In these unconventional times, many work teams are grappling with an unconventional dynamic: fully distributed personnel and remote collaboration. This setup presents a number of challenges, but thankfully we live in a time where technology makes it easier than ever to stay connected and tightly aligned on our work. For B2B agencies like TopRank Marketing, this has always been a point of emphasis. In servicing clients from around the globe, we’re accustomed to communicating across distances, borders, and time zones. We occasionally have our own team members work from home, and in fact, we have a few who do so full-time. While having everyone in the organization work remotely is uncharted territory for us, our built-in comfort with digital collaboration gives us a head-start, and has allowed us to hit the ground running with minimal disruption to our programs and workflows. To help other remote teams that might be trying to find the right rhythm and maximize their collective productivity, I thought I’d share a few practices and discoveries that are helping us stay close virtually, even as the circumstances of life push us apart.
How Team TopRank Maintains Tight Collaboration Remotely
Tailor Your Toolset to Your Team
As mentioned, there is a wide range of different tools and software available to power remote collaboration. Some of the common mainstays, like Slack* and Zoom, need no introduction. There are plenty of others out there with specific capabilities that might be suited to your team’s needs. Here’s a list from ProofHub arranged into several different functional categories. Above all, I encourage business leaders to solicit input and feedback in making these selections. The biggest key is identifying tools that people actually like using. Review the usage rates for your existing tech stack. If certain software isn’t being uniformly engaged with, or is surfacing a lot of frustration, there’s no better time to step back and reevaluate. Unsolicited plugs for a couple of our clients, whose offerings can be very useful at a time like this:- Sococo provides a “virtual office” platform that recreates the dynamic of happenstance workplace encounters and productive chats at the water cooler.
- monday.com is a highly visual and intuitive work operating system, which employees tend to really enjoy using. As mentioned, that’s critical.
Focus on Details and Documentation
Not only is it important that your tools get used, but right now it’s vital they get used to the fullest. At TopRank, our work runs through a project management system, and I’ve noticed teammates making concerted efforts to attach client docs, source materials, and comprehensive information into the tasks themselves. As a content writer, it makes a big difference when I can find everything I need in one place, because it’s no longer as simple as walking to an account manager’s desk 10 feet away to ask a question.Jump on the Phone Post-Meeting
While technology makes it easier to communicate and collaborate from afar, there are certain subtleties and productive habits that can be overlooked in the transition. As one example, when teammates and I hold a client meeting in the office, we’ll almost always stay in the room to debrief afterward, discussing takeaways and next steps. One way we’ve replicated this action remotely is by using the Slack Call functionality, which enables you to quickly spark an impromptu conference call straight out of the Slack app. Since we already have our client teams arranged into channels on Slack, all it takes is one click to get all relevant parties on the line for a quick post-meeting rundown.Rely On One Another for Knowledge-Sharing and News Updates
If you find yourself constantly distracted by scanning headlines and refreshing your preferred news websites, you are not alone. Being in the midst of an ongoing global health crisis adds a unique disruption factor to the situation at hand. One way we’ve countered this at TopRank is by creating a #covid-news channel in Slack, where teammates can share updates they come across about the pandemic and its ripples that might impact our lives, our clients, or the business world at large. Knowing that I’ll get a notification whenever something new gets posted on that channel makes it easier for me to unplug from the Google News feed and stay focused on my work.Get Faces On-Screen
It’s easy enough to hold conference calls when people are working remotely, but I highly recommend using apps like Zoom and Google Hangouts with video-conferencing capabilities, and urging everyone on the team to turn on their cameras. Seeing the faces of my coworkers really helps diminish feelings of isolation and disconnection that can be inherent in a scenario such as this.Don’t Forget About Team-Building and Socialization
I’ve talked a lot here about ways we stay centered on our work, and that’s of course very important. But don’t let recreational team experiences fall by the wayside. Strengthening the overall cohesiveness of your various people through bonding exercises is maybe more essential than ever. Virtual happy hours are gaining a lot of popularity as a way for folks to ramp down and relax together after working all day. Consider also scheduling some fun and leisurely team activities during work hours here and there. There are plenty of games that can be played remotely while creating a feeling of togetherness. I recommend the Jackbox Party Pack series, which features all sorts of fun mini-games and allows everyone to participate from their own device. Our team delved into a round of Quiplash during a recent Friday meeting, and we all enjoyed several laughs while getting a chance to appreciate the creativity and cleverness our colleagues bring to the table.Go the Distance with Remote Collaboration
It’s all too natural to get caught up in the stress, anxiety, and overall downside of what’s taking place in the world right now. Because of this, I find myself striving to find positives and silver linings. They really do exist. If we can all find ways to stay connected and collaborative during these challenging times, I know we’ll be able work together -- with clients, colleagues, and peers -- more effectively than ever once things return to a state of normalcy. We might even find ourselves with a few newfound efficiencies that stick. TopRank Marketing’s Social & Content Manager, Lane R. Ellis, is one of the aforementioned agency team members who works remote full-time, hailing from the northern reaches of Minnesota. He shared with me this sentiment that, I think, encapsulates the upside of a tough situation: "I think if we're open to it, our shared pandemic experience offers up a sizable opportunity in our lives — to reflect on what is truly important to us and how we work, to make positive changes that may until now have been perennially postponed, and to grow both our capabilities and our compassion in business and in personal life. It's also a time to listen, and to be especially sensitive to your professional associates, your business teammates, and most of all to your family and friends.” Well said, sir. For more insight about navigating this unprecedented event as a marketer, check out my recent post on how authentic content can build brand trust during uncertain times.The post 6 Tips to Keep B2B Marketing Teams in Rhythm While Working Remotely appeared first on Online Marketing Blog - TopRank®.
Sales And Marketing Are Misaligned As Email Lags In B2B Nurture Mix: Study While some 64 percent of marketing teams said that their organizations use account based marketing (ABM) for at least half of their marketing, 90 percent consider it challenging to successfully use it across multiple channels including sales — two of several findings of interest to digital marketers in recently-released survey data. 
A lighthearted look at how not to communicate right now by Marketoonist Tom Fishburne — 
The report shows that while making social media marketing inroads on Facebook has been a challenge for brands, those using influencer marketing have fared better than those using traditional social media campaigns. B2B marketers in industries seeking to engage with younger consumers may want to start or increase their 
B2B marketers running campaigns on Twitter may wish to stay the course, as social media engagement on the platform stayed the same for the third year in a row.²
Influencer marketing has seen high advertising dollar values, a trend that continued in 2019, with average earned media value that increased to $5.78 from 2018’s level of $5.20, as shown here.³ 
Influencer-marketing-savvy businesses have seen even higher returns, as much as $18 in earned media value for each dollar spent on influencer marketing.³ Large brands have seen a continued shift to using micro-influencers, and the most recent Influencer Marketing Hub report shows that during 2019 these firms utilized some 300 percent more micro-influencers than in 2016.³ With the strong performance seen in 2019 by influencer marketing, it should come as no surprise that 79 percent of respondents in the same report said that they plan to dedicate a budget to influencer marketing in 2020, as shown here.³ 
The portion of marketing budget dollars brands are spending on influencer marketing has also risen, with some 80 percent noting that they intend to spend at least 10 percent of their entire marketing budget on influencer marketing.³ Others said that they will spend nearly 40 percent of their marketing budget on influencer marketing, as outlined below. 
A full 91 percent of survey respondents saw influencer marketing as an effective form of marketing, with the most common gauge of influencer marketing success being conversions and sales, according to the report.³ As with social media marketing, influencer marketing has been shown to be particularly partial to Instagram, with some 87 percent using the platform.³ When it comes to B2B marketing, however, LinkedIn has remained far and away the most-used platform, as a similar 87 percent of Inc. 500 firms used LinkedIn for social media during 2019, topping a list of how the fastest-growing U.S. firms are using social media, outlined in a recent UMass Dartmouth 
The influx of new influencer marketing platforms and agencies is a testament to the trust-building — and ultimately the success rates — of influencer marketing, yet those focused specifically on B2B influencer marketing are exceedingly rare. Luckily for B2B brands seeking top-caliber B2B marketing agencies specializing in influencer marketing, market research firm Forrester has maintained a report, and TopRank Marketing was honored to be listed as the only B2B marketing agency offering influencer marketing as a top capability in its “
Rival IQ’s recent report data also shed some light on the success of influencer marketing, showing that as we previously mentioned in our social media observations, influencers increased their engagement rates on the often-tricky Facebook platform. A 10 percent increase in photo post engagement among influencers helped achieve the rise in Facebook engagement rate.² Influencers also achieved above-median performance on Instagram, in spite of seeing a 25 percent drop in engagement on the platform, and consistent Twitter performance as shown below.² 
Videos and status updates were the most engaging types of tweets on Twitter among influencers according to the Rival IQ report, topping photo and link tweets, as shown here. 
You can download a full size 
Most site content (69%) not seen by customers and prospects, study finds Nearly 70 percent of the web's content is not seen by consumers, according to recently-released report data examining nine verticals. The 2020 Digital Experience Benchmark report also shows that while organic activity accounts for the most traffic, a large majority of online content has remained unseen. 
A lighthearted look at virtual collaboration by Marketoonist Tom Fishburne — 
Brand purpose and trust are both simultaneously in play for B2B marketers during this time of COVID-19 changes, and a number of publications have recently released helpful guides to brand social media activity for sensitive times. RivalIQ’s “
Seeing things from a new perspective — whether it’s from a temporary new remote working environment or from in-person meetings moved online — provides a fine opportunity to reflect, regroup, and refocus on existing and upcoming projects. Working in a new environment can give you a fresh look at your next marketing campaign or