Marketing Operations (MOPs) teams are the linchpin of efficient marketing execution, ensuring campaigns are delivered on time, within budget, and at scale. However, when the entire team’s content supply chain is hindered by inefficiencies, MOPs professionals often find themselves stuck—waiting for assets, troubleshooting bottlenecks, and struggling to keep up with ever-increasing demands. In turn, this also prevents MOPs pros from executing and shining in other areas: testing, optimizing, and strategizing.
By unblocking the content supply chain, MOPs teams can unlock new levels of productivity and impact.
Here are 4 pivotal benefits for MOPs when an optimized content supply chain is unlocked:
1. Leverage the ESP/MAP’s strengths
Depending upon your team’s operating model (designing first then sending off to code or briefing your content then implementing to templates), building emails and landing pages can be cumbersome with all the back-and-forth work and commenting. Then, when it comes time to import content directly within an Email Service Provider (ESP) or Marketing Automation Platform (MAP), making edits and adjustments is not easy. This often leads to time-consuming manual tasks that divert attention from the platform’s core functionalities and benefits.
An efficient content creation process alleviates these inefficiencies, enabling MOPs teams to concentrate on critical activities such as list management, analytics, and deployment. By streamlining content creation, teams can fully exploit the strengths of their ESP or MAP, leading to improved segmentation, enhanced personalization, and superior campaign performance.
2. Scale with ease
Traditional content creation methods often lack scalability, especially when skilled team members are bogged down with coding or troubleshooting assets. This limitation hampers the ability to meet the growing volume of marketing requests.
A platform like Stensul allows multiple users to simultaneously build emails and landing pages, increasing production capacity without compromising quality. Even less-experienced team members can efficiently produce assets, enabling marketing teams to meet tighter SLAs and respond swiftly to market demands.
Scale campaigns without adding headcount—see it in action
An optimized content supply chain eliminates inefficiencies, allowing MOPs teams to execute more campaigns without expanding the team. With streamlined workflows and modular content creation, scaling becomes manageable—and fast.
For Milwaukee Bucks Email Marketing Manager Justin Price, this was precisely the challenge facing his team—and why he turned to Stensul. As the organization looked to accelerate the growth of its fanbase and develop revenue-generating opportunities beyond the court, “email volume took off,” said Price. “Supporting every line of business was the aim, but available time to produce emails dwindled substantially,” he added.
To help the team scale, the Bucks made Stensul the center of their email creation process. Stensul allowed the team to cut creation time by 50% while giving non-technical personnel the ability to produce top-notch emails. This also helped the team produce 36% more non-requested email campaigns to help improve revenue from ticket sales and Bucks-branded merchandise, among other sources.
3. Analyze and optimize campaigns more effectively
A sluggish workflow often leaves insufficient time for thorough campaign analysis. And, as any marketer knows, analyzing data and campaign performance is the best way to initiate future A/B tests and learn from previous work.
By freeing MOPs teams from manual back-and-forth operating, which sucks up valuable time, they can redirect their focus toward data-driven decision-making.
With additional time for analysis, teams can refine segmentation strategies, enhance lead management, and bolster personalization efforts. This proactive approach allows MOPs to optimize campaigns continually, leading to improved engagement and higher conversion rates.
Personalize at scale—see it in action
When content creation is modular and efficient, you can deliver personalized experiences across audience segments without overburdening your team. A broken content supply chain limits the ability to personalize content at scale.
World Vision Canada was able to escape this hamster wheel of inefficiency and adopt a strategic personalization play. The organization transitioned from a batch-and-blast approach to creating dynamic, personalized email campaigns that align with their donors’ unique interests and giving histories. By leveraging Adobe Journey Optimizer and Stensul, World Vision Canada:
- Reduced email creation time from weeks to hours.
- Increased donor engagement through tailored content.
- Improved overall campaign performance by delivering messages that resonate.
In addition to personalization at scale, there are a number of other benefits MOPs can unlock for their teams when bottlenecks are removed.
1. Optimize across channels seamlessly
Omni-channel marketing requires content that adapts effortlessly across email, landing pages, social, and paid media. A well-structured content supply chain ensures assets can be repurposed and optimized for different channels without duplication.
2. Increase testing and optimization opportunities in the future
When you streamline content production, MOPs can experiment with A/B testing, multivariate testing, and iterative optimization—leading to better performance and higher conversion rates. This information can better help copy, content, and design leads to iterate and do their best work.
3. Enable agile campaign execution real time
While it’s great to test and learn for future campaigns, marketing agility in the moment is often crucial to success. But, it’s impossible when you lock your content into long production cycles. Unblocking your workflow means you can quickly iterate on messaging, adjust visuals, and launch new campaigns in days rather than weeks.
4. Create a center of excellence
When MOPs teams are relieved of routine production tasks, they can undertake strategic initiatives that elevate the marketing organization’s overall performance.
For example, a FinTech company who leveraged Stensul reported that by adopting an efficient content supply chain, their MOPs team gained 50% more time to enhance compliance programs, manage SSL certificates, and improve domain maintenance.
Additionally, they could fully support A/B testing initiatives, resolve tracking issues, and clean up databases—all contributing to a 70% increase in campaign performance.
Key takeaways
MOPs teams shouldn’t have to waste time chasing approvals, managing endless revisions, or waiting on content. With Stensul, you can transform your content supply chain, unlocking agility, efficiency, and scale.
Want to see how? Download our free guide to learn how leading enterprises are optimizing their content supply chain and accelerating campaign production.
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