Strategies to Manage Your Marketing Team in the New Normal

Published on: August 2, 2020 Updated on: May 27, 2024 views Icon 363 Views

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  • Digital Marketing

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Author

Sakshi Arora
Sakshi Arora LinkedIn

Assistant Manager- Content Marketing

Sakshi Arora is a seasoned content writer and marketer specializing in B2B topics such as marketing automation and website development. Leveraging her journalism background, she infuses her work with clarity and creativity, captivating audiences. Beyond her professional pursuits, Sakshi finds joy in writing about personal emotions, showcasing her introspective side and adding a unique touch to her portfolio.

Article Reviewed By: Rahul Saini LinkedIn

Table of Contents

Change isn't coming; it's here!

The impact of Covid-19 is forcing every marketing team to change strategies and navigate through the new normal. Its sweeping impact on business is already being felt across the globe and indicates that more business disruption will follow. While brands currently seek to strike the right tone during a global health emergency, the future heralds market alteration, increased competition, and a demand for creative and aggressive marketing practices.

All this disruption means that you need to rethink how you manage your marketing team, and marketers will need to be fast and practical to manage their strategies during this downturn.

The Impact Of Covid-19 on Marketing Teams

Here are some effects that marketing teams are facing during this time of the crisis:

  • Due to the economic downturn, the majority of marketing teams are facing budget cuts, and long term projects are being put on hold.
  • Event marketing which consumed approx 20% of marketing budgets and a top priority for a number of companies (specially B2B) ceased to exist.
  • Almost half (47%) of the agencies experienced a fall in marketing leads. However, 27% saw an increase. For a majority of the agencies, it was a challenge to make up for the downturn by winning new business.
  • Some teams are unable to create new content quickly as the result of shifting priorities while others face difficulties in managing realignment of resources and budget. 
  • Marketing planning being a highly collaborative process. Working from home has made it difficult to plan, collaborate, and execute marketing campaigns.
  • Customers' decision making process has become slower and leads are taking much longer to move within the funnel. Making it frustrating for the marketing teams that are tied to revenue KPIs.

Steps to Boost Your Marketing Team's Resilience

Marketers will have to converge on growth and take a lead ahead of their competitors and understand how to build customer-centric performance strategies. Members of the team can use this time to strengthen up their subject matter expertise, and abilities as the economy recovers.

Here are a few tips to make the most of your marketing teams during this time of uncertainty:

  • Practice Agility and Engage in Scenario Planning

Marketers will have to do what great marketers have always done best – adapt. Some marketers may find themselves face to face with uncertainty, they must drill down to possible scenarios and identify the specific challenges that the marketing organization could experience in these scenarios. Identify actions to take to emerge successfully out of these scenarios These marketers are likely to develop new business strategies. As scenarios change, this approach will provide fast and pragmatic adjustments to results.

  • Assess Changes in Customer Behavior and Sentiments

The current crisis seems poised to augment the distrust customers may have of brands. Marketing teams must stay honest with their customers about the goods and services they can and cannot provide and support their customers. The shopping patterns and the services customers want have changed drastically during the pandemic. To engage in this new market solve your customers' problems and communicate with them directly. Stay updated on the latest trends, and understand new consumer behaviors. This may include exploring new channels of engagement customers are more likely to adapt.

A perfect example is the exponential growth in the Direct to Consumer eCommerce as a response to customers wanting to buy direct from brands they trust.

Example of impact of Covid-19 on consumer buying behavior:

  • Choose the Best Tools and Processes to Support Your Marketing People

Value three things above all- speed, transparency, and expertise. Marketing teams should realign their tools, processes, and systems to equip their marketing force. Marketing teams must adopt virtual meetings to support more people and stay in touch. Marketing teams should also use various tools to help connect with their internal customers and stakeholders on a one-to-one basis and maximize engagement. Provide seamless answers to all the questions and needs of your customer.

  • Provide Leadership with Vision and Boost Morale

Do not fall short of leadership. Focus not only on communication but also demonstrate a commitment to your people. It is important to keep the marketing organization focused and motivated to perform new strategies and recover from this crisis.

  • Maximize Your ROI and Think Smart

The ultimate goal is to maximize your ROI and connect to the right audience. Performance strategies should be focused mainly on three things—brand, consumer experience, and business. Make sure you are measuring your overall marketing costs so that you know your cost per lead and customer acquisition. Measure it against the past to see how far you have to stretch to gain new customers during the crisis. Be prepared to real it back and slow down in case it is not justifiable. Adjust your goals for customer acquisition but do not let the brand experience suffer.

It's time you re-evaluate your strategies and create a powerful survival plan that will ensure that your team advances and is stronger than ever before. Marketing leaders should have a clear understanding of the impacts of this crisis and actively manage their performance strategies so that they are ready for recovery.

Unveiling the Dynamics of Successful Marketing Teams: Roles, Alignment, and Collaboration

Welcome to the hub where marketing magic is dissected — a place where we'll delve into the nitty-gritty of what makes a marketing team tick. You see, it's not just about eye-catching campaigns and catchy taglines; it's about understanding the fundamental roles and responsibilities that underpin a winning marketing team. How well do they align with the ever-evolving business objectives and the subtle art of product strategy? And let's not overlook the importance of seamless interconnection. In the world of business, marketing doesn't exist in isolation — it's part of a complex dance alongside product development, sales, and customer service. Stick with us as we explore the intricate choreography that enables marketing teams to create harmonious and impactful performances.

Essential Skills for Modern Marketing Professionals

As the marketing landscape continues to evolve at a breakneck pace, the skills required within a marketing team are more dynamic than ever. From creative content creation to nuanced digital skills, marketing professionals must be adept in a variety of disciplines to stay competitive. Let's delve into what it takes to be a modern marketer.

Multifaceted Skill Sets Required

Marketing teams must be well-versed in a range of competencies to adapt to the current market demands. Content creation stands at the forefront, requiring a blend of creativity and strategy to resonate with audiences. At the same time, digital skills are no longer optional, as digital platforms form the backbone of modern campaigns. Additionally, data analysis competencies have become critical, empowering teams to drive decisions based on actionable insights.

Social Media and SEO Expertise

In today's digital age, being savvy in social media isn't just a bonus, it's a necessity. Effective marketing professionals need to understand the intricacies of various social platforms to craft engaging content and nurture brand growth. Equally, proficiency in SEO is crucial for ensuring that content reaches its intended audience amidst the crowded digital marketplace. Knowledge in these areas isn't just beneficial—it's imperative for success.

Collaboration and Leadership Skills

At the core of every successful marketing team is the ability to work cohesively. Collaboration skills allow for the seamless blending of diverse talents and ideas, while management abilities ensure that projects are executed effectively and team members are guided to their fullest potential. Strong leadership is the glue that holds a high-functioning marketing team together, fostering both creativity and productivity.

  • Content creation skills that engage and captivate
  • Digital proficiency across platforms and tools
  • Data analysis for informed strategy development
  • Social media expertise for expanded reach
  • SEO knowledge for optimal online visibility
  • Collaborative approach to projects and ideas
  • Leadership and management capabilities for team success

The Role of Brand Management within Marketing Teams

Picture this: you're scrolling through your social media feed, and a product catches your eye. It's not just the product itself that draws you in, but the story it tells, the values it communicates, and that indescribable 'feel' that resonates with you. That, my friend, is the power of brand management at play within marketing teams. Let's delve into how this crucial function shapes every aspect of a company's marketing campaign.

How Effective Brand Management Reflects in Marketing Campaigns

Effective brand management is like the conductor of an orchestra, ensuring every instrument plays its part in harmony to create a symphony that delights the audience. In marketing terms, it ensures that every campaign resonates with the brand's core message and values, resulting in a consistent and compelling brand narrative across all touchpoints with consumers. This strategic coherence is what turns first-time buyers into loyal brand advocates.

Branding as the Cornerstone of Customer Perception and Business Identity

In the world of marketing, perception is reality. Branding forms the keystone of how customers perceive a business, dictating their expectations and experiences. A well-crafted brand identity is the foundation upon which customer trust is built. It's not just about logos or taglines; it's about fostering a deep connection that customers can identify with on a personal level.

Brand Managers' Role in Aligning Team Efforts with the Organizational Vision

Brand managers are the visionaries of the marketing world. They bear the torch of the organizational vision, ensuring that every marketing initiative aligns with the grander business objectives. It's their role to communicate this direction within the team, providing a clear sense of purpose and guiding marketing efforts to not just reach targets but to resonate with hearts and minds.

  • They direct market research to understand target demographics, shaping brand strategy.
  • They collaborate with various departments to ensure consistency in messaging and visuals.
  • They act as the guardians of the brand's identity, steering the brand's image through the turbulent seas of market change and customer trends.

In essence, within every successful marketing team, brand management plays a key role in storytelling, perception shaping, and strategic alignment, catapulting a business's image beyond the confines of mere products or services.

Market Research as the Backbone of Marketing Strategies

Ever wonder how some brands seem to read your mind and know exactly what you want? That's no lucky guesswork—market research is the secret sauce! It's like a compass guiding marketing teams through the dense forest of consumer preference and burgeoning market trends. By digging deep into market research, marketing teams can chart a course for success that is both data-driven and customer-focused.

Leveraging Market Research to Understand Customer Needs and Market Trends

It's all about getting to know your audience like the back of your hand. Market research sheds light on what makes customers tick—their desires, pain points, and buying habits. Armed with this intel, marketing teams can craft campaigns that resonate on a personal level, making consumers feel seen and heard. Plus, by keeping a finger on the pulse of ever-shifting market trends, businesses stay relevant, agile, and ahead of the curve.

How Market Research Informs Product Development and Marketing Tactics

Market research is not just about data—it's about storytelling. It tells the story of a potential future where a product fits seamlessly into the lives of consumers. By providing critical insights, such as feature preferences and price elasticity, market research helps shape product development to align with consumer expectations. In tandem, it also informs the tactical side of marketing, from choosing the right promotional channels to tailoring messages that speak directly to target segments.

Types of Market Research and the Ideal Team Members to Manage It

Not all market research is created equal, and knowing which type to use is an art in itself. Surveys, focus groups, interviews, and observational research are just a few colors in the marketer's palette, each offering unique glimpses into the consumer's world. The maestros best suited to conduct this symphony of research? Curious analysts, insightful strategists, and empathetic customer experience specialists who can interpret the data's story and translate it into actionable strategy.

  • Surveys for quick and quantifiable insights
  • Focus groups for in-depth discussions and direct feedback
  • One-on-one interviews for a deep dive into consumer psyche
  • Observational research to see real-world consumer behavior in action

At the intersection of meticulous investigation and creative intuition is where market research truly shines, illuminating the path forward for marketing teams passionate about connecting with their audience and delivering spot-on solutions. So, strap on your explorers' hats, marketing mavens—it's time to discover what your customers are really searching for!

Boost Your Internal Buzz: Effective Ways to Promote Products within the Marketing Team

In today's dynamic market, promoting products starts right from the heart of your business – within your marketing team. Let’s explore some strategic steps you can take to ensure your products shine from the inside out.

Aligning Product Promotion Strategies with Overall Marketing Goals

It’s crucial that every promotion strategy sits well with the larger marketing goals. Consistency is key – each team member must be on the same page regarding the product's unique selling proposition and how it fits into the brand's narrative.

Ensuring Consistency in Messaging Across All Channels and Team Members

Whether it’s social media, email, or direct customer interactions, the product messaging should be uniform. A clear, cohesive brand voice helps reinforce the product's message and values, paving the way for a more seamless customer experience.

  • Regular team meetings to synchronize communications.
  • Creating a messaging guide for reference.
  • Using collaborative tools to share updates in real time.

Involving Product Managers and Marketing Personnel for a Unified Approach

When product managers and marketers collaborate, they create a powerhouse of knowledge and creativity. Integrating insights from both ends ensures the product's features are not just highlighted but also matched with market needs.

  • Joint brainstorming sessions to devise innovative promotion tactics.
  • Encouraging open dialogue between departments.
  • Sharing customer feedback to fine-tune the marketing approach.

By embedding these practices into your marketing team's workflow, you'll create an environment where products are not just promoted but truly celebrated – and where team collaboration leads to stronger campaigns that resonate with your audience.

Frequently Asked Questions

The “New Normal” refers to the changes and adaptations in work environments and practices brought about by the COVID-19 pandemic. This includes increased remote work, reliance on digital tools, and evolving consumer behavior.

Adapting marketing strategies is crucial to remain relevant and effective in a rapidly changing market landscape. Consumers’ preferences and behaviors have shifted, and companies need to align their strategies to meet these new demands.

Adapt marketing strategies by focusing on digital channels, leveraging data and analytics to understand shifting consumer behaviors, personalizing customer experiences, being agile and responsive to market changes, and investing in content that resonates with your audience.

Essential tools for managing a remote marketing team include:

  • Communication Tools: Slack, Microsoft Teams, Zoom
  • Project Management: Trello, Asana, Monday.com
  • Collaboration Tools: Google Workspace, Miro, Dropbox
  • Analytics and Reporting: Google Analytics, SEMrush, HubSpot

Challenges include communication barriers, maintaining team cohesion, ensuring consistent productivity, and adapting to rapid market changes. These can be addressed through effective use of technology, fostering an inclusive team culture, continuous learning, and being flexible with strategies.

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