This webinar discusses content marketing software selection and provides a framework for determining marketer needs and soliciting vendor proposals. It recommends a 7-step process: 1) determine goals and provide background, 2) identify priority use cases, 3) gather cross-functional requirements, 4) plan for integration, 5) create an RFP, 6) identify vendors, and 7) compare responses. An RFP template is also provided to help structure the procurement process and ensure vendor solutions meet content marketing needs.
[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
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
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
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.
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
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
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.
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.
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.