MOPS Strategy with Maria Velasquez

We're flipping the script as our amazing co-host, Maria Velasquez, steps into the guest spotlight. She is the co-founder of the Cybersecurity Marketing Society and today she comes as the VP of Growth Marketing at NetSPI, bringing her years of experience from the pentesting world. Enjoy this candid chat as Maria shares her knowledge of marketing operations, revealing what it takes to choose the right platform and build a successful strategy. It's like having a chat with a good friend who just happens to be a MOPSexpert! Settle in and enjoy this informative episode, featuring our beloved co-host turned guest.

[06:00] Marketing Operations Insights:

When choosing a marketing automation platform, it’s crucial to consider factors such as company size, growth potential, and integration capabilities. Platforms like HubSpot, Marketo, and Pardot each offer unique features and benefits.

[12:30] Choosing the Right Marketing Automation Tool:

When choosing a marketing automation platform, prioritize:

• Data Hygiene: Opt for platforms that facilitate effective data management to keep your information accurate.
• CRM Integration: Ensure seamless integration with your current CRM system for consistent data flow and improved customer interactions.

[18:45] High-Level Strategy for Mops:

Implement lead scoring based on engagement and demographics to prioritize prospects, and design an ideal customer journey with defined lifecycle stages to guide leads from initial interest to conversion effectively.

[25:00] Best Practices for Marketing Automation:

Consult with experts during platform transitions to ensure a smooth process, focusing on the technical aspects of CRM and marketing tool integration for seamless data flow and functionality.

[31:15] Data Management and Reporting: 

Implement strategies to maintain data integrity and enhance reporting accuracy. Utilize UTM parameters to effectively track and measure campaign success.

[38:00] Future-Proofing Marketing Operations:

Plan for future reporting needs by identifying key metrics and setting up systems accordingly. Evaluate new tools for compatibility and seamless integration with existing systems.

Key Takeaways

• Understand Your Needs: Evaluate your company's current and future growth needs when selecting marketing automation tools.
• Data is Critical: Prioritize data integrity and set up workflows that ensure seamless integration with your CRM.
• Lead Scoring & Lifecycle Management: Establish clear criteria for lead scoring and understand the journey from MQL to SQL.
• Consult Experts: Consider hiring a consultant to assist with technical integrations and strategic planning.
• Stay Informed on Compliance: Be aware of recent changes in data privacy laws and cookie consent requirements to maintain compliance.

About our guests:

👉Follow Maria on LinkedIn. 

👉Learn more about NetSPI.  

Be sure to also follow our hosts on LinkedIn:

👉Gianna Whitver

👉Maria Velasquez 

Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing, join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, or our podcast LinkedIn page, and keep up with us on Twitter.

See you in the next episode!