generation metrics, and sales pipeline activity, facilitating data-driven decision-making and strategic planning.

Automated campaign workflows:

Low-code tools enable marketing operations teams to automate campaign workflows, from lead scoring and segmentation to email nurturing and social media scheduling.

DronaHQ’s low-code automation capabilities allow marketing ops teams to set up automated lead-nurturing workflows based on predefined criteria, ensuring that leads are nurtured through the sales funnel with minimal manual effort.

Workflow automation:

Low-code tools could handle routine tasks and processes, enabling marketing operations teams to focus on strategic initiatives and innovation.

For example, Zapier allows marketing ops professionals to create “Zaps” that automate repetitive tasks, such as data entry, file management, and lead notifications, across a wide range of applications and systems, improving efficiency and productivity. 

By leveraging these tools effectively, companies can enhance operational efficiency, accelerate time-to-market, and deliver digital products faster than ever before.

Growing adoption of low-code platforms among Marketing Ops professionals:

In recent years, there has been a notable uptick in the adoption of low-code platforms among marketing operations professionals. This trend can be attributed to several factors:

Demand for agility and speed: 

Marketing teams are under increasing pressure to respond quickly to market changes, launch campaigns rapidly, and iterate on strategies in real-time. Low-code platforms offer a faster, more agile alternative to traditional development methods, enabling marketing ops teams to innovate at the speed of business.

Empowerment of non-technical users: 

Low-code tools democratize the development process, empowering non-technical users – including marketing ops professionals – to create custom solutions without relying on IT or development teams. This shift in accessibility and autonomy has fueled the adoption of low-code platforms across marketing organizations.

Abhishek Hingorani, former Senior Manager of Digital at Tag says, 

“With low-code platforms, marketers can create and customize email templates, content, and designs without relying on developers. This empowers marketing teams to be more agile and self-sufficient, freeing up developers to focus on more complex tasks”.

Rise of data-driven marketing: 

Data is the lifeblood of modern marketing, driving insights, personalization, and decision-making. Low-code tools facilitate seamless data integration and analysis, allowing marketing ops teams to harness the power of data more effectively in their campaigns and strategies.

Cost-efficiency and resource optimization: 

Low-code platforms offer a cost-effective alternative to traditional development approaches, reducing the need for expensive development resources and accelerating time-to-market. This cost-efficiency has made low-code tools an attractive option for marketing operations professionals looking to maximize their impact within budget constraints.

Marketing operations with low code will lead to marketing success

With the ability to rapidly develop custom applications, automate repetitive tasks, and create personalized customer experiences, marketing ops professionals can empower their strategies, optimize their operations, and ultimately, achieve marketing success. 

DronaHQ, with its intuitive drag-and-drop interface, can help marketing ops teams rapidly develop custom applications, dashboards, and tools without extensive coding knowledge. 

Seamless data integration and analytics capabilities would enable marketing operations teams to visualize key metrics and insights, driving data-driven decision-making. Additionally, DronaHQ facilitates internal tool creation, allowing teams to build enterprise-grade applications. 

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