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Why Marketing Autonomy is Essential for Efficiency

What’s in This Post:

In the fast-paced world of marketing, agility and efficiency are paramount. Marketers are constantly striving to connect with their target audience effectively while delivering compelling campaigns that drive results. However, there’s often one significant roadblock standing in the way of seamless execution: the reliance on engineering teams to accomplish tasks.

Traditionally, marketers have had to depend on engineering teams for various tasks, such as building emails, pulling data, implementing tracking codes, creating landing pages, or integrating new tools and platforms. While collaboration between marketing and engineering teams is still important, the reality is that a dependency on engineering teams for smaller tasks can hinder marketing efficiency and autonomy.

Few things are more frustrating than having to wait for a ticket to be completed or your task to be prioritized. As marketers ourselves, we get it. We fully understand the importance of empowering marketers to take control of their campaigns and achieve their goals without relying on unnecessary delays or barriers. Let’s explore more reasons why marketers shouldn’t have to rely on engineering teams to accomplish goals and how fostering marketing autonomy can lead to greater efficiency and success.

The Need for Marketing Autonomy

Marketers are no strangers to tight deadlines and rapidly changing market dynamics. In such a fast-paced environment, waiting for engineering resources to implement necessary changes can slow down campaign execution and hinder the ability to capitalize on timely opportunities. Here’s why marketing autonomy is essential:

1. Speed and Agility

In the competitive landscape of modern marketing, speed is everything. Waiting for engineering support to make simple changes can result in missed opportunities and delayed campaigns. By empowering marketers to make these changes themselves, organizations can increase their agility and respond quickly to market changes and customer demands.

SG McDuff, CRM Marketing Manager at TodayTix Group, said, “I would highly recommend switching to Iterable. I’ve had a fantastic experience. It’s so user friendly in a way that we’re able to utilize all of this highly complex data to do personalization and we don’t have to spend hours with our engineering team figuring out a way to implement it.”

2. Improved Efficiency

Relying on engineering teams for every marketing task can lead to bottlenecks and inefficiencies. Marketers often have to wait for their engineering tickets to be added to a sprint, which can slow down campaign execution and impact time-to-market. By giving marketers the autonomy to execute tasks independently, organizations can streamline their processes and improve overall efficiency.

Betina Ng, Manager of Player Lifecycle Engagement at Kabam Games, for example, leverages Catalog to create no-code recommendations and dynamic content allowing one template to serve thousands of unique customers. She shared, “We are now able to leverage Catalog and can eliminate the need to build multiple versions of one template. This has been a huge time saver for us.”

3. Better Control and Flexibility

With full autonomy, marketing teams don’t have to be afraid to create complex campaigns. There’s no deciding between speed and quality. Marketers understand their campaigns and audience better than anyone else, so giving them the tools and autonomy to make changes on the fly, organizations can ensure that campaigns are executed according to plan and can be adjusted quickly based on real-time data and insights. This level of control and flexibility is essential for staying ahead in today’s competitive landscape.

Take jewelry subscription brand Rocksbox, for example. They’ve taken advantage of Iterable’s tremendous flexibility to create sophisticated journeys and to optimize all aspects of their campaigns—without needing the engineering team. According to marketing manager, Maeve Ricaurte, “Iterable has made it extremely easy for us to execute and optimize sophisticated engagement campaigns with minimal engineering engagement.”

How Iterable Empowers Marketers

Like we said before, we fully understand the importance of marketing autonomy and efficiency. But, instead of waiting for something better to come along, we took matters into our own hands. That’s why we’ve developed a powerful platform that empowers marketers to execute campaigns independently and drive better results. With Iterable, marketers can:

  • Improve Access to Data: Getting access to data that’s historically locked away in cloud data platforms has required marketers to file tickets, wait for engineers to build custom integrations, or simply give up and abandon campaign ideas altogether. Smart Ingest, the Iterable-native feature co-developed with Hightouch, solves this by directly connecting Iterable to any major cloud data platform.
  • Create Dynamic Campaigns: Iterable’s intuitive drag-and-drop interface allows marketers to create sophisticated campaigns without any coding knowledge.
  • Implement Tracking Codes: Marketers can easily add tracking codes to their campaigns, track user engagement, and gather valuable insights without relying on engineering support.
  • Integrate Third-Party Tools: With seamless integrations with leading third-party tools and platforms, marketers can expand the functionality of their campaigns and reach their target audience across multiple channels.
  • Access Real-Time Insights: Our robust analytics dashboard provides marketers with real-time insights into campaign performance, allowing them to make data-driven decisions and optimize campaigns on the fly.

Putting Marketers in the Driver’s Seat

In today’s fast-paced world of marketing, efficiency is key. By empowering marketers with the tools they need to execute campaigns independently, organizations can streamline their processes, increase agility, and drive better results. At Iterable, we’re committed to giving marketers autonomy and helping them succeed in an increasingly competitive landscape.

To learn more about Iterable’s capabilities and how it can empower marketers on your team, schedule a demo today.

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