Common Problems in Marketing Operations. Your Solutions Using HubSpot and Marketo

Marketing operations professionals often navigate complex challenges as they bridge marketing and sales functions. Below are five common issues they face, with practical solutions, leveraging tools like HubSpot and Marketo.

1. Challenge: Poor Data Quality and Integration
Problem: Fragmented or inconsistent data across platforms impedes marketing efficiency and customer insights.
Solution:
• Data Governance: Define data collection standards and ensure consistency across systems.
• Data Enrichment: Use tools like HubSpot’s native integrations to sync CRM data or Marketo’s API for data standardization.
• Automation: Implement workflows in Marketo to automatically clean and categorize data (e.g., deduplicating contacts or normalizing naming conventions).
• Regular Audits: Schedule monthly data audits using Marketo’s audit features or HubSpot’s dashboards to maintain quality over time.

Here’s step by step information implementing this solution in HubSpot and Marketo.

Outcome: A unified view of customer data for precise targeting and analytics.

2. Challenge: Misaligned Marketing and Sales Teams
Problem: Disconnected processes between marketing and sales create inefficiencies in lead management.
Solution:
• SLA Agreements: Set service-level agreements in HubSpot to define expectations for lead follow-up times and quality.
• Shared Dashboards: Use HubSpot’s shared reporting to provide visibility into lead conversion rates and pipeline stages.
• Lead Scoring: Set up automated lead scoring models in Marketo, assigning scores based on behavior and demographic data, to qualify leads for sales teams effectively. HubSpot predictive lead scoring.
• Feedback Loops: Create a feedback system in HubSpot, where sales teams can annotate and provide input on lead quality directly within the CRM.

Outcome: Improved communication and a seamless handoff between marketing and sales.

3. Challenge: Overcomplicated MarTech Stacks
Problem: Using too many tools results in inefficiency and higher operational costs.
Solution:
• Platform Consolidation: Audit your tools to identify redundancy and migrate to a central solution like HubSpot for marketing and CRM or Marketo for enterprise automation.
• Template Creation: Build reusable email, landing page, and campaign templates in HubSpot or Marketo to streamline campaign development.
• Training: Conduct training sessions for teams to fully leverage the capabilities of your chosen platforms.
• Integration Tools: Use tools like Zapier to connect critical systems if full consolidation isn’t feasible.

Outcome: A streamlined tech stack that saves time and resources while improving campaign effectiveness.

4. Challenge: Inadequate Campaign Attribution
Problem: Difficulty tracking ROI and attributing success to specific marketing efforts.
Solution:
• Attribution Reports: Leverage HubSpot’s multi-touch attribution reports to track which channels and content drive conversions. This is in Enterprise level plan.
• UTM Tracking: Create UTM parameters for all campaigns to attribute traffic and conversions accurately.
• Marketo Revenue Cycle Analytics: Use this feature to measure the impact of campaigns on revenue across different touchpoints.
• Dashboard Optimization: Regularly update dashboards in either platform to align with current campaign goals.

Outcome: Clear insights into which strategies are most effective, enabling better resource allocation.

5. Challenge: Difficulty Managing Cross-Channel Campaigns
Problem: Ensuring a consistent brand voice and customer experience across multiple channels.
Solution:
• Customer Journey Mapping: Use HubSpot’s workflow tools to automate nurturing sequences that maintain consistency across email, social media, and paid ads.
• Omnichannel Campaigns: Integrate social media ads with Marketo’s engagement programs for cohesive cross-channel efforts.
• A/B Testing: Regularly test messaging and visuals on different platforms using Marketo’s testing tools.
• Feedback Collection: Set up feedback loops through HubSpot surveys to understand the customer experience at every touchpoint.

Outcome: A consistent and engaging brand experience, leading to better customer retention.

I will admit that despite working in this field for decades, I still get stumped with managing cross-channel campaigns. Sometimes it’s tools that provide solutions and sometimes it’s people and process. This is an area that I am constantly learning as new channels get introduced in the market.

The above solutions emphasize the importance of leveraging robust platforms like HubSpot and Marketo, simplifying processes, and fostering collaboration to overcome key challenges. By addressing these problems strategically, marketing operations teams can drive efficiency and stronger business outcomes.