2017 FORRESTER REPRODUCTION PROHIBITED WEBINAR The Forrester Wave

WEBINAR The Forrester Wave™: Content Marketing Platforms, Q 2 2017 Ryan Skinner, Senior Analyst

We work with business and technology leaders to develop customer-obsessed strategies that drive growth.

Agenda › Why and how marketers use CMPs › The Forrester Wave™: Content Marketing

Why and how marketers use CMPs © 2017 FORRESTER. REPRODUCTION PROHIBITED. 5

© 2017 FORRESTER. REPRODUCTION PROHIBITED. “It was once sufficient to produce four pieces of

Products Business units Segments social sales email web Channels © 2017 FORRESTER. REPRODUCTION PROHIBITED.

Marketers are spending 8% to 10% of marketing program budgets on content creation % of marketing program budget spent on content creation 12 10 8 6 4 2 0 Total US B 2 C B 2 B Revenue > $100 m CPG Retail Fin. Serv Insur Base: 299 (Total US), 156 (B 2 C), 143 (B 2 B), 193 (revenue > $100 m), 28 (CPG), 43 (Retail), 24 (Fin. Serv), 21 (Insur); Source: Forrester BT Global Marketing Study 2016 © 2017 FORRESTER. REPRODUCTION PROHIBITED. 8

No evident decline in budgets, though top-side unclear Which best describes your organization’s budget trends for content development? 100% 90% NB! 2016 data showed a significant difference b/w B 2 C and B 2 B (with the latter much more bullish). 80% 70% 60% 50% 40% 30% 20% N/A 10% Decreasing in 2016 Decreasing in 2017 Same as in 2015 Same as in 2016 Increasing in 2017 0% Base: 88 senior marketers (2017) and 238 senior marketers (2016), Source: Forrester/So. DA marketer and agency study 2016 and 2017 © 2017 FORRESTER. REPRODUCTION PROHIBITED. 9

Primary content marketing technology © 2017 FORRESTER. REPRODUCTION PROHIBITED. 10

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“At our company, disparate groups in various places with different voices write our content. As an employee and a user of our services, I notice that the emails and direct mail I receive from my own company are very different. ” — Consumer marketing leader interviewed by Forrester Autumn 2016 © 2017 FORRESTER. REPRODUCTION PROHIBITED. 12

“The fragmentation of brands is a massive risk. . . You see in different places that the brand isn’t quite the brand, and that is a real challenge for marketers. ” © 2017 FORRESTER. REPRODUCTION PROHIBITED. 13

26% Actively avoid social content or posts from brands 57% Source: 2016 Kantar TNS

What is the core job to be done? • Considerable inbound interest and inquiries on content marketing technology • Many vendors claiming to be core content marketing technology or “content marketing platform” • Input from 100 s of marketers on content marketing strategy, and dozens explicitly on content marketing technology • Talks with Ted Schadler, Mark Grannan, Anjali Yakkundi, Jessica Liu, Erna Liousas, Nick Barber, Rusty Warner, Nate Elliott, and Luca Paderni © 2017 FORRESTER. REPRODUCTION PROHIBITED. 15

Content marketing platforms are solutions that help marketing teams: a) collaborate on a content strategy; b) orchestrate the numerous, concurrent streams of activity by content creators, curators, and distributors inside and outside of the company; and c) optimize downstream cross-channel distribution to key audiences. © 2017 FORRESTER. REPRODUCTION PROHIBITED. 16

What content marketers told us they wanted from content marketing tech “A visualization of content that we put in some sort of inventory where you can do some selecting to get a visualization. It should tell you what the different content options are for different buyers along the way. ” © 2017 FORRESTER. REPRODUCTION PROHIBITED. 17

What content marketers told us they wanted from content marketing tech “A product that offers analytics within it that gives us a picture of what’s happening across all the places we’re pushing content to. I want a tool that helps with audience development and analytics. ” © 2017 FORRESTER. REPRODUCTION PROHIBITED. 18

What content marketers told us they wanted from content marketing tech “We need to get out of spreadsheet hell. A lot of our content marketing tech requirements come down to connectivity across our system. We want a highly configurable calendaring tool with workflow built in. ” © 2017 FORRESTER. REPRODUCTION PROHIBITED. 19

What content marketers told us they wanted from content marketing tech Not collaborating well. No one had visibility into what digital marketing was doing. Brought [CMP] in and started having my team use it to collaborate and plan. Gave out permissions to CEO and CMO to see what was going on across storyline. Visibility changed how people worked. © 2017 FORRESTER. REPRODUCTION PROHIBITED. 20

What content marketers told us they wanted from content marketing tech Platform was key word. Lots of CMTs, not a lot of CMPs. We came to realize that an integrated platform was way more advantageous than a platform of integrations. Analogy — spine of a person. Spine has vertabra and holds spine. Switching out vertabra could damage spine. For us, spine is data. © 2017 FORRESTER. REPRODUCTION PROHIBITED. 21

To what extent do you use the following capabilities of the CMP, and (if you use them) how happy are you with the CMP’s Editorial calendars SEO 35% 33% 70% 30% 60% 25% 50% 20% 40% 14% 15% 10% 63% 8% 8% 16% 30% 9% 20% 7% 4% 5% 1% 0% 0% 2 3 10% 0% 4% 0% 1 2 3 5% 8% 9% 5% 1% 3% 0% Do not use 1 © 2017 FORRESTER. REPRODUCTION PROHIBITED. 4 5 6 7 8 9 10 Do not use 4 5 6 7 8 9 10 22

To what extent do you use the following capabilities of the CMP, and (if you use them) how happy are you with the CMP’s Social signals 50% Branded content 35% 46% 45% 32% 30% 40% 25% 30% 18% 20% 25% 13% 15% 20% 15% 11% 10% 12% 9% 0% 0% 0% 1 2 3 5% 3% 1% 8% 8% 5% 5% 5% 10% 13% 0% 0% 1% 0% Do not use © 2017 FORRESTER. REPRODUCTION PROHIBITED. 4 5 6 7 8 9 10 Do not use 1 2 3 4 5 6 7 8 9 10 23

To what extent do you use the following capabilities of the CMP, and (if you use them) how happy are you with the CMP’s Workflows Asset management 45% 41% 40% 37% 35% 30% 25% 20% 20% 15% 11% 10% 5% 3% 1% 0% 0% 10% 5% 4% 15% 7% 5% 1% 0% 0% 7% 0% 0% 0% 2 3 4 8% 5% 0% Do not use 1 2 3 © 2017 FORRESTER. REPRODUCTION PROHIBITED. 4 5 6 7 8 9 10 Do not use 1 5 6 7 8 9 10 24

To what extent do you use the following capabilities of the CMP, and (if you use them) how happy are you with the CMP’s Track attribution Track analytics 30% 70% 27% 60% 25% 57% 50% 20% 17% 15% 12% 10% 16% 30% 11% 20% 7% 4% 5% 1% 1% 1 2 3% 1% 40% 10% 0% 1% 3% 4% 1 2 3 1% 4% 4% 5 6 7 8 9% 8% 9 10 0% Do not use 3 © 2017 FORRESTER. REPRODUCTION PROHIBITED. 4 5 6 7 8 9 10 Do not use 4 25

Which channels are marketers supporting via their CMP? © 2017 FORRESTER. REPRODUCTION PROHIBITED. 26

When you licensed the vendor’s CMP software, what was the senior-most decision maker involved in the vendor selection or purchase? VP-level (such as VP of marketing or VP of digital) 37% C-level but not CEO (CMO, CFO, etc. ) 26% Director-level (such as Director of Digital) 18% 9% I don't know CEO or board level 5% Lower than director level 4% 0% © 2017 FORRESTER. REPRODUCTION PROHIBITED. 5% 10% 15% 20% 25% 30% 35% 40% 27

The Forrester Wave™: Content Marketing Platforms, Q 2 2017 © 2017 FORRESTER. REPRODUCTION PROHIBITED.

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Our 2017 inclusion criteria narrowed the scope to vendors with sizable B 2 C and enterprise clients Source: The Forrester Wave™: Content Marketing Platforms, Q 2 2017 Forrester report © 2017 FORRESTER. REPRODUCTION PROHIBITED. 30

Our analysis covered these nine CMPs Source: The Forrester Wave™: Content Marketing Platforms, Q

Here are the results: Source: The Forrester Wave™: Content Marketing Platforms, Q 2 2017

Scoring overview Download the Forrester Wave™ tool to learn about the scoring rationale. Source: The Forrester Wave™: Content Marketing Platforms, Q 2 2017 Forrester report © 2017 FORRESTER. REPRODUCTION PROHIBITED. 33

Differentiated capabilities © 2017 FORRESTER. REPRODUCTION PROHIBITED. 34

Leaders excel with data management and workflows • Percolate: Their experience with metadata and tagging mean that content stored, authored, or project-managed within Percolate, and then used in disparate systems, will provide a single downstream record of utilization, performance, and reporting. • Sprinklr: Their workflow builder is the closest thing to full business process automation of any CMP in the field. Plus, strengths in planning and distributing for social give it extra value. © 2017 FORRESTER. REPRODUCTION PROHIBITED. 35

Strong Performers cover planning, campaign coordination, and measurement Kapost OPAL Focused exclusively on the Few users gush about their B 2 B marketer, Kapost boasts CMP’s UI; with OPAL, they the best current offering do. among all CMPs. A thoughtful approach to Rich integrations with design, views (campaign, Microsoft Office tools and monthly, yearly, etc. ), and NLP capabilities in its asset unique live presentation management libraries lifted features make OPAL popular Kapost above the crowd. with buyers. © 2017 FORRESTER. REPRODUCTION PROHIBITED. News. Cred A platform that performs well or very well across almost all CMP criteria. News. Cred’s focus on analytics and attribution (including a rich integration with Marketo) have made it increasingly popular with sales-focused marketers. 36

Contenders provide something different › Contently: 100 K+ creators are still a jewel in Contently’s crown, but a tone analyzer, human resource metrics and in-doc analytics add to the offer. › Spredfast: The ability to build a campaign template with timed distribution across social channels wins raves. › Skyword: The Skyword team’s service quotient gave it the highest NPS. Personalized emails, storytelling workshops, and its creative marketplace are strengths. © 2017 FORRESTER. REPRODUCTION PROHIBITED. 37

The sole Challenger provides pieces of value › Scribble. Live: An assemblage of many strong point solutions provides indisputable value, but the lack of cohesion and integration is quickly felt. A fast-moving and ambitious player that’s worth watching. © 2017 FORRESTER. REPRODUCTION PROHIBITED. 38

Full functionality will quickly require a review of integrations and integration strategy Campaign planning Content planning Social content authoring Digital content authoring Sales content authoring Media content authoring Social publishing Digital publishing Sales activation In-market spend Social analytics Digital analytics Sales attribution Media performance © 2017 FORRESTER. REPRODUCTION PROHIBITED. 39

Full functionality will quickly require a review of integrations and integration strategy Core CMP capabilities Campaign planning Content planning Social content authoring Digital content authoring Sales content authoring Media content authoring Social publishing Digital publishing Sales activation In-market spend Social analytics Digital analytics Sales attribution Media performance Optional CMP capabilities © 2017 FORRESTER. REPRODUCTION PROHIBITED. 40

Full functionality will quickly require a review of integrations and integration strategy Campaign planning Content planning Social content authoring Digital content authoring Sales content authoring Media content authoring Social publishing Digital publishing Sales activation In-market spend Social analytics Digital analytics Sales attribution Media performance SMMS Social intel © 2017 FORRESTER. REPRODUCTION PROHIBITED. WCMs Digital intel MAPs CRMs UMIA DMP DAM MAM/MRM Integrations 41

How likely would you be to recommend your CMP vendor to another marketing leader? 70% 64% 69% 60% 58% NPS 40% 30% 20% 13% 10% 1% 1% Very unlikely to recommend (1) 5 4% 11% 5% 0% © 2017 FORRESTER. REPRODUCTION PROHIBITED. 6 7 8 9 NPS Very likely to recommend (10) 42

Three CMP routes Source: The Forrester Wave™: Content Marketing Platforms, Q 2 2017 Forrester

Recommendations © 2017 FORRESTER. REPRODUCTION PROHIBITED. 44

Keep the following in mind: 1. Usability has a tendency to trump everything else when it comes to CMP selection. 2. This is seldom purchased as a replacement to existing marketing technology; it is usually an add-on (that can replace some tech). 3. The technology purchase will usually coincide with extensive reorganization and team realignment. 4. Account for time and investment to embed your content strategy into the CMP (and if you don’t have a content strategy, account for time and investment to create one). © 2017 FORRESTER. REPRODUCTION PROHIBITED. 45

Next steps 1. Set up an inquiry with Ryan Skinner for personalized recommendations. 2. Look out for Ryan’s and Nick Barber’s report on enterprise content management in Autumn 2017. © 2017 FORRESTER. REPRODUCTION PROHIBITED. 46

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