WEBINAR The Forrester Wave™: Content Marketing Platforms, Q2 2017

2. WEBINARThe Forrester Wave™: Content Marketing Platforms, Q2 2017 Ryan Skinner, Senior Analyst September 6, 2017. Call in at 10:55 a.m. Eastern time.

4. Agenda • Why and how marketers use CMPs • The Forrester Wave™: Content Marketing Platforms, Q2 2017 • Differentiated capabilities • Recommendations

5. Why and how marketers use CMPs

6. “It was once sufficient to produce four pieces of content a year for TV . . . now it’s 4,000.”

7. ProductsBusiness unitsSegments RegionsMarkets Channels x x sales web social email

8. Marketers are spending 8% to 10% of marketing program budgets on content creation % of marketing program budget spent on content creation Base: 299 (Total US), 156 (B2C), 143 (B2B), 193 (revenue > $100m), 28 (CPG), 43 (Retail), 24 (FinServ), 21 (Insur); Source: Forrester BT Global Marketing Study 2016

9. No evident decline in budgets, though top-side unclear Which best describes your organization’s budget trends for content development? NB! 2016 data showed a significant difference b/w B2C and B2B (with the latter much more bullish). N/A Base: 88 senior marketers (2017) and 238 senior marketers (2016), Source: Forrester/SoDA marketer and agency study 2016 and 2017

10. Primary content marketing technology

12. “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

13. “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.”

14. 26% Actively avoidsocial content orposts from brands 57% Source: 2016 Kantar TNS Connected Life study

15. What is the core job to be done? • Considerable inbound interest and inquiries on content marketing technology • Many vendors claiming to be corecontent marketing technology or“content marketing platform” • Input from 100s 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

16. 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; andc) optimize downstream cross-channel distribution to key audiences.

17. 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.”

18. 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.”

19. 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.”

20. 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.

21. 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.

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

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

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

25. 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

26. Which channels are marketers supporting via their CMP?

27. When you licensed the vendor’s CMP software, what was the senior-most decision maker involved in the vendor selection or purchase?

28. The Forrester Wave™: Content Marketing Platforms, Q2 2017

30. Our 2017 inclusion criteria narrowed the scope to vendors with sizable B2C and enterprise clients Source: The Forrester Wave™: Content Marketing Platforms, Q2 2017 Forrester report

31. Our analysis covered these nine CMPs Source: The Forrester Wave™: Content Marketing Platforms, Q2 2017 Forrester report

32. Here are the results: Source: The Forrester Wave™: Content Marketing Platforms, Q2 2017 Forrester report

33. Scoring overview Download the Forrester Wave™ tool to learn about the scoring rationale. Source: The Forrester Wave™: Content Marketing Platforms, Q2 2017 Forrester report

34. Differentiated capabilities

35. 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.

36. Strong Performers cover planning, campaign coordination, and measurement

37. Contenders provide something different • Contently: 100K+ 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.

38. The sole Challenger provides pieces of value • ScribbleLive: 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.

39. 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

40. Full functionality will quickly require a review of integrations and integration strategy Campaign planning Core CMPcapabilities 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 CMPcapabilities

41. 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 DAMMAM/MRM Social publishing Digital publishing Sales activation In-market spend Social analytics Digital analytics Sales attribution Media performance Integrations UMIADMP SMMSSocial intel WCMsDigital intel MAPsCRMs

42. How likely would you be to recommend your CMP vendor to another marketing leader? 69% NPS

43. Three CMP routes Source: The Forrester Wave™: Content Marketing Platforms, Q2 2017 Forrester report

44. Recommendations

45. Keep the following in mind: • Usability has a tendency to trump everything else when it comes to CMP selection. • This is seldom purchased as a replacement to existing marketing technology; it is usually an add-on (that can replace some tech). • The technology purchase will usually coincide with extensive reorganization and team realignment. • 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).

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

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48. Ryan Skinner rskinner@forrester.com