5 Bad Habits That Hurt B2B Marketing Productivity

b2b marketing productivityThe goal of every marketing department is to get more work done faster. Yet, you may not realize that many of your habits and workflows actually hurt your overall productivity. Today we ask you to take a step back to reevaluate your day-to-day work activities. You’ll be surprised to find how much more efficient you become when you drop the habits that make you less productive.

Ready to learn how to boost your B2B marketing productivity? Keep reading.

Five surprising habits that impact your B2B marketing productivity:

Lack of routine:

This may seem like a no-brainer, but we’re going to include it anyway. When you develop a routine, you give your day structure. A routine allows you to prioritize your work and dedicate the necessary time to each task—every single day. This prioritization and consistency leads to a more efficient work environment. Think about it, when you don’t have a daily routine, you spend much more time figuring out what to do, rather than just doing it.

If you don’t follow a specific routine, try it out! Plan when you’ll answer your emails, when you’ll work on big projects, and when you’ll work on small projects. Stick with this plan for the next few weeks and see how quickly you become more productive.

Multitasking:

The modern marketer has a multifaceted job that often pulls them in different directions. To avoid the tasks piling up, we often resort to multitasking. Rather than take each job one at a time, we complete a tiny bit of one, then some of another, and back and forth. Even though this method seems like a way to get more done—it really does the opposite. Research shows that multitasking not only hurts your productivity, it hurts the quality of your work.

Instead of multitasking, make a to-do list and start checking things off.  Start with the items you know will take the least time and work your way up to bigger projects. With the small things done and out of the way, you’ll have more time to spend on the bigger items.

Meetings:

Everyone knows the feeling – you show up to work motivated and prepared to complete a task, and then spend half your day sitting in meetings. By the time you get out, you’ve fallen out of your rhythm and struggle to get back on track for the rest of the day.

Meetings hurt your productivity more than you realize. In fact, the average employee attends 62 meetings per month and an average of 31 hours per month are wasted on unproductive meetings (source). That’s nearly an entire work week!

Of course, some meetings are productive and necessary. But too often, meetings are wasted discussing things that could be resolved through email. If you find yourself stuck in meetings and not getting enough work done, try these tips:

  • Keep meetings short: Only on rare occasions should a meeting exceed 30 minutes. That should be an adequate amount of time for everyone to get their thoughts, questions or concerns across.
  • Use other channels: If you’ve ever thought, “This could have been solved in an email or two,” while you’re in a meeting, you’re not alone. Before you put your next meeting on the calendar,  ask yourself, is there a more efficient way to get the information I need? Cut out anything that an email or quick conversation can express. 
  • Say no when appropriate: Some of you may be thinking – “It’s not up to me if a meeting goes long!” That’s true: if you’re not leading the meeting, you can’t exactly end it when you please. The solution? Know which meetings you should say no to. If a meeting doesn’t directly concern or involve you, you don’t have to attend it. Tell your colleagues that you’re focused on a task, and that they can contact you if any questions arise.

Uninspiring work:

Marketers often look for productivity “hacks” and “tricks.” Yet, sometimes, the work itself is the problem. If your work doesn’t interest you, you lack the motivation to get it done. Why do you think some of the most passionate people in the world are also the most productive? Because they love what they do.

You may not have total control over your workload but that doesn’t mean you can’t make your job more enjoyable. Determine which tasks you enjoy completing and shift your focus to those items.

Team alignment:

Sales and marketing alignment is key to B2B marketing productivity. When sales and marketing teams align, the two departments share the same data, objectives, and strategies. Yet, only 8% of companies have strong sales and marketing alignment (source).

Misalignment causes marketers to waste time on activities that have virtually no impact on their company’s bottom line. Think irrelevant content, unqualified leads, and much more. Consider these statistics (source):

  • 60-70% of B2B content is never used, often because it is irrelevant to the buyer audience.
  • 61% of B2B marketers send all leads directly to sales, but only 27% of those leads will be qualified.
  • Sales reps ignore 50% of marketing leads.
  • Aligning sales and marketing can help generate 209% more revenue from marketing.

Productivity isn’t about doing more work; it’s about reaching your goals as efficiently as possible. If your goals differ from the sales departments’, it’s impossible to do high-quality, productive work.

To learn more about sales and marketing alignment, check out the following blog posts:

Key Takeaways

In our pursuit of a more productive workday, marketers often search for “tricks” and “hacks” that they can implement for an immediate boost in productivity. As you can see, it’s not that simple.

Productivity isn’t about finding a quick fix or clever technique. Instead, you need to examine every part of your work day – from your morning routine to your level of passion for the work itself. These details make an impact on your productivity. A big productivity boost won’t happen overnight – but if you make the right changes, it can happen quickly.

Want to learn more about how to increase your B2B marketing productivity? Join us at the 2018 Growth Acceleration Summit, where the industry’s leading experts and influencers will speak on this year’s theme: Sales and marketing productivity.

Growth Acceleration Summit