Grant Johnson, CMO, Emburse

Many organizations are now into the second week of working from home. Week one was focused around “how can we get our employees to effectively work from home?” Now that’s (hopefully) been largely achieved, marketing teams need to assess how to adapt strategies, tactics, and programs to sustain and succeed in a prolonged period of remote office work and a more digital, virtual world.

Here is a simple Top 10 list based on how the global marketing team at Emburse is adapting our approach now and into the uncertain future.

Events: shift from physical to Virtual – Emburse had scheduled a 10-city tour and it’s now virtual. We experienced increased registrations for our first Los Angeles virtual event on 3/25.

Webinars: whether or not your company has an active Webinar program or series, consider expanding topics to encompass thought leadership, customer success, solution demos, and industry-specific content.

Messaging: don’t put COVID-19 in your headlines. Instead, message more empathy, less sales. Certain subject matter and topics will just be tuned out, so be sensitive, promote and communicate.

Content: create relevant content for the times. In our case, we’ve launched a series of Work From Home content on social channels. Shift to content propagation and syndication vehicles that continue to perform well during this time.

Social: focus on being more helpful and highlight what your company is doing to help customers and employees, rather than the more typical product or offer-focused messaging.

Solutions: if your company has any unique solutions or offerings that can assist customers in adapting to a work from home world, bring to market rapidly and communicate broadly.

Digital: continuously monitor and adjust based on: cost per click (some competitive words may become more affordable), reach, response and results (e.g. cost per lead).

Segmentation: be sensitive to the most affected vertical market segments, e.g. retail, travel, entertainment, etc., consider pausing marketing until some level of recovery occurs.

Alignment: most successful B2B companies have tight coordination between Marketing, Business Development (BDR/SDR) and Sales organizations. Maintain and enhance alignment strategies to create a connected and circle of communications, consistently delivered.

Team: during these challenging times, incorporate daily check-ins, “standups,” and/or virtual happy hours, increase communication and collaboration and ensure your team feels truly supported.