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4 strategies to help marketing teams improve workflow and collaboration

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4 strategies to help marketing teams improve workflow and collaboration

There’s nothing virtual about the sea change marketing teams have experienced in the last two years. The fact that marketers are working remotely over digital channels is a very concrete reality calling for new approaches to workflow.

Here are four tactics to help your team adapt.

Improve visibility and centralize

Virtual meetings, chat apps, automated calendars and workflow management software all became necessary to bring together teams from remote workspaces. In many cases, these remote work tools brought better visibility to small or subtle tasks that slipped under the radar in a traditional work environment.

The next step is to make sure all the key people can see into the workflow.

“You would want to have visibility across the board about what’s happening and who is delivering what at which time,” said Annie Schneider, senior product marketing manager for Wrike, a Citrix company, in her presentation at The MarTech Conference (scroll down to watch the video of their session).

The work can be consolidated into a calendar or united around a specific project, like a campaign or major content project.

“It could be looking at some sort of bird’s eye view or dashboard, or things that are coming in, so you have the view of things that are coming and things that are already live,” said Schneider.

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This unified view into the work can also be divided by regions, according to the specific countries or timezones where a global workforce is doing their work.

Read next: What is digital transformation?

Encourage effective collaboration

At each step in the creation of a project, individual team members have to be able to mark their progress and move the project forward.

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“There needs to be an easy way to collaborate on asset creation, including proofing and approvals,” Schneider said. “There also needs to be an easy way to control versions of the assets, and the ability to track who made the change.”

One especially important tool for effective collaboration is an audit log that team members can sign, and also have the ability to revert and go back after a change is made in the project.

It’s up to leadership, in coordination with IT or a committed martech team, to make sure that members have the right access to the workflow, and that the user experience is seamless.

“Marketers thrive when they’re able to do their work all in one place instead of toggling between multiple tools,” said Schneider. “So on the back end of this, it means the tools and processes in martech are connected in a way that the transition from one tool to another is seamless to the user.”

Remove bottlenecks

The traditional office environment is very dependent on meetings, where everybody stops work and waits for the next cues to happen. This creates bottlenecks with a truly remote team that is dispersed in different regions and timezones.

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“Because of the evolving global workspace, work often doesn’t get accomplished in the same location or pretty much never does anymore,and it usually doesn’t get accomplished at the same time,” said Schneider. “People have to sometimes wait 12 hours to move along on a project collaboration with their counterparts across the globe.”

When team members can’t have conversations about the work, the technology that manages the project should be able to guide members instead. Individuals will have the ability to see directly for themselves at what stage the project is, instead of learning this indirectly through other team members in conversation or meetings.

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Track results and optimize

When marketing projects are centralized using digital tools, this also makes it easier for the team to track the project’s results.

“It’s important to be able to track results of your marketing activities and the impact that they actually make,” said Schneider.

By comparing the impact of campaigns and projects with the individual tasks that go into creating it, the marketing team can get a better handle on ROI and optimize the workflow with fewer steps on future projects.

“It’s all connected because data gives you the information that you need to optimize your content and the use of your marketing channels in an effective way,” said Schneider. 

She added, “This means that because marketing has such diverse functional teams within one department, companies have to be very thoughtful when selecting a work collaboration tool to ensure that it has the capabilities to address the needs of the entire marketing workflow and enable marketers to complete the whole process — from content creation to publishing, as well as including optimization, all in one place.”


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Reimagining collaboration: Removing barriers to better output from Third Door Media on Vimeo.


About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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Old Navy to drop NFTs in July 4th promo update

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Old Navy to drop NFTs in July 4th promo update

Old Navy will update its yearly Fourth of July promotions by saluting the metaverse with an NFT drop, going live June 29.

In honor of the year they were founded, the retailer will release 1,994 common NFTs, each selling for $0.94. The NFTs will feature the iconic Magic the Dog and t include a promo code for customers to claim an Old Navy t-shirt at Old Navy locations or online.

“This launch is Old Navy’s first activation in web3 or with NFTs,” an Old Navy spokesperson told MarTech. “As a brand rooted in democratization and inclusivity, it was essential that we provide access and education for all with the launch of our first NFT collection. We want all our customers, whether they have experience with web3, to be able to learn and participate in this activation.”

Accessible and user-friendly. Any customer can participate by visiting a page off of Old Navy’s home site, where they’ll find step-by-step instructions.

There will also be an auction for a unique one-of-one NFT. All proceeds for the NFT and shirt sales go to Old Navy’s longtime charitable partner, Boys & Girls Clubs of America.

Additionally, 10% of NFT resales on the secondary market will also go to Boys & Girls Clubs.

Support. This activation is supported by Sweet, who’s played a major role in campaigns for other early NFT adopters like Burger King.

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The Old Navy NFTs will be minted on the Tezos blockchain, known for its low carbon footprint.

“This is Old Navy’s first time playing in the web3 space, and we are using the launch of our first NFT collection to test and learn,” said Old Navy’s spokesperson. “We’re excited to enable our customers with a new way to engage with our iconic brand and hero offerings and look forward to exploring additional consumer activations in web3 in the future.”

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Read next: 4 key strategies for NFT brand launches

Why we care. Macy’s also announced an NFT promotion timed to their fireworks show. This one will award one of 10,000 NFTs to those who join their Discord server.

Old Navy, in contrast, is keeping customers closer to their owned channels, and not funneling customers to Discord. Old Navy consumers who don’t have an NFT wallet can sign up through Sweet to purchase and bid on NFTs.

While Macy’s has done previous web3 promotions, this is Old Navy’s first. They’ve aligned a charity partner, brand tradition and concern for the environment with a solid first crack at crypto.


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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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