Marketing KB

Marketing Knowledge Base Solution

The Marketing KB (Knowledge Base) is a single destination for your organization to discover and access marketing collateral, messaging, and event information. Whether you're a small organization who needs a one-stop-shop or a large enterprise who needs specialized marketing destinations by product-line, language, or market, the Marketing KB enables you to effectively distribute marketing assets to your key stakeholders with a high degree of context and flexibility.

Solution Overview

Business challenges

  • Knowledge Management (Primary)
  • Collaboration (Secondary)

Owners and audiences 

  • Marketing (Owners)
  • Customer-facing employees (Audience)
  • All employees (Audience)

Business value

The Marketing Knowledge Base (KB) Solution is a single destination for your organization to discover and access marketing collateral, messaging, and event information. Whether you're a small organization who needs a one-stop-shop or a large enterprise who needs specialized marketing destinations by product-line, language, or market, the Marketing KB solution enables you to effectively distribute marketing assets to your key stakeholders with a high degree of context and flexibility.

Improve findability for your digital assets by bringing multiple forms of content together into an integrated and contextual experience for your stakeholders. Combine multiple third-party repositories or calendars and present it in creative and engaging ways, driving awareness and findability of the content people need most. The Marketing KB also drives consistency by taking your messaging out of static documents and giving them a home in your digital workplace where they are always up-to-date. Keep content accurate and relevant by generating alerts for updated or expired content, allowing admins to always keep a pulse on the status of content.

You can also promote awareness of Marketing campaigns and events through blog articles surfaced within the Marketing KB to inform and engage your organization about ongoing campaigns and upcoming events which can easily be organized and tracked with a calendar.  

Key features

  • Visual homepage news
  • Quick links
  • Search 
  • Campaign calendars 
  • File storage (assets)

Screenshot

SolutionsScreenshots_MarketingKB.png

Business Outcomes

Measuring success

The Marketing KB is designed to solve business challenges related to knowledge management. Ensure your  Marketing KB Solution delivers the results you need by measuring its success using key performance indicators (KPIs). These outcomes should focus on addressing knowledge management of your templates, campaigns and best practices.

Key outcomes

Measuring against KPIs specific to the Marketing KB allows you to determine: 

  • What areas are successful at organizing, displaying, and providing access to campaigns, assets and thought leadership? 
  • What areas need improvements to better support the sharing of marketing knowledge? 
  • What additional goals and objectives are needed to enable sales and customer success as they work to best respond to market needs and opportunities?
  • What people-focused goals and objectives have helped marketing experts provide support to other employees as they require marketing assets, campaign information, and collateral? 
  • What information-focused goals will improve the organizing, storing, and sharing of marketing information and materials?
  • What process-focused goals will help customer-facing teams expedite marketing and sales processes and respond to market changes? 

Key goals and objectives 

Some key goals and objectives to keep in mind when determining KPIs for your Marketing KB include: 

  • Keeping people aligned and informed
  • Fostering a self-service culture
  • Increasing level of trust in relevance and accuracy of information 

Business processes

You should incorporate your Marketing KB Solution into your existing internal business processes. Think about what processes, policies or procedures might have to change or be updated.

  • Do SOPs need to be updated? (e.g. updating content for marketing campaigns and keeping a calendar up to date)
  • Are there processes that need to change? (e.g. how to work through marketing approvals and refreshes or changes)

Key areas 

Some key areas to pay close attention to when measuring the success of your Marketing KB include: 

  • Marketing KB homepage 
  • Marketing Guidelines 
  • Photo Library 
  • Marketing Requests 

Recommended KPIs

Below are some recommended KPIs for measuring the success of your Marketing KB Solution. Keep in mind that some of these recommended KPIs will align with your organization's goals and objectives, while others may not. It's critical to align KPIs with your unique goals and objectives to accurately measure success. 

  • X% decrease in the number of inquiries sent to Marketing related to marketing campaigns and updates
  • X% decrease in the number of inquiries related to locating brand documents (style guide, creative assets)
  • X% increase in the number of views of posts in the Campaign Updates Blog Channel 
  • X% decrease in the number of emails sent to Marketing team members regarding campaigns or locating marketing materials
  • X% decrease in the number of outdated Marketing Assets available company-wide (version control)
  • X% increase in the number of Blog Articles posted in the Campaign Updates Blog Channel
  • X% decrease in the number of instances of inconsistent market offerings
  • X% increase in the number of document downloads from the Assets Library
  • X% increase in the number of requests in the Requests Forum Channel
  • Average time of X to X minutes spent on Guidelines page (are employees actually reading or using the guide?)
  • X% increase in the number of Contributions (Likes, Comments, Ratings) to posts in the Campaign Updates Blog Channel
  • X% increase in the number of views of posts in Campaign Updates Channel
  • X% increase in downloads of "new" or "updated" assets pushed out via Campaign Update Channel
  • X% increase in the number of views of Folders/Files in the Asset Library
  • X% decrease in the number of times outdated templates or marketing assets are used (e.g. PPT templates, letterhead, logos, etc.)
  • X% increase in the number of submissions sent to Marketing Manager(s) via the Assets or Campaign Requests Forum (instead of email or other communication channels)
  • X% decrease in time spent maintaining and updating Marketing documents and assets

Note: KPIs are generally time-based and should be evaluated and/or modified on a specific cadence (e.g. quarterly). 

Solution Roadmap

Implement

The Marketing KB Solution comes with a pre-configured template. Our Consultants and Configuration Specialists use this template as the baseline for your implementation. The focus of the implementation is on design, configuration, content, and training.

These are the major implementation initiatives for the Marketing KB Solution:

  • Site architecture: Review the Solution architecture.
  • Homepage: Surface the most important campaigns and areas within the Solution on the homepage to provide an at-a-glance view and easy access to relevant content.  
  • Site map: Update the site map based on mutually agreed to modifications (e.g. moving, deleting, adding pages and/or applications).
  • Configuration: Update the Solution configuration settings.
  • Users & Groups: Add groups and users to the Solution.
  • Content: Add content (e.g. guidelines, assets, campaigns, instructions) and apply permissions.
  • Design: Apply the visual design to the Solution (e.g. global CSS changes, header, footer, banners, icons).
  • Testing: Do a quality assurance sweep of the Solution (e.g. broken links, navigation, permissions).
  • Training: Train key stakeholders on the Solution (e.g. Sales, Customer Success, Marketing, Corporate Communications) through engaging, easy-to-consume content. 

Drive engagement and adoption  

Once you've determined the architecture and the content that will live in your new Marketing KB, it's time to get ready to launch, engage, and evolve. Use the recommended tactics below to successfully launch your Marketing KB, maximize adoption, drive engagement, and expand the Solution for long-term success.

Launch

  • Create a content plan: Define Subject Matter Experts (SMEs) and communicate ownership of Marketing KB areas, types of collateral, etc., then create a maintenance schedule and content plan that is updated by the assigned plan owner.
  • Populate with collateral and updates: Ensure the Marketing KB has plenty of content to view before launch. This could even include some sample requests in the Forum Channels to show your employees how they can be leveraged.
  • Provide continuity if necessary: Create a plan to integrations or migrate existing content from your current repositories. Finding familiar content, sometimes even via external storage systems or links can help with adoption.
  • Gather feedback: Survey employees to understand what their most used content and assets are and how they are being used. Use this to inform configurations to the structure of your Marketing KB.

Engage

  • Follow your content plan: Ensure your content is fresh, relevant, and accurate through regular maintenance and the addition of new content as needed. Following your content plan is crucial for a robust KB.
  • Utilize Unified Search: Enable your employees to search across multiple platforms to make it easier to find assets across Igloo and existing external storage platforms. 
  • Call to Action: Leverage the data gathered before launch to determine how best to utilize bold Call-to-Action (CTA) buttons for the links that are most relevant to your audience.

Govern

This Solution should be managed by the team that owns your corporate brand and campaigns (i.e. Marketing and Sales).

  • Align with your brand: Align the Solution with your marketing guidelines. 
  • Keep content/assets up-to-date: Content in the Marketing KB should be updated according to the campaigns you are offering here and now.
  • Archive old campaigns: Include lessons learned and key assets and features from previous brands. What can your team re-use or build upon?
  • Review regularly: Perform quarterly reviews of Marketing KB content, guidelines, and assets to ensure the right materials are being used and to keep content relevant so employees know they are always using the latest versions.

Evolve

  • Challenge your employees: Create a scavenger hunt campaign to draw attention to and get people looking at the Marketing KB.  This tactic is ideal after a large update to collateral is released.
  • Update your calendar: Tie in external campaigns to continued evolution of the Solution using calendars.
  • Video engagement: Quick videos can be used as part of communication strategy for vital content being released or added. Identify the stars in your departments and let them shine.

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