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Webinar 
Content Marketing Software RFP: 
A Framework to Determine Marketer 
Needs & Solicit Proposals 
Rebecca Lieb, Industry Analyst 
Jessica Groopman, Sr. Researcher 
September 11, 2014 
#ContentRFP
Welcome 
Turn on computer audio. 
Today’s hashtag: #ContentRFP 
Use the Readytalk control 
panel to submit questions at 
any time 
Slides and this recording will 
be emailed to you after the 
webinar. 
Rebecca Lieb 
Industry Analyst 
@lieblink 
Jessica Groopman 
Senior Researcher 
@jessgroopman
Growing channel and media 
complexity + increasing adoption of 
content marketing
This has created a complex, 
disparate content marketing 
software ecosystem
[Slides] Content Marketing Software RFP, by Altimeter Group
[Slides] Content Marketing Software RFP, by Altimeter Group
Investment & Acquisition Have 
Not Yet Peaked
Bigger doesn’t mean better– 
and vice versa
Content Marketing Vendors Most 
Frequently Cited as Competitive 
Altimeter Group asked all Content Marketing Vendors surveyed to list their top three competitors. These 10 vendors received the 
highest number of mentions. The size of the cloud correlates with the total number of mentions for that vendor. 
Source: Altimeter Group Content Marketing Survey Q2 2014 
Base: n=80
Agenda 
∙ Welcome 
∙ Why a Content Marketing RFP? 
∙ Seven Steps of Content Marketing Software 
Selection 
∙ Best Practices 
∙ Altimeter’s Content Marketing Software RFP 
Template
Why a Content Marketing RFP?
Content Marketing is 
relatively new… 
And therefore, poorly understood
Content is also bigger than any 
single department
Tangled and Emerging Vendor 
Landscape adds to the complexity 
• Solution proliferation 
• The landscape is bifurcated 
• Content marketing evolution is driving 
consolidation
RESULT 
Brands cannot yet clearly 
articulate their content 
marketing needs to the 
hundreds of content marketing 
vendors competing for their 
business, with new vendors 
emerging all the time.
Content Marketing presents specific 
challenges to the typical RFP process 
Establishing content governance 
Matching needs to planned investments 
Finding solutions that scale towards future 
Scoping cross-functional software integration reqs 
Accommodating existing workflows 
Winnowing down vendor shortlist
Buyers’ Needs Don’t Match 
Planned Investments
Altimeter’s Content Marketing 
Software RFP Template
The goal of any RFP is to 
bring structure to the 
procurement process.
[Slides] Content Marketing Software RFP, by Altimeter Group
The RFP Template reflects the two parts of 
our recommended process: 
Conduct an internal assessment of 
use cases and requirements by 
asking key stakeholders about their 
needs and priorities. 
Create an RFP to be used externally 
with vendors based on these needs. 
It should include an RFP 
Background (completed by the 
marketer) and an RFP Vendor 
Response sheet. Finally, combine 
vendor responses to cross 
reference.
Access the full template here: 
http://bit.ly/CMVRFPW
The Seven Steps of Content 
Marketing Software Selection
[Slides] Content Marketing Software RFP, by Altimeter Group
Step 1: Determine Goals & Provide 
Background 
∙ Align the organizational and RFP 
process 
∙ Create a brief including: 
 Project goals & Objectives 
Deployment approach 
Competitive landscape 
 Implementation timeline
Reference RFP tab “Stakeholder Feedback” 
Once developed, add the goals and any 
additional background to the “Stakeholder 
Feedback” tab, which you will use to solicit 
feedback from key stakeholders.
Step 2: Determine & Prioritize 
Content Marketing Use Cases 
∙ Reduce the complexity of your internal and 
external evaluation process 
∙ Determine priority use cases and sub-category 
features 
 Creation 
 Curation & 
Aggregation 
 Optimization 
 Analytics 
 Audience & Targeting 
 Distribution 
 Workflow 
 Legal & Compliance
[Slides] Content Marketing Software RFP, by Altimeter Group
Reference RFP Tab “Stakeholder Feedback” 
In the “Stakeholder Feedback” tab of the RFP 
Template, you have the option of including all or just 
some of the use cases, asking stakeholders to rate 
how important each area is to help determine 
prioritization for the organization.
Step 3: Gather Cross-Functional 
Requirements 
∙ Identify stakeholders and end users 
across multiple functions and workflows 
∙ Solicit the following: 
 Requirements 
 Input, pain points, needs 
 Collaboration 
 Facilitate a sense of ownership, adoption
Reference RFP tab “Consolidated 
Stakeholder Feedback” 
Circulate the “Stakeholder Feedback” tab, then 
aggregate all stakeholders’ responses in the 
“Consolidated Feedback” tab so that it’s in one 
place and easy to review.
40% 
of the content marketers we 
surveyed report that the lack of 
inter-departmental coordination is 
leading to disparate tools used.
[Slides] Content Marketing Software RFP, by Altimeter Group
[Slides] Content Marketing Software RFP, by Altimeter Group
“We did a series of workshops with the 
content creators and manipulators… 
So much came down to workflow, 
particularly around transparency and the 
ability to understand what’s happening 
with content at any given point.” 
— Meg Walsh, Senior Director of Digital Strategy 
& Distribution at Marriott International
Step 4: Plan for Integration & 
Evolution 
∙ Consider converged media and content stack 
evolution when planning for integrations 
∙ Identifying integration priorities can help shortlist 
prospective vendors 
o Integration with Marketing Systems 
o Integration with Enterprise Systems 
o Future Integrations
Consider the 
organization’s IT 
roadmap, external 
forces, emerging 
technology platforms, 
changing capabilities, 
and device types. 
Integration 
Needs 
Integration 
with 
Marketing 
Systems 
Integration 
with 
Enterprise 
Systems 
Future 
Integrations 
Integration requirements 
with other marketing 
systems are critical and 
typically comprise the 
most immediate 
integration needs. 
Depending on organizational 
needs, enterprise system 
integration may be an immediate 
or a longer-term priority.
[Slides] Content Marketing Software RFP, by Altimeter Group
Content 
Marketing 
Needs 
Checklist
Chart integration requirements in the 
“Stakeholder Feedback” and “Vendor 
Response” tabs 
It’s worth noting that steps 3 & 4 
are often conducted in tandem; 
cross- functional requirements 
help build out integration needs 
unforeseen by marketing 
functions.
Step 5: Create RFP Background & 
Vendor Response Documents 
∙ Build as realistic and complete a picture 
of current and future needs 
 Strategy 
 Business objectives 
 Program needs 
 Use cases & subcategory features 
 Current tools 
 Integration needs 
 DM timeline 
 Evaluation criteria 
 Budget information
Reference “RFP Background” & “Vendor 
Response” tabs for RFP submission 
The RFP Background sheet provides 
details about the strategy and 
approach to content marketing. 
The RFP Vendor Response sheet 
contains specific requirements and 
questions o be answered by identified 
vendors
Step 6: Identify & Prioritize 
Vendors 
∙ Having gathered requirements & 
background, submit RFPs to selected 
vendors 
 Match vendor priorities (see Appendix) with your 
organization’s use cases 
∙ Consider multiple point solutions in addition 
(or instead of) full suite providers
Reference 
our Vendor 
Matrix to 
assess 
Individual 
Vendor 
Strengths
Step 7: Gather & Compare 
Responses 
∙ Compare options & create a 
shortlist. 
∙ Follow up with all vendors with your 
feedback. You want to work with 
them in the future
Reference the “Combined 
Vendor Responses” tab
Content Tool Best Practices
Content Tool Best Practices 
∙ Train staff 
∙ Avoid redundancies 
∙ Build for speed 
∙ Consider IT support (or lack thereof) 
∙ Scale towards the future
I. Train staff 
∙ Educate staff on content strategy, and train to 
leverage tools 
24% 
of the marketers we surveyed say employees 
are formally trained and empowered to 
publish on behalf of the brand.
II. Avoid redundancies 
∙ Eliminate redundant toolsets with overlapping 
secondary or tertiary features 
∙ Integration helps drive “one version of the truth” 
vs. “multiple realities that don’t align when 
viewed in aggregate.”
III. Build for speed 
∙ Real-time Marketing requirements require speedy 
deployment 
∙ Rapid personalization, delivery, and the ability to build 
content based on buzz are primary considerations 
• Speedy implementation, set-up, training, 
and ease of use are key to adoption
IV. Consider IT support (or lack 
thereof) 
∙ Assess the level of support needed for software 
implementation and ongoing support 
∙ Many solutions today bypass IT for day-to-day 
publishing needs
V. Scale towards the future 
∙ Monitor emerging technologies and potential 
integration needs 
∙ Mobile 
∙ Real-time marketing 
∙ Localization in international markets 
∙ Native advertising 
∙ Sensors, beacons, etc. 
∙ Adopt a test and learn approach
uestions?
Thank You 
Rebecca Lieb 
Industry Analyst 
@lieblink 
Jessica Groopman 
Senior Researcher 
@jessgroopman 
Altimeter Group provides research and advisory for companies 
challenged by business disruptions, enabling them to pursue new 
opportunities and business models. 
Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be 
reliable, no warranty eXpressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The 
authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for 
interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not 
constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising 
or product endorsement purposes. The opinions eXpressed herein are subject to change without notice.

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[Slides] Content Marketing Software RFP, by Altimeter Group

  • 1. Webinar Content Marketing Software RFP: A Framework to Determine Marketer Needs & Solicit Proposals Rebecca Lieb, Industry Analyst Jessica Groopman, Sr. Researcher September 11, 2014 #ContentRFP
  • 2. Welcome Turn on computer audio. Today’s hashtag: #ContentRFP Use the Readytalk control panel to submit questions at any time Slides and this recording will be emailed to you after the webinar. Rebecca Lieb Industry Analyst @lieblink Jessica Groopman Senior Researcher @jessgroopman
  • 3. Growing channel and media complexity + increasing adoption of content marketing
  • 4. This has created a complex, disparate content marketing software ecosystem
  • 7. Investment & Acquisition Have Not Yet Peaked
  • 8. Bigger doesn’t mean better– and vice versa
  • 9. Content Marketing Vendors Most Frequently Cited as Competitive Altimeter Group asked all Content Marketing Vendors surveyed to list their top three competitors. These 10 vendors received the highest number of mentions. The size of the cloud correlates with the total number of mentions for that vendor. Source: Altimeter Group Content Marketing Survey Q2 2014 Base: n=80
  • 10. Agenda ∙ Welcome ∙ Why a Content Marketing RFP? ∙ Seven Steps of Content Marketing Software Selection ∙ Best Practices ∙ Altimeter’s Content Marketing Software RFP Template
  • 11. Why a Content Marketing RFP?
  • 12. Content Marketing is relatively new… And therefore, poorly understood
  • 13. Content is also bigger than any single department
  • 14. Tangled and Emerging Vendor Landscape adds to the complexity • Solution proliferation • The landscape is bifurcated • Content marketing evolution is driving consolidation
  • 15. RESULT Brands cannot yet clearly articulate their content marketing needs to the hundreds of content marketing vendors competing for their business, with new vendors emerging all the time.
  • 16. Content Marketing presents specific challenges to the typical RFP process Establishing content governance Matching needs to planned investments Finding solutions that scale towards future Scoping cross-functional software integration reqs Accommodating existing workflows Winnowing down vendor shortlist
  • 17. Buyers’ Needs Don’t Match Planned Investments
  • 18. Altimeter’s Content Marketing Software RFP Template
  • 19. The goal of any RFP is to bring structure to the procurement process.
  • 21. The RFP Template reflects the two parts of our recommended process: Conduct an internal assessment of use cases and requirements by asking key stakeholders about their needs and priorities. Create an RFP to be used externally with vendors based on these needs. It should include an RFP Background (completed by the marketer) and an RFP Vendor Response sheet. Finally, combine vendor responses to cross reference.
  • 22. Access the full template here: http://bit.ly/CMVRFPW
  • 23. The Seven Steps of Content Marketing Software Selection
  • 25. Step 1: Determine Goals & Provide Background ∙ Align the organizational and RFP process ∙ Create a brief including:  Project goals & Objectives Deployment approach Competitive landscape  Implementation timeline
  • 26. Reference RFP tab “Stakeholder Feedback” Once developed, add the goals and any additional background to the “Stakeholder Feedback” tab, which you will use to solicit feedback from key stakeholders.
  • 27. Step 2: Determine & Prioritize Content Marketing Use Cases ∙ Reduce the complexity of your internal and external evaluation process ∙ Determine priority use cases and sub-category features  Creation  Curation & Aggregation  Optimization  Analytics  Audience & Targeting  Distribution  Workflow  Legal & Compliance
  • 29. Reference RFP Tab “Stakeholder Feedback” In the “Stakeholder Feedback” tab of the RFP Template, you have the option of including all or just some of the use cases, asking stakeholders to rate how important each area is to help determine prioritization for the organization.
  • 30. Step 3: Gather Cross-Functional Requirements ∙ Identify stakeholders and end users across multiple functions and workflows ∙ Solicit the following:  Requirements  Input, pain points, needs  Collaboration  Facilitate a sense of ownership, adoption
  • 31. Reference RFP tab “Consolidated Stakeholder Feedback” Circulate the “Stakeholder Feedback” tab, then aggregate all stakeholders’ responses in the “Consolidated Feedback” tab so that it’s in one place and easy to review.
  • 32. 40% of the content marketers we surveyed report that the lack of inter-departmental coordination is leading to disparate tools used.
  • 35. “We did a series of workshops with the content creators and manipulators… So much came down to workflow, particularly around transparency and the ability to understand what’s happening with content at any given point.” — Meg Walsh, Senior Director of Digital Strategy & Distribution at Marriott International
  • 36. Step 4: Plan for Integration & Evolution ∙ Consider converged media and content stack evolution when planning for integrations ∙ Identifying integration priorities can help shortlist prospective vendors o Integration with Marketing Systems o Integration with Enterprise Systems o Future Integrations
  • 37. Consider the organization’s IT roadmap, external forces, emerging technology platforms, changing capabilities, and device types. Integration Needs Integration with Marketing Systems Integration with Enterprise Systems Future Integrations Integration requirements with other marketing systems are critical and typically comprise the most immediate integration needs. Depending on organizational needs, enterprise system integration may be an immediate or a longer-term priority.
  • 40. Chart integration requirements in the “Stakeholder Feedback” and “Vendor Response” tabs It’s worth noting that steps 3 & 4 are often conducted in tandem; cross- functional requirements help build out integration needs unforeseen by marketing functions.
  • 41. Step 5: Create RFP Background & Vendor Response Documents ∙ Build as realistic and complete a picture of current and future needs  Strategy  Business objectives  Program needs  Use cases & subcategory features  Current tools  Integration needs  DM timeline  Evaluation criteria  Budget information
  • 42. Reference “RFP Background” & “Vendor Response” tabs for RFP submission The RFP Background sheet provides details about the strategy and approach to content marketing. The RFP Vendor Response sheet contains specific requirements and questions o be answered by identified vendors
  • 43. Step 6: Identify & Prioritize Vendors ∙ Having gathered requirements & background, submit RFPs to selected vendors  Match vendor priorities (see Appendix) with your organization’s use cases ∙ Consider multiple point solutions in addition (or instead of) full suite providers
  • 44. Reference our Vendor Matrix to assess Individual Vendor Strengths
  • 45. Step 7: Gather & Compare Responses ∙ Compare options & create a shortlist. ∙ Follow up with all vendors with your feedback. You want to work with them in the future
  • 46. Reference the “Combined Vendor Responses” tab
  • 47. Content Tool Best Practices
  • 48. Content Tool Best Practices ∙ Train staff ∙ Avoid redundancies ∙ Build for speed ∙ Consider IT support (or lack thereof) ∙ Scale towards the future
  • 49. I. Train staff ∙ Educate staff on content strategy, and train to leverage tools 24% of the marketers we surveyed say employees are formally trained and empowered to publish on behalf of the brand.
  • 50. II. Avoid redundancies ∙ Eliminate redundant toolsets with overlapping secondary or tertiary features ∙ Integration helps drive “one version of the truth” vs. “multiple realities that don’t align when viewed in aggregate.”
  • 51. III. Build for speed ∙ Real-time Marketing requirements require speedy deployment ∙ Rapid personalization, delivery, and the ability to build content based on buzz are primary considerations • Speedy implementation, set-up, training, and ease of use are key to adoption
  • 52. IV. Consider IT support (or lack thereof) ∙ Assess the level of support needed for software implementation and ongoing support ∙ Many solutions today bypass IT for day-to-day publishing needs
  • 53. V. Scale towards the future ∙ Monitor emerging technologies and potential integration needs ∙ Mobile ∙ Real-time marketing ∙ Localization in international markets ∙ Native advertising ∙ Sensors, beacons, etc. ∙ Adopt a test and learn approach
  • 55. Thank You Rebecca Lieb Industry Analyst @lieblink Jessica Groopman Senior Researcher @jessgroopman Altimeter Group provides research and advisory for companies challenged by business disruptions, enabling them to pursue new opportunities and business models. Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty eXpressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions eXpressed herein are subject to change without notice.

Hinweis der Redaktion

  1. Content Stacks are Emerging
  2. http://image.slidesharecdn.com/contentmarketinglumascape2-140211130414-phpapp01/95/slide-1-638.jpg?cb=1398695503
  3. Integration with Marketing Systems: This includes legacy and existing marketing-related systems, such as CRM, social listening tools, content management systems (CMS), digital asset management (DAM) solutions, marketing automation, and so on. Integration requirements with other marketing systems are critical and typically comprise the most immediate integration needs when implementing new content marketing software. Integration with Enterprise Systems: This includes legacy and existing enterprise systems that support or could support content marketing processes (e.g., management, workflow, analytics, etc.). Examples include internal communications platforms, corporate intelligence, and internal collaboration networks. Depending on organizational needs, enterprise system integration may be an immediate or a longer-term priority. Future Integrations: While future will hold very different definitions for different organizations, remember to consider how the business and IT roadmap will impact integration needs down the road. Also consider external forces, emerging technology platforms, changing capabilities, and device types.
  4. Once a solid understanding of use cases and integration needs is reached, marketers can employ the following checklist to help prioritize those needs for vendor selection. Rank use cases in order of priority, maintaining focus on the top three to five most important use cases.