The 7th Annual
Recognizing 2018's leading content operations and revenue teams and the thought leaders driving them.
Winning organizations leverage Kapost to better align teams, enhance customer experiences, and create high-performing content throughout the funnel.
These content operations led the way 2018—and continue to raise the bar in 2019.
Click on the logos below to read what sets the world’s leading content operations apart.
Content Operations Leader of the Year
These companies have built robust content operations to align teams, plan strategically, and make less content matter more.
Deb Shore and Becky Monk, Global Digital Marketing, we salute you. Together, they have led the charge of meticulously crafting an impactful, customer-centric content operation.
Instead of living in a world of reactive content production, Deb and Becky have driven a proactive approach, creating their entire next fiscal year’s marketing plan in Kapost. On top of building out all key initiatives, the two went a step further and built a standard set of Canvas views to help organize a landscape that clearly communicates their core imperative: No content should be created that isn’t aligned to strategic campaigns designed to drive revenue.
With a year’s worth of campaigns already in place—and a governance setup designed to align content creation to initiatives—SCIEX is ready to take the year head-on with the confidence that every bit of work they take on will be strategic.
The SCIEX team is the gold standard for a content operation that enables team members with a broad range of focuses to speak in one voice across the customer journey—living proof that it takes people, not just technology, to succeed.Summary:
- Built out an entire fiscal year plan in Kapost
- Created standardized Canvas views to visualize the importance of strategically aligned content
- Created governance structures to guide strategic content creation
Gone are the days when the Hexagon corporate marketing team created content amid a cacophony of tools, processes, and strategies.
Today, marketers work in a single tool, using clear, consistent, and repeatable workflows that reel in focus around audience needs and desired outcomes.
Building a culture that values quality over quantity and working smarter over working harder—all while driving adoption of a new software—is no easy feat. Their success can be tracked to a methodology flexible enough to fit the unique needs of each division and team without losing sight of the core consistencies necessary to ensure alignment with an overarching content marketing strategy.
Across eight divisions containing numerous creatives—both employees and vendors—hundreds of pieces of written, video, and audio content have been thoughtfully planned, produced, reviewed, approved, and published throughout a variety of channels in a way that was, as PT Umphress, Web Operations and Product Management, puts it, “simply not possible before.”
As they say at Hexagon, “That’s Shaping Smart Change!”Summary:
- Marketers are centralized in a single tool
- Clear, consistent, repeatable workflows
- Hundreds of content pieces successfully planned, produced, reviewed, approved, and published across eight divisions
Global Content Visionaries
Scaling a content operation across the globe is no easy feat. These brands have introduced impactful strategies at an unprecedented scale.
Head of Content George Hammer wasn’t shy about introducing a major change to the content team in late 2017. His debut of what he calls the “3x3 content creation process” was engineered to ensure every piece of content was well-designed, had a strategy for distribution and engagement, and was reviewed by experts prior to release.
After using Kapost to embed the 3x3 content creation process into content creation workflows, enable dynamic creative and asset briefs with custom fields, and provide visibility into upcoming and in-progress content to editors and teams, 2018’s YOY results are nothing short of astounding. The team saw a:
- 45% less content
- 23% more engagement
- 700 content experts around the world
- 35+ awards in 6 months
It’s no surprise that IBM is one of the most awarded marketing teams in the country. In a recent interview George noted, “We need to focus not just on making content, but making it unique, different and better than everybody else’s.”
Keep building your vision, George–we’ll provide the tools.
In 2016, FedEx Customer Engagement Marketing, led by Drew Bailey, decided to tackle their challenges around visibility, prioritization, alignment, and efficiency head-on using Kapost.
“Adoption of any new technology is a daunting task, but combine that with a new process implementation and you have quite the change management project,” admits Drew Bailey. With that in mind, the team took things one step at a time, rolling out bite-sized, persona based training modules to internal teams and testing different user education preferences, which resulted in four times more usage by content creators.
With marketers working within a centralized process, FedEx has made major advances in the strength of its content operation.
Improvements in findability and reuse have already alleviated what was once a major drain on resources. Now, customer-facing teams and content creators alike can find and content to use and repurpose.
They’ve also provided marketing leadership with much-needed visibility into their teams’ workloads, allowing them to ensure every new project is aligned with the corporate priorities and messaging framework—more than 85% is! Similarly, streamlining the request process allows managers to review, approve, and prioritize the work that matters.
“We still have work to do around ensuring content is aligned to our messaging framework,” says Drew, “but the ability to identify those gaps is a massive step in the right direction.”
With the great success of global brands comes the imperative to create content for thousands, yet personalize it as if it’s only speaking to one.
Nathalie Magniez, eMarketing Senior Director, says, “With teams scattered around the globe and content created for diverse audiences, in different languages and for various purposes, we needed a way to better align our stakeholders and maximize the overall impact of our content.”
To do this, Steven Stryker, Head of Campaigns and eMedia, and Colin Long, Account-Based Marketing Director, began by mapping out a detailed process chart for campaigns to streamline the content creation process and also increase awareness of existing valuable content to reuse, repurpose, and localize. The potential of all content efforts was magnified, and awareness across the company skyrocketed.
“The possibility of embedding Canvas views in our intranet allowed us to share and involve a much wider audience and make people more aware of global initiatives.” – Steven Stryker
Congrats, ST team, on your inspiring vision to not only unite your teams but also the content efforts that deliver a personalized customer experience!Summary:
- Standardized the approach to new campaign requests
- Use Kapost Canvas to provide visibility into campaign and content strategy
- Provided visibility to reuse, repurpose, and localize content
Content Operation to Watch
They may be new to content operations, but these companies are taking the transformation head on.
Siemens’ US Demand Center had a problem: The amount of content necessary to execute a viable content marketing strategy required the time of many people in the Communications and Marketing organizations across all divisions and business units.
As they moved toward a more strategic and streamlined content operation, the lack of overview of existing content and its performance inhibited their ability to scale. Manual channel tracking by means of multiple spreadsheets and platforms made it increasingly difficult to get a holistic view of all demand generation programs, their content, and performance across buying stages.
Knowing they needed to find a way to deliver the right content to the right people at the right time, the case was made to create a Content Operations Team that ultimately selected Kapost as their technology partner and took on the mantle of “champions of change.”
After a six-month campaign to win the hearts and minds of its new Kapost users, the Demand Center has begun enjoying fruits of its labor, including:
- A 6x improvement in time-to-market
- The end of manual channel performance tracking
- Automated, transparent workflows
- Content creation across demand generation divisions—at scale
- Content audits, gap analyses, and buyer’s journey mapping
- A new tagging system that’s made content findable—and thus, usable
Word of their success has spread fast and use of Kapost to drive meaningful content operations has expanded to product launches, trade show planning, sales enablement, marketing, and website migration, to name a few.
With so much progress in such a short period of time, there’s no telling just how far Siemens will go.Summary:
- 6x improvement in time-to-market
- Findable, and thus usable, content through a new tagging system
- Centralized planning, production, analysis, and distribution across multiple divisions
The position of Content Strategy Lead is new to Thermo Fisher Scientific’s corporate marketing team. But if Shannon Waldschmidt is intimidated by the challenge, it’s certainly hard to tell.
She’s hit the ground running, throwing her efforts behind launching a centralized content operation.
The vision? To share a unified message across a diverse set of divisions and product lines, starting with the omnichannel offer management program and the development of a strategic taxonomy to power everything from planning and production to distribution and analytics.
Of the many business units Shannon consults on best practices, Pete Van Overwalle and Jaime Grigorescu, and Paivi Vaananen’s Clinical Diagnostics Systems is among the innovative standouts. Their goal for the coming fiscal year is to build a content operation upon a foundation of strategy rather than ad hoc requests, and to streamline their complex regulatory review processes.
These longtime Kapost users are living proof that a commitment to the continual refinement of processes, reporting, planning, and internal enablement truly pays off.Summary:
- Strategic taxonomy
- Goals for a content operation based on strategy, not ad hoc requests
- Work to build a unified message across divisions and product lines
It’s hard to believe Equinix is less than a year into building its content operation.
“We have a clear understanding of what content is being created across regions and functions” says James Goldman, Sr. Manager of Content Marketing. “We can also make a clear argument for not producing content if it does not offer new value to our users or support company-wide goals.”
Using Kapost, the company has built a cross-functional taxonomy that allows stakeholders to find and reuse content easily and can track what content has been translated—and to which of their 12 languages.
And when content needs to be created from scratch, suggested, localized, reported on, or updated, the team is ready. They’ve built out clear workflows across functions and regions to ensure the work gets done efficiently and correctly. When it’s finished, content is easily distributed through Gallery to sales enablement, social, web, and other teams.
By consolidating their work, Equinix will soon retire multiple redundant content repositories and workflow tools, making both end users and the accounting department very happy.
With so much progress made in so short a timeframe, there’s little doubt that Equinix will soon be leading the way in content operations.Summary:
- A focus on quality over quantity when it comes to content
- Centralization of content, workflows, and metadata to support alignment and reuse
- Consolidation of tools to save money and improve user experience
Kapost Power Admin of the Year
These Kapost experts are always there to show their teams new features and keep them on track—and in Kapost.
“Dana lives, eats, and breathes our Kapost system,” says Global Demand Generation Director, Toni Compston-Wells. “She’s constantly thinking about the next evolution of the product.”
Dana’s commitment is evident: BHGE doubled its usage in Q3 and Q4 of 2018, as well as doubling monthly workflow tasks from 500 to 1000. She’s also to thank for growing the number of new content pieces created in Kapost from just 24 in August to more than 130 two months later. Dana has successfully pushed users to tag their content, leading to an unprecedented tagged rate of 100%.
Perhaps her most appreciated impact has been in streamlining content production. In six months, BHGE went from zero comments to more than 500, making a huge dent in marketers’ inboxes and saving them from what Senior Marketing Operations Leader Robb Barrett, calls the “dreaded cc: effect.”
The results of this streamlining is clear: Production rate is six times faster.
This fabulous adoption rate can be attributed to Dana’s vision of how to use Kapost—and her ability to get users as excited about it as she is.Summary:
- 100% tagged rate
- 6x faster production rate
- 5x more content created in Kapost within two months
When Ashleigh Brummund took the reigns of Kapost at Merrill, she inherited what Astrid Sandell, Communications Manager, described as a “real hodgepodge.” A lack of cohesion had resulted in inconsistent workflows and a library of completed assets that were nearly impossible to find, use in campaigns, or share with sales.
Ashleigh immediately embarked on a comprehensive audit and reconfiguration of Merrill’s instance. She trained marketing and sales users, built out uniform workflows, streamlined tagging to match Salesforce and Eloqua, cleaned up unused and abandoned assets, and managed the Salesforce.com integration so that sellers could finally find the assets they needed.
Ashleigh knows Kapost inside and out and is always finding new ways to improve execution, activation, and measurement. She’s made the tool—and herself—an essential part of marketing’s success as it aligns more and more closely with sales.Summary:
- Comprehensive audit and reconfiguration of 4,500+ assets
- Built uniform workflows and streamlined tagging
- Managed Salesforce.com integration
Read the Merrill case study here.
Most Impactful Content Experience
These teams are living the dream by creating less content while making a bigger impact. How? With robust taxonomies, first-rate tagging, and insights into content gaps and strategic priorities.
From planning to activation to performance, Proofpoint has transformed their ad hoc, unaligned processes into a well-oiled strategic machine.
Before using Kapost to align teams and strategies, Proofpoint’s design, digital, and marketing teams were pulled in countless directions as they tried to stay on top of unending requests without having time to consider why (or for whom) these assets were being created in the first place.
Today, these problems are a thing of the past.
Proofpoint’s quarterly Content Board meetings bring together sales and marketing leaders to identify the most important business initiatives, sales goals, and customer needs.
The agreed-upon themes become the Kapost initiatives that drive content creation and provide a backbone from which the marketing communication team builds content plans and sets goals for distribution, audience, and tenure. All the while, automated workflows and version control ensure content is organized, aligned, and up to date.
Where those responsible for content launches were once clued in at the last minute, stakeholders are now involved from the beginning. They understand the strategic imperative behind each launch, empowering them to ensure it’s delivered with maximum impact.
Through Kapost’s Seismic integration, salespeople can not only find relevant content but also understand the strategic intent behind it.
Finally, the team is working on integrations that will enable more meaningful metrics tracking, continuing to build a content operation that values strategy and impact above all else.Summary:
- Quarterly Content Board meetings bring together sales and marketing leaders to align on business initiatives, sales goals, and customer needs
- Automated workflows and version control
- Integration with Seismic helps sales reps find and strategically use relevant content
With nine separate websites and content spanning 17 languages, the SOLIDWORKS team must speak with a consistent, global voice to maximize the impact of their content.
Alyson Savelle, SOLIDWORKS Senior Manager, Brand Offer Marketing, is largely to thank for their success. With a deep and ever-broadening understanding of the Kapost platform, she has become a visionary for her company and knows exactly what it takes to create a cohesive, end-to-end content experience.
Her most notable step toward building this alignment has come from merging all three of SOLIDWORKS’s global Kapost instances into one, ensuring their messaging is consistent on all four corners of the globe.Summary:
- Merged three global Kapost instances
- Maintain a cohesive content experience across nine websites
- Manage a consistent global message across 17 languages
These change-makers have engaged new users while building excitement about content operations, visibility, and Kapost.
Tools are only as powerful as their users. And in a global enterprise, getting people from disparate teams—not to mention time zones—into a single platform is no easy task.
Enter Tiago Vilas Boas, who Marketing Communications Executive Kristin Fallon calls GE Power’s “all-around Kapost guru and team supporter.” Tiago has earned the trust of the more than 150 users he has onboarded and supported through everything from one-on-one assistance to large team trainings.
From the day he came on as the Kapost admin in the summer of 2018, Tiago zeroed-in on end-user adoption to fuel advanced reporting and decision-making for the leadership team.
To achieve this end, he launched a sophisticated internal communications campaign to enable and excite users. On top of a monthly newsletter, Tiago developed a frame-worthy certificate to reward those who complete his custom-designed Kapost certification program. His hard work has earned him the status of trusted advisor for everyone from end users to executives.
His secret? Ensuring users not only know how to use the tool, but why it’s so valuable.Summary:
- More than 150 users onboarded one-on-one or through large-team trainings
- Kapost certificate program
- Monthly internal Kapost newsletter
Frankie Barbato has a track record of tenacity: When she knows something is right for her company, she won’t rest until she sees it through.
This eagerness to learn and always maximize her impact earned her a job at Bain. It’s also helped her prove the value of Kapost to her executive team.
After attending Kapost’s Content Operations Summit in October of 2018, Frankie returned with a clear vision for the future—including how Bain could radically increase the benefits it got from Kapost—and took it straight to key stakeholders.
With the staunch support of Tim Reason, Deputy Editor (who also has the honor of being Frankie’s boss), Frankie has successfully gotten Bain out of spreadsheets, overseen the consolidation of multiple reporting systems into Kapost, begun authoring an internal newsletter showcasing tips, metrics, and progress, and has built out an integrations roadmap for the coming year.
Her determination and vision have ensured Bain is maximizing its investment and laying the groundwork for a truly impressive content operation.Summary:
- Replaced spreadsheets and multiple reporting locations with Kapost
- Authors internal newsletter to share tips, metrics, and progress with leadership
- Built roadmap for future integrations
Best Cross-Team Collaboration
These silo-smashers unite teams across departments and geographies to create content more efficiently and deliver a customer experience that makes other brands jealous.
46 countries. 300 people. 250 social media handles. If it sounds impossible to get everyone working as one, Merck, known as MSD outside the United States and Canada, is here to prove you wrong.
Merck’s global social teams were hard at work—some with more resources than others—creating content for their individual platforms, markets, and franchises without much insight into the activities of other teams.
Natalie MacConnell, Associate Director of Social Media Publishing Operations, knew there was a better way: “Our goal was to change behavior, break down the silos, and train our global teams to use the Kapost platform to enable the efficient planning, creation, sharing, and reuse of social media content,” she says.
And they did, over the course of 68 training sessions in just six months.
Today, Kapost is the central hub where teams create their own content and shop for existing material built by other teams to reuse or repurpose.
In 2018, Merck’s global teams created nearly 4,000 pieces of social content (including 54 social media plans created with the intention of reuse across markets and franchises) and have saved untold amounts of time and resources by using one another’s content.
The best part? They’re only just getting started. Merck is bulking up their training strategy to mature their content operations planning and analysis, as well as further integrating Kapost with existing platforms and processes so that everyone’s work can exist in a single, seamless ecosystem.Summary:
- Unified 300 people running 250 social media accounts across 46 countries
- Completed training in just six months
- Saved time and resources through strategic reuse between teams
Like their colleagues, CT Corporation marketers approach everything they do with four key goals:
- Focus on customer success
- Make it better
- Aim high and deliver
- Win, as a team
“We execute all these values in the development of content and always strive to provide the best customer experience by developing the best content possible,” says Content Marketing Manager, Caryn Hooper.
At CT Corporation, key departmental stakeholders and subject-matter experts weigh in at the right stage of the creation process for every piece of content, ensuring everything they produce delivers maximum impact.
Behind these smooth processes lies a carefully considered content operation framework nimble enough to adjust with the needs of the business and the market.
“Like many other business operations, content production and distribution need to be able to scale with the demands of the organization,” says Senior Content Marketing Manager Cindy Netchert.
That’s why the CT team came together to define the core components of their content operation and establish workflows. Now, marketing initiatives are considered by their business priority. Even if they’ve passed this first test, they only move ahead if their timing, scope, size, and deliverables are clearly defined ahead of time.
The result? Increased efficiency, transparency, and flexibility—not to mention impact.Summary:
- Workflows to ensure content is passed through key stakeholders and subject-matter experts
- Initiatives judged by their business priority
- Emphasis on defining scope, size, and deliverables before production begins
When the Teradata team needed to create a complex, last-minute presentation for a major client, teams across the organization jumped into action, collaborating in real-time to develop a stunning—and effective—final product.
Instead of creative projects being tossed between email threads, instant messages, and disparate tools—often leaving them delayed, incomplete, or outsourced—stakeholders are now directly involved in the creative execution of assets via Kapost. In addition to increased efficiency, these new, streamlined operations have established more positive connections between business units.
Perhaps most significantly, this centralization has empowered the creative team to effectively enforce brand compliance across the organization. In the wake of a recent enhancement of Teradata’s brand, the team has easily been able to identify and update non-compliant assets.
Working together on centralized projects, Teradata is taking full advantage of their outstanding creative team—and it shows.
“Using Kapost over the past year, we’ve been able to insert requestors directly into the creative execution process. This has streamlined our operations, increased production output and established more positive connections between business areas. But, most notably, it’s enabled the creative team to more effectively enforce brand compliance across the organization.” —Lynn Dodds, Content Director at TeradataSummary:
- Expanded from two groups in Kapost to over seven in just one year
- Creative projects are handled in-house rather than outsourced
- Visual teams are successfully overseeing the update of non-compliant assets in the wake of new visual branding
You’d hardly recognize these teams a year ago! Since then, they’ve led significant growth to lay the groundwork for exceptional content operations.
In July of 2017, Cylance was suffering from a host of content challenges. They wanted to improve their operations in the following areas: version control, workflow tracking, hosting and accessing content, and the reporting of key metrics.
Just over a year later, Cylance’s content operation is now streamlined, uniform, and efficient.
No longer an organization that runs on ad hoc requests, Cylance now manages a global strategic intake form and plans key themes and campaigns within a single source of truth—Kapost.
Robust taxonomy and workflows identify owners and set a cadence for making updates to where content is stored and when it’s refreshed, calendars offer insight into strategic timelines, and platform integrations enable both creators and consumers to connect their most important tools.
And they aren’t stopping there. Cylance has its eye on more that will further improve planning and visibility into all marketing activities.
Full speed ahead!Summary:
- Single source of truth for planning key campaigns
- Robust taxonomy and workflows
- Integrations with key tools Salesforce and Marketo
- Pillar of Cylance’s Global Demand Center framework
As members of an almost entirely new team, Greenway Health’s marketers were committed to “getting the word out” while improving the content processes they dealt with daily.
The challenges they faced will be familiar to many a marketer: Projects sometimes fell through the cracks, and it was hard to align regional units around common priorities. Outside marketing, customer-facing teams spent time searching for content and had little insight into the way assets fit into a larger organizational strategy.
The first step was to get the team out of Smartsheets and email, which served only to impede progress. Instead, the team needed to find a robust system to organize workflows, keep stakeholders informed, and bring new strategies to life.
Since bringing on Kapost to manage their ambitious content plans within a single source, the team is enjoying faster turnaround times and increased transparency. Regional teams can track projects from ideation to analysis, content creators know what tasks are coming up, and strategists can use insights to continue improving the way teams work.
And it’s not just marketers who have benefitted. Today, customer-facing teams can browse Gallery to find the perfect asset and check out the content calendar to ensure they’re always up to date on communications going out to their customers and prospects. They can even submit ideas and track their status — which advances more quickly than ever before.
Working as a unified organization, Greenway Health’s content operation works efficiently, collaboratively, and strategically.Summary:
- Traded in Smartsheets and email for a robust, centralized system
- Faster turnaround times and increased transparency
- Customer-facing teams enjoy strategic visibility and content findability
The DXC Technology content team was well-schooled in using Kapost to manage content creation. The team produces hundreds of articles, blogs, papers and more on Kapost every year. Then they launched THRIVE, the company’s thought leadership platform anchored by a global website plus seven regional sites, and the needs multiplied exponentially. Tracking and aligning content, messaging, publishing schedules, and ultimately the THRIVE editorial and marketing teams across the world were now required.
With eight websites managed by separate teams with their own content strategies and languages, calling the efforts complicated is surely an understatement.
But the DXC Technology THRIVE team rose to the challenge, successfully customizing workflows, content views, and calendars for each of their sites. Their work enabled them to identify both gaps in topic coverage and opportunities to repurpose content across domains and languages. In turn, the entire production process became more transparent, giving industry, solution and regional marketing teams access to current and coming content to include in their work.
Best of all, collaboration is now happening in better, smarter ways. And support for the THRIVE platform is growing fast. You might call it a win-win-win-win.
The THRIVE chief editor considers Kapost the glue that connects sites, teams, and goals in order to drive a deeper connection to their content and invite an ever wider audience to join in.
Customer Experience Visionary
These teams always put the customer first—from content strategy to delivery.
As a trailblazer in the AI industry, it should come as no surprise that the DataRobot content team manages a data-driven “content machine” that puts their customers first. Their work is so impressive that it’s nearly impossible to believe that content marketing didn’t even exist at DataRobot a year ago.
The team recently revamped both their target personas and the pipeline progressions that define the stages of their buyer’s journey.
In Kapost Gallery, customer-facing teams can find content tagged by type, persona, and industry. And with internal data scientists collaborating with the marketing team on content, the available collection is nothing if not high-quality.
These moves have served not only to streamline their content marketing production analytics but also to educate internal stakeholders on available content assets.
DataRobot is well on their way toward even more exciting growth this year, especially as they take additional strides to align content with their rapidly expanding sales enablement team to deliver an ever more seamless customer experience at every stage of the buyer’s journey.Summary:
- Revamped personas and buying stages
- Finished content tagged by type, persona, and industry
- Streamlined marketing analytics and educated internal stakeholders
LogRhythm’s team of creative, high-performing marketers always put the customer first.
Each year, the team revamps their personas to make sure they’re delivering the right content to the right people via the right channels. And in 2018, the team also rethought their custom fields in Kapost, using the content catalog and custom reports to export data and retag fields that needed attention.
Senior Manager Mandy Schnirel uses Kapost to make sure her team can collaborate easily with their international colleagues. “We’re able to stay connected despite differences in time zones,” she explains.
With teams that stay on the same page regardless of where they are in the world, LogRythm’s marketers can ensure their customers and prospects always receive a thoughtful, coherent, and thoroughly delightful experience.Summary:
- Annual revamped personas
- Updated custom fields
- Alignment and collaboration across time zones for a seamless customer experience
Read the LogRhythm case study here.
Most Optimized Content Ecosystem
Technology alone isn’t enough to build a successful content operation, but it is an essential foundation. These MarTech stacks of these companies utilize integrations to keep content operations moving forward instead of slowing them down.
With more than 130 marketers using Kapost to produce and distribute content to more than 2,000 salespeople and 500 partners—not to mention thousands of customers and prospects—it was crucial that Ciena’s marketing team create a single source of truth for their content.
So they dove right in, documenting every place—internal and external—that their content lived and conducting extensive audits that weeded out low-performing, outdated assets.
“We were flabbergasted at all the nooks and crannies where content had been posted and left for dead,” says Director of Content Wil McLean.
Despite the uphill climb, they pressed on, prioritizing which of their content delivery channels to tackle first. After sailing through the out-of-the-box Marketo integration, they moved on to Clickability (Web CMS), their partner portal, and Salesforce.com.
Buoyed by their success, the Ciena team is looking forward to pursuing integrations with their translation software, internal sales enablement apps, and more.
“With these integrations in place, we've been able to advance our content operation and get several steps closer to achieving our single source of truth vision for marketing content,” says Wil.
We can’t wait to see it.Summary:
- Audits to weed out low-performing, outdated content
- Integrations with Marketo, Clickability, a partner portal, and Salesforce.com—and more planned/li>
- Content served up to thousands of consumers, internal and external, via Kapost
When a document is updated, how can you be sure these updates are reflected on every platform the document lives?
Extreme Networks will be the first to tell you that without an integrated techstack, you can’t be.
Since implementing Kapost, Extreme Networks’s marketing team has designated it as their single source of truth for all content and built integrations to draw from Kapost-published assets.
You can see this hard work in action on their website’s resources center, which is populated directly via Kapost. But the content isn’t the only thing being pushed pushed there—key metadata are, too. For instance, if a resource is tagged in Kapost for the healthcare industry, the finished asset will automatically appear not only in the resource center but also on the healthcare page.
Driven by the marketing team, the use of Kapost expanded beyond content creation. Now, in-house creative, digital, and marketing automation teams are all using Kapost to kick off and track their projects, allowing their growing department greater visibility into everything in the pipeline and helping to determine which projects should—or shouldn’t—be prioritized.
Additional revenue teams have seen how simple it is to use Kapost and update documents and are asking for access and integrations. Kapost adoption is growing at Extreme Networks, and we can’t wait to see what this year brings.Summary:
- Integration with the Extreme Networks website and resource center
- Pushing both content and its metadata to the web
- Greater visibility into and prioritization of projects
Check out how Extreme Networks handled three acquisitions in one year here.
Sales Enablement Champion
Great content is only valuable if sales can find and use it. These teams put Kapost Gallery, tagging, and marketing-sales alignment to work to empower their sellers.
When they chose Kapost, FactSet had two goals in mind:
Manage marketing and communications projects across the marketing teams with efficiency Provide the sales team with an integrated and single source of truth for all marketing content
It didn’t take long to achieve objective number one: Shortly after the implementation, teams moved from the home-grown system into Kapost.
As for the second objective, marketing, sales enablement, and IT teams have worked closely together for a few months to deliver a sophisticated integration of Kapost into Salesforce. Their work has eased the sales teams’ access to marketing content through the recommendations and the Kapost Gallery within opportunities.
Upon getting their finished content into Salesforce, FactSet’s active members rose from 43 to more than 450, and their Gallery views exploded from just 26 in August to nearly 1,000 by November.
Now, FactSet marketers have confidence that their content is being seen and used throughout the funnel, massively increasing the impact of their work. Sales and marketing are working together better than ever, in Kapost and under the leadership of Lisa Knoll, Senior VP and Global Head of Marketing at FactSet.
Bob Kruzner, Director of Sales Enablement at ServiceMax, had arrived at a major realization: Box folders simply did not ensure every salesperson immediate access, nor did it offer the sales team the level of intuitive search and easy navigation to the most important content, as validated by their internal Sales Advisory Board.
So, he got to work moving every last piece of existing material into Kapost where he audited and tagged it all. When he brought it to the sales team, however, the feedback cast doubt on his project: The tags and filters, they said, just weren’t intuitive enough.
Undeterred, Bob got back to work, reauditing, retagging, and reconfiguring his collections, all while working closely, as he always does, with the marketing team to ensure their content was being put to good use.
Today, he’s still hard at work creating an even more streamlined experience for the sales team through the use of recommended content in Salesforce.com. Not only is the most relevant content surfaced to users but, as users discover that the data they input drives more intuitive recommendations, he’s encouraging cleaner use of Salesforce, too.
We look forward to using the powerful new Kapost-Seismic integration to take sales enablement to an even higher level in the coming year!Summary:
- Transfer of content out of Box and into Kapost
- Multiple rounds of auditing and tagging to fit sales team needs
- Recommended content via Salesforce.com