The Future Of Thriving B2B Marketing Is Hybrid And Outsourced
Let me start this article with a clear and simple statement. Outsourcing and collaboration are the future of B2B marketing. This may sound like a bold statement, but recent trends and real-life experience support this prophecy. I had the pleasure of discussing these exciting trends in an interview with 2X CEO Domenico Colasante, a leading figure in B2B marketing, and would like to share his wisdom and insights with you.
Hybrid work. a proven recipe for success
Hybrid work isn't a concept Colasante stumbled upon during the pandemic; This is 2X's secret sauce in 2018. Think of it as an old wine that has proven its worth over time. With clients mostly in the US and their postal company based in Kuala Lumpur, their team has been operating effectively with this model for over five years.
Historically, marketing departments have been viewed as creative hubs that thrive best in physical proximity. There is some truth in this. Marketers are idea generators, innovators and communicators. They are the true embodiment of creativity.
But over the years, we've seen an increase in operational marketing roles, both day-to-day and individual. These roles fit well with both hybrid and remote work models. As creative minds develop the next big idea, think of them as cogs in a well-oiled machine. In fact, many of the 23 organizations I've helped transition to hybrid work have chosen to offer remote roles primarily to employees who already do marketing work.
Cast iron is mixed. separate and combined roles
Reimagine the symphony. A symphony consists of separate instruments, each of which fulfills its role in unity and creates a beautiful composition. Likewise, individual marketing roles must collaborate with creative roles to develop a successful campaign.
How do you ensure this smooth collaboration? Callasant says it all starts with a well-organized plan, like a sheet of paper for our own symphony. This program acts as a blueprint to guide both individual contributors and creative minds. Next, a workflow engine is required. He acts as the conductor of the orchestra and plays the work on different stages.
Traditionally, marketing departments lacked a single workflow engine. Work is done across the board: email, team meetings, asset repositories, and marketing technology packages. However, platforms like Adobe Workfront are changing this view. They provide a holistic view of work that allows you to measure performance, service levels and task completion times. This engine acts as a hub in the marketing wheel, connecting all the wires and keeping them running smoothly.
Asynchronous function and outsourcing
In our global world, Colusan says, time zones can be an advantage. How? In the US, it is acceptable for a customer to submit a marketing campaign request before signing up that day. Waking up to a new day, the Kuala Lumpur team is building a campaign. The client wakes up with a ready-made campaign and has all day to comment. This asynchronous work mode provides a streamlined work schedule, reduces interruptions and distractions, and allows team members to work more efficiently.
When it comes to outsourcing, Colasante believes it's all about core competencies and strategy. If the role requires a unique ability, if there is something that sets you apart from the crowd and requires you to be the best in the world, then you need to convey it. For example, roles such as product marketing often fall into this category.
However, most of the marketing function is concerned with the implementation of strategies and market activation. These roles are typically operational and repetitive, making them suitable for outsourcing. They are important to the organization, but not only to it. They are the harmony of your symphony, the filling and finishing melody, but not the main melody.
Release of remote workforce
The pandemic has dramatically changed our work habits. Working remotely has become a necessity rather than an option. Skeptics question productivity, but Colasante says the past two years have shown that a remote workforce can be very productive indeed. My clients have seen it too. While physical presence helps build bonds, trust and human relationships, the need to be in the office five days a week is diminishing.
Through a hybrid business model, companies can build a team of top talent from around the world, providing diverse perspectives and expanding creative horizons. As with cooking, each dish brings a new flavor to the feast, so everyone brings unique skills and experience.
The result
B2B marketing is changing and companies must adapt or be left behind. Hybrid business models and outsourcing provide the flexibility and efficiency needed in a rapidly changing digital age. By using these technologies strategically, companies can create a dynamic, creative and effective marketing department ready to tackle any challenge. The hybrid business model is not a temporary trend, but a paradigm shift that defines the future of business. A future where individual investors and creative minds all over the world work together in harmony, each bringing their own unique accent to the symphony of success. It's time for companies to tune up their machines and prepare for this performance.
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