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[Case Study] Streamlining the Content Lifecycle - Dun & Bradstreet

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A SiriusDecisions Summit 17 case study featuring Liz Gertz, VP of Marketing Operations at Dun & Bradstreet

Summary:
Unifying multiple marketing teams across multiple markets to one strategy requires some major hurdle jumping and silo breaking. Dun & Bradstreet broke through the chaos of spreadsheets and email chains and enabled their go-to-market strategy by prioritizing a strong foundation around strategic alignment and collaboration.

Join Liz Gertz, VP of Marketing Operations at Dun & Bradstreet to discover how a global organization is uniting its marketing teams to deliver the right content to the right customer at the right time.

Key Takeaways:
- Best practices for building a solid strategic foundation that can scale when implementing new technologies
- How to determine the right time to scale technology and strategy across a global organization
- How a centralized content operation can increase engagement and efficiency at the same time

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[Case Study] Streamlining the Content Lifecycle - Dun & Bradstreet

  1. 1. Streamlining the Content Lifecycle Liz Gertz VP, Marketing Operations Our Journey
  2. 2. Agend a Where We Were / Challenges Resolution Early Success Where We’re Going Next
  3. 3. Who’s been in this situation? SiriusDecision Summit 2017 New Team Lacking Insight I Need a Tool
  4. 4. SiriusDecision Summit 2017 DEVELOPING NEW GO TO MARKET STRATEGY NO SINGLE REPOSITORY FOR CONTENT MARKETING WAS GROWING MINIMAL CONTENT MEASUREMENT NEW CONTENT TEAM Where We Were BRAND RELAUNCH LACKED CONTENT STRATEGY DISPARATE PROCESSES FOR CONTENT DEVELOPMENT
  5. 5. We Selected Kapost to Help Solve Our Content Challenges – Single repository – Content and demand gen planning – Centralized calendars – Collaboration capabilities – Multi-content creation – Organization: tagging, searching – Integrate where possible – Support “Customer Stories” – Content gaps across buyers journey – Performance data SiriusDecision Summit 2017
  6. 6. 6 We Had Room to Improve SiriusDecision Summit 2017
  7. 7. We Learned a Lot from our Initial Launch Implementation Support and Training Power User Engagement Streamlined Content Processes Beginning of Content Repository Event Management Use Case WHAT WENT WELL LEARNINGS We launched too soon - further maturity of strategy was needed Mandate use of Kapost Over customized Align to Operations Relaunch necessary to find value WHAT DIDN’T Inconsistent Use Across Teams No Traction Incomplete View of Content No Single Owner Limited Governance SiriusDecision Summit 2017
  8. 8. Time To Pivot
  9. 9. Relaunch Approach SiriusDecision Summit 2017  Started with a full audit of existing tool  Gathered feedback from power users  Defined plan to relaunch Kapost (not all capabilities or integrations)  Operations and Content worked side by side to ensure design supported goals of Content Strategy and Demand Generation  Defined relaunch principles (simplicity, follow best practices, keep what works, mandate adoption)  Chose a specific persona team to pilot and provide feedback  Retrain marketing team
  10. 10. 10 CONTENT TEAM TO SEO/DESIGN: Where is it?!?! PUBLICATION TEAM (JESS/MEG TEAMS) AND DEMAND GEN (INBOUND/OUTBOUND) TO CONTENT: Where is it?!?! We went from this… SiriusDecision Summit 2017
  11. 11. 11 To This! Content Team and Demand Gen Alignment SiriusDecision Summit 2017
  12. 12. 12 Now Managed in Kapost SiriusDecision Summit 2017
  13. 13. Early Success
  14. 14. Sample Content Theme Activation Derivative Assets from Core Narrative Fuels Other Marketing Content and Initiatives Microcontent Twitter Poll Microcontent Mini-Graphic Core Asset eBook Derivative Asset Podcast News Story Derivative Asset Blog Post (Long) Speaking Engagement Microcontent One-Minute Read Ambassador Byline Partner Content Sales Enablement Content Customer Story
  15. 15. SiriusDecision Summit 2017 Core Asset Derivative Assets Microcontent eBook Video Blog Post (Long) Mini-Graphic One-Minute Read Tweets
  16. 16. Proving Out a Content Pillar Approach Infographic Video Short-Form Gated Study 30% of Total Perspectives Finance, Credit & Risk Traffic Over Past 6 Months 70% of Total Perspectives Finance, Credit & Risk Inbound Leads Over Past 6 Months 2x Avg Conversion Rate, with a 20% Conversion Rate on the Gated Asset Blog Posts + Results from Reimagining Risk Content Pillar SiriusDecision Summit 2017
  17. 17. What’s Next
  18. 18. 18 Future Focus Areas Scale Across Teams Expand Integrations to Gain Insight Continue to Grow Content Base Explore Canvas Planning Functionality SiriusDecision Summit 2017
  19. 19. 19 We’ve Come a Long Way SiriusDecision Summit 2017
  20. 20. Q A SiriusDecision Summit 2017
  21. 21. Thank You Follow me on Twitter @LGertz

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