{"id":3929,"date":"2022-07-28T11:50:26","date_gmt":"2022-07-28T10:50:26","guid":{"rendered":"https:\/\/liminal.pt\/martech-magazine\/?p=3929"},"modified":"2024-09-27T18:03:43","modified_gmt":"2024-09-27T17:03:43","slug":"marketing-ops-o-que-e-beneficios-empresas","status":"publish","type":"post","link":"https:\/\/liminal.pt\/martech-magazine\/marketing-ops-o-que-e-beneficios-empresas\/","title":{"rendered":"Marketing Ops: O que \u00e9 e quais os benef\u00edcios?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">O termo &#8220;Marketing Ops&#8221; tem ganho popularidade nos \u00faltimos anos, a par da ascens\u00e3o das tecnologias de Marketing e da crescente exig\u00eancia dos consumidores. Segundo o &#8220;<a href=\"https:\/\/www.pwc.com\/us\/en\/services\/consulting\/business-transformation\/library\/customer-loyalty-survey.html\" target=\"_blank\" rel=\"noreferrer noopener\">PwC Customer Loyalty Survey 2022<\/a>&#8220;, 51% dos consumidores abandonam uma marca se a experi\u00eancia online n\u00e3o for t\u00e3o boa como a experi\u00eancia offline. Esta press\u00e3o faz com que as empresas tenham de aprimorar constantemente os seus processos de Marketing, de modo a oferecer a melhor experi\u00eancia poss\u00edvel, relevante e personalizada, a cada consumidor. O constante aprimoramento de cada detalhe &#8211; quer seja um bot\u00e3o CTA, o estilo de comunica\u00e7\u00e3o, a imagem de um an\u00fancio, etc. &#8211; apenas \u00e9 poss\u00edvel com recurso a tecnologia que permita perceber quais as varia\u00e7\u00f5es que funcionam melhor, mas tamb\u00e9m que permita distribuir a mensagem certa, no momento certo e para o contacto certo. Apenas deste modo se conseguem criar experi\u00eancias realmente marcantes e relevantes. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Marketing Ops: O que \u00e9?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">O termo &#8220;Marketing Ops&#8221; \u00e9 uma varia\u00e7\u00e3o de &#8220;Marketing Operations&#8221; (ou seja, &#8220;Opera\u00e7\u00f5es de Marketing&#8221;), e \u00e9 usado para representar uma nova fun\u00e7\u00e3o na \u00e1rea do Marketing. A fun\u00e7\u00e3o de Marketing Ops tem como objetivo otimizar o desempenho da restante equipa de Marketing, atrav\u00e9s da gest\u00e3o das solu\u00e7\u00f5es, ferramentas e processos tecnol\u00f3gicos. O profissional de Marketing Ops deve estar focado em colocar em pr\u00e1tica, da forma mais eficiente poss\u00edvel, a estrat\u00e9gia e criatividade idealizada pelos restantes membros da sua equipa. Deve tamb\u00e9m usar os dados e a informa\u00e7\u00e3o que tem ao seu dispor para que o departamento de Marketing consiga aproveitar melhor os seus recursos humanos e financeiros, sempre com a seguran\u00e7a de que as opera\u00e7\u00f5es de marketing est\u00e3o asseguradas atrav\u00e9s dos processos e tecnologias certos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O objetivo principal desta fun\u00e7\u00e3o numa organiza\u00e7\u00e3o \u00e9 tornar o fluxo de trabalho de Marketing eficiente e, sempre que poss\u00edvel, automatizado. H\u00e1 cinco pilares que podem ser usados para descrever a miss\u00e3o do Marketing Ops:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Usar a tecnologia como diferencial competitivo;<\/li>\n\n\n\n<li>Otimiza\u00e7\u00e3o e agiliza\u00e7\u00e3o de fluxos e processos de trabalho;<\/li>\n\n\n\n<li>Cultura de testar e aprender com o que \u00e9 feito;<\/li>\n\n\n\n<li>Observa\u00e7\u00e3o das m\u00e9tricas e KPI para perceber o que pode ser melhorado no futuro.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Quais s\u00e3o as responsabilidades do Marketing Ops?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Imagine que a sua estrat\u00e9gia de <a href=\"https:\/\/liminal.pt\/martech-magazine\/inbound-marketing-como-contribui-sucesso-negocios\/\" target=\"_blank\" rel=\"noreferrer noopener\">Inbound Marketing<\/a> n\u00e3o est\u00e1 a gerar o retorno esperado e ser\u00e1 necess\u00e1rio perceber o que pode ser aprimorado e de que forma para que os objetivos sejam cumpridos. A sugest\u00e3o e implementa\u00e7\u00e3o destas melhorias seria uma das responsabilidades do Marketing Ops &#8211; quer atrav\u00e9s da cria\u00e7\u00e3o de um workflow para automatizar algum processo ou atrav\u00e9s da melhoria da gest\u00e3o do funil de vendas do neg\u00f3cio. As responsabilidades da \u00e1rea de Marketing Ops s\u00e3o muitas mas todas elas t\u00eam algo em comum: procuram melhorar a produtividade da equipa de Marketing. Algumas das principais tarefas de Marketing Ops s\u00e3o:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Defini\u00e7\u00e3o de estrat\u00e9gias e or\u00e7amento para as diferentes campanhas;<\/li>\n\n\n\n<li>Setup dos assets necess\u00e1rios para cada campanha nas plataformas de Automa\u00e7\u00e3o;<\/li>\n\n\n\n<li>Perceber de que forma as tecnologias de Marketing podem ser usadas para otimizar o desempenho do Marketing;<\/li>\n\n\n\n<li>Medir e analisar a performance de Marketing.<\/li>\n<\/ul>\n\n\n\n<p class=\"has-text-align-center has-text-color has-medium-font-size wp-block-paragraph\" style=\"color:#2596be\"><strong><a href=\"https:\/\/liminal.pt\/produtos\/marketing-ops.html\">Fale com um especialista: Outsourcing de Marketing Ops<\/a><\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Quais os benef\u00edcios para as empresas?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Embora a fun\u00e7\u00e3o de Marketing Ops abranja muitas a\u00e7\u00f5es, os benef\u00edcios sentidos pelas empresas que investem nesta \u00e1rea s\u00e3o as mesmas. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1 &#8211; Poupan\u00e7a de tempo e aumento da produtividade da equipa de Marketing<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">O benef\u00edcio mais imediato \u00e9 o aumento da produtividade da equipa de Marketing. Se implementar uma tecnologia de <a href=\"https:\/\/liminal.pt\/produtos\/automacao-de-marketing.html\" target=\"_blank\" rel=\"noreferrer noopener\">Automa\u00e7\u00e3o de Marketing<\/a> que permita criar E-mail Marketing numa ferramenta user-friendly poupar\u00e1 sempre tempo comparando com o trabalho que teria caso tivesse de fazer tudo manualmente. Se a empresa j\u00e1 utilizar uma ferramenta de Automa\u00e7\u00e3o de Marketing &#8211; ou qualquer outra MarTech &#8211; ter algu\u00e9m especializado no sistema ir\u00e1 sempre representar uma poupan\u00e7a de tempo e esfor\u00e7o de aprendizagem do que se tivesse de aprender tudo do in\u00edcio. Este benef\u00edcio \u00e9 sentido por todas as empresas que investem em Marketing Ops, independentemente da sua dimens\u00e3o ou setor.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2 &#8211; Tempo para pensar na estrat\u00e9gia e criatividade<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Outro benef\u00edcio associado ao investimento em Marketing Ops \u00e9 que os restantes profissionais da equipa de Marketing passam a ter mais tempo para pensar na estrat\u00e9gia e na criatividade, uma vez que deixam de ter de perder tempo a fazer o setup dos elementos de Marketing nas plataformas &#8211; esta passa a ser uma tarefa do Marketing Ops. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3 &#8211; An\u00e1lise e melhoria cont\u00ednua dos resultados<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A constante an\u00e1lise dos dados recolhidos em cada a\u00e7\u00e3o de Marketing fazem com que a equipa de Marketing Ops tenha v\u00e1rias &#8220;pistas&#8221; do que pode ser otimizado em cada campanha. Al\u00e9m do setup das a\u00e7\u00f5es nas plataformas, \u00e9 o Marketing Ops que deve perceber qual a performance de cada a\u00e7\u00e3o, implementar testes A\/B que permitam entender quais as varia\u00e7\u00f5es dos assets que t\u00eam melhores resultados, bem como definir estrat\u00e9gias de melhoria cont\u00ednua para que os resultados sejam cada vez melhores. Tudo isto, numa l\u00f3gica de test &amp; learn.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Outsourcing de Marketing Ops: A extens\u00e3o da sua equipa fora da empresa<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">O investimento em Marketing Ops n\u00e3o tem necessariamente de ser feito atrav\u00e9s da expans\u00e3o da sua equipa de Marketing &#8211; pode ser implementado atrav\u00e9s de Outsourcing. Esta \u00e9 o cen\u00e1rio mais acertado para consiga que a sua equipa de Marketing tenha tempo para se dedicar \u00e0 estrat\u00e9gia e apoio para que os resultados da empresa seja atingidos. Al\u00e9m disso, ao optar por uma solu\u00e7\u00e3o de Outsourcing de Marketing Ops, ter\u00e1 acesso a especialistas que est\u00e3o sempre atualizados sobre as melhores pr\u00e1ticas e quais as formas mais eficientes de atingir os objetivos que pretende, sem custos de aprendizagem e tempo para a sua empresa.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Enquanto especialista em <a href=\"https:\/\/liminal.pt\/martech-magazine\/martech-transformacao-digital\/\">MarTech<\/a> (Marketing Technologies), a <a href=\"https:\/\/liminal.pt\" target=\"_blank\" rel=\"noreferrer noopener\">Liminal<\/a> tem vindo a conseguir melhorar os resultados de marketing e de vendas de v\u00e1rias empresas, assegurando as condi\u00e7\u00f5es para o sucesso.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Com a Liminal ter\u00e1 acesso a peritos que far\u00e3o a an\u00e1lise, desenho e implementa\u00e7\u00e3o de estrat\u00e9gias e opera\u00e7\u00f5es de marketing e vendas, suportadas por sistemas tecnol\u00f3gicos, como a <a href=\"https:\/\/liminal.pt\/produtos\/automacao-de-marketing.html\" target=\"_blank\" rel=\"noreferrer noopener\">Automa\u00e7\u00e3o de Marketing<\/a>, <a href=\"https:\/\/liminal.pt\/produtos\/automacao-de-vendas.html\" target=\"_blank\" rel=\"noreferrer noopener\">Automa\u00e7\u00e3o de Vendas<\/a> e o <a href=\"https:\/\/liminal.pt\/produtos\/crm.html\" target=\"_blank\" rel=\"noreferrer noopener\">CRM \u2013 Customer Relationship Management<\/a>, que garantem o crescimento do seu neg\u00f3cio.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Agende j\u00e1 um <a href=\"https:\/\/liminal.pt\/diagnostico\/\" target=\"_blank\" rel=\"noreferrer noopener\">diagn\u00f3stico gratuito<\/a> com um especialista Liminal e otimize as opera\u00e7\u00f5es de Marketing da sua empresa em regime de outsourcing.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><a href=\"https:\/\/liminal.pt\/produtos\/marketing-ops.html\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"646\" height=\"226\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2022\/09\/marketing-ops-2-1.jpg?resize=646%2C226&#038;ssl=1\" alt=\"marketing ops\" class=\"wp-image-4057\" srcset=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2022\/09\/marketing-ops-2-1.jpg?w=646&amp;ssl=1 646w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2022\/09\/marketing-ops-2-1.jpg?resize=300%2C105&amp;ssl=1 300w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2022\/09\/marketing-ops-2-1.jpg?resize=600%2C210&amp;ssl=1 600w\" sizes=\"auto, (max-width: 646px) 100vw, 646px\" \/><\/a><\/figure>\n<\/div><div class=\"rtng-rating-total\" data-id=\"3929\"><span class=\"rtng-text rtng-title\">Feedback<\/span><div class=\"rtng-star-rating rtng-no-js \" data-rating=\"100\">\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"1\">\n\t\t\t\t\t\t<span class=\"dashicons 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class=\"rtng-star\" data-rating=\"1\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"1\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><label class=\"rtng-star\" data-rating=\"2\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"2\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><label class=\"rtng-star\" data-rating=\"3\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"3\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><label class=\"rtng-star\" data-rating=\"4\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"4\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><label class=\"rtng-star\" data-rating=\"5\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"5\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><\/div><noscript><input type=\"submit\" name=\"rtng_add_button\" class=\"rtng-add-button\" value=\"Rate\" \/><\/noscript>\n\t\t\t\t<input type=\"hidden\" name=\"rtng_object_type\" value=\"post\">\n\t\t\t\t<input type=\"hidden\" name=\"rtng_object_id\" value=\"0\">\n\t\t\t\t<input type=\"hidden\" name=\"rtng_post_id\" value=\"3929\"><input type=\"hidden\" id=\"rtng_nonce_button\" name=\"rtng_nonce_button\" value=\"644b19a7f0\" \/><input type=\"hidden\" name=\"_wp_http_referer\" value=\"\/martech-magazine\/wp-json\/wp\/v2\/posts\/3929\" \/><\/form>","protected":false},"excerpt":{"rendered":"<p>O termo &#8220;Marketing Ops&#8221; tem ganho popularidade nos \u00faltimos anos, a par da ascens\u00e3o das tecnologias de Marketing e da crescente exig\u00eancia dos consumidores. Segundo o &#8220;PwC Customer Loyalty Survey &hellip; <\/p>\n","protected":false},"author":2,"featured_media":3933,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[3],"tags":[14],"class_list":["post-3929","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-5-0","tag-transformacao-digital"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing Ops: O que \u00e9 e quais os benef\u00edcios? | Martech Magazine<\/title>\n<meta name=\"description\" content=\"Descubra o que \u00e9 o Marketing Ops e quais os benef\u00edcios de ter esta \u00e1rea na sua empresa, em Outsourcing ou na equipa de Marketing.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/liminal.pt\/martech-magazine\/marketing-ops-o-que-e-beneficios-empresas\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing Ops: O que \u00e9 e quais os benef\u00edcios? 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