How to keep your remote marketing coworkers in the loop

Key takeaways:

  • Remote work has become increasingly common in the marketing industry, offering access to a broader talent pool.
  • However, remote work can lead to communication challenges, particularly regarding keeping remote team members informed.
  • A lack of communication can create an information barrier between remote and in-office team members.
  • To bridge this gap, customer journey map can serve as a centralized knowledge base.
  • Tools like Out of Dark offer solutions to keep remote marketing coworkers informed and connected by providing a platform to outline marketing activities, assign personas, add performance data, and facilitate discussions.

For the past decade, the spread of remote work has transformed teamwork and collaboration across many industries. Marketers are among the most fitting professions for this work arrangement and companies appreciate being able to choose from an almost unlimited talent pool. 

The coronavirus pandemic accelerated this trend even more, and although some companies are now trying to take a step back and want to have their marketers (or any other employees for that matter) in the office for at least a few days a week, a large number of them still have full remote positions and those who don’t are usually allowed to work on a hybrid basis.

While working remotely has many advantages about which there was already said and written plenty, there are drawbacks, too. Pretending there are none only exacerbates their negative effects and prevents looking for solutions that could mitigate them.

One such drawback is a lack of (or insufficient) communication. When the marketing team shares an office, its members are talking constantly and there’s a mutual understanding of all things that are going on. If something new is done or decided, it’s not always recorded in the project management tools or mentioned in the online conversations with remote team members – or maybe it is, but not sufficiently. But for people in the office that’s no problem – for those who are remote, it is.

If there’s something particular remote workers want to know, they can ask – everyone is just a Slack DM or online call away. But sometimes they don’t even know what they don’t know.

If you ever worked remotely yourself or have part of your team in the office and the other part working remotely, you certainly feel there’s a little information barrier between the group that’s physically together and the remote individuals.

When it comes to marketers working remotely, having all relevant information at your fingertips is crucial. You don’t want to DM and bug your coworkers every time you need something and let’s be honest, they don’t always reply instantly.

What you need is a place where all the knowledge about your marketing activities meets and where any of your team members, including you, can come and get the information they need. Such a place has to to include an outline of your marketing activities so each of them can be viewed in the context of the big picture, but also has to let you zoom in on any of them and provide you with their particular information and hard data.

This place is called the customer journey map – if you already heard about it, you may object that that’s not what CJM is for – the primary function of a customer journey map is to put together all customer touchpoints (activities) and sort them into the proverbial (can we call them that?) phases See, Think, Do, and Care. That’s true, but here comes the twist: We created a tool just like that and put it on steroids, so it’s even more powerful and can handle more than your traditional CJM.

We enriched customer touchpoints (we like the term activities more) by the ability to assign them personas they’re made for, add their performance data (you can add them manually or easily set up automatic imports), add team members working on them, discuss opportunities and improvements, and much more.

But how exactly is this going to help your marketing team to stay in the loop? The thing is, that when you create a CJM in Out of Dark, you create one more thing at the same time: a marketing knowledge base. Everything marketing-related your company is doing is in the CJM, but properly ordered and with all relevant information.

If you ask a random person on the street to come and look at your CJM, they will be probably able to grasp your marketing (to the extent their marketing knowledge allows them) in under an hour. That’s pretty good for a stranger – now imagine what it can do for your coworkers who are already familiar with most of your marketing strategy and certainly possess the skills required to understand it completely.

The reason why this approach wasn’t utilized until recently is that there was simply no tool capable of handling it – traditional CJM tools weren’t sophisticated enough to handle such a task and maintaining them was usually so time-consuming and frustrating that most teams gave up on them before they were able to start reaping any benefits.

By using Out of Dark, you don’t have to worry about your marketing team members being disconnected from what you’re doing – our CJM will keep them on top of it.

Do you want to create an interactive and easy-to-use customer journey map with powerful touchpoints, personas, automatic KPI import & monitoring, and much more?

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