rstanding the product is crucial in martech, MOps.

I hope that I’m not alone in feeling disconnected from the products of our martech and marketing operations (MOps). We are not product marketers. When we get involved in campaign planning, execution and management, we focus on technical configurations as well as performance. We focus on the message, not the messaging.

Although there is little in common with managing an email nurturing campaign to sell blenders and airplanes, it doesn’t mean that the people administering the marketing automation platform don’t need to be familiar with the product.

Understanding the products of a company helps us understand the motivations, needs, and requirements of stakeholder groups and help us tie their work to the company’s goals and performance metrics. These are just a few examples of marketing successes that I have seen in my career.

B2B Software-as-a-Service (SaaS)

In B2B SaaS, it is important to have a deep understanding of the product. Zuora’s products were designed to help revenue professionals. This was something I learned while working at Zuora. This does not require me to take a finance or accounting course or an MBA.

Keywords play an important role in digital marketing, from paid advertisements to managing an account-based marketing platform. Knowing about keywords is helpful for system administration when they are provided by the creative and product marketing people.

It is helpful to determine which keywords are most relevant to your target audience if a system allows you to rank them. This information can be used to design messaging (webpages and emails, as well as text messages). By making sure they are visible, or by providing guidance for A/B testing email subject lines and landing pages UX.

It was easier to learn about these topics and get guidance from colleagues. I also found it easier to translate this into system configurations or coordination of vendors. This makes it easier for everyone. It’s not just for business development, account executives and customer success people to understand and speak to potential customers’ needs.

Get deeper: Product-led Growth: 3 lessons from the frontline

Hospitality

My current job with Wyndham Hotels and Resorts has taught me that hospitality is very similar to fast food. Most properties are franchised. Wyndham oversees the entire portfolio of brands and provides support and guidance to franchisors. She also helps build brand awareness and other services. So, I help sell more than just hotel rooms and amenities. There are also opportunities for entrepreneurs.

These are just a few examples of the B2C aspect of the travel industry. But there is more. It’s important to understand how our martech systems can be useful for franchise partners who interact directly with guests at properties.

Like many companies, loyalty programs are an integral part of any business. They are a big deal. According to the Harvard Business Review, “The pro-forma valuations disclosed by AAdvantage & MileagePlus exceeded their respective market capitalizations”

As travel fell during the pandemic, these programs offered financial protection to associated airlines. These programs allowed companies to engage customers and generate revenue through partners such as associated credit cards or retail affiliations.

Get deeper: Why loyalty marketing

Product understanding informs your efforts

If martech and MOps professionals have a better understanding of their company’s products they can work with colleagues to create marketing campaigns that are more aligned to corporate goals.

This reduces the amount of time spent arguing with others in order to understand the target audience and the wider organizational needs. It also provides informed insight that can lead to success.

We are the technical experts. Our job is to translate the persuasive brilliance of our colleagues into the digital world.

The post Understanding the product is essential in martech, MOps was first published on MarTech.