• Brand Content Management,  DAM,  News,  Vendor Selection

    Can’t Digitally Market without Great Digital Asset Management

    I am working on an update to our Vendor Selection Matrixtm on Digital Asset Management (DAM) – the survey results are in and I’m now talking to the vendors named and scored in the survey over the next weeks before completing the report. The link above shows the 2021 report, and the list of vendors is quite consistent, just three out and three new ones in. 

    DAM is a backroom process that most marketers do not concern themselves with. Cynics used to say, “A DAM is where our creative assets are sent to die”. That is because, historically, it was a repository for photographs and other static images. And the people managing this process were the ultimate geeks. I well remember getting a client inquiry two weeks after I had made a speech at a Content Management Summit in Cleveland about getting more creative about tagging content assets with informative units like sales phase, customer pain point and other stuff. The client said that what I was proposing was impossible, he had tried and “my DAM coordinator told me “No way”, he uses the date and time stamp and that is all”. 

    But things have changed. Now modern DAM administrators know they are no longer just storing assets, they are supporting the delivery of compelling experiences across the whole customer journey. DAM systems are being used to store and manage rich media assets like video, even virtual reality (VR), and augmented reality (AR) images, as well as text and documents. DAM is a cornerstone of digital marketing, just like Digital Experience Management (my next report project, survey is in the field). 

    Which means that the DAM process is now a high priority for the whole marketing organization. This was confirmed in our survey of 1500 business professionals familiar with their DAM projects where 55% confirmed “We are now very focused on optimizing the customer experience and this requires change in the DAM process” as Very True. 

    The survey scored these three objectives as their top benefits desired from their DAM system: 

    • Better system performance and responsiveness
    • Brand management capabilities
    • Delivering an elegant and intuitive customer experience. 

    Nearly three quarters of the companies confirmed they were planning to consolidate their DAM, PIM, and other content management systems (up from 51% in 2021). So, this is an exciting (or precarious?) time for the DAM vendors, an interesting mix of marketing suite and point solution vendors.   

    Watch out for the report in a few weeks’ time. 

    Always keeping you informed!  Peter

  • BCM Research,  Brand Content Management,  News

    Branding in B2B is Important

    We are about to publish my next B2B Marketing Propolis Premium Report, titled 

    Building an Authentic Brand: Defining the Building Blocks for Brand Success

    It was great fun working with B2B Marketing colleagues Sue Mizera and Darren Coleman and the interviews were with marketing executives from Atos, Deloitte, Ideal, The IET, Kalibrate, Pension Insurance Corporation, and PwC.

    This is the opening chapter; “Branding’s journey from logo to message to authenticity”. 

    “Even as B2B marketers become more precise and targeted up and down the funnel, brand strategy is still the starting point for many companies’ overall go-to-market approach. Why? Well, B2B companies that do not take an active role in crafting their brand are leaving perception up to chance. Having a defined brand allows companies to guide their narrative and the public’s opinion. 

    Branding is much more than building awareness; it establishes and maintains credibility with prospects, customers, employees and partners.

    I well remember leading a multi-year project back in 2002–2005 helping the software giant SAP to understand how they won, or lost, their more important deals. For each deal, we would interview the customers about how they came to their buying decision. Every deal involved partners like business consultants and/or system integrators, and it was clearly important to SAP that we record not only what their customers were thinking, but also how those partners were communicating SAP values and their offering. Although the word ‘brand’ wasn’t used (B2B vendors did not talk about brand then; I am not even sure if the client worked in marketing), they were really checking on their brand consistency throughout their sales channel. Simply put, were the partners telling the same story as SAP?

    Branding begins with consistency of presentation across all channels of communication, whether that’s digital or human, direct sales force, or business partners. But it’s not just the messaging about the product or service being offered; branding should also reveal a consistent value system that a business wants to present to the world. Not only what a company offers, but also what it believes in.

    With that in mind, we held extensive interviews with several senior B2B marketers to help us obtain deep insight into the topic of brand authenticity – what it means to marketers, how they approach it, the value it can deliver, and the challenges they face. These interviews serve as the basis of this report.”

    The report will publish to B2B Marketing Propolis clients next week and a shortened version to the non-premium members later in March. Contact me if you would like to get more details.

    Always keeping you informed! Peter