As a CMO, you’re the corporate’s chief storyteller, and also you’re continually in search of new methods to reply this query:

What can I do to seize their consideration?

Advertising and marketing has gone digital within the final decade, leaving CMOs liable for creating increasingly high quality content material to realize their objectives. Your goal is the group of individuals you hope to achieve along with your advertising. Your objective is to interrupt via the noise—to be a magnet for prospects and convert as a lot of them as doable into clients.

To attain that objective, you spend your days asking questions that sound like these:

• Have I given my folks all the pieces they have to be profitable?
• Are we hitting our KPIs?
• Are folks conscious of our model?
• May I get extra out of my funds?
• How can I get the most effective out of my crew?

You’re not towards spending cash—so long as it will get you the outcomes you’re in search of. However you additionally keep away from something that appears like it will likely be a waste.

What can a digital asset administration (DAM) system do for you as a CMO? Because it seems, greater than you may assume.

5 Methods a DAM Helps You Meet Your Objectives as a CMO

A digital asset administration system offers a single repository that may make it easier to perceive what’s been produced, what’s working, what’s not working, and what you must do extra of.

It’s a instrument that touches a myriad of issues and shall be utilized by departments all through your group.

Your inventive crew will use it to retailer and distribute belongings. However your gross sales, advertising, HR, and improvement groups may also use the DAM frequently—identical along with your company companions, businesses, or distributors. Based on PWC, 77% of excessive performing initiatives use some type of asset or undertaking administration software program

A DAM empowers you to create a single, constant story on your model—regardless of who in your group is tapping into it.

Listed below are 5 methods it does simply that.

1. DAM as a Productiveness Device

The query: “Have I given my folks all the pieces they have to be profitable?”

Most CMOs are continually being approached by salespeople making an attempt to push their services or products.

You reject most new instruments—for quite a lot of causes:

• It looks like they are going to be tough to study and use.
• You’ll need to study a brand new course of and also you’re already loopy busy.
• Getting your crew to alter how they work isn’t straightforward.
• There’s nothing improper along with your present toolset.
• You don’t consider they’ll make it easier to produce higher outcomes.

In brief, you don’t assume they’ll be value it.

When you’ve thought these questions on a DAM, listed below are two easy inquiries to ask to see if utilizing one may very well be a productiveness booster on your crew:

1. How typically can we obtain e mail or chat messages from folks in search of pictures or information? How a lot time does that price us?

In lots of advertising groups, receiving requests for pictures and information is an on a regular basis incidence.

It’s additionally typically a productiveness drain you may not even know was taking place. Who in your crew receives requests like these and responds to them? Learn how typically they get these requests and the way a lot time they spend responding.

A DAM may simply substitute these misplaced hours by offering everybody in your group, in addition to exterior stakeholders, with a single location for pictures and information.

This may slash the variety of requests by 90% or extra.

2. Have we ever wasted time recreating information or pictures we couldn’t discover or didn’t know we already had?

This can be a surprisingly frequent problem within the inventive and advertising groups we work with.

One CMO we labored with instructed us he had unknowingly paid for a number of costly product-related picture shoots—solely to comprehend later that he already had artwork on file for them.

After implementing a DAM, “We not have that problem,” he instructed us.

The impression of synthetic intelligence on productiveness

Most storage options are folder-based, however Brandfolder’s DAM is a basically totally different kind of instrument.

As an alternative of folders, Brandfolder’s system makes use of AI-powered tagging engine known as Model Intelligence to make it a lot simpler to remain organized and discover information if you want them.

Working behind the scenes, Model Intelligence takes on the tedious work of constantly tagging and well organizing your belongings, so you’ll be able to work on advanced initiatives that truly matter to your backside line.

For finish customers, Model Intelligence’s tagging system makes discovering an asset so simple as looking for a picture in Google. Simply enter a key phrase and scan via probably the most related outcomes.

On either side of the method—creation and retrieval—AI improves productiveness for everybody by making it a lot simpler to prepare and and discover the belongings created by your crew.

2. DAM for KPIs

The query: Are we hitting our KPIs?

What key efficiency indicators are you monitoring proper now? For a lot of CMOs, the numbers are a mixture of:

• Leads
• Gross sales
• Income
• Web site site visitors
• Social media followers

What should you may add impression or utilization to the listing of statistics you evaluation each month?

In different phrases, what should you may measure the impression your advertising crew has on the remainder of the group—or past?

A DAM isn’t just a storage place for digital belongings. It’s additionally an analytics engine that tracks the usage of these belongings.

Attempting to get your gross sales crew to make use of the belongings you’ve supplied for them? A DAM allows you to see who’s accessing your information—and who isn’t.

You should use this info to drive the adoption of your supplies by your gross sales crew or by anybody else in your group who recurrently makes use of advertising collateral.

These statistics will even present you what information are getting used and which of them are being ignored.

From that knowledge, you can also make enterprise choices about what belongings you must cease creating and which of them you must create extra of.

As well as, these metrics aren’t restricted to inside groups.

It may be exterior companions—businesses, PR corporations, freelancers, company companions, retail distributors. Anybody you’re employed with who may want a file—a DAM will reveal who’s utilizing what, and when.

3. DAM for Model Consciousness

The query: Are folks conscious of our model?

A DAM isn’t just a instrument for inside staff. It’s additionally a useful resource that helps you drive model consciousness.

For instance, swimwear firm FINIS makes use of a public-facing Brandfolder to supply digital information of all its merchandise to advertisers and retail companions that promote its merchandise.

If a retail accomplice needs to function a FINIS product on its web site or in an advert, it may possibly accomplish that with out asking anybody at FINIS for pictures.

As an alternative, anybody who wants pictures can merely entry the Brandfolder file places, discover the product, and obtain the information—all on their very own. It’s a bit like utilizing the self-service checkout machine on the retailer—when there’s no line and also you solely have a number of particular gadgets.

It’s quick, environment friendly, and it provides you entry to precisely what you want while not having to attend for another person that can assist you.

It additionally helps your companions discover precisely what they want, stopping misplaced alternatives that typically occur when retailers discover it simpler to create promotions and gross sales occasions on your opponents.

By merely making it straightforward for folks to search out pictures, FINIS will increase its publicity and helps create a wonderful working relationship with its companions.

Different product corporations use a DAM to supply particular collections of digital belongings for every of the channels they—delivering uniquely created belongings to every retail channel they work. Everlast Worldwide is a good instance.

This offers a private contact for his or her retailers, creating extra worth for either side of the partnership.

4. DAM and Your Price range

The query: “May I get extra out of my funds?”

Would you say “sure” to a 10-hour undertaking that will save your crew 1,000 hours of labor over the subsequent 5 years?

Or would you bounce at a chance to remove a number of thousand {dollars} of rework prices?

To be clear, we don’t know your particular enterprise mannequin or what number of hours you might save from implementing a DAM.

We do know—nevertheless—that the most effective corporations we work with weren’t pondering of a DAM as yet another software program instrument they supplied for his or her groups. They had been pondering greater.

They carried out a DAM as a part of a a lot bigger push to work smarter—not tougher—in advertising and artistic. Their objectives typically included:

• Decreasing waste
• Eliminating busywork
• Growing utilization of their advertising belongings
• Elevating consciousness of their model
• Strengthening relationships with strategic companions
• Higher serving their purchasers—each inside and exterior.

A DAM is a drive multiplier for these corporations—a strategic asset that improves outcomes and eliminates numerous hours of handbook work within the months after implementation.

Whereas every scenario is totally different, the businesses we work with constantly report quantifiable financial savings in areas akin to:

1. Hours saved
2. Effectivity positive factors
3. Content material distribution financial savings
4. Marketing campaign exercise financial savings
5. Improved buyer experiences
6. Annual financial savings from retiring legacy options
7. Rebrand advantages
8. Decrease authorized bills from improper asset utilization
9. Hours and cash saved by lowering rework.

In addition they report qualitative enhancements throughout:

1. Model consistency
2. Model consciousness
3. Customizable content material choices
4. Productiveness in advertising, inventive, and different departments that depend upon inventive belongings.

In all these methods, a DAM empowers you to get extra from the {dollars} you’re investing at the moment—each out of your staff and from the opposite instruments you already use.

5. DAM for Hiring & Recruiting

The query: “How can I get the most effective out of my crew?”

Lastly, may a DAM make it easier to inspire your crew to do their greatest work? In examine after examine, worker motivation accounts for a remarkably giant share of efficiency.

Motivation—the willingness to get the job finished by beginning relatively than procrastinating, persisting within the face of distractions, and investing sufficient psychological effort to succeed—accounts for 40% of the success of crew initiatives. – Richard E. Clark and Bror Saxberg, Harvard Enterprise Overview

And but, in a Robert Half survey, solely 47% of staff had been in a position to make the connection between their work and the impression it had on the corporate’s monetary efficiency.

This can be a constant downside for a lot of front-line entrepreneurs—who typically have little to no visibility into the impression of their work.

Duo Safety, for instance, noticed a lift in morale and satisfaction throughout its firm after implementing Brandfolder.

Utilization metrics gave them a window into what was working. They dramatically lowered the variety of requests for easy requests like resizing or cropping, saving 10 hours per week only for the inventive crew.

In your group, is it clear to everybody in your crew what occurs to their work after they’re finished with it?

Do they perceive who makes use of their work, or the way it advantages them? Do they know if their efforts are making a optimistic impression on the corporate’s backside line?

For an instance of what motivation seems like when finished effectively, right here’s what one artwork director needed to say in an unsolicited Capterra evaluation in regards to the impression a DAM had on her crew.

Brandfolder has been nice for collaboration. It’s a good way to share content material and sources with our companions and crew members in a single central location. It’s made issues very accessible and arranged and assist makes our groups extra autonomous which in return saves time and makes us extra environment friendly general. – Caitlin P., Regional Marketng Specialist at a telecommunications firm with greater than 10,000 staff

Organizations like hers can clearly hint the impression of their work on the objectives of the bigger group.

When that occurs, you’re significantly better positioned to draw and retain expertise over time. You’ll additionally take pleasure in the advantages of getting a extra motivated, productive crew.

The Backside Line: A DAM Is a Strategic Asset for CMOs

A DAM is a instrument that powers a bigger effort to enhance how work will get finished in your group.

It will possibly additionally make it easier to obtain your No. 1 objective: Breaking via to the folks you need to attain along with your advertising.

It really works by serving to you:

• Guarantee your folks work smarter—not tougher
• Monitor effectiveness (not simply productiveness) as a KPI
• Drive model consciousness
• Get probably the most out of your funds
• Get the most effective out of your crew.

A DAM is way more than a cloud-based storage gadget.

When carried out as a strategic asset, a DAM drives effectivity, reduces waste, lowers bills, will increase adoption, and creates income.

When considered as such, it’s a strong instrument for CMOs making an attempt to hit their KPIs and get issues finished.