Building Connections: The Rise of Mo Pros and the Marketing Ops Community
Company profile
Company business details
Motivation to build the product
The founders, including Mike Rizzo, were motivated by the need for connection among marketing operations professionals who often feel isolated in their roles. After struggling to find platforms for meaningful conversations around marketing ops, Mike started a Slack channel to help like-minded individuals share insights and experiences.Problem that their product solves
Mo Pros addresses the problem of isolation among marketing operations professionals, offering them a space to connect and collaborate. The end users are marketing ops professionals who often face unique challenges in their roles. Solving this problem is important as it fosters community support, knowledge sharing, and career development opportunities.Their unfair advantage
Mo Pros is positioned uniquely as a vendor-agnostic community, providing unbiased knowledge sharing free from corporate agendas, which sets it apart from other marketing forums.Strategies
Idea Validation Stage
Knowledge Base and Resource Development
Knak established a comprehensive Knowledge Base that serves as a self-service resource for users to master the platform. This collection includes guides, tips, best practices, and user documentation designed to assist customers in navigating the features efficiently. By providing accessible knowledge resources, Knak empowers users while reducing support requests and increasing user engagement with the product, ultimately enhancing customer experience right from the start.
Pre-Launch (Product Development & MVP)
MOPROS TV Initiation
To leverage community engagement and humanize the marketing operations field, Mike launched 'MPROS TV', a platform focused on sharing stories of failures and learning opportunities—referred to as 'moops' (marketing oops). The show features interviews where individuals discuss their marketing-related mistakes, including Mike's own experience of sending an incorrect link in an email, twice. The show’s objective is to normalize mistakes, encourage accountability, and create a learning culture within the community.
Creating a Dedicated Slack Community
In response to the challenges faced by marketing operations professionals, Mike Rizzo initiated a Slack channel to help individuals share experiences and knowledge. This channel evolved into the MO Pros community, which now boasts over 2,000 members. By fostering a space where members can connect and collaborate, the community encourages shared learning and support among marketing ops professionals. The Slack channel became a hub for discussion, making it easier for members to ask questions and receive insights from their peers.
Launch Stage
Slack Community Creation
Mike Rizzo started a Slack channel to connect marketing operations professionals who often felt isolated in their roles. This channel began as a way to share knowledge and experiences without being labeled as a 'community' at first but quickly gained traction. As it grew, Mike recognized the demand and set up an automation system to allow more people to join seamlessly, effectively transforming it into a thriving community that now boasts over 1,700 members.
Community Engagement through Podcasting
To enhance community engagement and build a following, Knak's co-founder & CEO Pierce Ujjainwalla launched the "Unsubscribed! Podcast". This podcast explores disruptive perspectives in marketing and technology, featuring interviews with industry leaders such as Mike Rizzo from the MO Pros community. The podcast not only addresses relevant industry topics but also creates a platform for professionals to share their experiences and insights, fostering a sense of belonging and community. By providing authentic conversations and valuable lessons, the podcast aims to connect with listeners on a personal level and increase brand awareness.
Growth Stage
Blog Post Promotion
In 2019, a blog post that Mike wrote about the Slack channel began to attract significant traffic, likely due to a shift in Google's algorithm or increased user interest in connecting with others in marketing ops. This boost led to growing interest and inquiries about joining, prompting Mike to automate the invitation process for new members, which resulted in a steady influx of approximately 100 to 120 people joining the community every month for an entire year.
State of Marketing Ops Research
Mike spearheaded the 'State of Marketing Ops' research, surveying over 750 marketing operations professionals to understand their challenges and success metrics. This comprehensive report aims to provide insights into industry standards, compensation, and resources needed, serving as an advocacy tool for professionals in the field. The report's findings will be used to shape future certifications and help marketing ops professionals articulate their value within organizations.
Blogging and Content Creation
Knak invested in content marketing by regularly updating their "Knak Blog" with valuable insights and tips from their email marketing experts. This blog serves as a resource for marketers looking to optimize their campaigns, featuring articles that cover best practices and trending topics. By sharing knowledge and expertise, Knak positions itself as an authority in the industry and attracts traffic to their website, ultimately converting readers into potential customers. The continuous updates ensure that the audience remains engaged, providing fresh content weekly.
Maturity & Scaling
Dynamic Content and Email Testing Features
To provide an enhanced user experience, Knak integrated advanced features such as dynamic content and email testing into their platform. These features allow marketers to customize their email campaigns more effectively and test various elements before launching. By prioritizing user feedback and industry standards, Knak ensures that their tools meet the evolving needs of their target audience, leading to increased customer satisfaction and retention.
Saturation & Retention
Marketing Operations Certification Development
As part of enhancing career paths for marketing operations professionals, Mike initiated the development of a Marketing Operations Certification program. The certification, informed by community feedback, will emphasize relationship-building and strategic alignment in marketing operations, rather than just technical skills. The diligent crafting process includes community involvement, ensuring that the certification reflects the key competencies necessary to succeed in the evolving marketing ops landscape.
