Create an Unprecedented – and Brand Compliant – Customer Experience
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With the explosion of channels (both online and offline) and rise in consumer expectations for a more dynamic, personalized experience, content is now front of mind for marketers. Content has become the key to marketing success as companies strive to engage with their audience in a variety of ways. Whether that entails the creation, management, or distribution of content and assets, marketers are prioritizing how to better market with content across all channels. The management, control, and delivery of content has become mission-critical for the marketing and product management of any brand. MarTech San Francisco 2017 Visit our Facebook Page for a recording of the presentation!
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Create an Unprecedented – and Brand Compliant – Customer Experience
- 1. Create an Unprecedented ― and Brand Compliant ― Customer Experience
- 2. aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary.2 Your Speakers Ed Breault VP of Marketing and Industry Solutions, Aprimo Pieter Casneuf SVP & General Manager, Aprimo Smart Content Solutions
- 4. aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary.4 The customer is everywhere
- 5. aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary.5 Experience is everywhere
- 6. aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary.6 Brands are everywhere
- 7. aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary.7 Product is everywhere
- 8. aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary.8 Mayhem is everywhere
- 9. 9 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. ASK DISCOVER BUY EXPLORE USE ENGAGE CAMPAIGN ENGAGEMENT CHANNEL INTEGRATION PERSONALIZED CONTENT INTERACTIVE MESSAGING CONTENT DELIVERY DIGITAL RIGHTS SMART SUPPRESSION PERSONAS DECISION ENGINE MULTIPLE TOUCHPOINTS BRANDS MULTIPLE REGIONS Rich and engaging content drives customer journey
- 10. Digital first marketing is driving a gap in how to manage marketing with finite operational resources aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. Content Resource Capacity Digital First Marketing The Marketing Operational Gap ChannelComplexity Traditional Marketing
- 11. 11 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. Marketing Operations are being stretched to the limit Need for speed Lower budget Richer content ...still the need for consistency!
- 12. aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary.12 Is your organization designed to deliver great customer experiences?
- 13. aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary.1313 Products & Channels Customers Organizational-Centric Customers get what you sell them ProductA Channel1 Channel2 ProductB ProductC Traditional Model
- 14. 14 aprimo.com © Copyright 2016. All rights reserved. Confidential. Proprietary. ANALYTICS INTERNAL AGENCY Cost Speed Engagement Conversion Medium Process Mix Optimization Experience is sub-optimal for everyone DISPERSED MESSAGE & TIMING INTERACTION TOUCH POINTS DRIVERS & INFLUENCERS CUSTOMER Social Mail Union Web Mobile Onsite Email Contact Center Branch Manager Location Anonymous MARKETER
- 15. aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary.1515 The New Customer-Centric Model Products & Channels Customers Traditional Model: Organizational-Centric Customers get what you sell them ProductA Channel1 Channel2 ProductB ProductC Integration around the customer Customers Channels Products New Customer-Centric Model Product A Product B Product C Product D Channel 1 Channel 2 Channel 3 Channel 4
- 16. 16 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. How to create a customer-centric digital brand reputation It starts with organizing ‘inside-out’ Health insurance services company
- 17. aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary.1717 Current Martech Ecosystem • 38 different email providers • Numerous data marts • 28 sales-force & CRM systems • 5 real-time decision engines • Multiple analytics & BI “16 communications go to a single customer… but not one is a welcome email.” “Numerous preference centers – not centralized.” Company Info • Global Heath Services organization • ~$30 billion in revenue • 40K employees • 2 million+ customers • 155 million+ claims annually • Sales in ~30 countries Situation Analysis
- 18. aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary.18 PAST PRESE NT FUTUR E• Limited and disjointed customer communications • Uncoordinated communications • Multi-channel • Customer dissatisfaction • Coordinated communications • Multi-channel coordination • Customer-focused experience, health improvement, and customer satisfaction Coordinated messaging Multi-channel touchpoints Plan communications Communications Marketing Pharmacy Consumer engagement Services Other Journey to customer centricity
- 19. aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary.19 How do we help them?
- 20. 20 aprimo.com © Copyright 2016. All rights reserved. Confidential. Proprietary. Purposely Disrupt Operating Model Centralized Decentralized CX CX Highly Centralized Balanced Centralization Decentralized CX Centralized control. Little business unit autonomy. Central team coordinates creation of common CRM practice materials using input of larger business unit ecosystem to leverage efficiency. Decentralized guidance is small: Business unit prioritize departmental goals rather than organizational resulting in minimal adoption
- 21. aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary.2121 Define the COE Community Define the Influence Measures of Influence Defined CX COE-Actionable Opportunities and Identify Recommended Governance Model Sphere of Influence methodology: Key activities • Score the Influence • Define the Objectives per Sphere • Identify Gap in Actual vs. Needed Influence • Define Constituents • Identify Strengths/Weaknesses • Identify Missing Relationships • Identify Teams (Spheres) • Think Big (Primary/Secondary) • Identify Key Players +/- People
- 22. aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary.2222 Current SOI Clusters Key Primary Functional Area Secondary Business Unit CX Systems CX COE Executive Sponsor Who owns this? • CX • Customer • Content/Messaging • Content Strategy • Channel • Outcome International Marketing Marketing Communications CX CoE E-Campaign Secondary Unit Enterprise Architecture CRM Program Management Data Analytics WebIT Preferences Personalization Campaign Digital Expansion Inbound Outbound Secondary Unit Customer Guide Customer Service Center CMO CIO CX System Real-time CX System Online Guide Marketing Initiatives Marketing IT & Data LegalProactive Health Program IFP Service Operations Primary Unit Pharmacy/RX
- 23. Sphere of Influence graph Bubble Size = CX Ownership & Responsibility StrategicImportance Influence Relationship Investment Primary Influence CX Readiness Maintain
- 24. Sphere of Influence graph: Before state Bubble Size = CX Ownership & Responsibility StrategicImportance Influence Relationship Investment Primary Influence CX Readiness Maintain Marketing CHE Service OperationsIFP IT & Data Pharmacy (Rx) Legal & Compliance Proactive Health Program E-Campaign CX/COE Marketing Communications Group / Voluntary International Marketing Provider Networks IT Program Management Enterprise Architecture WebIT Informatics / Data CIMA 0 1 2 3 4 5 6 0 1 2 3 4 5 6
- 25. aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary.2525 CX Measurement Framework Experience Enhancement Monetize-able • Repeat purchases • Upsell and cross-sell rates • Incremental yield in sales and revenues • Profits per customer, channel, touchpoint, interaction, and agent • Customer satisfaction scores • Customer response/acceptance rates • Customer sentiment trends • Voice of the Customer (VoC) scores • NetPromoter scores • Staffing costs associated with Marketing, Sales, Customer Service applications, models, data, rules, etc. • Time to resolve customer issues • Incidence of customer complaints • Lost opportunities caused by misdirected or redundant offers • Incidence of wrong, incomplete, or inconsistent info provided to customers across various CX channels
- 26. Sphere of Influence graph: After state Bubble Size = CX Ownership & Responsibility StrategicImportance Influence Relationship Investment Primary Influence CX Readiness Maintain Marketing CHE Service Operations IFP IT & Data Pharmacy (Rx) Legal & Compliance Proactive Health Program E-Campaign CX COE Marketing Communications Group / Voluntary International Marketing IT program management Enterprise Architecture WebIT Informatics / Data CIMA Provider Networks 0 1 2 3 4 5 6 0 1 2 3 4 5 6
- 27. aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary.2727 CX COE Governance & Org Structure Enterprise CX COE Governance Oversight Committee Provides executive support & governance to project teams COE Core Team COE Extended Team Project Teams • Intake from project teams • Standardizing the delivery process • Improve best practices & methodology • Project & program governance • Project influences • Application experience & knowledge in individual domains • Supports CX projects & decisions • Manage & drive the project • Day to day deliverables Enterprise CX Executive Committee Provides executive support and governance to project teams
- 28. 28 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. Customer engagement from the inside-out Create a customer-centric culture at every level of the organization Customer insight is critical to grow and govern a brands reputation Marketing teams take ownership of customer pain points and work together to resolve them One clear message!
- 29. aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary.29 Content is everywhere 29 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary.
- 30. 30 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. ‘DAM: A critical part of the Digital Experience technology ecosystem’ Anjali Yakkundi February, 2016 Forrester Vendor Landscape: Digital Asset Management, 2016
- 31. 31 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. With a centralized governance model in place, you can drive your product and brand experience like Lego does.
- 32. aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary.32 The Lego CX: Building blocks of agile processes HUB: Lego centralized its content to a single source. WORKFLOW: Lego streamlined & quickened TTM by turning “handoffs” into “handshakes.” DISTRIBUTION PORTAL: Lego moved from a Push model to a Pull model of distribution. To deliver relevant experiences to its customers, Lego executed three initiatives:
- 34. 34 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. Content drives everything Content
- 35. 35 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. Content From ideation to the end experience Ideation Experience
- 36. 36 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. Content Where content is created Ideation Creative Experience
- 37. 37 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. Content Where content is created Ideation Creative Experience
- 38. 38 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. Where marketing is planned Ideation Experience Creative Operations Marketing Operations
- 39. 39 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. Where marketing is planned Ideation Experience Creative Operations Marketing Operations
- 40. 40 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. Where engagement happens Ideation Experience Creative Operations Marketing Operations Engagement
- 41. 41 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. Where engagement happens Ideation Creative Operations Marketing Operations Engagement Experience
- 42. 42 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. Ideation Creative Operations Marketing Operations Engagement Experience
- 43. aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary.43 Smiles look good on customers.
- 44. aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary.44 Questions?
- 45. aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary.45 THANK YOU. Enjoy the rest of MarTech! Ed Breault @edbreault Pieter Casneuf @nonkelpier
Hinweis der Redaktion
- With the explosion of channels (both online and offline) and rise in consumer expectations for a more dynamic, personalized experience, content is now front of mind for marketers. Content has become the key to marketing success as companies strive to engage with their audience in a variety of ways. Whether that entails the creation, management, or distribution of content and assets, marketers are prioritizing how to better market with content across all channels. The management, control, and delivery of content has become mission-critical for the marketing and product management of any brand.
- 5 mins intro time
- ***Problems: the content gap, rich media, & overlapping brand/product/campaign content There’s disruption in the boardroom as marketing and product experience becomes digital first. Legacy marketing processes are not designed to create great customer experiences. Consumers today know exactly how to avoid one-size-fits-all content. It takes a new era of marketers to work within the confines of this CX operational gap. Digital-first marketers must adapt to this new landscape. Digital Darwinism: In society, tech has quickly evolved, and brands are in constant state of survival. Marketing organizations must execute exponentially more content (with same/improved quality, velocity) with the same (or shrinking) amount of resources.
- ED – Are we ready for this challenge? Is our organization designed to deliver great customer experiences? Organizations are not designed to deliver great customer experiences
- Line of business 1, 2 etc. LOB1
- Mktg is the first person to engage, the first point of interaction. Mktg is looked at as a change agent to improve the overall experience. That opens up a entire ball of wax as you can imagine They have look at data, analytics, execution across the channels and determine the right message and timing associated with each channel.. Tough to do without the tools or insights…can’t do it in a meaningful way
- Company info on left – global health service provider x# of Martech ecosystem overview on the right <Ed>
- Need to move toward a more balanced governance approach across the organization, but what governance model will work the best. Current decentralized on the flip side we could go centralized, but would not work well given all of the pockets of CRM and current champions, so we are suggesting a balanced centralization model…..
- Visualize a cluster showing that everyone was doing things, but no one owned it. Understanding the current state relationship of those organizational spheres Begins to define there scope of responsibility Need legend (explains colors: primary, secondary, key systems) What the relationships mean
- Live healthy program – proactive
- CUSTOMER LIFETIME VALUE = The potential monetary worth of a customer through the course of their relationship with the company, calculated across the entire CX life cycle, including all functions, processes, channels, roles, campaigns, and touchpoints in terms of choosing measures when leveraging machine learning you should look at overall program metrics, and not specific offers or messages. They will fluctuate as the self learning tests itself and works new messages into the mix, so the effort of looking at daily "response rate" for each message can lead to bad assumptions about the effectiveness of any one message. Contrast that with looking at a bigger picture of meeting program and/or marketing objectives, where looking at larger measures such as revenue, share of wallet, attrition, NPS, etc. Those are objectives that cut across messages. The difficult part about that is that marketers (especially siloed ones) are measured by the response rate kind of metric, so they struggle with a larger view.
- Imagination – Creativity – Fun - Learning – Caring -Quality
- Lego wanted to predictably orchestrate its customer experience by creating a sustainable model to deliver a consistent customer, product, and brand experience. Orchestrate, then deliver. Create a feedback loop.
- PIETER ADAM Software. Despite its smaller size, Ghent, Belgium-based ADAM Software boasts some large, global deployments in both Europe and North America for clients looking for a .NET DAM solution. The product's library services capabilities are strong, particularly in areas like globalization/localization, metadata, and taxonomy — with positive customer feedback. Since our last evaluation, the vendor has fixed some major product gaps in areas like search and rights management. The vendor also has a robust strategic vision for building partner networks and showed some new features like automated tagging. ADAM Software faces some major hurdles around product innovation to keep up with customer demand. The vendor didn't show us much capability or vision around DAM's convergence with MRM and content marketing platforms. Also, while ADAM Software has a cloud vision, it has realized little of that vision beyond infrastructure in the cloud. Another major deterrent for customers is the UI: The Windows 10-like interface has across-the-board poor reviews from customer references, with most choosing to customize. ADAM Software is best for organizations looking for an enterprisewide .NET DAM solution with strong core services around workflow, tagging, rights, and other foundational services. Aprimo brings a comprehensive enterprise-class offering to the TCMA/Distributed Marketing landscape. It’s TCMA offering is distinguished at several levels, including control, transparency, and a holistic view of localized marketing. Aprimo seeks to enable enterprise brand marketers, who are accustomed to the sophistication and targeting strategies available in enterprise marketing automation, with the same ability when executing strategies at scale across a local ecosystem. It’s customers include Microsoft, Western Union, United Technologies Lenel, Alarm.com, B&W.
- ADAM Software. Despite its smaller size, Ghent, Belgium-based ADAM Software boasts some large, global deployments in both Europe and North America for clients looking for a .NET DAM solution. The product's library services capabilities are strong, particularly in areas like globalization/localization, metadata, and taxonomy — with positive customer feedback. Since our last evaluation, the vendor has fixed some major product gaps in areas like search and rights management. The vendor also has a robust strategic vision for building partner networks and showed some new features like automated tagging. ADAM Software faces some major hurdles around product innovation to keep up with customer demand. The vendor didn't show us much capability or vision around DAM's convergence with MRM and content marketing platforms. Also, while ADAM Software has a cloud vision, it has realized little of that vision beyond infrastructure in the cloud. Another major deterrent for customers is the UI: The Windows 10-like interface has across-the-board poor reviews from customer references, with most choosing to customize. ADAM Software is best for organizations looking for an enterprisewide .NET DAM solution with strong core services around workflow, tagging, rights, and other foundational services. Aprimo brings a comprehensive enterprise-class offering to the TCMA/Distributed Marketing landscape. It’s TCMA offering is distinguished at several levels, including control, transparency, and a holistic view of localized marketing. Aprimo seeks to enable enterprise brand marketers, who are accustomed to the sophistication and targeting strategies available in enterprise marketing automation, with the same ability when executing strategies at scale across a local ecosystem. It’s customers include Microsoft, Western Union, United Technologies Lenel, Alarm.com, B&W.
- ADAM Software. Despite its smaller size, Ghent, Belgium-based ADAM Software boasts some large, global deployments in both Europe and North America for clients looking for a .NET DAM solution. The product's library services capabilities are strong, particularly in areas like globalization/localization, metadata, and taxonomy — with positive customer feedback. Since our last evaluation, the vendor has fixed some major product gaps in areas like search and rights management. The vendor also has a robust strategic vision for building partner networks and showed some new features like automated tagging. ADAM Software faces some major hurdles around product innovation to keep up with customer demand. The vendor didn't show us much capability or vision around DAM's convergence with MRM and content marketing platforms. Also, while ADAM Software has a cloud vision, it has realized little of that vision beyond infrastructure in the cloud. Another major deterrent for customers is the UI: The Windows 10-like interface has across-the-board poor reviews from customer references, with most choosing to customize. ADAM Software is best for organizations looking for an enterprisewide .NET DAM solution with strong core services around workflow, tagging, rights, and other foundational services. Aprimo brings a comprehensive enterprise-class offering to the TCMA/Distributed Marketing landscape. It’s TCMA offering is distinguished at several levels, including control, transparency, and a holistic view of localized marketing. Aprimo seeks to enable enterprise brand marketers, who are accustomed to the sophistication and targeting strategies available in enterprise marketing automation, with the same ability when executing strategies at scale across a local ecosystem. It’s customers include Microsoft, Western Union, United Technologies Lenel, Alarm.com, B&W.
- ADAM Software. Despite its smaller size, Ghent, Belgium-based ADAM Software boasts some large, global deployments in both Europe and North America for clients looking for a .NET DAM solution. The product's library services capabilities are strong, particularly in areas like globalization/localization, metadata, and taxonomy — with positive customer feedback. Since our last evaluation, the vendor has fixed some major product gaps in areas like search and rights management. The vendor also has a robust strategic vision for building partner networks and showed some new features like automated tagging. ADAM Software faces some major hurdles around product innovation to keep up with customer demand. The vendor didn't show us much capability or vision around DAM's convergence with MRM and content marketing platforms. Also, while ADAM Software has a cloud vision, it has realized little of that vision beyond infrastructure in the cloud. Another major deterrent for customers is the UI: The Windows 10-like interface has across-the-board poor reviews from customer references, with most choosing to customize. ADAM Software is best for organizations looking for an enterprisewide .NET DAM solution with strong core services around workflow, tagging, rights, and other foundational services. Aprimo brings a comprehensive enterprise-class offering to the TCMA/Distributed Marketing landscape. It’s TCMA offering is distinguished at several levels, including control, transparency, and a holistic view of localized marketing. Aprimo seeks to enable enterprise brand marketers, who are accustomed to the sophistication and targeting strategies available in enterprise marketing automation, with the same ability when executing strategies at scale across a local ecosystem. It’s customers include Microsoft, Western Union, United Technologies Lenel, Alarm.com, B&W.
- ADAM Software. Despite its smaller size, Ghent, Belgium-based ADAM Software boasts some large, global deployments in both Europe and North America for clients looking for a .NET DAM solution. The product's library services capabilities are strong, particularly in areas like globalization/localization, metadata, and taxonomy — with positive customer feedback. Since our last evaluation, the vendor has fixed some major product gaps in areas like search and rights management. The vendor also has a robust strategic vision for building partner networks and showed some new features like automated tagging. ADAM Software faces some major hurdles around product innovation to keep up with customer demand. The vendor didn't show us much capability or vision around DAM's convergence with MRM and content marketing platforms. Also, while ADAM Software has a cloud vision, it has realized little of that vision beyond infrastructure in the cloud. Another major deterrent for customers is the UI: The Windows 10-like interface has across-the-board poor reviews from customer references, with most choosing to customize. ADAM Software is best for organizations looking for an enterprisewide .NET DAM solution with strong core services around workflow, tagging, rights, and other foundational services. Aprimo brings a comprehensive enterprise-class offering to the TCMA/Distributed Marketing landscape. It’s TCMA offering is distinguished at several levels, including control, transparency, and a holistic view of localized marketing. Aprimo seeks to enable enterprise brand marketers, who are accustomed to the sophistication and targeting strategies available in enterprise marketing automation, with the same ability when executing strategies at scale across a local ecosystem. It’s customers include Microsoft, Western Union, United Technologies Lenel, Alarm.com, B&W.
- ADAM Software. Despite its smaller size, Ghent, Belgium-based ADAM Software boasts some large, global deployments in both Europe and North America for clients looking for a .NET DAM solution. The product's library services capabilities are strong, particularly in areas like globalization/localization, metadata, and taxonomy — with positive customer feedback. Since our last evaluation, the vendor has fixed some major product gaps in areas like search and rights management. The vendor also has a robust strategic vision for building partner networks and showed some new features like automated tagging. ADAM Software faces some major hurdles around product innovation to keep up with customer demand. The vendor didn't show us much capability or vision around DAM's convergence with MRM and content marketing platforms. Also, while ADAM Software has a cloud vision, it has realized little of that vision beyond infrastructure in the cloud. Another major deterrent for customers is the UI: The Windows 10-like interface has across-the-board poor reviews from customer references, with most choosing to customize. ADAM Software is best for organizations looking for an enterprisewide .NET DAM solution with strong core services around workflow, tagging, rights, and other foundational services. Aprimo brings a comprehensive enterprise-class offering to the TCMA/Distributed Marketing landscape. It’s TCMA offering is distinguished at several levels, including control, transparency, and a holistic view of localized marketing. Aprimo seeks to enable enterprise brand marketers, who are accustomed to the sophistication and targeting strategies available in enterprise marketing automation, with the same ability when executing strategies at scale across a local ecosystem. It’s customers include Microsoft, Western Union, United Technologies Lenel, Alarm.com, B&W.
- ADAM Software. Despite its smaller size, Ghent, Belgium-based ADAM Software boasts some large, global deployments in both Europe and North America for clients looking for a .NET DAM solution. The product's library services capabilities are strong, particularly in areas like globalization/localization, metadata, and taxonomy — with positive customer feedback. Since our last evaluation, the vendor has fixed some major product gaps in areas like search and rights management. The vendor also has a robust strategic vision for building partner networks and showed some new features like automated tagging. ADAM Software faces some major hurdles around product innovation to keep up with customer demand. The vendor didn't show us much capability or vision around DAM's convergence with MRM and content marketing platforms. Also, while ADAM Software has a cloud vision, it has realized little of that vision beyond infrastructure in the cloud. Another major deterrent for customers is the UI: The Windows 10-like interface has across-the-board poor reviews from customer references, with most choosing to customize. ADAM Software is best for organizations looking for an enterprisewide .NET DAM solution with strong core services around workflow, tagging, rights, and other foundational services. Aprimo brings a comprehensive enterprise-class offering to the TCMA/Distributed Marketing landscape. It’s TCMA offering is distinguished at several levels, including control, transparency, and a holistic view of localized marketing. Aprimo seeks to enable enterprise brand marketers, who are accustomed to the sophistication and targeting strategies available in enterprise marketing automation, with the same ability when executing strategies at scale across a local ecosystem. It’s customers include Microsoft, Western Union, United Technologies Lenel, Alarm.com, B&W.
- ADAM Software. Despite its smaller size, Ghent, Belgium-based ADAM Software boasts some large, global deployments in both Europe and North America for clients looking for a .NET DAM solution. The product's library services capabilities are strong, particularly in areas like globalization/localization, metadata, and taxonomy — with positive customer feedback. Since our last evaluation, the vendor has fixed some major product gaps in areas like search and rights management. The vendor also has a robust strategic vision for building partner networks and showed some new features like automated tagging. ADAM Software faces some major hurdles around product innovation to keep up with customer demand. The vendor didn't show us much capability or vision around DAM's convergence with MRM and content marketing platforms. Also, while ADAM Software has a cloud vision, it has realized little of that vision beyond infrastructure in the cloud. Another major deterrent for customers is the UI: The Windows 10-like interface has across-the-board poor reviews from customer references, with most choosing to customize. ADAM Software is best for organizations looking for an enterprisewide .NET DAM solution with strong core services around workflow, tagging, rights, and other foundational services. Aprimo brings a comprehensive enterprise-class offering to the TCMA/Distributed Marketing landscape. It’s TCMA offering is distinguished at several levels, including control, transparency, and a holistic view of localized marketing. Aprimo seeks to enable enterprise brand marketers, who are accustomed to the sophistication and targeting strategies available in enterprise marketing automation, with the same ability when executing strategies at scale across a local ecosystem. It’s customers include Microsoft, Western Union, United Technologies Lenel, Alarm.com, B&W.
- ADAM Software. Despite its smaller size, Ghent, Belgium-based ADAM Software boasts some large, global deployments in both Europe and North America for clients looking for a .NET DAM solution. The product's library services capabilities are strong, particularly in areas like globalization/localization, metadata, and taxonomy — with positive customer feedback. Since our last evaluation, the vendor has fixed some major product gaps in areas like search and rights management. The vendor also has a robust strategic vision for building partner networks and showed some new features like automated tagging. ADAM Software faces some major hurdles around product innovation to keep up with customer demand. The vendor didn't show us much capability or vision around DAM's convergence with MRM and content marketing platforms. Also, while ADAM Software has a cloud vision, it has realized little of that vision beyond infrastructure in the cloud. Another major deterrent for customers is the UI: The Windows 10-like interface has across-the-board poor reviews from customer references, with most choosing to customize. ADAM Software is best for organizations looking for an enterprisewide .NET DAM solution with strong core services around workflow, tagging, rights, and other foundational services. Aprimo brings a comprehensive enterprise-class offering to the TCMA/Distributed Marketing landscape. It’s TCMA offering is distinguished at several levels, including control, transparency, and a holistic view of localized marketing. Aprimo seeks to enable enterprise brand marketers, who are accustomed to the sophistication and targeting strategies available in enterprise marketing automation, with the same ability when executing strategies at scale across a local ecosystem. It’s customers include Microsoft, Western Union, United Technologies Lenel, Alarm.com, B&W.
- Get customers excited to be part of the brand instead of the product. https://www.youtube.com/watch?v=StTqXEQ2l-Y
- With a customer-centric approach, marketers can implement a seamless, integrated, and consistent experience. As a result, they are able to create long-term, loyal customer relationships and higher returns on their marketing investment.