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[Case Study] Cameron Caswell at Synopsys for SiriusDecisions Summit 2018

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[Case Study] Cameron Caswell at Synopsys for SiriusDecisions Summit 2018

  1. 1. © 2017 Synopsys, Inc. 1 Breaking Down the Barriers Between Marketing and Sales Cameron Caswell, Sr. Content Marketing Manager, Synopsys
  2. 2. © 2017 Synopsys, Inc. 2 Background story
  3. 3. © 2017 Synopsys, Inc. 3 Synopsys Integrity Group
  4. 4. © 2017 Synopsys, Inc. 4 Growing pains 2016 2017 300 employees 11 marketing 2 content 40 sales 1,500 employees 67 marketing 11 content 236 sales
  5. 5. © 2017 Synopsys, Inc. 5 Marketing assets • Blog posts • Bylines • Reports • eBooks • White papers • Case studies • Landing pages • Videos • Infographics • Social media Sales training/enablement • Datasheets • Sales decks • Hunting guides • Sales sheets Churning out content
  6. 6. © 2017 Synopsys, Inc. 6 Content creation chaos!
  7. 7. © 2017 Synopsys, Inc. 7 Key problems • Project workflow • Request intake process • Accessibility • Visibility • Version control • Performance insight • Gap analysis
  8. 8. © 2017 Synopsys, Inc. 8 Hello…
  9. 9. © 2017 Synopsys, Inc. 9 What can we do with Kapost? • Set up a workflow with internal and external contributors with deadlines, approvals, and status updates. • Collaborate in a single place with version control, messaging, editing, and alerts. • Get visibility into what is being worked on by whom at any particular moment. • Organize multiple pieces of content around a single campaign and show dependencies. • Upload/download content and share both internally and externally. • Receive requests/submissions from all SIG employees, which we can immediately prioritize, reject, or save for later. • Share our publishing schedule so anyone can easily find out what’s been published and what’s in the works. • Analyze our content inventory by persona, buying stage, product line, etc. to ensure balanced coverage and assess strategic plans.
  10. 10. © 2017 Synopsys, Inc. 10 Meanwhile…
  11. 11. © 2017 Synopsys, Inc. 11 Hey, Cam. It’d be really useful if we had a white paper on cloud security. You’re right, sales guy. In fact, we created one 3 months ago and emailed it to you and your team, then uploaded it to the company sharedrive.
  12. 12. © 2017 Synopsys, Inc. 12 • 21% don’t know it exists • 19% too difficult to find ~ SiriusDecisions State of B-to-B Content 2018 #1 reason content goes unused: Findability
  13. 13. © 2017 Synopsys, Inc. 13 • 21% don’t know it exists • 19% too difficult to find ~ SiriusDecisions State of B-to-B Content 2018 #1 reason content goes unused: Findability
  14. 14. © 2017 Synopsys, Inc. 14 The PIC/Gather/Fieldguide Your hard drive Email the marketing teamAsk a coworker
  15. 15. © 2017 Synopsys, Inc. 15 Kapost = Sales enablement! Sales team uses Salesforce Kapost integrates content into Salesforce Sales team can access content in Salesforce
  16. 16. © 2017 Synopsys, Inc. 16 What Kapost offers the sales team • Search and browse all available content from a single database. • Always get the latest version. • Tag content as a favorite for easier/quicker access. • See what content your team members use the most. • Share content with customers with a single click. • Track what you’ve already shared with each customer. • Request content that isn’t yet available.
  17. 17. © 2017 Synopsys, Inc. 17 The best part You can do all this without having to leave
  18. 18. © 2017 Synopsys, Inc. 18 All I had to do was… •Get the contract through legal and executive approval •Get Kapost through security testing •Work with IT to set up SSO permissions •Work with the Salesforce team to install, configure, and test Kapost Gallery in a sandbox instance •Upload and tag 541 documents •Define and create 56 content types with unique workflows •Define and create 40 custom fields •Build out training materials
  19. 19. © 2017 Synopsys, Inc. 19 Persistence
  20. 20. © 2017 Synopsys, Inc. 20 Customer spotlight Guides/tutorial Hunting guide Presentation Sales flash Sales sheet Talking points Services Products Training Fuzz Testing (Defensics) IAST (Seeker) Software Composition Analysis (Protecode) Static Analysis (Coverity) Static Analysis (SecureAssist) Test Optimization (Test Booster) 3D Application Security Testing (Managed Service) Architecture and Design BSIMM DAST (Managed Service) Embedded Software Testing Insider Threat Detection Maturity Action Plan (MAP) Metrics Mobile (Managed Service) Network Penentration Test (Managed Service) Pen Test (Managed Service) Policies & Standards Program Design & Development Red Teaming Regulatory & Compliance SAST/SCR (Managed Service) Secure Coding Guidelines Software Security in a Box Thick-Client Testing vBSIMM Agile integration Application security CI/CD Cloud security Container security Development & DevOps IoT security License compliance Open source OWASP top 10 Smart grid security Software quality Software security initiative (SSI) Vendor analysis
  21. 21. © 2017 Synopsys, Inc. 21 3 months later…
  22. 22. © 2017 Synopsys, Inc. 22 Sales Force Training (SFT) 2017
  23. 23. © 2017 Synopsys, Inc. 23 The final product
  24. 24. © 2017 Synopsys, Inc. 24 Kapost has been a HUGE help. Before every call I like to look at the sales sheet and the datasheet, which Kapost makes it very easy to access. I was amazed how much quicker it is and use it every day to get information to clients immediately. It’s super helpful! The way the information is grouped and the amount of information is phenomenal.
  25. 25. © 2017 Synopsys, Inc. 25 It’s YOUR turn • Stop by booth 114 to talk to Kapost’s content operations experts. • Check out Content Strategy and Operations track session (Content infrastructure: A Capabilities-Driven View of the Stack that Drives Growth) w/ Cheri Keith. • Wednesday @ 2:40-3:20 • Email me at ccaswell@synopsys.com if you have additional questions. • Email the Kapost team at ____ to learn more.
  26. 26. © 2017 Synopsys, Inc. 26 Thank You
  27. 27. © 2017 Synopsys, Inc. 27 Kapost in action
  28. 28. © 2017 Synopsys, Inc. 28 Love the PIC? No worries. https://spp/pic/SIG/MarketingResources/SitePages/Home.aspx
  29. 29. © 2017 Synopsys, Inc. 29 Dashboard
  30. 30. © 2017 Synopsys, Inc. 30 Content orkflow
  31. 31. © 2017 Synopsys, Inc. 31 Tagging
  32. 32. © 2017 Synopsys, Inc. 32 Content lists
  33. 33. © 2017 Synopsys, Inc. 33 Calendar view
  34. 34. © 2017 Synopsys, Inc. 34 Gallery Metrics
  35. 35. © 2017 Synopsys, Inc. 35 Metrics
  36. 36. © 2017 Synopsys, Inc. 36 Gap analysis

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