Since the remote working model forced enterprise brands to significantly cut down their budget, B2B marketers are struggling to create cost effective marketing communications strategies, while also being expected to deliver more content. A smart way out is a Design-First Content Approach, that delivers for operations and also helps to increase their RoI.
The days when brands could have happy hours with their prospects and customers, are past. Social distancing has forced the Marketing and Sales leaders to seek out ways that drives demand and enable them to close deals. Additionally, brands are expecting their B2B marketers to do more with fewer resources at their disposal and with strategy limitations to their digital engagement.
To increase ROI in a remote environment, B2B marketers are making smart decisions by increasing their agility and control. The best strategy today is to go digital- for everything. Both for creating as well as dispensing content. By accelerating the speed of creating mobile-friendly content which is easily distributed and delivers an immersive customer experience, they are delivering impactful online campaigns without having any in-person interactions.
In today’s uncertain business atmosphere, enterprise marketers need to abandon the “technology first, design second” workflow which still relies on legacy Content Management Systems. Instead, they need to shift their focus on design-first, code-free approach that leverages web production, gives teams creative flexibility, and increases conversion, even in today’s new normal.
Escalating Agility With Design-First Content Approach
The first step while adjusting to the current dynamic marketplace is ensuring that an enterprise marketing team is equipped with the right set of tools.
Historically, marketing and creative teams rely heavily on the Content Management Systems. This dependency has affected their speed to market and subsequently impacted the design quality. With only few resources at their disposal and a pressure to create more and more content, teams can no longer depend on to take “technology first, design second approach.” Brands need to focus on scalability while developing their content programs. This provides teams the freedom to increase their content production and significantly increase their marketing speed without compromising on brand consistency and design quality.
Using effective design systems based on scalability and customization, brands can organize, maintain and manage their on-brand digital assets. It is especially critical for brands when they have to provide their services to regional and global markets.
Improving Collaboration Among Remote Teams
Brands use multiple content creation tools to create diversified content for multiple channels. But, by using this system, they suffer inefficiencies across multiple teams. In today’s business landscape which embraces the new normal, having a variety of content creation tools only creates more issues which are difficult to address.
On the flip side, opting for centralized design systems enables creative and marketing teams to seamlessly collaborate and provide their services to specific audiences.
Driving Higher ROI From Content by Increasing Agility
Since B2B Marketers are influx with the request coming in to create more digital content, it is vital that teams get the necessary tools needed to create quality content at scale. By taking control of end-to-end production, marketers have the ability to significantly reduce their development time, providing more space for content development.
Rethinking about Success Strategy
The emphasis on remote working models and the need for enterprise brands to adopt the digital transformation, leveraging solutions for cross-team collaboration significantly decreases the time of developers on coding.
With a renewed design system, marketers will be at the forefront of digital transformation and be assured they can succeed no matter what the future holds for the work environment. Hence, it is time for enterprise brands to let go of the legacy Content Management Systems and adapt a design-first mindset.
