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Collaboration for Effective MarketingPUTTING THE FOCUS ON COMPELLING CONTENT

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Overview

Her team, despite being highly talented, recently missed their quarterly revenue target. So, Liz’s budget is being challenged and she’s faced with getting more work done with fewer resources.

A new marketing campaign is kicking off to announce a major upgrade to her company’s flagship product. Liz’s team will have to work in tandem with the sales department, product experts and vendors to develop strong marketing assets for three distinctly different audiences.

Before she embarks on this new campaign, Liz digs for information to understand why past campaigns have been ineffective. She knows that reaching her target audience with compelling digital content is essential to getting her company’s solution considered in prospects’ minds. And that content has to reach them long before her sales team can engage with those prospects.

60% of B2B marketers say their biggest challenge is the creation of engaging content.1

“Why has my content from previous campaigns underperformed?”

The last thing Liz needs is to end up with another ineffective campaign, so she’s asking herself:

Continue

Liz, a marketing director for a rapidly growing company, is no exception.

Sales

Product Experts

Vendors

Home The Facets of an Ineffective Campaign

The Impacts of Operational Inefficiencies

A Tale of a Failed Campaign

The Vicious Campaign Cycle

Breaking the Cycle with IBM ECM + Box

Collaboration for Effective Marketing: Putting the Focus on Compelling Content 3

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The Facets of an Ineffective Campaign

The Facets of an Ineffective Campaign

THE QUALITY OF THE CONTENT WAS LACKING.

Content reviews showed that campaign materials often had inaccurate or incomplete messaging that didn’t engage their intended target audience. This happened because the right people with the right expertise didn’t weigh in on the content.

CAMPAIGN CONTENT WAS LATE TO MARKET.

Delays in content brainstorming, creation, reviews and approval meant the campaign didn’t roll out at the right time. It’s another big reason why Liz’s team is failing to meet their revenue targets. By the time their content hits the market, the target audience has already moved on with competitive solutions.

THE WRONG CONTENT CONTINUES TO CYCLE AROUND.

Compounding the problem, Liz discovers that sales may be sharing down-level messaging and old capabilities in content they’re presenting to clients. Typically, this happened when sales pulled an old version of the same content from their hard drive because they couldn’t find the newest content.

Taking a closer look at operational hurdles...

Liz holds post-campaign reviews with her company’s sales and product offering experts as well as agency and media vendors outside her company, to get their perspectives on why past campaigns have failed. She quickly unearths three main reasons her campaigns were ineffective:

Based on this feedback, Liz realizes she’ll have to overcome operational inefficiencies that are weighing her campaigns down.

Home The Facets of an Ineffective Campaign

The Impacts of Operational Inefficiencies

A Tale of a Failed Campaign

The Vicious Campaign Cycle

Breaking the Cycle with IBM ECM + Box

Collaboration for Effective Marketing: Putting the Focus on Compelling Content 4

Experience Box for Yourself with a Free Trial

ibm.biz/ecm-and-box

The Impacts of Operational Inefficiencies

WASTED TIME AND BUDGET.

Liz’s team is creating and recreating content over and over simply because they don’t know about or can’t find what already exists. She needs a central repository where all content is stored to prevent content loss…one that’s easy to use, search and share across her company.

EXPERT KNOWLEDGE GETS LOST.

Some of the brightest people on Liz’s team and supporting experts move on to new job opportunities and their expertise departs along with them. Capturing their best practices and knowledge is essential to the team’s future success and this fails if it’s stored on personal hard drives or a server that crashes.

BETTER COLLABORATION AND WORKFLOWS ARE MISSING.

Using best practices to brainstorm ideas, create content and facilitate efficient feedback and reviews requires a solution that promotes real-time collaboration, eliminates versioning issues and provides work flows to quickly review content with the right subject matter experts and vendors.

A tale of a failed campaign

After talking with her team and others, Liz identifies three major areas impacted by inefficiency:

Liz now needs to prevent future campaign failures.

The Impacts of Operational Inefficiencies

Home The Facets of an Ineffective Campaign

The Impacts of Operational Inefficiencies

A Tale of a Failed Campaign

The Vicious Campaign Cycle

Breaking the Cycle with IBM ECM + Box

Collaboration for Effective Marketing: Putting the Focus on Compelling Content 5

Experience Box for Yourself with a Free Trial

ibm.biz/ecm-and-box

A Tale of a Failed Campaign

86% of employees and executives cite lack of collaboration or ineffective communication for workplace failures.2

28% of an employee’s workweek is spent managing email and tracking down information.3

The vicious cycle

Liz’s team relies on input from sales and product offering experts to understand the needs of their target audience. These teams typically communicate via email, and externally with agency vendors and media partners in the same way. Email sharing becomes challenging as file sizes grow larger and content requires multiple reviewers.

As departments and vendors email, physically ship and FTP (file transfer protocol) their way through a campaign, things get lost and version control churns.

Different groups inevitably worked on different content drafts, and Liz’s team struggled to get everyone back on the right version. This “three-steps-forward-two-steps-back” approach wasted valuable time. Feedback was missed, approvals came to a standstill and campaign execution was delayed.

On a previous campaign, Phil, a sales leader, never saw an email with the latest draft of a video script. Phil really understood the needs of the video’s target audience, but because he was accidentally left off of one email, he never had the chance to weigh in on the video. The quality of content suffered, and the video failed to engage prospects. And the video was just one piece of campaign content that suffered.

Besides losing vital input from key experts, reliance on email and other subpar collaboration practices does other damage. Email limitations delayed reviews between internal teams and the external agency causing missed deadlines, especially on large media files with size limit challenges. For example, one file never made it to the agency and delayed them at least a day.

Based on this past campaign, Liz isn’t optimistic about meeting future deadlines and she fears they’re doomed to repeat…

A Tale of a Failed Campaign

Home The Facets of an Ineffective Campaign

The Impacts of Operational Inefficiencies

A Tale of a Failed Campaign

The Vicious Campaign Cycle

Breaking the Cycle with IBM ECM + Box

Collaboration for Effective Marketing: Putting the Focus on Compelling Content 6

Experience Box for Yourself with a Free Trial

ibm.biz/ecm-and-box

The Vicious Campaign Cycle

Collaborating and communicating with multiple tools, like email and FTP apps, instead of on a centralized platform, causes content churn redundancy and confusion.

The sales team is always on the move, yet rarely has mobile access to the correct content they need to review and use with clients. They also can’t provide real-time client feedback on the content.

Liz’s team doesn’t use a workflow function to create, assign and build collateral. There’s currently no way to capture best practices and work flows throughout content creation, so everyone knows exactly what’s needed, when and can monitor progress.

When expert team members leave the company, the content and knowledge they possess is lost. Valuable content is also lost when a server crashes or someone’s computer malfunctions.

Frustrated with existing methods, people are resorting to risky insecure file-sharing methods. These unsanctioned tools expose content to possible intellectual theft and promptly get shut down by the company’s IT department.

Breaking the cycle with IBM ECM + Box

Content creation for the new marketing campaign is about to kick off. As Liz reflects on why past campaigns haven’t hit their mark, she lists the bad practices she must avoid to stop the vicious campaign failure cycle:

The number of bad practices is definitely daunting. Liz investigates solutions to address her list and ensure they don’t repeat creating underwhelming content. Liz starts to fear that this new campaign will be just like the others—until she finds Box...

The Vicious Campaign Cycle

Home The Facets of an Ineffective Campaign

The Impacts of Operational Inefficiencies

A Tale of a Failed Campaign

The Vicious Campaign Cycle

Breaking the Cycle with IBM ECM + Box

Collaboration for Effective Marketing: Putting the Focus on Compelling Content 7

Experience Box for Yourself with a Free Trial

ibm.biz/ecm-and-box

Breaking the Cycle with IBM ECM + Box

Box Relay was developed by both IBM and Box to help build, track and manage workflows in real-time. Box Relay handles the entire workflow process—start to finish—without requiring the help of IT.

Work[flow] better with Box Relay

Taking the next step

Liz has set her sights on Box. Box’s secure, centralized cloud platform needs minimal setup and requires little resources to provide content access in one place. Now Liz can put her focus back on creative marketing and managing her projects, instead of letting them manage her. Liz’s team immediately took to Box’s easy-to-use interface and intuitive functionality.

Now everyone is kept in the loop to collaborate and provide real-time feedback from a central repository and knows exactly the latest draft to work from.

Sales teams can access content anytime on any device, even when they’re offline. Box automatically syncs files once a user is back online. And users don’t have to abandon the tools they’re familiar with, like Microsoft Office 365. Box integrates seamlessly with widely used productivity tools and customer relationship management systems.

With Box in place, productivity has increased, content collaboration has improved and brainstorming has flourished.

Campaign content is now safe (Box grants complete control over who sees what and when), delivered on time and is getting results. Liz now knows exactly where her projects and budgets stand.

Breaking the Cycle with IBM ECM + Box

Home The Facets of an Ineffective Campaign

The Impacts of Operational Inefficiencies

A Tale of a Failed Campaign

The Vicious Campaign Cycle

Breaking the Cycle with IBM ECM + Box

Collaboration for Effective Marketing: Putting the Focus on Compelling Content 8

Experience Box for Yourself with a Free Trial

ibm.biz/ecm-and-box

Breaking the Cycle with IBM ECM + Box

When people are not at their desk, Box utilizes IBM MaaS360® for mobile device management so that content becomes mobilized in a secure manner meeting IT requirements for safety and compliance. IT has numerous options with Box to ensure their content is secure including Box KeySafe for total control over their encryption keys. Box Zones allows further control to store data in the geographical region of its choosing.

Secure Content on the Go and in the Cloud

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IBM Content Navigator gives Liz’s company a unified experience across devices to browse, search and manage content across all of their content repositories. They’ll easily find exactly what they need because Content Navigator pulls and maps content from all of their on-premises content systems and cloud-based services.

Liz’s highest priority is the creation of compelling content. By integrating IBM Datacap, she can use cognitive capture capabilities to detect, extract and classify information from both new and existing content to deliver insight-fueled marketing.

With IBM and Box, the restrictions that held Liz’s campaigns back are removed. Compelling content is driving tangible results. Deadlines are met, profits are up—and Liz’s team knocked their latest campaign out of the park.

(CONTINUED)

Stop your marketing budget from being slashed because of poor collaboration.

Breaking the Cycle with IBM ECM + Box

And Liz’s IT department is pleased that Box integrates with enterprise-level content solutions, like those in the IBM Enterprise Content Management (ECM) portfolio.

Collaboration for Effective Marketing: Putting the Focus on Compelling Content ibm.biz/ecm-and-box 9

Sources1. B2B Content Marketing: 2016 Benchmarks, Budgets and Trends—North America. Content Marketing Institute.

2. Seven Workplace Statistics That Will Have You Knocking Down Cubicles. August 19, 2014. ClearCompany.

3. The Social Economy: Unlocking value and productivity through social technologies. July 2012. McKinsey & Company.