What are the key ingredients for a productive B2B marketing team?

Unlock B2B marketing success by discovering the essential components of a highly productive team. From nurturing the right work culture to flexible working and making the most of technology, there are a number of ways to hone an efficient, happy and productive team that gets results.

We’ve all fallen prey to periods of ‘busy nonsense’, where we’re drawn into tasks or meetings that don’t really go anywhere and leave us feeling as if we’re playing catch up for the rest of the day.

It’s pretty frustrating and can be demoralising but, with a few adjustments and the right tech stack, the ‘busy nonsense’ recedes and you’re left with an efficient, collaborative and results-driven team where everyone flourishes.

Here’s what you can do:

Team productivity starts with dynamic leadership

Adaptable and flexible leaders that foster a culture of collaboration and support are the first ingredient of an effective team. 

Being open to suggestions for doing things differently, empowering others and keeping the lines of communication open, promotes a culture of mutual responsibility and motivation to achieve the best results. 

We’re fortunate at the Pod to have an Operations Team, headed by Guneet Nagra (also known as ‘sensei’), that helps with scheduling and prioritising our work, making sure everyone’s time is used efficiently and that there is no doubling up. This makes all the difference when it comes to running a productive B2B marketing team where there are often a great many plates to spin.

Our world is undergoing some significant changes, particularly in terms of climate and politics so having a dynamic leadership culture that is constantly learning and prepared to pivot is essential to cutting out the noise and focusing on getting results.

The great hybrid working debate 

There is a lot of sensitivity over hybrid working at the moment, but our model is highly valued by the 42-strong team. (In fact, it contributed to 92% of our staff saying The Marketing Pod is a Great Place to Work compared to 54% of employees at a typical UK company). 

By trusting our Podsters to manage their own time and get the job done, it empowers us all to manage the balance between home and work lives. This takes the pressure off when it comes to walking the dog, juggling child care or caring for a poorly relative, without sacrificing productivity or output. 

As a service industry, we fill out timesheets which helps everyone to hone in on what the daily priorities are and how they’ll be delivered – even if some of the work is done first thing in the morning or later in the day.

The importance of open and regular communication

One of the downsides to hybrid working can be the lack of spontaneous conversations about a project or task. Giving time and thought to how, where and when conversations about the work can take place is therefore essential.

Each team at The Marketing Pod starts the week off with a half hour call to set out the plans for the week ahead and understand what everyone’s priorities are, followed by breakout calls (if required) during the week. 

Technology has fast become our friend in the quest for regular communication. Instant messaging tools such as Slack, Microsoft Teams or Google Chat have become solid replacements for spontaneous office conversation. They also have the added bonus of being able to ‘mute’ the conversation if you need to concentrate for a while

Productivity tools: Having the right tech stack

The right tech stack should streamline workflows and automate repetitive tasks such as updating spreadsheets, tracking time and handling external comms. It isn’t about having the latest gadgets, it’s about strategically selecting and integrating tools that will empower the team to focus on high value activities.

Our individual centres of excellence (Strategy, Digital, Creative, PR and Content) also have specialist tech requirements but we all benefit from sharing the data, insights and intelligence gleaned from our tech. This could be the PR team sharing media insights or the digital team providing concrete evidence of a campaign’s successes. 

One thing a B2B marketing team cannot be without is a robust CRM platform such as HubSpot. A customer platform that provides the tools to help businesses manage their marketing, sales and customer service all in one place. It enables the team to scale up by monitoring, measuring and optimising marketing campaigns. Full disclosure: we are a HubSpot Platinum Solutions Partner, which means we are able to provide clients with expert services such as training and implementation.

Tips for identifying and avoiding productivity killers

We all have different ways of working and our own particular blocks to productivity such as procrastination, falling into a social media black hole or forgetting to update the team on progress. So, here are a few tips:

• Use time tracking tools: understand where time is being spent and identify any unnecessary activities.
• Set and attend regular team meetings: assess progress, discuss challenges and find routes around any obstacles.
• Monitor communication overload: although regular communication is important, excessive emails, chats and meetings reduce focus and can be distracting. The ‘mute’ button can be used to good effect to allow for focus time.
• Analyse tool use: make sure the various B2B marketing tools are being used properly and are worth the investment. We have a handy suite of assessment tools that evaluate current status and point users in the right direction.
• Encourage feedback and debate: other team members will have ideas and suggestions for ways of working more efficiently, whether that’s cutting down on internal meetings or making sure tasks aren’t double booked.

Getting productivity right takes time

Building a productive B2B marketing team takes time, effort and collaboration. It’s also an ever evolving journey that requires a flexible, adaptable and open minded approach. 

Our experienced team of B2B marketing professionals is here to help so contact us today if you want to know more.