[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

Streamlining the Content Lifecycle
Liz Gertz
VP, Marketing Operations
Our Journey

Agend
a
Where We Were / Challenges
Resolution
Early Success
Where We’re Going Next

Who’s been in this situation?
SiriusDecision Summit 2017
New Team Lacking Insight I Need a Tool

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
We Had Room to Improve
SiriusDecision Summit 2017

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

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
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
To This! Content Team and Demand Gen
Alignment
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12
Now Managed in Kapost
SiriusDecision Summit 2017

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

SiriusDecision Summit 2017
Core Asset Derivative Assets Microcontent
eBook
Video
Blog Post (Long)
Mini-Graphic
One-Minute Read
Tweets

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

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
We’ve Come a Long Way
SiriusDecision Summit 2017

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

1. Streamlining the Content Lifecycle Liz Gertz VP, Marketing Operations Our Journey

2. Agend a Where We Were / Challenges Resolution Early Success Where We’re Going Next

3. Who’s been in this situation? SiriusDecision Summit 2017 New Team Lacking Insight I Need a Tool

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. 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 We Had Room to Improve SiriusDecision Summit 2017

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. Time To Pivot

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 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 To This! Content Team and Demand Gen Alignment SiriusDecision Summit 2017

12. 12 Now Managed in Kapost SiriusDecision Summit 2017

13. Early Success

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. SiriusDecision Summit 2017 Core Asset Derivative Assets Microcontent eBook Video Blog Post (Long) Mini-Graphic One-Minute Read Tweets

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. What’s Next

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 We’ve Come a Long Way SiriusDecision Summit 2017

20. Q A SiriusDecision Summit 2017

21. Thank You Follow me on Twitter @LGertz

Editor's Notes

Spend time here; maturity* Marketing teams were maturing – not yet in sync Content operations capability was not yet developed

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

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Editor's Notes