Optimizely Content Marketing Platform

We use the CMP to manage all our marketing activities, so from the planning to the execution. Anything that we produce that has a customer facing asset, be it an email, a web page, a landing page, or a brochure, all gets managed through the platform. We use it to make sure that everything is centralized and also that all our teams are aligned and they know at any given point, what are we working on, what the deadlines are, what projects are dependent of one another. With the global organization, it's very hard to keep everyone in line. The CMP allows us to be able to do that.

• I think a lot of those things do apply, but more importantly I guess is just being able to have that single one voice as a business where there's no interpretation. Everything is managed centrally now, and we can then bypass that on to all our regions. We are all having the same brand, the same messaging. That has improved a lot in the past. They used to do their own thing and there was a central message over here, but then it was being interpreted differently depending on each region. We managed to get rid of all of that by having everything centralized in the platform.
• We also are able to be very transparent with regards how long things may take to complete and also who's doing what. We know what team needs to do some steps within a particular process and how that may affect the next team that needs to come along. It has improved the communication between teams as well and the understanding between one team and another in terms of how long they need, why their processes may be a little bit more complex, how they all come together. They are one team in the end, even though they're working outbound or inbound. In reality, they're all delivering towards one goal. That to me is one of the best attributes of the platform is that it brings that uniformity if you like, to everything that we do and that transparency to understand how we all work together.

I use Optimizely Content Marketing Platform for content management and collaboration

• improved collaboration and visibility

The way that we use it is to manage campaigns efficiently for the marketing team. So for example, if you have an email automation request, instead of doing it via the normal Word brief, you would send a brief via Optimizely. The relevant personal team would get that request. For example, if it's email automation in customer insights, which is a Microsoft tool, I would get that request and it would say email type design, everything associated with the brief and how that email should look, including the delivery. We would want to manage that all via Optimizely so that it's clear what all the tasks are when we need to meet them. And then we include approvals as well. It's about automating our workflows so they're all contained in one system and we can manage those requests, prioritize them, and make sure that we have a one stop review of everything that's going on in marketing. But the email automation was just one example. You might have a request for a brochure or for a social media post or a web post. We've got a whole range of requests that marketing have, but the content management platform is a way to host the brief for each type.

• I think the main setback has been these constraints, strengths, the fundamental one being around governance and controls. And we were very excited to launch in November alongside another vendor, which we've now gone into contingency unfortunately. So we've got to work on a backup model, which is not ideal. And I think it just validates the skepticism, which is a shame for me because I need to, with Optimizely in some ways, resell the, and so actually was a good decision to implement. So it does take us a few steps back, but hopefully a few steps back is 10 forward and maybe I think this kind of interim period is good for everyone because there's been so much question around the workflows and a lot of confusion around what this tool can actually do, but sometimes I think we get lost in the detail, so hopefully this interim period will help us just reset and look at the bigger picture.

Microsoft Dynamics 365

I would say in terms of planning and project management, it's really helping to facilitate holistically the whole plan and bring us all into one space and hold us accountable in terms of being able to have timelines, deadlines, and then assigning the right people. That's how we're using that. There is much more room in terms of some of the problems that we have that it can resolve as well, but we're in a crawl, walk, run phase at the moment.

• It certainly has helped. I think there is guardrails in how you use CMP, what you are putting in. It needs to be the right way of how you want to work, otherwise you're going to create a mess within CMP. So creating that framework outside and implementing it into the system I think is quite important. Again, that's our way of working, but I think it has helped us.

replacing Kapost, in my experience, the legacy player that is not innovating and is lacking AI capabilities. We'd like a system that allows marketers to collaborate efficiently and AI capabilities to do translation, derivative content and connect to other systems in our tech stack, also like to get analytics across web visits and content consumption. Optimizely Content Marketing Platform checks most of the boxes for us.

• enhanced efficiency and productivity with AI doing part of the work
• coherent brand voice and messaging
• ability to figure out content consumption stats

Kapost