One of the most valuable resources a marketer has is time. Especially in a modern marketing department where new campaigns can launch weekly (if not daily) and plans can change at the drop of a hat, the ability to work quickly and efficiently is rapidly becoming an essential marketer skillset.
But no matter how capable your team is, it can often feel like there are never enough hands. In order to prioritize one campaign, something else gets pushed, and logistics like web dev or designer bandwidth can put a major wrench in your plans to launch something big.
The good news is, there’s tech on the market that can help you get the most out of your team, empowering them to be more efficient and agile and whip up campaigns and follow-up faster than they ever have before. Let’s look at a few instances where leaning on tech can help marketing teams launch campaigns at scale (making it feel like you’ve doubled your team size overnight 😉).
1. Empower your marketing team to take control
Too often, marketers rely on web developers to publish content experiences in a CMS. Given the fact that building microsites and campaign destinations for a marketer isn’t always a web team’s number one priority, this typically leads to launch delays and missed opportunities. With a content experience platform like Uberflip, however, you can empower your marketing team to self-publish content destinations, removing the web dev bottleneck and allowing them to take back control of their campaigns.
One instance when this is most valuable is when sending any type of marketing follow-up. After an event, webinar, or asset download, it’s crucial to send meaningful follow-up quickly while you still have someone’s interest. But with the bandwidth restraints many marketing teams struggle with, that is typically easier said than done.
Below is an example of a content destination from CollabNet VersionOne that took a single person on their marketing team minutes to put together. Creating unique destinations for every campaign is considered a huge undertaking for most companies, but with a content experience platform, a project that once spanned across teams and took days (or weeks) to launch can be completed by just one marketer in moments.
2. Increase speed to market (and, ultimately, speed to revenue)
When you really think about all the places your marketing collateral is scattered across the web, it becomes clear why the experiences your team puts together often feel so disjointed. Slide decks on SlideShare, videos on YouTube and Vimeo, various versions of product one-pagers sitting as PDFs on people’s desktops—I don’t mean to stress you out, but you get the idea.
A solution like Uberflip gives organizations a central repository of content that all internal teams can access, reducing cases of duplicate content and ensuring everyone is using the latest versions to quickly spin up campaign destinations, front-facing resource pages, and even one-to-one outreach.
On top of delivering consistent experiences, the right tech will also help you create highly personalized experiences for each buyer. This is something that’s virtually impossible to do manually, yet should be a priority for marketers given that generic and irrelevant content experiences are one of the top reasons for high bounce rates.
So after all of your content is centralized in one place, your marketing team will be able to create frictionless content destinations that give buyers the relevant information they need to accelerate through the decision-making process based on their persona, stage of the buyer journey, or industry, like Lytx has done in the example below.
3. Respond quickly to changing market conditions
When a market opportunity arises or a crisis impacting your industry strikes, you want your team to be equipped with what they need to respond quickly and thoughtfully. But the average CMS doesn’t give marketers the control or agility they need to get information out to the masses in a helpful or meaningful way.
Check out how SAI Global, a risk management company, was able to pull together a rapid response to the COVID-19 pandemic using their content experience platform. Just days after the outbreak hit North America, the team at SAI Global published a Pandemic Information Center filled with insights, tools, training, and resources for business continuity and crisis response teams.
This curated collection of resources was presented purely as a way for SAI Global to support their customers in a time of crisis and includes everything from curated webinars on the topic, tips for health in the workplace, and even rolling updates from the World Health Organization.
Most importantly, the team at SAI Global was able to do this quickly and easily. By simply packaging all of their relevant resources in one branded destination, they became a trusted source for their audience in need.
Doing so not only provided their audience with a go-to source of information, but because they were first to respond, Fortinet was also able to position themselves as a trusted leader in their space. Being able to act quickly and provide value amidst panic (and not put your team out while doing so) is one of the core reasons having a content experience platform in your corner truly pays off.
The need for speed
Even with a big team and a ton of resources, it can seem like there are never enough hours in a day. And while you may be in a strategic position and not necessarily involved on the execution side of things, you’re not a stranger to the fact that it’s often a challenge for your team to get things out the door as quickly as they’d like.
With a solution like Uberflip on deck, you can give your team back hours (or days) of their weeks to focus on what’s truly important: creating remarkable experiences for your buyers.