HOW TO MAXIMIZE MARKETING PRODUCTIVITY AND SALES EFFECTIVENESS. With the Marketing Asset Center for Alfresco

Transcription

1 HOW TO MAXIMIZE MARKETING PRODUCTIVITY AND SALES EFFECTIVENESS With the Marketing Asset Center for Alfresco

2 Why should enterprises care about how they re managing their digital marketing assets? Marketing assets help convey your brand, and brand value is sometimes immeasurable. However, anything that builds and protects the integrity of a brand is the most important investment any enterprise can make. Your brand is the single most important investment you can make in your business. Steve Forbes 2

3 To help reinforce the importance of branding, here are some real world examples of brand failures you want to avoid Pepsi Taiwan SLOGAN: Come alive with the Pepsi Generation! TRANSLATED: We bring your ancestors back from the dead! Coors Beer Spain SLOGAN: Turn it loose! TRANSLATED: You will get diarrhea! Parker Pens Mexico SLOGAN: Won t leak in your pocket and embarrass you! TRANSLATED: Won t leak in your pocket and impregnate you! These examples illustrate the importance of managing your brand value. While corporate marketing might have come up with creative slogans that worked well in certain scenarios, they didn t leave room for input from regional and local marketing teams for other scenarios where the slogans failed. 3

4 Now add in the digital revolution Today s digital marketing landscape continues to explode in the form of multiple sites, social media, content marketing, mobile, big data, and more Enterprises need a centralized way to easily create, manage, and localize their digital marketing assets. Audio All of these are driving digital marketing, and equates to a lot of Campaign Assets Brochures Video DIGITAL MARKETING ASSETS! Datasheets Images Publications Presentations 4

5 Meanwhile Enterprises also need the ability to distribute theses assets easily and securely to all stakeholders. Partners Employees Marketing Team Digital Agencies Sales Teams Customers Legal 5

6 Common Marketing and Sales Challenges With the growing amount of digital marketing assets available that needs managing, enterprises are faced with some common marketing and sales challenges. Inconsistent Branding Non-compliance with corporate brand guidelines and messaging Marketing content scattered among shared drives, siloed repositories and sites Version control issues No easy way for all stakeholders to access latest approved versions of digital assets Sales Ineffectiveness Sales staff go rogue and create/update their own marketing assets (product descriptions, presentations, etc.) Takes time away from effective selling process and closing deals Lost sales and opportunities Lack of Sales & Marketing Coordination Sales unable to obtain latest marketing assets Employees aren t able to provide feedback (ratings/comments) on effectiveness of marketing assets Marketing unable to coordinate a global campaign rollout Local teams unable to customize regional assets while maintaining corporate branding guidelines 6

7 How do we go about addressing them? What enterprises need is an easy way to manage and distribute their digital marketing assets through personalized experiences that cater to different user roles. Rivet Logic s Marketing Asset Center for Alfresco is well equipped to address these challenges by allowing organizations to easily manage and distribute enterprise marketing assets to all stakeholders around the world. DIGITAL MARKETING ASSETS Publications Audio Presentations MARKETING ASSET CENTER STAKEHOLDERS Partners Employees Brochures Video Marketing Team Digital Agencies Campaign Assets Images Datasheets Customers Sales Teams 7

8 E-BOOK How does the Marketing Asset Center work? The Marketing Asset Center allows enterprises to manage a variety of digital marketing assets. 8 Publications Brochures Images Audio Video Datasheets Presentations Campaign Assets And more...

9 These assets are managed by Alfresco the leading open content platform that provides powerful enterprise-grade capabilities for workflow, preview, review, search, collaboration, and hybrid cloud. Once assets go through the appropriate approval process, they are made available to all stakeholders who need access to these marketing assets easily, securely, for users both inside and outside the corporate firewall. Marketing Teams Sales Teams Partners Employees Digital Agencies Customers Legal And more... 9

10 E-BOOK And since assets are distributed through a separate application, the delivery experience can be tailored to fit different user roles, resulting in a user-friendly way of enas all assets are distributed through a user-friendly web mobile) application, abling various stakeholders to quickly and easily find the(and/or content they need! the delivery experience can be tailored to fit different user roles, resulting in an easy way for various stakeholders to quickly and easily find the content they need! 10

11 Marketing Asset Center in a Nutshell The Marketing Asset Center provides a centralized way to: Create, manage, localize all digital marketing assets Distribute assets securely to all stakeholders Collaborate on content creation, management, and re-purposing Deliver marketing assets across all digital channels website, portal, mobile apps, social media, etc. And as an open system built on the open Alfresco platform, the solution can easily be extended and integrated with other systems CRM s Corporate websites, through a variety of WCM s Quickly find assets through advanced search Provide end users with a personalized experience based on their organizational role Ensure legal review and compliance with global and regional standards Enterprise portals and other enterprise and/or cloud IT systems 11

12 How Can You Benefit? Through this comprehensive solution, organizations can stand to benefit in many ways that are essential to building and reinforcing their brand. Brand and messaging consistency Increase marketing productivity Sales enablement and effectiveness Enable global simultaneous campaign rollouts Streamline marketing and sales coordination Enable controlled customization Built on proven technologies 12

13 How It Works A Bird s Eye View Alfresco Share an Alfresco app that facilitates the creation of collaborative workspaces is used to provide a user-friendly interface for content creation, management, and publishing. Asset managers typically users from the marketing department charged with creating and managing all digital marketing assets can access the solution through an Alfresco Share site. This provides an easy and intuitive way of leveraging all of Alfresco s content services for effectively creating and managing digital marketing assets through content modeling, workflow, preview, and search capabilities. ASSET MANAGERS SITE MANAGERS END USERS Share Site Share Web Project Marketing Asset Center The end-user experiences are managed through Crafter Studio, where site managers can personalize and target content to specific user roles. Alfresco is used at the core for its content repository. The is the actual Marketing Asset Center, essentially a web (and/or mobile) app that can be deployed across a variety of delivery channels. This is also where personalization occurs. Crafter Engine is used to deliver the appropriate experiences based on site visitor roles. 13

14 GET STARTED WITH THE MARKETING ASSET CENTER Take control of your digital marketing assets and start maximizing your marketing productivity and sales effectiveness today! Available for download now! Free and open source software (under the GPL v3 license) Bundled with Alfresco Community Edition Enterprise support and implementation services available on the Alfresco One platform through Rivet Logic 14

15 Learn More... Alfresco Partner Solution Page Webinar Recording Rivet Logic Solution Page REQUEST A DEMO or FREE DOWNLOAD! 15

16 ABOUT RIVET LOGIC Build Riveting Digital Experiences Rivet Logic is an award-winning consulting, design and systems integration firm that helps leading organizations build riveting digital experiences, and the solutions to manage and optimize them. Digital experiences that engage all types of users customers, employees, all stakeholders. Digital experiences driven by content, and optimized with data. Most regarded for its deep technical expertise, Rivet Logic enables organizations to fully leverage the power of industry-leading open source and cloud software such as Alfresco, Liferay, Crafter CMS, MongoDB and more. With offices throughout the USA, Rivet Logic serves clients across a wide range of industries. Visit us at rivetlogic.com 16