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August 1, 2019 Ali Razi

Ali Razi, Sr. Director of Marketing Operations, on How Vibes Leverages Data 

While Vibes helps B2C brands in many industries use mobile marketing to reach their audience, we’ve got an internal team that spends its time finding the best ways to connect with our prospects and customers. 

Ali Razi, Senior Director of Marketing Operations, was hired in 2017 to set up the marketing operations team to keep up with Vibes’ tremendous growth. He was tasked with putting the focus on analytics and data, as well as finding the right technology and processes to have the most impact on the company. We sat down with Ali to learn about how Vibes finds the right marketing stack and focuses on the best channels to reach its customers. 

Q: Day in and day out you are dealing with data. What do you see as key data points in today's data driven world? How does Vibes leverage data to reach out to customers? 

A: Having the right strategy for collecting and managing data is key for any organization. But, there is a lot of data points from different sources to review and analyze!

It’s crucial to know who is your target audience, and who’s engaging with your website or responding to marketing campaigns. You also need to understand what they’re looking for and what drives their buying decisions. 

This can be more challenging for B2B companies, as the buying journey is longer and requires more touchpoints. 

My team has learned to make the most out of the marketing data we collect. Once it’s gathered the data is segmented into relevant target groups, refined, and then ready for reporting and analysis. 

From there, we focus on content engagement. We create content like blog posts, webinars, and downloadable guides that allow leads to pick and choose what they’re interested in. Each touchpoint sends that lead down a tailored funnel that sends them more personalized content.  By collecting this information, we'll know where to shift our focus on: create specific type of content,  fine-tune our campaign messaging or even decide to scale back on certain tactics.

Ultimately, I analyze engagements at account and contact level for tracking marketing attribution to pipeline and revenue.

Q: Where do you see SMS and Mobile Marketing fitting in with Vibes promotional plans? 

A: Because so many touchpoints are needed to really cement that relationship, Vibes uses several marketing channels, including email, Google ads, webinars with partners, events, and, of course, mobile marketing. 

Vibes' marketing operations team builds its mobile database through web forms, contests at events, and demos. Content engagement comes from mobile marketing crash courses, which leads can subscribe to either via email or SMS. Text messages, of course, lets them see Vibes’ capabilities in action and helps boost our conversion rates.

Vibes also leverages SMS notifications for webinars, sending those who have signed up to participate a reminder of the event. This has succeeded in increasing the attendance rate for webinars. 

And for events like trade shows and conferences, Vibes engages via mobile and email before, during, and after the event, which has helped drive traffic to Vibes’ booth, increased conversations, and gotten more entries into contests. 

Q: With so many tools out there included in a brand's complete marketing stack, how do you prioritize the necessary tools and how do you evaluate them? 

A: The challenge is identifying the best tools for Vibes’ marketing stack. Not only do marketers have literally thousands of solutions available to them (ChiefMarTec.com says there are now over 7,000!), but the majority solve for one thing, which requires you to buy multiple tools that all have an overlap functionality.   For example, we shifted to an Account Based Marketing (ABM) strategy last year.  My team ended up acquiring a new set of martechs to support this new strategy.

Add to that the fact that there’s often a lack of bandwidth internally, which can be a big issue when adding tools without goals and strategy. 

This can be frustrating, but I have one rule of thumb: try not to throw more tools at the problem. To find the best tool for a given function, you’ve got to set goals, lay out your marketing strategy, map out your lead lifecycle and build a solid process in place. Look for gaps in your marketing capabilities and then look for solutions that will fill the hole.  

Automation is, of course, important and useful in the marketing stack, so identify what you need to (and can) automate. Finally, consider how the tools your team uses will integrate and fit within your current marketing, sales, and customer success stack. 

Other questions I suggest marketers ask before embracing yet another marketing solution include: 

  • What’s our long-term vision and roadmap to build the right technology stack? 

  • How can we increase our efficiency by using this tool? 

  • What’s the allocated marketing infrastructure budget? 

  • How long will it take the team to ramp up and fully leverage the solution? 

I hope this gives you some interesting insight into how Vibes uses a variety of marketing tools and technologies to grow our business! 

About the Author

Ali Razi

Ali Razi is the Sr. Director of Marketing Operations at Vibes. Ali has over 15 years of experience in marketing, marketing automation and CRM systems with expertise in data analysis and reporting.

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