In today’s climate, many organizations are operating in uncertainty. Some employees are burned out and with businesses running on fewer resources, it’s no surprise that we are seeing a rise in the “quiet quitting” mentality.
A recent Gallup poll revealed that quiet quitters make up at least 50% of the U.S. workforce. For marketing teams specifically, this mentality can trickle down and negatively impact revenue goals. However, some marketers have found the quiet quitting trend to be an opportune time to find innovative ways to serve their customers, and here are three strategies that have helped marketing teams thrive during this movement.
Set KPIs and Opt for Lean Marketing Campaigns When Appropriate
If bandwidth is low and staffing shortages are impacting team productivity, opt for a lean marketing campaign instead of a complex campaign that requires a ton of legwork. Lean marketing campaigns are derived from data, analytics, and insights. Avoid using your gut instinct when trying to pare down your campaign as this can be costly in the end. Overall, the faster you can gather the data you need – the more quickly you can get your campaign out the door and reduce wasted marketing spend.
Additionally, as you work to build your next campaign, you also want to set KPIs. This will allow you to adjust your strategies and budget allocation. Customer acquisition cost, marketing revenue attribution, and MQL/ SQL are all KPIs that marketing teams should be tracking. With KPIs, you’ll be able to pivot accordingly and refocus your efforts where it is most needed. If you aim to track these things ahead of launching your strategy, you’ll save your team time when trying to figure out the best way to pivot if your campaign isn’t performing as expected.
Rely on Data-Driven Insights
The quiet quitting trend has impacted all industries and departments in some way and with productivity down, there isn’t a cookie-cutter solution. However, organizations that lean on data typically outshine the businesses that rely on manual tasks that often result in human bottlenecks. It’s safe to say that if your process for data collection and analysis has always been clunky and time-consuming- it’s now even more daunting as you work to operate within a new normal.
Marketing teams that possess clean and reliable first and third-party data are steps ahead of their competitors because they have the data that they need to attract, serve, and retain customers. Appending your data is especially crucial as many of your contacts may have changed jobs, titles, or responsibilities during this time. You also want to be able to link new information about your customer to their existing profile. Perhaps some of your business contacts switched companies – but the relationship is still there. This could present a great area of opportunity, as you may be able to target your existing customer in their new role. It may be impossible to scale this process manually and therefore some companies use data platforms to solve this issue and take the burden off their team.
Build Repeatable Functions to Fill in the Gaps
It would be easy to dismiss the quiet quitting movement as something that will pass, but instead, companies that have thrived during this time are embracing this shift and looking for ways to make their team more successful. Overall, at this moment in time, we need to do more with less, fewer resources, and in some cases – fewer team members. Creating automated trigger campaigns can be valuable in making your team’s efforts more efficient. These campaigns are easy to set up and they can be an effective tactic to grow volume over time. Trigger campaigns can help your team:
- Save time and effort: Automating routine tasks such as sending follow-up emails and welcome messages to new subscribers or triggering abandoned cart emails can be game changing. With automation, your team can focus on more strategic initiatives that require creativity and critical thinking.
- Increase consistency: Consistency with messaging and timing is essential for building brand trust and loyalty. Automated campaigns can be set up to trigger at specific intervals, ensuring that subscribers receive regular communications from your brand.
- Scale effectively: Automated trigger campaigns can be easily scaled to reach a larger audience without significantly increasing the workload of your team. This allows your team to reach more prospects and customers with the same level of effort, increasing the potential return on investment.
- Boost optimization efforts: By tracking open rates, click-through rates, and conversion rates, your team can continuously refine their campaigns to improve performance and maximize ROI.
Also, don’t worry about over-communicating with your prospects. Use your technology platform’s built-in suppression levels to ensure communication is spread out evenly and timely among eligible targets. Ultimately, it’s about letting the data do the work to identify the best targets for you. Automated campaigns can run as frequently as you want, and they can be customized to include multiple touches for responders and non-responders. This is just another way to help take the load off your team.
Overall, as we navigate this shift in workplace morale, as marketing leaders, we need to remember that now more than ever – our colleagues and peers want to feel valued. As a senior leader, you want to ensure that you’re having open and honest communication with your team and using tech and data to support their efforts. Be sure to discuss personal and professional goals and highlight how those goals fit into larger department goals and ultimately – company goals. Define clear expectations before starting or assigning a project and do your best to provide the resources or coaching to help your team get the job done.
The quiet quitting trend can be a challenge for marketing leaders and their teams, as it can be difficult to detect and address employee disengagement before it leads to turnover. However, by leveraging data and automation, marketing teams can gain more time to focus on innovating and overcoming the challenges presented by the quiet quitting movement. By taking a data-driven approach to talent management and leveraging automation to streamline processes, marketing leaders can retain employees, increase engagement, and drive business success.