Datavail used Kapost to streamline their content process—and the results were immediate. Listen to the full webinar to learn more: http://bit.ly/1Gt60Yo

1. ENGINE
The Marketing Content

3. Agenda
1. Why Efficiency Matters
2. How to Build an Efficient Engine for Your Marketing Content –
The Datavail Story
3. Results of Efficient Processes

4. Why Efficiency Matters
Content for Efficiency Experts:
2x More
163% Faster
Same Resources

5. Current State of Marketing Content Operations

6. Marketers Are Settling for Inefficient Operations
52% of firms frequently miss deadlines from
approval delays, collaboration, and “general
chaos” in content production processes.
“Managing the overall content process” is the top
challenge for B2B marketers.

7. Inefficiency Defined
Inefficient mid-large
B2B companies waste
$120K/year
to produce the same
volume of content as an
efficient company.
These companies are
240% slower
in content production
and produce
300% less
content then efficient
companies.

8. Why Efficiency Matters

9. Why Efficiency Matters to Datavail
• Content Chaos
• Team Struggling with
Process
• Efficiency as Foundation for
Measuring / Meeting KPIs
(increase % and $ closed)

10. How to Build an Efficient
Content Engine

11. Efficiency at Each Stage of Content Lifecycle
Today’s focus: Setting up an efficient content operation.
Plan Execute Distribute Optimize

12. PLAN > Personas & Buyer’s Journey
86% of Top Performers have target personas for content efforts vs. 60% avg. companies
Attract
Engage
Retain
Advocate

13. PLAN > Shared Calendar
85% of Top Performers manage a centralized calendar for content production vs. 44% avg.

14. Datavail’s Planning Evolution
• More Integrated
Marketing Campaigns
• Focus on Personas and
Identifying Content Gaps
• Collaboration vs. Status
Checks (Kill the 2-Hour
Status Meeting)

15. Datavail Results
• Smarter Planning
• More Relevant, Persona-
Based Content
• Stronger Connection
between Content and
Business

16. EXECUTE > Campaigns
Grouping different types of content under a single campaign alleviates common content
challenges
✓
✓
✓

17. EXECUTE > Workflows
80% of top performers use workflows or templates to replicate the production of similar
assets vs. 45% of avg. companies.
• No Visibility into Content
Status
• Team Expectations
• Timeline Confusion
• Starting from Scratch

18. Datavail Execution Process More Efficient
• Shared Process with
Workflows
• Increase Volume and
Output, in Less Time
• Team Accountability and
Visibility

19. Datavail Results
• 221 Content Assets
Produced (avg 2.4 pieces
per business day!)
• 30 Campaigns
• Decreased Production
Time

20. Efficiency at Each Stage of Content Lifecycle
Plan and Execute are your foundational stages. You need to have a strong,
process-driven foundation to scale and optimize.
Plan Execute Distribute Optimize

21. Efficiency at Each Stage of Content Lifecycle
Implementation of a marketing tool is the hidden stage underneath the
content lifecycle. Your marketing engine should deliver value quickly; to do so,
keep things simple: Start small. Streamline workflows. Expose content. Do
more with less.
Plan Execute Distribute Optimize
Ease of Implementation

22. Results of Efficiency

23. Efficiency Leads to Confidence
• Chaos Is Inefficient
• Empower Team with
Clarity, Transparency
• Confidence to Reach
Team Goals

24. What’s Next for Datavail?

25. Questions? Learn More!
bit.ly/datavailkapost bit.ly/MarketingInefficiency

26. Thank you!