Content Marketing Solution Study

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Our Content Marketing Solution Study presents the insights, landscape and vendors within the content marketing space. Demand Metric defines content marketing as the strategies, processes and software …

Our Content Marketing Solution Study presents the insights, landscape and vendors within the content marketing space. Demand Metric defines content marketing as the strategies, processes and software technology that enable marketing departments to automate, measure and improve the performance of marketing strategies, activities and workflows.

These strategies and activities include: Email Marketing, Multi-channel Campaign Management, Inbound/Search Marketing, Landing Pages, Lead Generation, Lead Management, Lead Scoring, Lead Nurturing, Social Marketing, Marketing Resource Management, Event Management, Engagement Marketing and Marketing Analytics.

The three foundation functions of marketing automation systems are – email marketing, campaign management and lead management. While the most advanced and sophisticated marketing automation systems have extending capabilities far beyond this base, these functions are core to a Marketing Automation system.

This study covers the following sections:

- Executive Summary
- What is Content Marketing?
- Benefits of Content Marketing
- Content Marketing Deployment Lifecycle
- Vendor Selection Criteria
- Content Marketing Solutions Landscape
- Content Marketing Maturity Model
- Action Plan
- Analyst Bottom Line
- About the Research Analysts
- Our Solution Study Methodology
- About Demand Metric

To obtain this document, visit us at http://www.demandmetric.com/register

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  • 1. Content Marketing: Insights, Landscape & Vendor Analysis © 2014 Demand Metric Research Corporation. All Rights Reserved. Solution Study By: Clare Price, VP Research With: Kristen Maida, Senior Research Analyst June 2014
  • 2. 3 4 6 7 9 12 Executive Summary What is Content Marketing? Benefits of Content Marketing Content Marketing Deployment Lifecycle Vendor Selection Criteria Content Marketing Solutions Landscape Table of Contents 22 23 24 Analyst Bottom Line About the Research Analysts Our Solution Study Methodology 18 20 Content Marketing Maturity Model Action Plan 25 About Demand Metric
  • 3. EXECUTIVE SUMMARY © 2014 Demand Metric Research Corporation. All Rights Reserved. It has been said that “All Marketing is Digital Marketing,” and with good reason! In the last decade, marketing has been transformed. Marketing has moved from an environment in which traditional marketing, brick and mortar storefronts and Digital Marketing options all competed for the time, attention and resources of the marketing department to one in which Digital Marketing reigns supreme (with an occasional nod in the direction of the storefront or traditional marketing channels, such as direct mail and print advertising). In our Digital Marketing Solution Study Series, we examine five components of Digital Marketing components. In this report, we will focus on the growing practice area of Content Marketing and cover the following sections:  A Definition of Content Marketing  The Benefits of Content Marketing  Content Marketing Deployment Lifecycle  Vendor Selection Criteria  Content Marketing Solutions Landscape  Content Marketing Maturity Model  Action Plan & Toolkit Content Marketing: Insights, Landscape & Vendor Analysis 3
  • 4. Content is King. Its reign as the premier marketing focus for Digital Marketing shows no signs of abating. Rather, the content is becoming stronger, richer and more integrated as the ways and means to deploy content for marketing rapidly expands. It’s tempting to push as much content out as possible and hope that some of it hits the right person at the right time. However, that approach is akin to the old “broadcast” media approach. More content is not the answer; it needs to be the right content. Context is critical. As important as content is, it is equally true that the world is awash in content. Few of us can keep up with the our main interests, let alone other subjects pertaining to our careers and lives. This makes context as valuable as content, more so if you truly want to get a response to your content marketing. Our Content Marketing Solution Study looks at the range of content platforms. We will examine the landscape, vendors and solutions for the three foundation platforms – Web Content Management Platforms, Content Marketing Platforms and Content Distribution Platforms. These platforms and toolsets provide the WHAT IS CONTENT MARKETING? Content Marketing: Insights, Landscape & Vendor Analysis structure that content marketers need to create relevant, personalized content for each of their individual audiences. Demand Metric defines Content Marketing as the strategies, processes and technologies that support the development, deployment, management and measurement of content used for marketing and advertising. Content Marketing involves relevant, personalized content that creates or changes the users’ experience, attitudes or preferences. Role in Digital Marketing Demand Metric considers Content Marketing to be an integral part of Digital Marketing as illustrated by our Digital Marketing Framework on the next page (Figure 1). Driven by the Content Marketing Manager, processes, technologies and WCM platforms are used by Senior Management, Strategic Comm, Community & Social Media Managers, PR and Product Marketing. The common metrics for Content Marketing include content views, links earned, content conversion and content published. 4
  • 5. TECHNOLOGY Senior Management ROLES RESPONSIBILITIES PROCESSES TECHNOLOGY CONTENT METRICS Revenue Accountability Staffing & Channel Management Reporting to CEO/Board Budgeting & Planning Reviews & Coaching Recruitment & Retention WCM Marketing Automation CRM Thought Leadership Blog Webinar Presentations Conference Keynotes Revenue by Channel Customer Lifetime Value, NPS Return on Customer (ROC) Strategic Communications Brand Strategy Digital Marketing Strategy Social/Mobile Marketing Strategy Marketing Budgeting Agency Management Communications Management WCM Content Marketing Platforms Social Media Platforms Data Sheets, Whitepapers Case Studies/Testimonials Competitive Analysis Market Share, Profitability Brand Equity Content Usage Demand Generation Lead Generation & Events Inbound/Outbound Marketing Sales Opportunity Management Advertising/Sponsorship Lead Generation Tradeshows Marketing Automation/Email Digital Asset Management Event/Survey Management Advertising/SEO Email Campaigns Webinars Campaign ROI, Email Metrics Marketing Qualified Leads Contribution to Pipeline Content Marketing Web Content Management Content Marketing Content Distribution Content Creation Campaign Analysis Content Scoring Website and Blogs eBooks, Articles Videos Content Views, Links Earned Content Conversion Content Published WCM, Blogging Platforms, MA Content Marketing & Distribution Video Marketing Platforms Community & Social Media Online Community Management Social Listening Social Engagement Community Development Social Channel Management Social Reputation Management WCM Social Media Platforms Social Channels & Networks Posts, Tweets, Photos Forums, Chats, Comments Articles, Community News User Engagement Sentiment Analysis Campaign ROI Public Relations External Communications Media Relations Analyst Relations Influencer Identification Relationship Cultivation Content Creation/Distribution Media Contact Database News Distribution & Monitoring Analytics & Reporting News Content/Press Releases Thought Leadership Content Rich & Social Media Content Mentions/Impressions Audience Growth & Engagement Sentiment Analysis Product Marketing New Product Development Mobile App Development Video Production/Development Product Launch Product Positioning Competitive Analysis New Features/Ideas for R&D Gamification Competitive Analysis Avg. Revenue Per User Avg. Order Value Conversion Rate, Renewal Rate WCM Mobile Development Platforms Video Production Platforms Customer Experience Interactive Experience Customer Satisfaction Customer Advocacy Customer Experience Customer Journey Mapping Customer Persona Creation Buyer Personas Customer Journey Map Proposals, Presentations Customer Satisfaction Index Customer Lifetime Value Net Promoter Score (NPS) Customer Profile Management Customer Support, Twitter Survey & Social Channels Figure 1: Digital Marketing Framework Content Marketing: Insights, Landscape & Vendor Analysis
  • 6. The benefits of effective content marketing span most customer- facing parts of the organization, especially marketing, sales and customer service. When visitors, buyers and consumers interact with your content, they reveal much about their preferences and interests that can be used to provide them with a better experience that encourages them to purchase your products and services. The primary benefits of Content Marketing include: 1. Engage your audience with a relatable experience. 2. Tell a story that creates a relationship. 3. Attract the best sales prospects for your product or service. 4. Provide a consistent customer experience by providing content for a specific buyer persona at a specific stage in the buyer’s journey. 5. Lower the cost of marketing campaigns. 6. Increase website, blog traffic and SEO. 7. Collect more relevant and accurate customer data across multiple touch points. 8. Provide a more personalized, local experience that can be received and processed quickly. 9. Build a stronger, more targeted email list. 10. Nurture leads to become sales opportunities. 11. Improve the quality of social sharing, social referrals and social engagement. 12. Ensure message consistency across all marketing channels. BENEFITS OF CONTENT MARKETING © 2014 Demand Metric Research Corporation. All Rights Reserved. Content Marketing: Insights, Landscape & Vendor Analysis 6
  • 7. Content Marketing platforms fall into two categories – Web Content Management (WCM) and Content Marketing & Distribution (CMS/CDS), which will be discussed in detail in the Content Marketing Solutions Landscape portion of this report. While both categories may include similar functionality and features, each has a different end goal in mind. Consequently, the approach to implementing and deploying solutions from each category vary. In this section, we will discuss the separate lifecycles for WCM and CMS/CDS platforms. WCM Stages of Deployment We see six stages in the deployment of WCM platform beginning with content creation and circling to integration with other systems. Figure 2 illustrates a common deployment lifecycle for WCM platforms. 7 CONTENT MARKETING DEPLOYMENT LIFECYCLE © 2014 Demand Metric Research Corporation. All Rights Reserved. Content Marketing: Insights, Landscape & Vendor Analysis 1. Create Content 2. Develop Assets 3. Manage Workflow 4. Deliver to Channels 5. Manage & Measure 6. Enterprise System Integration Figure 2: WCM Deployment Lifecycle Web Content Management Deployment Lifecycle
  • 8. CMS/CDS Stages of Deployment For CMS/CDS platforms, we see seven stages in the deployment lifecycle, beginning with developing a content strategy and progressing through to measurement. Figure 3 illustrates a common deployment cycle for CMS/CDS platforms. Content Marketing: Insights, Landscape & Vendor Analysis 1. Develop Content Strategy 2. Create Content 3. Discover & Curate 4. Manage Workflow 5. Manage Assets 6. Publish & Distribute 7. Measure Figure 3: Content Marketing & Distribution Deployment Lifecycle Content Marketing & Distribution Deployment Lifecycle 8© 2014 Demand Metric Research Corporation. All Rights Reserved.
  • 9. We recommend that organizations evaluate vendors in the Content Marketing solution space based on the lifecycles reviewed in the Content Marketing Deployment Lifecycle section of this report. Web Content Management and Content Marketing and Distribution platforms should be evaluated on a case-by-case basis for each organization. Download and complete Demand Metric’s Web Content Management Vendor Evaluation or our Content Marketing & Distribution Vendor Evaluation to assess several vendors at one time to see which may work best for your organization. Figure 5 (on the next page) highlights the key functionality of a WCM platform according to the level of complexity from Basic to Cutting-Edge. Figure 6 (on Page 11) highlights the key functionality of CMS/CDS platforms based on the same four tiers. Use these graphics to determine the features that are right for your company. VENDOR SELECTION CRITERIA 9© 2014 Demand Metric Research Corporation. All Rights Reserved. Download Figure 4: Web Content Management Vendor Evaluation Content Marketing: Insights, Landscape & Vendor Analysis
  • 10. Content Marketing: Insights, Landscape & Vendor Analysis Mobile Marketing Visualization Tools Advanced Analytics Editing & Publishing Tools Workflow Management Mobile Content & Social Media Channel Management Content Analytics & Lifecycle Workflow Integration Social & Mobile Tool Integration Enterprise System Integration Content Creation, Delivery and Optimization Editing Tools for Creation, Automation & Collaboration Content Delivery Across Platforms, Channels & Devices Plug-ins & Add-ons Open Source Content Management Platform Third-party Developer Support CUTTING-EDGE SOLUTIONS FEATURES STANDARD SOLUTION FEATURES BASIC SOLUTION FEATURES COMPREHENSIVE SOLUTION FEATURES Figure 5: WCM Vendor Selection Criteria by Functionality Tier 10
  • 11. Content Marketing: Insights, Landscape & Vendor Analysis 11 Content Strategy High Content Volume Organization Rich Media Campaigns Automated Workflows One-Click Distribution Aggregated Performance Metrics Universal Data Collection & Curation Integrated with Creation & Distribution Content Location & Scoring for Relevance Digital Asset, Social Media, & Content Trend Analytics Content Sharing & Measurement Features Recommendation Engine Personalization of Content (down to the street level) Content Creation, Curation, Discovery & Publishing Features CUTTING-EDGE SOLUTIONS FEATURES STANDARD SOLUTION FEATURES BASIC SOLUTION FEATURES COMPREHENSIVE SOLUTION FEATURES Figure 6: CMS/CDS Vendor Selection Criteria by Functionality Tier 3D Product Visualization Tools Advanced Analytics NICHE SOLUTION FEATURES
  • 12. Overview As mentioned previously, Content Marketing solutions fall into two main categories, which are:  Web Content Management Platforms – These platforms provide the structure and functionality for content creation and delivery across digital channels and integrate with key internal CRM and MA systems. Key features include content management, editing & publishing tools, workflow management, mobile content & social media management and analytics.  Content Marketing and Distribution Platforms – These platforms provide the creation, organization, management, distribution and measurement of content across all device types and channels. Key features include content creation, discovery, customization, recommendation, publishing, promoting & amplifying; content workflow & asset management and analytics. CONTENT MARKETING SOLUTIONS LANDSCAPE 12 Content Marketing: Insights, Landscape & Vendor Analysis Vendor Playing Fields In this study, we focused on vendors that offered platforms with a technology infrastructure that supports multiple applications rather than one-off applications. Vendor were placed in their category based on what we believe is their primary application focus, although many provide application and feature sets that blend from one platform category to the other. Web Content Management Systems Vendors in the Web Content Management (WCM) market fall into one of five levels based on the depth and breadth of their content platform and applications and their ability to manage content across multiple distribution points. We ranked vendors in this study on the following criteria:  Content Management Platform Capability  Creating, Editing & Publishing Functionality  Content Workflow and Lifecycle Management © 2014 Demand Metric Research Corporation. All Rights Reserved.
  • 13. automate and collaborate on content. They support content delivery across all platforms, channels and devices.  Comprehensive – At this level, platforms include editing/publishing tools, workflow management, mobile content & social media channel management and analytics. Integrations for content lifecycle workflows, social and mobile tools and enterprise systems are also supported.  Cutting-Edge – At the Cutting-Edge level, Web Content Management Platforms provide the key functions of the Comprehensive level, including editing/publishing tools, workflow management, social and mobile tools and enterprise system integration. Advanced functionality in one or two areas, such as mobile marketing, visualization or analytics, may be seen.  Niche – These vendors do not have the full functionality of the Standard or Comprehensive solutions. Instead, they offer one or more unique features that make them stand out in the market or they provide a specialized solution to a smaller market segment. Figure 7 shows the progression of the WCM platform vendors and their offerings.  Delivery and Distribution of Content  Level of Task Automation  Team and Collaboration Capabilities  Social and Mobile Content Capabilities  Enterprise Integration  Depth of Analytics Supported Vendors fall into the following levels based on the above criteria:  Basic – At the basic level, platforms offer an open source content management platform with features and tools for development and administration of the WCM. Plug-ins, add-ons and third-party developers provide application support for the basic platforms.  Standard – At this level, these platforms focus on the creation, delivery and optimization of content with editing tools to create, © 2014 Demand Metric Research Corporation. All Rights Reserved. Content Marketing: Insights, Landscape & Vendor Analysis 13
  • 14. Content Marketing: Insights, Landscape & Vendor Analysis CUTTING-EDGE PLATFORMS STANDARD PLATFORMS BASIC PLATFORMS COMPREHENSIVE PLATFORMS Figure 7: WCM Vendor Solution Landscape
  • 15. Content Marketing and Distribution Systems Vendors in the Content Marketing and Distribution System (CMS or CDS) landscape fall into five areas based on the functionality of their content marketing and distribution platform and their ability to support or enhance the customer experience. What separates the WCM vendors from CMS/CDS vendors is that WCM vendors focus on the content flow, organizational use and management. CMS/CDS vendors focus on the sales, marketing, user experience and user engagement aspects of the content. Although the flow of content across the three types of platforms may be similar, the end goals are different. We ranked vendors in this category on the following criteria:  Support for Content Marketing Strategy and Process  Platform Support, Scalability and Flexibility  Creation Capabilities  Content Organization (i.e. editorial calendars, repositories, digital asset management, dashboard views)  Content Workflow Management (collaboration, workflow management, notifications)  Discovery & Curation  Distribution & Publishing  Enterprise System Integration  Analytics Vendors fall into the following levels based on the above criteria:  Basic – At the Basic level, Content Marketing and Distribution platforms generate, discover, curate and publish content for marketing, social sharing and/or advertising.  Standard – At the Standard level, Content Marketing and Distribution platforms focus on creating, discovering, publishing, sharing and measuring content. These platforms can include recommendation engines for the amplification of relevant, personalized content down to the user level. 15 Content Marketing: Insights, Landscape & Vendor Analysis
  • 16. © 2014 Demand Metric Research Corporation. All Rights Reserved.  Comprehensive – At this level, platforms support universal data collection and curation integrated with content creation and distribution through web, social and mobile channels. Platforms offer analytics on the use of digital assets, social media and content trends. Curation capabilities locate and score content for relevance.  Cutting-Edge – At this level, platforms focus on content strategy, organization of high volumes of content assets, rich media campaigns, automated content workflow, centralized asset management, one-click distribution to digital channels (social, CMS, CRM, MA) and aggregated performance metrics.  Niche – These vendors do not have the full functionality of the standard or comprehensive solutions. Instead, they offer one or more unique features that make them stand out in the market or they provide a specialized solution to a smaller market segment. Figure 8 shows the progression of the Content Marketing and Distribution vendors and their product/service offerings. Content Marketing: Insights, Landscape & Vendor Analysis Evolution of the Landscape As the Content Marketing landscape evolves, Demand Metric expects to see the following trends take shape within the WCM and CMS/CDS platforms: 1. Deeper insights and analytics to enable marketers to view and respond to user engagement with relevant content. 2. Tighter integration between content marketing and enterprise systems for a holistic customer view. 3. More rich content and rich media ads that increase user engagement. 4. More personalized experiences with rich media and relevant content through the integration of user social profiles. 5. Increasing blend of owned, earned and paid media to create higher level of “trusted content.” All of the vendors mentioned in this study can be deeply reviewed in Demand Metric’s Content Marketing Vendors Matrix. 16
  • 17. Content Marketing: Insights, Landscape & Vendor Analysis 17 CUTTING-EDGE PLATFORMS STANDARD PLATFORMS BASIC PLATFORMS COMPREHENSIVE PLATFORMS Figure 8: CMS/CDS Vendor Solution Landscape NICHE PLATFORMS
  • 18. A modern marketing organization that desires to align itself for Content Marketing must focus on eight core areas. These are: 1. Orientation 2. Leadership 3. Budget & Staff 4. Tools & Platforms Figure 9 (on the next page) shows the progression of an organization from Stage 1 (Undefined) to Stage 4 (World Class) in each of these seven areas mentioned above. Demand Metric’s Content Marketing Maturity Model can be used in combination with the vendor landscape analysis and charts detailed in the Content Marketing Solutions Landscape section of this report. For each of the four deployment stages, our maturity model and vendor landscape can enable a modern marketing organization to move forward in process efficiencies, programs and technologies for Content Marketing. 18 CONTENT MARKETING MATURITY MODEL © 2014 Demand Metric Research Corporation. All Rights Reserved. 5. Lead Generation 6. Email Marketing 7. Cross-Channel Marketing 8. Metrics Content Marketing: Insights, Landscape & Vendor Analysis
  • 19. Content Marketing Stage 1: Undefined Stage 2: Progressive Stage 3: Mature Stage 4: World-Class Orientation No defined strategy or process for Content Marketing Defined strategy and processes exist for Content Marketing in uncoordinated pockets Defined, integrated strategy and processes exist for Content Marketing across the Enterprise Defined, integrated strategy for Content Marketing exists across the Enterprise; Campaigns are tracked & measured by level of engagement & revenue impact Leadership One-dimensional view of Content Marketing as Web and Email Marketing Sees need for rich content; Experimenting, testing & evaluating apps & tools; Uses outsourced agency Long term commitment to rich content; Integrated platforms for WCM and CMS/CDS; Internal staff and resources Views content as primary lead gen tool; Resources for rich content, cross-channel marketing and content marketing apps Budget & Staff Budgets for web & email marketing; Staff is contracted or coordinator role; Budget spend for content is 15% or less Budget allocated; Defined roles and responsibilities for Content Marketing; Budget spend is 25% or more for content Budget with business case to justify spend; Dedicated roles for Content Marketing; Budget spend up to 50% Budget connected to marketing goals; Aligned maximum Digital Marketing impact; Budget spend more than 50% Tools & Platforms Ad hoc development; Point tools for email, content & social media; No mobile or video apps Platforms that perform specific functions with coordinated tools, apps and workflows Platforms connected to each (i.e. WCM to CMS/CDS to Social Listening API integration to Enterprise CRM and MA) Complete, end-to-end system integration of WCM and CMS/CDS platforms with tight integration to Enterprise CRM & MA Lead Generation Relies on landing pages with limited content targeting; Company profiles on social networks; Sporadic posting Offers rich media content, social networks, blogs, Wikis (Web 2.0), etc.; Growing subscriber lists for email Convergence of content, social and mobile content to drive leads from web, marketing campaigns and events Personalized, localized content; Delivery to devices in real-time through content & marketing apps; Native mobile optimized Email Marketing Relies on no/low cost Email Marketing platform with pre-designed templates for newsletter and/or email promos Has regular Email Marketing campaign with newsletters, drip system for leads, list management and growth programs in place Advances use of email for online events, feedback & surveys; Uses landing pages, auto-responders, Facebook promotions, coupons & social sharing; Mobile campaign design & delivery Email Marketing integrated with CMS system from content list to order entry; Enables list segmentation & lead nurturing activities; Enterprise integration with CRM, MA, etc. Cross-Channel Marketing Generates and publishes content for marketing, social sharing and/or advertising sporadically Content Marketing for sales, marketing, blogs, web traffic and social channels with usage and response tracking Enterprise-level CMS/CDS with multi- channel, multi-product needs; Focused on recommendation and amplification of relevant, personalized content Focused on content strategy, high volumes of content, automated workflows, one-click distribution & aggregated metrics Metrics No formal measurements in place Analytics to monitor & track content usage & response (content views, social share, links earned, etc.) Dashboard monitors content usage & conversion; Tracks opens, clicks, forwards, registers, purchases, etc. Enterprise–wide dashboard with content scoring, user acquisition and engagement by behavior, experience, etc. Figure 9: Content Marketing Maturity Model Content Marketing: Insights, Landscape & Vendor Analysis
  • 20. ACTION PLAN 1. Utilize our Content Marketing Maturity Assessment to evaluate your current systems and initiatives for Content Marketing. 2. Evaluate the organizational impact of making the change from your current systems and processes to a Content Marketing platform. Use our Digital Marketing Framework to review the company roles, responsibilities, processes and technology that may be impacted by the change. 3. Develop a solid 12-18 month plan for your Content Marketing program with our Content Marketing Strategy Scorecard. 4. Review our Content Marketing Vendors Matrix to learn about the key vendors/platforms in the Content Marketing space and to understand which vendors may work best for your company. 5. Request proposals from potential vendors by creating templates for each category you require – Web Content Management and/or Content Marketing & Distribution. 20© 2014 Demand Metric Research Corporation. All Rights Reserved. Download Figure 10: Content Marketing Maturity Assessment Content Marketing: Insights, Landscape & Vendor Analysis
  • 21. 6. After receiving RFPs from potential vendors, schedule and attend product/service demos with 3-4 vendors to get an up- close-and-personal view of their solutions. 7. Evaluate your top 3-4 vendors in each category with our Web Content Management Vendor Evaluation and our Content Marketing & Distribution Vendor Evaluation in order to help you make your selection for each type of technology. 8. Develop an implementation strategy and communication plan to roll-out the initiative across the organization and through your channels. Use our Content Marketing Plan Methodology to create your plan. 9. Develop an education/training plan for all affected personnel: marketing, product development, operations and sales. 10. Measure and track the progress of your Content Marketing initiative with our Content Marketing Metrics Dashboard. Download Figure 11: Content Marketing Metrics Dashboard 21© 2014 Demand Metric Research Corporation. All Rights Reserved. Content Marketing: Insights, Landscape & Vendor Analysis
  • 22. ANALYST BOTTOM LINE Content Marketing is a critical component of Digital Marketing. As noted in the beginning of this report, Content is King and Context is Critical. That makes the choice of a Web Content Management platform and Content Marketing and Distribution platform vital to every marketing organization’s ability to create a better customer experience. As content marketing evolves, users and customers will become less tolerant of content that is not directly relevant to their needs and the stage of their buying journey. The right content marketing strategy combined with the right platform and tools will ensure that the modern marketing organization uses its content for optimum marketing success. 22© 2014 Demand Metric Research Corporation. All Rights Reserved. Content Marketing: Insights, Landscape & Vendor Analysis
  • 23. ABOUT THE RESEARCH ANALYSTS © 2014 Demand Metric Research Corporation. All Rights Reserved. 23 Clare Price, VP Research– Demand Metric Clare is an expert in marketing strategy, branding, strategic communications, sales enablement, social media marketing, content marketing and leveraging marketing technologies. Clare is a former Gartner Research Director and helped build their Internet Strategies Services division with clients such as Microsoft, IBM, HP, Cisco, Proctor & Gamble and Wells Fargo. Her specialties include: brand strategy, brand development, customer acquisition and relationship development, content and digital marketing strategy, sales enablement and social media marketing. Kristen Maida, Senior Research Analyst – Demand Metric Kristen has worked with Demand Metric for the past 4 years, learning about and gaining experience in all aspects of the organization. She has developed job functions in almost every department to help with Demand Metric’s rapid growth. Her specialties include: social media marketing, digital marketing, content marketing & management and business process development. Content Marketing: Insights, Landscape & Vendor Analysis
  • 24. OUR SOLUTION STUDY METHODOLOGY © 2014 Demand Metric Research Corporation. All Rights Reserved. 24 The Modern Marketing landscape is an ever changing, ever evolving environment in which new strategies, technologies, vendors and products appear continually. Demand Metric Solution Studies provide marketers with a focus on a specific technology solution set or focus area so that they are armed with the knowledge, information and tools they need to development effective strategies and action plans for their organizations. Each Solution Study involves hours of analyst research, draws information from interviews with vendor executives and established vendor clients for a specific technology solution and is usually accompanied by a mini Tool-kit of practical resources. Solution Study Tool-kits are designed to provide marketers with the tools & templates they need to plan for an initiative in a given focus area, analyze the vendor landscape and select the best vendor for their organization. Our Digital Marketing series includes Solution Studies on:  Social Media Marketing  Mobile Marketing  Content Marketing We provide a comprehensive overview of Digital Marketing in the companion report – Digital Marketing Best Practices Report.  Video Marketing  Public Relations Content Marketing: Insights, Landscape & Vendor Analysis
  • 25. © 2014 Demand Metric Research Corporation. All Rights Reserved. Solution Study ABOUT DEMAND METRIC Demand Metric is a global marketing research & advisory firm serving a membership community of over 40,000 marketing professionals, CEOs, and business owners with advisory services, custom research & benchmarking reports, vendor studies, consulting methodologies, training, and a library of 500+ tools and templates. Using Demand Metric resources, members complete projects faster and with greater confidence, boosting respect for the marketing team and making it easier to justify needed resources. Our 1,000+ clients range from start-ups to members of the Global 1000. TO LEARN MORE ABOUT DEMAND METRIC To discover how Demand Metric can help you become more strategic, please visit us online at www.demandmetric.com CLIENT SUPPORT For information, inquiries and general support, please contact us toll-free at +1 866 947 7744, or info@demandmetric.com We offer discounts for academic and nonprofit institutions, provide group memberships and license our content to associations and large enterprises for use on corporate universities and intranets.