We have just experienced the biggest shift to remote working in modern history. Tessa Court, CEO of IntelligenceBank marketing operations software shares her perspective on how marketing departments can best ‘remote control’ their brand.
What solutions has IntelligenceBank put in place to allow your staff and clients transition to remote work?
As marketing technology is in our DNA, working virtually comes naturally to us. Given our team is spread out across the globe, daily video calls, instant messaging and using our own software that centralises marketing materials, routes creative approvals and enables sales and customer success teams to access content instantly has been critically important. We are ‘drinking our own Kool-Aid’ so to speak. While our documentation has actually dramatically improved – we can no longer rely on ‘over the workstation’ chats – so having processes and systems has never been more important.
If a team doesn’t have a system just for marketing – how should they begin?
I’d say first start off with a centralised digital asset management system, where you can put your marketing collateral, branding and sales materials in one place. We are currently standing up IntelligenceBank Digital Asset Management systems for clients within 48 hours so they can ensure everyone who is remote is using the right materials, and are automatically alerted when new materials are added. This is especially important when content has talent usage rights associated with the image or video – so you can track which piece of creative is going where.
Is there a good way to stop the email chaos for requesting marketing projects?
A lot of our clients use our marketing inbox capability – whereby there is a simple form to ‘ask marketing’ for materials or to start on a project via an online creative brief. From these requests – you can automate responses – such as send people to download the approved logo, or you can accept a new creative project. This basically gets people out of email and forces them to provide marketing with complete information, and streamlines the whole process. This ultimately saves everyone time.
How do you best handle creative approvals when people are working remotely?
Creative approvals are a challenge at the best of times – especially waiting on legal and sign off from other senior managers. Without an approvals tool in place, creative production can grind to a halt. We have heard from several of our clients that by having online creative approvals in place has made working from home ‘possible’. A feature a lot of our clients use is creative risk scoring, which automatically assigns a score to creative projects based on price points or claims made. This helps to prioritise approvals. While you can solve most problems with technology – if you are just starting out – the simpler the better. What’s important is that you have a way for everyone to approve urgent creative work when they are in different geographic locations.
What’s the best way to collaborate on projects?
In the spirit of keeping things simple, yet effective we are using our online project management with a Kanban board so everyone has both a calendar view of what’s going on in marketing, and decision makers can collaborate on prioritizing projects. What’s even better is that each card links back to the creative so you can see the campaign’s creative in the same interface.
A lot of industries are hurting – especially retail and consumer services, what are ways to operationalise creative and save money?
I have a couple of thoughts about this. First, if you can de-duplicate creative by having marketing content in a DAM – this saves money as artwork can be reused and not reinvented everytime. Another way our clients save hundreds of thousands of dollars a year on agency fees is using our creative templates for business cards, point of sale and other repetitive creative that needs continuous customization. It’s pretty simple, all you have to do is upload a ‘locked down’ inDesign template, and your team can adjust only what you permit – such as logos, names of people, images and text. To ensure there are no mistakes you can also run this through workflow approvals.
Do you have any parting thoughts for what marketing teams need to be doing during this time?
This is obviously a very challenging time – both all of a sudden everyone working from home and the economic consequences of Covid19. To get through this, marketing teams need robust systems to continue to collaborate above and beyond what email, spreadsheets and consumer file sharing systems can do. And equally important, now is the time for marketing teams to do what they are good at. It’s time to get creative, and pivot offerings to their customers in a way that is relevant and meaningful in the new ‘business unusual’ reality we have all been thrown into.
Please login with linkedin to commentintelliegencebank
Criteo has announced its expansion to offer Criteo Retail Media solution across six markets in Asia Pacific (APAC). Its Retail Media solution helps brand advertisers to use retailer’s first-party data to advertise on retailer sites and apps, as well as across the open Internet. Since its regional launch in Japan by the end of 2019, […]
In light of the prolonged lockdown occurring throughout New South Wales, Semi Permanent Sydney has announced new dates for this year’s festival. It will now take place between 17-19 November 2021 at Carriageworks. “Our mission, always, is to craft the best and most valuable experience for both our speakers and audience, and to ensure the […]
Acast, the independent power source of podcasting has teamed up with Comscore to provide brand suitability controls for brands advertising through the Acast Marketplace. This new innovation is part of a global partnership with Comscore, and will be available to all advertisers working with Acast Australia and New Zealand. The brand suitability solutions offered by […]
Social media management solutions company Hootsuit, has announced that Maggie Lower has joined the company as chief marketing officer. Lower will own the brand’s overall global strategy, demand generation, communications, and events. Prior to joining Hootsuite, Lower was the global chief marketing officer at Cision, the first chief marketing officer at TrueBlue, and has held […]
Headquartered in Melbourne, Trade Indy is expanding off the back of strong client retention and consistent growth through existing and new business. Founded in Melbourne in 2014, the team have since expanded the business through team members in Singapore, Indonesia, Tasmania and Queensland, and are pleased to announce the full-time employment of NSW commercial director […]
Outbrain Inc. has announced the pricing of its initial public offering of 8,000,000 shares of common stock at a price to the public of US$20.00 per share. The gross proceeds to Outbrain from the offering, before deducting the underwriting discounts and commissions and offering expenses, are expected to be approximately $160 million. The shares began […]
HubSpot, the customer relationship management (CRM) platform for scaling companies, has announced that as part of its World Certification Week, it is supporting the GO Foundation with its mission to empower young Aboriginal and Torres Strait Islander people through education. As part of the support, HubSpot will donate $5 for every HubSpot Academy certification awarded […]
IntelligenceBank has today announced a strategic growth investment from Five Elms Capital. The $US37 million ($50 million) investment comes as brands and enterprises have realised that outdated technologies, disjointed data sources, and manual processes make it challenging to efficiently manage essential marketing workflows and ensure compliance across the organization. IntelligenceBank digitally transforms manual processes and […]
Southern Cross Austero (SCA) announced today 10 all-new DAB+ music stations on LiSTNr. The introduction of the 10 new Dab stations takes the number of music stations to 25 and reinforces its commitment to growing exclusive music programs and content. The 10 new stations have been created to cater to a variety of moods and […]