We all know that COVID-19 has had a transformative impact on content, marketing strategies, and how we work (in fact, NewsCred recently commissioned Sirkin Research to conduct a survey to determine the specific impact of the corona virus on marketing teams).
However, we wanted to speak directly to some of our best customers to learn how they lead their teams in these unprecedented times and to get a better feel for how we can help.
In this issue of "COVID-19 Q & A", Matt Malanga, CMO of NewsCred, sits down with Amy Newman, Senior Director Content Operations at Kaseya, to discuss some of the specific challenges that their team has faced – and how they cope with this.
Q: What are the biggest challenges you and your team face due to the pandemic?
AN: When reading the survey responses, it became apparent that so many companies had to turn around to have remote employees and let their marketing teams work from home. We are a fairly geographically distributed marketing organization. I am based in New York. My manager, who oversees the entire demand organization, is based in Phoenix. We have our design team in Phoenix, Arizona. Our web development team is in Phoenix. And we have all the teams and employees in Bangalore. My entire team is in Bangalore and my video team is in Miami. We have marketing people in Tampa. So we are all used to working in different time zones. We have a marketing team in Europe. We have a marketing team in Australia. So we're used to mixing, brainstorming, and collaborating through digital communication. Getting teams to work from home was not a challenge. As far as that goes, it was pretty slick.
What was challenging was changing the messages we worked with. It is difficult to get people to pick up the phone when they are concerned about their health, loved ones, and the survival of their business. Fortunately, the Kaseya product line appeals to a distant workforce, and we recognized that pretty quickly and launched a campaign that said, “Hey, how do you make the transition to remote work? Do you have what you need Are you sure do you have a backup? Have you set up remote RMM or endpoint management? “And our product lines speak honestly, even in the best of times, well with a distant workforce.
Now that the dust has settled, it is somewhat more difficult because we are back on the right track with the campaigns that we had in our back pockets and have to take into account the news that comes with the fact that the Times are not the same. Security concerns are slightly different. Backup is a little different. People have to back up from home, not necessarily from the office, so we have to somehow throw in that and other important marketing campaigns we have. We conduct a benchmark survey annually to determine where managed service providers are located. These data were collected before COVID. Some of them are relevant, but others have changed and we need to make sure we notice this. We need to make sure we speak to these facts at a webinar on this data. I think this will be a constant challenge over time as we all get used to the new normal.
Q: Do you see a shift in investment?
AN: So we obviously slowed down personal events. At least for this quarter, many events were digitized, so we have made changes in this regard. The first week or so it was like a webinar, a webinar, a webinar! I mean, we all have zoom fatigue at this point. There are only so many webinars you can attend. We experimented with things like Facebook Lives and LinkedIn Lives and these seem to reach a pretty fast and solid audience. Obviously there are problems with these because they are a little more difficult to reach. We worked on some training videos. Expanding is a little longer than creating a webinar, but the idea is that people are at home. People have more time. They spend more time in front of their computers. You get a shorter snapshot, a shorter content than a detailed webinar. You can digest it in five to seven minutes. We look along this path. We experimented a little with more interactive tools. I think the most interesting piece at the time is that there is a lot of "Why not?" Gives. as opposed to "No, we can't." It was very exciting to be part of it.
Q: How did NewsCred's content marketing platform help your team collaborate, manage, and get more insight into all of your campaigns?
AN: On a broader level, NewsCred keeps us organized and aligned. It makes us responsible. It enables us to use content. We have several business units that my team supports and some other business units that are also included in NewsCred, and it is tremendous to get an insight into what everyone is doing. With the COVID campaign we have learned a valuable lesson about the value of NewsCred. As we expanded and shot this quick-touch campaign, we thought, "Oh, let's just do it via email. Let's use Dropbox. It's good. It's quick. Only four or five of us are involved "Ironically, of the four or five of us who were heavily involved in this campaign pivot, three of us were the NewsCred evangelists, if you will, and all sold about the value of it. CMPs were no stranger to us either, since we had a CMP before NewsCred and know that we live or die after what is written on the administration platform. But we thought we were going to expand it and that was great and we were good for about four days. And then we found that there was no record of anything and we had to trace and plan everything there. So learned a lesson. It is definitely a valuable tool and we have to follow our own advice.
Would you like to learn more?
Contact us to learn how global brands like Kaseya manage their marketing campaigns globally.
Originally published June 3, 2020 at 3:23 p.m.