Sponsored by Airtable
One of our most important jobs as marketers is to build trust and strengthen relationships with our customers through personal and engaging content.
But the emergence of new channels, formats, and technology have changed our customers' expectations and created intense competition for their attention. And all of that puts pressure on marketing organizations to work with greater agility, speed, and productivity when delivering their creative content.
Yet, content operations are plagued with inefficiencies. Teams are preoccupied with managing the minutiae around the process instead of the content itself.
And the pandemic has further exacerbated the operational grind as workloads increase and remote work reconfigures how everything gets done.
Marketers today need to rethink every aspect of their playbook.
Agility creates more productive workflows
Airtable recently surveyed senior-level marketing leaders to better understand their challenges. More than 70% of the survey respondents said the volume of campaigns and content they need to deliver has increased compared with a year ago, and 38% reported that their workload is up 50% or more. Change has not been limited to customer content, however; internal and stakeholder communications have also shifted significantly.
It's easy to relate to such changes when they're so widespread and intense, and driven by something as large-scale as a global pandemic. But with the introduction of every new channel, medium, geography, product, or competitor, marketers have learned that speed, iteration, and adaptive capacity are key to keeping up with customer preferences and employee expectations.
Cross-functional workflows need flexibility
If agility and adaptability are key to staying relevant, then efficient and flexible processes are mandatory for execution. But most marketing workflows aren't linear or they aren't set up to work well in the cross-functional environments of today. Modern workflows are a complex mix of plans and assets used across many teams and managed by a complicated set of tools.
Marketing teams routinely use 23 marketing tools, on average, according to our previously mentioned research. The more tools marketers add to their martech stacks, the more fragmented their work becomes. Data is duplicated in some places and missing in others. Teams struggle to show their true impact on the business, and leaders don't have the visibility they need for fast decision-making.
Marketing teams need a single place to connect their people, processes, and systems, and they need a reliable source of truth for their data. And they need tools that can be tailored to their unique business and working method, instead of rigid, siloed applications that force teams to work around them.
Content and campaign production must work at scale
Because many businesses manage hundreds of campaigns and thousands of assets in a year, even the slightest change can disrupt the overall operations of a team.
That became painfully clear at the onset of the pandemic. Nearly 70% of the 1,700 B2B marketers surveyed by MarketingProfs and the Content Marketing Institute reported they adjusted their content strategies in response to it.
It's no surprise, then, that the no-code movement is being embraced by marketers to bring order to the chaos. Marketers crave simple solutions and need the flexibility to refine processes over time.
Imagine if, with a few clicks, your team could integrate workflows across disparate tools, automate processes, and augment your data. And, in a world of simultaneously scaling up and scaling out, you could safely and seamlessly orchestrate workflows across internal stakeholders and external vendors, sharing controlled portions of your data as needed.
It's time to refocus energy on innovation
Modern marketing teams cannot rely on legacy marketing technology to achieve their goals and drive positive business outcomes. They need flexible solutions that empower marketing teams to streamline work, move quickly, and continue to raise the bar on marketing programs, content, and campaigns.
It's critical those solutions allow teams to create a centralized source for their marketing work, keep up with multiple projects in one place, and stay aligned on plans, even as business needs change and evolve.
By investing in those types of tools, teams will be able to have a holistic view of all the data, people, and assets in a single place so they can better understand the complex relationships between them and have access to real time insights that drive decision-making. Access to that data and the ability to make better business decisions helps marketers quickly adapt to changes and raise the bar on high-quality and high-velocity content.
To be competitive, marketing leaders need agile, flexible platforms that scale and give context for the critical and relevant data their businesses need.
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
Sign in with your preferred account, below.
You may like these other MarketingProfs articles related to Marketing Strategy:
How to Identify and Prevent B2B Channel Conflict
You have a big channel partner who has doubled your sales. Yeah! But then the partner starts making decisions willy-nilly without checking with you. D'oh! Here's how to prevent similar conflicts. read this »
Could NFTs Replace Your CRM Strategy?
Do the potentials of blockchain technology go beyond the novelty of "owning" a digital piece of art? Perhaps. Future marketers could harness NFTs for functions typically associated with customer relationship management. read this »
What Marketers Need to Know About NFTs
Okay, we've all heard about NFTs. But are they actually useful in the marketing world? How can brands incorporate them into their strategy? The answer may lie in community-building. read this »
The B2B Marketing-Sales Divide: More Leads vs. Better Leads
B2B marketers say their biggest marketing concern is how to generate more leads, whereas B2B salespeople say their biggest marketing concern is how to improve lead quality, according to recent research from SharpSpring and Ascend2. read this »
It's 2022: Do You Know Where Your Sales Reps Are?
Digital transformation doesn't have to turn your sales reps into disembodied Internet heads. B2B buyers have become more self-serve, yes; but it's still advantageous for them to work with seller expertise, even post-pandemic. read this »
How to Create a Successful Pride Campaign
Pride Month is upon us, and many companies will rebrand with rainbows to mark the occasion. But running Pride campaigns without aligning your brand with LGBT struggles is disingenuous. Here's how to do Pride Month right. read this »