{"id":4232,"date":"2023-06-23T09:05:09","date_gmt":"2023-06-23T13:05:09","guid":{"rendered":"https:\/\/www.patheos.com\/blogs\/intentionalinsights\/?p=4232"},"modified":"2023-06-23T09:05:09","modified_gmt":"2023-06-23T13:05:09","slug":"the-future-is-hybrid-and-outsourced-the-secret-to-thriving-b2b-marketing","status":"publish","type":"post","link":"https:\/\/www.patheos.com\/blogs\/intentionalinsights\/2023\/06\/the-future-is-hybrid-and-outsourced-the-secret-to-thriving-b2b-marketing\/","title":{"rendered":"The Future is Hybrid and Outsourced: The Secret to Thriving B2B Marketing"},"content":{"rendered":"\n<\/head>

\"Hybrid<\/p>\r\n\r\n

Let me start this piece with a clear and direct statement: Outsourcing and hybrid work is the future of B2B marketing. It might sound like a bold claim, but recent trends and real-life experiences validate this prophecy. I had the pleasure of discussing these intriguing trends in an interview<\/a> with Domenic Colasante<\/a>, CEO of 2X<\/a>, a prominent figure in the B2B marketing space, and I want to share his wisdom and insights with you.<\/p>\r\n\r\n\r\n\r\n

Hybrid Work: A Proven Recipe for Success<\/h2>\r\n\r\n\r\n\r\n

Hybrid work isn\u2019t a concept that Colasante stumbled upon during the pandemic; it\u2019s been the 2X secret sauce since 2018. Think of it as a well-aged wine, proving its worth over time. Their team, with most clients based in the U.S and the delivery people in Kuala Lumpur, has been effectively operating in this model for over five years.<\/p>\r\n\r\n\r\n\r\n

Historically, marketing departments have been perceived as creative hubs that thrive best in physical proximity. There\u2019s an element of truth to that. Marketers are idea generators, innovators, communicators. They are the very epitome of creativity.<\/p>\r\n\r\n\r\n\r\n

But over the years, we have seen a proliferation of roles within marketing that are operational, day-to-day, and individualistic in nature. These roles dovetail beautifully into the hybrid and remote work models. Imagine them as the gears in a well-oiled machine, silently ensuring smooth operations while the creative minds brew the next big idea. Indeed, of the 23 organizations<\/a> that I helped transition to hybrid work<\/a>, many have chosen to offer mostly-remote roles to staff who actually carry out the marketing implementation work.<\/p>\r\n\r\n\r\n\r\n

Stirring the Pot: Individual and Collaborative Roles<\/h2>\r\n\r\n\r\n\r\n

Picture a symphony once more. A symphony comprises individual instruments, each playing their part in harmony to create a beautiful composition. Similarly, the individual roles in marketing need to collaborate with the creative roles to form a successful campaign.<\/p>\r\n\r\n\r\n\r\n

How does one ensure this seamless collaboration? Colasante says that it all starts with a well-organized plan, akin to a music sheet for our symphony. This plan acts as a blueprint, guiding the individual contributors and creative minds alike. Next, a workflow engine is required. It acts as the orchestra conductor, guiding the work through various stages.<\/p>\r\n\r\n\r\n\r\n

Traditionally, marketing departments have been lacking a unified workflow engine. Work occurs in silos \u2013 emails, team meetings, asset repositories, marketing tech stacks. However, platforms like Adobe\u2019s Workfront are changing this narrative. They provide a unified view of work, enabling measurement of productivity, service levels, and task completion time. This engine acts as the hub of the marketing wheel, connecting all spokes and ensuring smooth operations.<\/p>\r\n\r\n\r\n\r\n

The Asynchronous and Outsourced Advantage<\/h2>\r\n\r\n\r\n\r\n

In our global world, Colasante claims time zones can be an asset. How? Let\u2019s say a client in the US sends a request for a marketing campaign before they sign off for the day. The Kuala Lumpur team, waking up to a new day, builds the campaign. The client wakes up to a ready campaign and has the entire day to provide feedback. This asynchronous work mode provides an organized work schedule, reducing disruptions and distractions, enabling team members to get into the zone and be more productive.<\/p>\r\n\r\n\r\n\r\n

When it comes to outsourcing roles, Colasante finds that it all boils down to core competencies and strategy. If a role requires a unique capability, something that sets you apart and requires you to be the best in the world at it, then it should be in-sourced. For instance, roles like product marketing often fall in this category.<\/p>\r\n\r\n\r\n\r\n

However, a significant portion of marketing roles involves executing strategies and activating the market. These roles are usually operational and repetitive, making them suitable for outsourcing. They are crucial to the organization but not unique to it. They are the harmony to your symphony, filling in and complementing the melody but not the main tune.<\/p>\r\n\r\n\r\n\r\n

The Unleashing of the Remote Workforce<\/h2>\r\n\r\n\r\n\r\n

The pandemic brought about a seismic shift in our work habits. The adoption of remote work was no longer a choice but a necessity. Skeptics questioned productivity, but the past couple of years, Colasante says, have shown that a remote workforce can indeed be highly productive. My clients have found that to be the case as well. While physical presence can help build human connections, trust, and relationships, the necessity of being in-office five days a week is gradually diminishing.<\/p>\r\n\r\n\r\n\r\n

With the hybrid work model, companies can build a team comprising the best talents globally, providing a diverse perspective and broadening the creativity horizon. Each person brings their unique skills and expertise to the table, just like a potluck dinner where every dish adds a new flavor to the feast.<\/p>\r\n\r\n\r\n\r\n

Conclusion<\/h2>\r\n\r\n\r\n\r\n

B2B marketing is changing, and companies must adapt or get left behind. Hybrid work models and outsourcing provide the flexibility and efficiency required in this fast-paced digital age. By strategically leveraging these practices, businesses can create a dynamic, creative, and efficient marketing department ready to face any challenge. The hybrid work model is not a temporary trend but a paradigm shift, marking the future of work. A future where individual contributors and creative minds harmoniously collaborate across the globe, each bringing their unique tone to the symphony of success. It\u2019s high time companies tune their instruments and prepare for this performance.<\/p>\r\n\r\n\r\n\r\n

Key Take-Away<\/h2>\r\n\r\n\r\n\r\n
Hybrid work and outsourcing are the future of B2B marketing, providing flexibility, efficiency, and global collaboration for success<\/em>...><\/em>Click to tweet<\/em><\/a> <\/blockquote>\r\n\r\n\r\n\r\n

Image credit: Karolina Grabowska\/Pexels<\/a><\/em><\/p>\r\n\r\n\r\n\r\n

Originally published in\u00a0Disaster Avoidance Experts<\/a><\/em> on April 15, 2023<\/em><\/p>\r\n\r\n\r\n

\r\n\r\n\r\n

Dr. Gleb Tsipursky<\/a> was lauded as \u201cOffice Whisperer\u201d and \u201cHybrid Expert<\/a>\u201d by The New York Times<\/em> for helping leaders use hybrid work to improve retention and productivity while cutting costs. He serves as the CEO of the boutique future-of-work consultancy Disaster Avoidance Experts<\/a>. Dr. Gleb wrote the first book on returning to the office and leading hybrid teams after the pandemic, his best-seller Returning to the Office and Leading Hybrid and Remote Teams: A Manual on Benchmarking to Best Practices for Competitive Advantage<\/em><\/a> (Intentional Insights, 2021). He authored seven books in total, and is best know for his global bestseller, Never Go With Your Gut: How Pioneering Leaders Make the Best Decisions and Avoid Business Disasters<\/em><\/a> (Career Press, 2019). His cutting-edge thought leadership was featured in over 650 articles and 550 interviews in Harvard Business Review<\/em><\/a>, Forbes<\/em><\/a>,<\/em> Inc. Magazine<\/em><\/a>, USA Today<\/em><\/a>, CBS News<\/em><\/a>, Fox News<\/em><\/a>, Time<\/em><\/a>, Business Insider<\/em><\/a>, Fortune<\/em><\/a>, and elsewhere<\/a>. His writing was translated into Chinese, Korean, German, Russian, Polish, Spanish, French, and other languages. His expertise comes from over 20 years of consulting<\/a>, coaching<\/a>, and speaking and training<\/a> for Fortune 500 companies from Aflac to Xerox. It also comes from over 15 years<\/a> in academia as a behavioral scientist, with 8 years as a lecturer at UNC-Chapel Hill and 7 years as a professor at Ohio State. A proud Ukrainian American, Dr. Gleb lives in Columbus, Ohio. In his free time, he makes sure to spend abundant quality time with his wife to avoid his personal life turning into a disaster. Contact him at Gleb[at]DisasterAvoidanceExperts[dot]com, follow him on LinkedIn @dr-gleb-tsipursky<\/a>, Twitter @gleb_tsipursky<\/a>, Instagram @dr_gleb_tsipursky<\/a>, Facebook<\/a> @DrGlebTsipursky, Medium @dr_gleb_tsipursky<\/a>, YouTube<\/a>, and RSS<\/a>, and get a free copy of the Assessment on Dangerous Judgment Errors in the Workplace<\/em><\/a> by signing up for the free Wise Decision Maker Course at https:\/\/disasteravoidanceexperts.com\/newsletter\/<\/a>.<\/p>\r\n<\/body><\/html>\n","protected":false},"excerpt":{"rendered":"

Let me start this piece with a clear and direct statement: Outsourcing and hybrid work is the future of B2B marketing. It might sound like a bold claim, but recent trends and real-life experiences validate this prophecy. I had the pleasure of discussing these intriguing trends in an interview with Domenic Colasante, CEO of 2X, […]<\/p>\n","protected":false},"author":2666,"featured_media":4235,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[234,231],"tags":[76,237,66,437,195,243],"class_list":["post-4232","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-decision-making","category-leadership","tag-cognitive-bias","tag-decision-makers","tag-decision-making","tag-hybrid-office-space","tag-leaders","tag-leadership-development"],"yoast_head":"\nThe Future is Hybrid and Outsourced: The Secret to Thriving B2B Marketing<\/title>\n<meta name=\"description\" content=\"Hybrid work and outsourcing are the future of B2B marketing, providing flexibility, efficiency, and global collaboration for success\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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His expertise and passion is developing the most effective and profitable decision-making strategies, based on pragmatic business experience and cutting-edge behavioral economics and cognitive neuroscience, to empower leaders to avoid business disasters and maximize their bottom lines. You can learn more here https:\/\/disasteravoidanceexperts.com\/glebtsipursky\/ The bestselling author of several books, Dr. Tsipursky is best known for his national bestseller on avoiding disasters and achieving success in business and other life areas, The Truth Seeker\u2019s Handbook: A Science-Based Guide. His next book, Never Go With Your Gut: How Pioneering Leaders Make the Best Decisions and Avoid Business Disasters, is forthcoming with Career Press in November 2019. It\u2019s the first book to focus on cognitive biases in business leadership and reveal how leaders can overcome these dangerous judgment errors effectively. After that he\u2019s publishing The Blindspots Between Us: How to Overcome Unconscious Cognitive Bias and Build Better Relationships with New Harbinger in April 2020, the first book to focus on cognitive biases in professional and personal relationships and illustrate how we can defeat these dangerous judgment errors in our relationships. See more information here https:\/\/disasteravoidanceexperts.com\/author-page\/ Dr. Tsipursky\u2019s cutting-edge thought leadership was featured in over 400 articles he published and over 350 interviews he gave to popular venues that include Fast Company, CBS News, Time, Scientific American, Psychology Today, The Conversation, Business Insider, Government Executive, The Chronicle of Philanthropy, Inc. Magazine, and many others, as you can see here https:\/\/disasteravoidanceexperts.com\/media\/ Dr. Tsipursky's expertise comes from over 20 years of consulting, coaching, speaking, and training for businesses and nonprofits. He serves as the CEO of the boutique consulting, coaching, and training firm Disaster Avoidance Experts, which uses a proprietary methodology based on groundbreaking research to help leaders and organizations maximize their bottom lines by addressing potential threats, seizing unexpected opportunities, and resolving persistent personnel problems. His clients include Aflac, Balance Employment Assistance Provider, Edison Welding Institute, Fifth Third Bank, Honda, IBM, International Coaches Federation, Ohio Hospitals Association, National Association of Women Business Owners, Sentinel Real Estate, The Society for Human Resource Management, RealManage, The Columbus Foundation, Vistage, Wells Fargo, the World Wildlife Fund, and over a hundred others who achieve outstanding client results. You can learn more about that here: https:\/\/disasteravoidanceexperts.com\/about Dr. Tsipursky also has a strong research and teaching background in behavioral economics and cognitive neuroscience with over 15 years in academia, including 7 years as a professor at the Ohio State University and before that a Fellow at the University of North Carolina-Chapel Hill. His dozens of peer-reviewed academic publications include journals such as Behavior and Social Issues, Journal of Social and Political Psychology, and International Journal of Existential Psychology and Psychotherapy. His civic service includes over 4 years as the Chair of the Board of Directors of Intentional Insights, an educational nonprofit advocating for research-based decision-making in all life areas. He also co-founded the Pro-Truth Pledge, a civic project to promote truthfulness and integrity for individual professionals and leaders in the same way that the Better Business Bureau serves as a commitment for businesses. He serves on the Advisory Board of Canonical Debate Lab and Planet Purpose, and is on the Editorial Board of the peer-reviewed journal Behavior and Social Issues. A highly in-demand international speaker, Dr. Tsipursky has over two decades of professional speaking experience across North America, Europe, and Australia. He gets top marks from audiences for his highly facilitative, interactive, and humor-filled speaking style and the way he thoroughly customizes speeches for diverse audiences. Meeting planners describe Dr. Tsipursky as \\\"very relatable,\\\" as \\\"a snap to work with,\\\" and as someone who \\\"does everything that you would want a speaker to do.\\\" Drawing on best practices in adult learning, his programs address the wide spectrum of diverse learning styles, as attested by enthusiastic client testimonials and references. He regularly shares the stage with prominent leaders, for example recently speaking on a roundtable panel with the President of the European Commission Ursula von der Leyen, Secretary General of the International Federation of Red Cross and Red Crescent Societies Elhadj As Sy, Chancellor of Austria Brigitte Bierlein, CEO of Penguin Random House Markus Dohle, and billionaire philanthropist and Chair of the Bertelsmann Management Company Liz Mohn. You can learn more about his speaking and see videos here: https:\/\/disasteravoidanceexperts.com\/speaking\/ Dr. Tsipursky earned his PhD in the History of Behavioral Science at the University of North Carolina at Chapel Hill in 2011, his M.A. at Harvard University in 2004, and his B.A. at New York University in 2002. He lives in and travels from Columbus, OH. In his free time, he enjoys tennis, hiking, and playing with his two cats, and most importantly, he makes sure to spend abundant quality time with his wife to avoid disasters in his personal life. Learn more about him at https:\/\/DisasterAvoidanceExperts.com\/GlebTsipursky, contact him at Gleb[at]DisasterAvoidanceExperts[dot]com, follow him on Instagram @dr_gleb_tsipursky and Twitter @gleb_tsipursky. Most importantly, help yourself avoid disasters and maximize success, and get a free copy of the \u201cAssessment on Dangerous Judgment Errors in the Workplace,\u201d by signing up for his free Wise Decision Maker Course at https:\/\/ DisasterAvoidanceExperts.com\/Subscribe\",\"sameAs\":[\"https:\/\/disasteravoidanceexperts.com\/\",\"https:\/\/www.facebook.com\/DrGlebTsipursky\/\",\"https:\/\/twitter.com\/Gleb_Tsipursky\"],\"url\":\"https:\/\/www.patheos.com\/blogs\/intentionalinsights\/author\/gtsipursky\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"The Future is Hybrid and Outsourced: The Secret to Thriving B2B Marketing","description":"Hybrid work and outsourcing are the future of B2B marketing, providing flexibility, efficiency, and global collaboration for 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His expertise and passion is developing the most effective and profitable decision-making strategies, based on pragmatic business experience and cutting-edge behavioral economics and cognitive neuroscience, to empower leaders to avoid business disasters and maximize their bottom lines. You can learn more here https:\/\/disasteravoidanceexperts.com\/glebtsipursky\/ The bestselling author of several books, Dr. Tsipursky is best known for his national bestseller on avoiding disasters and achieving success in business and other life areas, The Truth Seeker\u2019s Handbook: A Science-Based Guide. His next book, Never Go With Your Gut: How Pioneering Leaders Make the Best Decisions and Avoid Business Disasters, is forthcoming with Career Press in November 2019. It\u2019s the first book to focus on cognitive biases in business leadership and reveal how leaders can overcome these dangerous judgment errors effectively. After that he\u2019s publishing The Blindspots Between Us: How to Overcome Unconscious Cognitive Bias and Build Better Relationships with New Harbinger in April 2020, the first book to focus on cognitive biases in professional and personal relationships and illustrate how we can defeat these dangerous judgment errors in our relationships. See more information here https:\/\/disasteravoidanceexperts.com\/author-page\/ Dr. Tsipursky\u2019s cutting-edge thought leadership was featured in over 400 articles he published and over 350 interviews he gave to popular venues that include Fast Company, CBS News, Time, Scientific American, Psychology Today, The Conversation, Business Insider, Government Executive, The Chronicle of Philanthropy, Inc. Magazine, and many others, as you can see here https:\/\/disasteravoidanceexperts.com\/media\/ Dr. Tsipursky's expertise comes from over 20 years of consulting, coaching, speaking, and training for businesses and nonprofits. He serves as the CEO of the boutique consulting, coaching, and training firm Disaster Avoidance Experts, which uses a proprietary methodology based on groundbreaking research to help leaders and organizations maximize their bottom lines by addressing potential threats, seizing unexpected opportunities, and resolving persistent personnel problems. His clients include Aflac, Balance Employment Assistance Provider, Edison Welding Institute, Fifth Third Bank, Honda, IBM, International Coaches Federation, Ohio Hospitals Association, National Association of Women Business Owners, Sentinel Real Estate, The Society for Human Resource Management, RealManage, The Columbus Foundation, Vistage, Wells Fargo, the World Wildlife Fund, and over a hundred others who achieve outstanding client results. You can learn more about that here: https:\/\/disasteravoidanceexperts.com\/about Dr. Tsipursky also has a strong research and teaching background in behavioral economics and cognitive neuroscience with over 15 years in academia, including 7 years as a professor at the Ohio State University and before that a Fellow at the University of North Carolina-Chapel Hill. His dozens of peer-reviewed academic publications include journals such as Behavior and Social Issues, Journal of Social and Political Psychology, and International Journal of Existential Psychology and Psychotherapy. His civic service includes over 4 years as the Chair of the Board of Directors of Intentional Insights, an educational nonprofit advocating for research-based decision-making in all life areas. He also co-founded the Pro-Truth Pledge, a civic project to promote truthfulness and integrity for individual professionals and leaders in the same way that the Better Business Bureau serves as a commitment for businesses. He serves on the Advisory Board of Canonical Debate Lab and Planet Purpose, and is on the Editorial Board of the peer-reviewed journal Behavior and Social Issues. A highly in-demand international speaker, Dr. Tsipursky has over two decades of professional speaking experience across North America, Europe, and Australia. He gets top marks from audiences for his highly facilitative, interactive, and humor-filled speaking style and the way he thoroughly customizes speeches for diverse audiences. Meeting planners describe Dr. Tsipursky as \"very relatable,\" as \"a snap to work with,\" and as someone who \"does everything that you would want a speaker to do.\" Drawing on best practices in adult learning, his programs address the wide spectrum of diverse learning styles, as attested by enthusiastic client testimonials and references. He regularly shares the stage with prominent leaders, for example recently speaking on a roundtable panel with the President of the European Commission Ursula von der Leyen, Secretary General of the International Federation of Red Cross and Red Crescent Societies Elhadj As Sy, Chancellor of Austria Brigitte Bierlein, CEO of Penguin Random House Markus Dohle, and billionaire philanthropist and Chair of the Bertelsmann Management Company Liz Mohn. You can learn more about his speaking and see videos here: https:\/\/disasteravoidanceexperts.com\/speaking\/ Dr. Tsipursky earned his PhD in the History of Behavioral Science at the University of North Carolina at Chapel Hill in 2011, his M.A. at Harvard University in 2004, and his B.A. at New York University in 2002. He lives in and travels from Columbus, OH. In his free time, he enjoys tennis, hiking, and playing with his two cats, and most importantly, he makes sure to spend abundant quality time with his wife to avoid disasters in his personal life. Learn more about him at https:\/\/DisasterAvoidanceExperts.com\/GlebTsipursky, contact him at Gleb[at]DisasterAvoidanceExperts[dot]com, follow him on Instagram @dr_gleb_tsipursky and Twitter @gleb_tsipursky. Most importantly, help yourself avoid disasters and maximize success, and get a free copy of the \u201cAssessment on Dangerous Judgment Errors in the Workplace,\u201d by signing up for his free Wise Decision Maker Course at https:\/\/ DisasterAvoidanceExperts.com\/Subscribe","sameAs":["https:\/\/disasteravoidanceexperts.com\/","https:\/\/www.facebook.com\/DrGlebTsipursky\/","https:\/\/twitter.com\/Gleb_Tsipursky"],"url":"https:\/\/www.patheos.com\/blogs\/intentionalinsights\/author\/gtsipursky\/"}]}},"_links":{"self":[{"href":"https:\/\/www.patheos.com\/blogs\/intentionalinsights\/wp-json\/wp\/v2\/posts\/4232","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.patheos.com\/blogs\/intentionalinsights\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.patheos.com\/blogs\/intentionalinsights\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.patheos.com\/blogs\/intentionalinsights\/wp-json\/wp\/v2\/users\/2666"}],"replies":[{"embeddable":true,"href":"https:\/\/www.patheos.com\/blogs\/intentionalinsights\/wp-json\/wp\/v2\/comments?post=4232"}],"version-history":[{"count":0,"href":"https:\/\/www.patheos.com\/blogs\/intentionalinsights\/wp-json\/wp\/v2\/posts\/4232\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.patheos.com\/blogs\/intentionalinsights\/wp-json\/wp\/v2\/media\/4235"}],"wp:attachment":[{"href":"https:\/\/www.patheos.com\/blogs\/intentionalinsights\/wp-json\/wp\/v2\/media?parent=4232"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.patheos.com\/blogs\/intentionalinsights\/wp-json\/wp\/v2\/categories?post=4232"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.patheos.com\/blogs\/intentionalinsights\/wp-json\/wp\/v2\/tags?post=4232"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}