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5 Ways B2B Marketers Can Boost Productivity and Focus

Posted on Sep 21st, 2020
Written by Nick Nelson
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    Focused and Productive B2B Marketer

    Across every industry, profession, and discipline, work productivity is in peril.

    How could it not be? Outside distractions have mounted over the course of the year, from a global pandemic to rampant social unrest to a headline-hijacking presidential election, all in the midst of economic turmoil. Through it all, many of us have been acclimating to a remote work setting that upends our established workflows and routines.

    Frankly, we all deserve a pat on the back for being able to stay focused on work at all. So go ahead and give yourself one. But with plenty left to accomplish here in 2020, there’s little time to sit back and take a beat.

    Marketing is a field that’s especially susceptible to negative productivity impacts at a time like this. We’re scrambling to adapt to changing circumstances for our companies, clients, and strategies. We’re rewriting best practices on the fly. And in a job where creativity is often a driving force, we’re trying to keep our minds clear and energized enough to produce unique and high-quality content.

    If you find yourself looking for new ways to power up your team’s productivity (or your own) and get more done each day, here are a few suggestions that might help.

    Boosting B2B Marketing Productivity

    Based on my own experiences and some tips shared by others around the web, here are five techniques that are working when it comes to finding your groove and producing great work in tough times.

    1 — Find and Preserve Your Productivity Pockets

    Right now, each day can feel like a constant barrage of forces beckoning us away from the work we are trying to get done. Setting aside everything happening in the outside world, there are the things going on in your own space — maybe kids at home from school, or increased familial commitments, or a roommate who’s sharing an “office” (living room) with you.

    As I wrote when sharing my own experiences as a content marketer in the pandemic, I believe it’s essential to carve out “productivity pockets” — dedicated periods of time where you can completely tune into your work, uninterrupted. Use this pocket to tackle your most intensive tasks.

    It may be that your circumstances aren’t conducive to routinely scheduling this productivity pocket during standard work hours. In these cases, aim to create asynchronous structures that enable active collaboration with your coworkers, even if it’s not simultaneous.

    “It’s essential to carve out 'productivity pockets' — dedicated periods of time where you can completely tune into your work, uninterrupted. Use this pocket to tackle your most intensive tasks.” — Nick Nelson @NickNelsonMN Share on X

    2— Scrutinize the Purpose Behind Meetings and Video Calls

    At Digital Summit MPLS 2019, Workfront’s Mike Riding shared marketing productivity tips and noted that almost two-thirds of marketers point to meetings as the No. 1 barrier that gets in the way of their work. One year later, the environment has changed but that underlying issue has not; if anything, it’s magnified.

    Zoom fatigue is real, y’all.

    Riding listed five reasons why meetings exist:

    1. Give information
    2. Get information
    3. Develop ideas
    4. Make decisions
    5. Create warm, magical human contact

    I would argue that in many cases, only the last one requires an actual meeting (and while the warmth and magic may feel a bit more artificial through a computer screen, they are still plenty valuable). Now more than ever, his recommendations for managing meeting overload are worth heeding:

    • Shave meeting times from 60 minutes to 30 minutes when possible.
    • Decline meetings that don’t have a set agenda.
    • Stack meetings back-to-back so as to minimize unproductive gaps in between.
    • And, as suggested above, block out time for your real work that is off-limits for scheduling meetings.

    3— Consume New and Unfamiliar Content

    Yes, it’s worthwhile to keep an eye on what your peers in the B2B marketing world are doing to stay informed and inspired. But I would also advise moving outside of your typical lane or comfort zone. Look into successful examples of B2C marketing campaigns to see how brands are connecting with their customers in empathetic, humanized ways. Watch a show or movie on Netflix that is beyond your usual genre mix. Play a story-driven video game. Read a new book.

    Sameness, silos, and unrelenting routines can be destructive for creativity and productivity. As we like to say around here … Break free!

    4— Unplug During the Weekend

    Just as it’s important to have dedicated and uninterrupted work time, it is equally important to have dedicated and uninterrupted non-work time. The nature of our current situation is that work/life balance can be exceedingly difficult to maintain. If you can, try to keep the weekends to yourself.

    This doesn’t mean you need to lay around and do nothing all day on Saturday and Sunday. In a recent post at Forbes on developing weekend habits to boost happiness and productivity, Syed Balkhi offers up ideas like going on solo “dates” and conducting weekly personal check-ins. The idea is to occupy yourself with enjoyable and invigorating activities, so you can return to the grind on Monday morning feeling refreshed and motivated.

    Bottom line? It’s tough to be professionally productive if we aren’t personally content and fulfilled.

    5— Manage Attention, Not Time

    We recently helped our clients at put together a collection of tips on maximizing creative team output from a varied field of influential experts. All of the insights are worth perusing for those interested in the subject at hand, as is the accompanying guide, 7 Habits of Highly Productive Marketing and Design Teams. One concept that was raised multiple times in these contributions was a shift in mindset: from time management to attention management.

    “The biggest challenge for getting important work done is not that we don’t have enough time. It’s that we have too many distractions,” said author and speaker Maura Nevel Thomas. “This is especially true for creative professionals who need to maximize their imagination, innovation, and inspiration. Instead of time management, focus on attention management.”

    “One often-undervalued component of this is daydreaming,” she added, “which is when new ideas and insights form — a necessity for creative professionals.”

    This ties back to the first recommendation above. You may very well produce more (and better) output during the one hour in the evening where you can fully focus and commit yourself to the work, as opposed to three hours during the day where you’re being continually pulled away by family, emails, chat messages, and meetings.

    “The biggest challenge for getting important work done is not that we don’t have enough time. It’s that we have too many distractions.” — Maura Nevel Thomas @mnthomas Share on X

    Find Your Edge and Finish Strong in 2020

    Talent, tactics, technologies … they all contribute to successful results for B2B marketing organizations. But heightened productivity is that one difference-making intangible that can really set apart high-performing teams.

    Finding and maintaining a strong level of productivity may require different mindsets and techniques than it did a year ago. Identify habits and routines that work for you and your teammates, get locked in, and produce your best work for the rest of the year and beyond.

    Want more guidance on doing more with less? Uncover 5 Time-Saving Tips to Overclock Your B2B Marketing Efficiency from our own Lane Ellis.