How WebOps Matters to Marketing Success

Are you always scrounging for ways to enhance your GTM (Go-To-Market) team’s productivity and performance? Then, you must have already kicked off your GTM tactics by navigating the target audience list, evolving a value proposition, and drafting your sales and marketing strategies. However, haven’t you yet upgraded your GTM team with WebOps? If your answer is no, then you are missing out on a lot. Let’s understand what WebOps is, why it matters, and finally, the tools you can deploy to make the most out of WebOps.

What do you mean by WebOps?

WebOps refers to the practice of regulating and operating diverse web-based applications with the intention of delivering the best experience to users. It also implies the practice of intersecting key business operations such as sales, marketing, and web disciplines.

Three chief objectives of WebOps are:

  • Enhance efficiency by automating the tasks and thus, minimizing waste wherever possible.
  • Ascertain that systems remain upright and active.
  • Generate scale setups to satisfy businesses’, customers’, and users’ needs.

In the end, WebOps boils down to promising an optimal experience to the end-user. Now, let’s discuss the benefits it brings to the table for businesses. Dive in!

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Benefits of WebOps platforms for businesses

1. Automate sales and marketing processes:

Often, marketing and sales departments in organizations are siloed. The sales teams strive to convert the leads generated by the marketing department without any awareness of the customer that enters the funnel in the first place. WebOps facilitates eliminating these silos by using websites, digital platforms, and web-based applications that are integrated with other parts f the organization to automate the marketing process. For instance, WebOps applications can be developed to automate the lead capturing and qualification process, email marketing campaigns, and so forth.

2. Optimize web performance:

A major goal of Web Operations is optimization website performance. WebOps is a collaborative operation that facilitates navigation and resolution of issues with the site before they spoil the customer experience. Input from each sector of a business organization can be used to develop a website, thus, ascertaining it is well optimized to the context and needs of customers. In addition to this, a strong WebOps strategy also enables one to monitor the website performance based on main KPIs. Thus, you can gauge the overall usability and speed and their effects on your business.

3. Enhance inter-departmental collaboration:

WebOps becomes a mutual platform for the team members where they can share information and also collaborate on several tasks. This can be particularly worthwhile for business organizations with siloed departments like IT, sales, and marketing. WebOps intends to enhance the effectiveness and deficiency of the business’s GTM strategy by eliminating these barriers. This regime brings in the rest of the business in the application, websites, and customer-facing portals development. Your IT teams would get to collaborate with the other team members to provide a product that is efficient and effective instead of relying on guesswork to develop digital assets.

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A Few Top WebOps platforms to rely on

1. HubSpot CMS Hub:

This is a web CMS (content management system) built on the CRM platform of HubSpot. The platform enables you to have a comprehensive view of customers so that the developers and marketers can generate astonishing experiences that satisfy modern expectations and facilitate the growth of a business. CMS Hub can effortlessly create and handle web pages that are customized for different users and also optimized for conversions and devices. You will find flexible content structures and themes here and can easily create and edit pages by themselves. CMS Hub becomes a win-win for everyone.

2. Sanity:

Sanity is intended for structured content that allows teams to create rich digital experiences. It is relied upon by several behemoths like Sonos, Nat Geo, Brex, Nike, Netlify, and Figma. The platform treats content as data. Thus, organizations utilize Sanity’s APIs to share content between different systems to enhance digital speed and establish optimal workflows.

3. Pantheon:

This is another WebOps (Web Operations) platform exploited by marketers, top developers, and IT to build, establish, and execute their WordPress and Drupal websites. The platform entails all the tools needed by professional developers to erect best-practice websites like version control, staging environment, workflow, and backups. Container-based structure of Pantheon enables one to launch sites quickly without having to fret about security, traffic spikes, or performance. Furthermore, the platform allows immense scalability as well.

4. Webflow:

This is a visual web development platform that enables people to create, build, and start fully personalized websites without scribing code. By blending together design, content management, animation, eCommerce tools, and marketing tools into a unified platform, Webflow allows coders as well as non-coders to deliver and endorse websites of all types in a collaborative and efficient manner. Several juggernauts like Upwork, Zendesk, Allianz, Lattice, Dell, and Getaround, have their websites powered by Webflow.

WebOps can revolutionize the way your GTM team operates in many ways. However, it can be deployed in other aspects of a business. It purports to enhance collaboration between organizational departments by offering their teams a common forum to share information and collaborate, thus, rendering it a compelling strategy for software development companies and SaaS businesses.

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