How will the transition to remote and hybrid work affect B2B marketers?
What trends remain in the post-pandemic marketing landscape?
The dramatic transition to hybrid and telecommuting caused by the pandemic should forever change the way B2B marketers and the organizations they work for and work with change.
Let’s look at some of these changes and trends that are likely to affect B2B marketers permanently, and I suggest my own perspective, stemming from the long-term background of telecommuting.
Flexibility: Remote and hybrid options can become permanent
On Monday, March 23, 2007, I started my work remotely – I wrote about the process last year, when the pandemic first forced a large part of the workforce into unfamiliar teleworking situations. InDay 4777: Tips for telecommuting as a telecommuter for 13+ years, ”I looked at how B2B marketers can thrive in the new era of telecommuting, and I offered a variety of tips that I have gathered as a telecommuter.
A lot has changed in the world since then. I work telecommuting for up to 5,106 days, and a once small portion of the workforce has grown over the past year to include a huge number of employees worldwide, including those working in B2B marketing.
Leaders of global organizations have temporarily moved from emergency to teleworking to implement permanent and fundamental changes involving variations in teleworking and hybrid work.
“It’s a very interesting time for work history, not just for the history of telecommuting. I think work will fundamentally change and it will never go back.” – Liam McIvor Martin @vtamethodman Click to chirp
The convergence of forces is the use of opportunities to relocate teleworkers
This change in the sea through hybrid and teleworking has also had far-reaching and sometimes unforeseen consequences. Employees in large metropolitan centers have realized that they no longer need to be tied to a specific job, and not just in their own city, as a growing number of professionals leave cities like San Francisco and New York that are far from the world – and not just in size and cost of living.
CNNs this week John D. Sutter studied the phenomenon from a climate change perspective,As people flee the coast from climate change, this Midwestern city is trying to become a safe haven, ”Another factor that coincided with the pandemic is fostering a new era of teleworking and hybrid work opportunities.
The security city of Sutter’s work focuses on Duluth in Minnesota – it’s happened to be my home for the past 26 years. The 86,000-year-old city, a few hours north of Minneapolis, is a place where I’ve worked remotely for about 14 years. My wife Julie and I live next to Emul Larson, Mayor of Duluth, who shared with Sutter: “We are known as North San Francisco. I’ll let you decide if you think that’s true. “
Indeed, most visitors to Duluth see more than a physical resemblance to San Francisco – the Duluth Mountains border the vast waters of the Upper Lake – and I have friends in the technology industry who have moved here from both San Francisco and New York due to growing telecommuting. opportunities.
The pandemic and the ongoing approach to climate change are creating a scenario where more B2B workers now have the opportunity to consider living where they want, and as we learn more about the widespread consequences of teleworking and hybrid work, many will see more positive elements than negative ones.
B2B marketers and the organizations they work with and work with increasingly have to deal with these urgent changes in hybrid and telecommuting, whether it’s attracting and retaining talent as we interact with each other, or just the brands that brands are talking about in their marketing efforts.
Interruption of hybrid operation
A recent study by Microsoft, one of the world’s largest employers, has addressed many of these issues, was released in MarchThe next big problem is hybrid work – are we ready?“
Some exciting insights from Microsoft’s report, gathered from 31 counties and more than 30,000 people, along with more than a trillion anonymous signals from Microsoft’s 365 and LinkedIn * products, include:
- 40 percent has considered leaving the workforce over the past year
- 73 percent employees want to continue using flexible teleworking opportunities
- 65 percent want to spend extra personal time with their teams
- 66 percent business decision-makers are considering making physical workspaces more suitable for hybrid work
- 46 percent has said that their employer does not provide telework costs
- 67 percent want more personal work or cooperation after a pandemic
- The time spent in meetings has been more than doubled
- Team chat messaging is increased by 45 percent
- 1 out of 5 has practically met with his colleagues’ pets or family members over the past year
- 39 percent say they are now more likely to work for their complete and authentic self
- LinkedIn’s telecommuting offers are climbed more than five times
- 46 percent teleworkers plan to move to a new location this year
On this last point Karin Kimbrough, LinkedIn ‘s chief economist, said in a Microsoft report that “this shift is likely to continue and is good for opportunities to democratize access,” Kimbrough said. “Companies in larger cities can hire talent from underrepresented groups who may not have the opportunities or want to move to the big city. And in smaller cities, companies now have access to talent who may have different skills than before, ”he added.
B2B marketers are rethinking hybrid and telecommuting
The transition to hybrid, flexible and teleworking is a secure and active process, but important progress has already been made. The genius of rethinking work has been set in motion and can never be put back in his bottle.
New research highlighting the shifting perspectives of teleworking and hybrid work is often published, such as recent WeWork and Workplace Intelligence Report which found it 64 percent employees said they were willing to pay for access to office space to support hybrid work and 75 percent give up at least one employment benefit or allowance so that they are free to choose their working environment.
Gartner study showed that some 80 percent business leaders plan to allow telecommuting once the pandemic is over.
How B2B marketers respond to these changes is likely to be crucial as competition increases after the pandemic.
We hope that this brief look at the few changes to telecommuting and hybrid work that are already underway, and others that are likely to be implemented in the coming years, will help you learn about your own marketing efforts.
For an even deeper look at telecommuting issues, be sure to check out our Break Free B2B Marketing video interview section Liam McIvor Martin, Founder of Time Doctor and Staff.com: Get rid of B2B marketing: Liam McIvor Martin, a timekeeper, on the subject of teleworking revolutionary power.
Contact us today To find out why brands from SAP, LinkedIn and Adobe to IBM, Dell, Cherwell software, monday.com and others have chosen TopRank marketing and also check out our career page, including long distance and hybrid positions.
* LinkedIn is a TopRank marketing client.