The Best of the Best in B2B Content Operations
The Kapost Customer Awards recognize the leading content operations and the thought-leaders behind them. Partnering with Kapost, these teams are redefining success with cross-team alignment, integrated campaign strategies, and high-quality content. These are the operations to learn from in 2017—and to keep your eye on in 2018. Read their stories to discover what sets the best content operations apart from the rest.
Content Operation to Watch
IBM is undergoing one of the most significant digital transformations Kapost has seen, driven directly by their CMO, Michelle Peluso. At the core of this transformation is a single rallying cry: make less matter more.
Michelle and her team have focused their efforts on creating a repeatable process that orients all marketing activities around the customer, enabling IBM to produce less content that fuels more globally connected experiences. Throughout this transformation, George Hammer, the Head of Content, encourages content creators to widen their creative aperture—not be limited by what was done before—and include others in their creative process to generate the best ideas. He sees Kapost as their “secret weapon,” fostering visibility, collaboration, and consistency across teams. At IBM, implementation is already underway to operationalize their new content teams and process using Kapost as the single source of truth for content.
With everything in one place, the team will be set up to measure the overall production of content that values quality over quantity. Kapost tags flow into their central data structure for digital content effectiveness to monitor click-throughs and views, and creators can keep building their cutting edge content operation.
Keep trailblazing what quality content production means, IBM!
Content Operation to Watch
Two regional FedEx teams, Europe and US Go-to-Market, stand out in their ability to scale a content operation with diverse audiences. The FedEx Europe team is responsible for translating and localizing every piece of content to meet local customer needs, which can mean massive amounts of edits, duplication of content and work, and multiple layers of approval. Peter Logan has taken on this problem and created a streamlined solution in Kapost, using the Ideas feature to capture content needs and Content to assign and execute each asset. Peter continues to push the envelope regarding Kapost adoption with AEM, Smartling, and Salesforce integrations on the horizon.
Meanwhile, the FedEx US Go-to-Market team supports over 200 content requests from nearly 20 different product marketing organizations each year. Product requests are entered via Kapost, evaluated by content managers to ensure market readiness, and then managers assign team members to support. Shared calendars enable the product team to see how assets progress, and initiatives tell the broader strategic storyline.
We’re excited to see how FedEx continues to use Kapost to provide rich customer journeys across the world!
With over 300 marketers collaborating across 32 countries, the marketing team at HCL Technologies needs to be on its A-game in order to successfully navigate a challenging industry landscape and reach its target customers.
Until recently, however, marketing team members faced a number of challenges that impeded their ability to think strategically and work together. An internal survey found that a whopping 70% of marketers’ time was eaten up by day-to-day operations, 71% of team members were unable to track analytics for their business unit, and 63% of team members felt unable to find the right people for specific tasks, leading to a whole lot of wasted time and unnecessary frustration.
After introducing Kapost and successfully onboarding 100 users within a year, the marketing team has transformed. Standardized workflows and owners have slashed emails between team members by 45%.
All in all, more than 14,000 hours have been saved per year. Not only that, but it has broken down internal silos as sales people now have visibility into marketing efforts through a global events calendar. That’s a lot of time freed up to do great work. We’re excited to see what you do with it!
Integrated Campaign Strategy
When GE Energy Connections came to Kapost, their organization was siloed, and they were looking for a way to ensure a coordinated strategy was being executed by global marketing and communications teams across three businesses and headquarters. The need intensified when, soon after deploying Kapost, GE Energy Connections merged with GE Power and created a powerhouse (excuse the pun) of a business.
For this Fortune 500 company, and one of the world’s most valued brands, having an aligned marketing operations ecosystem was more important than ever. After months of hard work, GE Power aligned content creators across 13 separate teams around a common strategy. Getting so many people on the same page was no easy task, but the benefits are immense.
By eradicating coverage gaps and identifying overlapping content, they are driving critical transparency in the organization and enabling content creators to strategically direct time and resources towards the projects that matter most.
GE, your dedication is electric!
Most Innovative Use Case
CA Technologies proves that the only limit on the Kapost platform is your imagination. While typical usage doesn’t often include event management, the team saw an opportunity and ran with it—to a success.
In CA Technologies’ first real push into Kapost, the company leveraged their largest marketing event of the year – their signature conference – to build and manage workflow for a large amount of content across multiple business units and teams.
Jumping from previous processes to a new platform and workflow was a leap of faith that helped them achieve better efficiency. They were able to improve workflow, create more visibility, and enhance communication between their teams. With Kapost, they brought internal cross-functional teams, as well as external contributors into one single workflow platform. To top it off, they used Kapost’s Gallery to push their content to both customers and potential customers post-show. This way of sharing helped CA Technologies deliver content quicker and more efficiently.
We are inspired by their creativity with Kapost and look forward to seeing what’s next!
Sales & Marketing Alignment
Synopsys realized the need for a sales-friendly way to share content after years of needing to organize, reorganize, and re-reorganize their previous platform. Cameron Caswell, the senior content and brand manager, pitched Kapost as the solution to this ongoing nightmare of keeping content up-to-date.
She was given less than three months to put Kapost through the company-mandated security testing, set it up through the company SSO, upload and tag over 500 assets, launch and test it in the Salesforce sandbox, define the asset types and naming conventions, organize the content into collections, pull together training materials, and finally launch and test it in production. Although it was a huge undertaking, with the support and guidance of the Kapost team, Cameron checked all the boxes.
Less than three months after proposing this solution, Cameron got onstage and gave a live demo of how sales can access content in Gallery. She received resounding applause—especially with the announcement they could use the tool immediately. Since then, the sales team has constantly remarked how easy it is to find and share content with their customers and prospects. They left that week knowing, without a doubt, that the marketing team is there to support them.
Sales & Marketing Alignment
The team at DataStax deserves a shout-out for their collaboration between marketing and sales using Kapost as a way to align the two departments and keep content accessible.
Both departments worked hand-in-hand throughout the entire Kapost implementation to make sure the marketing content their teams develop is both useful to the field team and readily accessible. Since coming on board in July, they’ve stood up a Kapost Gallery with 650+ assets, have implemented the Salesforce Gallery App, and have embedded Gallery in both the internal marketing and field portals—and they’re getting great results!
In their first two months after rolling out Gallery to their sales users, they had a total of 2,762 views, 862 asset downloads, 164 shares, and 192 bit.ly clicks. All of this is from a mid-market company with about 400 total employees. Their awesome Gallery metrics show that not only can company employees find content, but they can put it to great use too.
“Have you checked Kapost?” That’s the catch phrase for all content questions at Salesforce Commerce Cloud. It takes a village to create top-notch content. At Salesforce Commerce Cloud that involves seven—yes, seven—cross-functional teams alongside several vendors.
With Kapost as their content operations platform, their teams have collaboration covered. Workflows reflect team and agency SLAs, automatically notify stakeholders of upcoming deadlines, and pre-populate publish dates into a publicly accessible calendar. Not only that, the platform serves as a self-service library for cross-functional teams to check on the status of an asset, grab finalized files, and request updates.
Despite the diversity of marketing disciplines—Product Marketing, Content Marketing, Customer Marketing, and more—Salesforce Commerce Cloud marketing runs like a well-oiled content production machine. So before you ask someone where you can find a final Salesforce Commerce Cloud marketing asset, you better have an answer ready to the question, “Have you checked Kapost?”
PolyOne’s marketers, split by business unit and region, historically operated independently and without knowing what their colleagues were working on. That was all before Kapost. Now the PolyOne Marketing Communications Team has dramatically improved visibility into the marketing plans of all parts of the company.
With Kapost, marketing teams work collaboratively on overlapping strategic goals and use existing content that can be applied across regions instead of wasting time recreating material from scratch. Since all content is developed using identical workflows and processes, marketers can be confident that style and voice will be consistent across teams and channels.
But it’s not just marketers who have taken advantage of increased visibility; the sales team has jumped on board, too, using Gallery to view content across business units and more easily cross-sell existing customers. Always looking ahead, PolyOne’s marketers say they plan to use Canvas to save countless hours creating plans for 2018. Hip hip, hooray for collaboration!
In the past, Vantiv’s separate teams ran on word docs that went back and forth, with no method of version control. That all changed with Kapost. In no time at all, primary users saved 15+ hours every week by eliminating manual tracking of every piece of content.
The digital content team focuses on ideation and tracking content in Kapost, while the corporate marketing group uses Kapost to create, coordinate, and track content for each line of business within Vantiv. By using Kapost publishing, both teams ease the burden on their digital web team.
All together, they communicate through the platform to create high-quality content. So long to losing track of projects in email chains. Hello to visibility for all team members the content touches. Vantiv’s teams are more integrated than ever and are already having awesome conversations about how to take their efforts to the next level. As far as we can tell, Vantiv is going nowhere but up—and fast.
Content Inventory & Tagging
In April of 2017, Merrill’s marketers set a goal: by the end of the year, they would make their tagging efforts consistent and accurate across the board so they could release Kapost’s Gallery to the full organization and make full use of Insights for content transparency and planning.
It turned out they didn’t even need that long. The team met or exceeded all of its KPI goals an entire month early, including doubling the number of assets tagged by buying stage and target persona. Contributing to their success, the team introduced mandatory custom fields and ramped up training on Kapost’s Idea feature and content submission guidelines.
The effects were twofold: not only can the sales team now easily find the best content for any situation, but also the marketing team can conduct meaningful, regular content audits to identify coverage gaps across segments and buying stages. Great work and tag on!
Outstanding Project Lead
Delivering the right content in the right context is a major challenge, especially while navigating the “125-year-old software start up world” at GE Digital. Luckily, Product + Marketing Operations Manager, Caroline Gaffney was up for the challenge.
With Caroline leading the development of the Content Operations role, the GE Digital marketing team has centralized more than 8,000 assets in Kapost and developed a set of unique workflows that enables smoother content production, campaign execution, content distribution, and lifecycle management.
Caroline has also introduced custom fields, establishing a foundational taxonomy for all of GE Digital’s commercial content and automated processes to cut down on busywork and focus on results. With Caroline’s effort and enablement of GE Digital’s centralized and organized content repository, more than 3,000 key stakeholders, from sales to solution architects and other key audiences in the commercial organization, are able to find useful assets in the Kapost Gallery every month. And she’s not stopping there.
Using Kapost Insights along with other tools, Caroline’s next major push is to focus on telling better stories with data and aligning marketing investment strategies to business outcomes. Caroline, we look forward to seeing what you come up with!
Outstanding Project Lead
Becky Monk, Senior Manager of Global Digital Marketing at SCIEX is dedicated to getting things right, which means she’s not afraid to improve existing processes, advocate for new technology, or, when necessary, herd her fair share of cats to ensure something gets done right.
Like a true employee of a science-based company, Becky has experimented with Kapost workflows to make them as effective as possible and consistently reviews the usage of custom fields. She has also encouraged coworkers not involved in the content process to get on board to improve cross-team alignment and ensure everyone has visibility into marketing messages.
She knows that getting everyone on the same page is essential for making the entire SCIEX organization efficient and effective. One group that didn’t need much convincing was the sales team, which now uses the Kapost Gallery app inside Salesforce to find recommended content and to share targeted assets with prospects and customers. Keep experimenting, Becky! We’ve got your back.
Outstanding Project Leads Supporting a Launch
TEKsystems admins Kelly Martinez, Sophia Belitsos, Lisa Dare, and Teresa Fabregas stand out for their commitment to enabling their marketing department to use the Kapost platform to the best of their ability. Before even implementing Kapost, the team spent considerable time meeting to identify pain points and build out new project modules that reflected their needs better.
This streamlined the development of workflows and content types within Kapost, setting the team up for content victory right out of the gate. Once they were primed for success and leadership had been specially trained in the platform, they introduced Kapost to the whole team with customized, easy-to-follow user guides and visual cheat sheets to ensure the entire team could onboard efficiently.
Even now, these Kapost admins meet weekly to collaborate on resources, combat bottlenecks, and further familiarize themselves with how to use Kapost to support their content operation. They plan to host “Admin Office Hours” to continue the learning process. Thanks to the efforts of their fearless admins, everyone on the team has a solid foundational understanding of how to best use Kapost to drive their content operation.
Rookie of the Year
What good is it to have high quality content if no one can find it? InTouch Health recognized this problem in their own organization and set out to fix it. Before implementing Kapost, InTouch Health’s content lived in an outdated portal that was difficult to navigate, creating a culture of siloed centers of content, often on an individual’s desktop.
On top of that, creating content was ad hoc with no real process driving each workflow. Finding details on a specific piece of content in development required diving into email or scouring through notes. To combat these growing problems, InTouch Health partnered with Kapost to streamline their content development process and create a content hub to be the single source of truth for everything from creating content to sharing internally and externally and measuring content success. In just two months of using Kapost, InTouch Health populated the Gallery with hundreds of assets, had the entire marketing organization creating content within Kapost, and developed 76 new pieces to fill coverage gaps.
Only one month later, the sales team had access to Gallery and integrated it with Salesforce. Within three months of implementing Kapost, the entire organization was using the platform as a repository to fuel their content operation. Not only is all content now in one place, but also is up-to-date and shared more easily than ever.