Stockpress seeks to combine file management with the features of digital asset management software. With the new capital, the company plans to grow its team and invest in attracting, engaging and converting new customers from the content, marketing and creative communities.

“We’re excited to continue scaling the Stockpress business — not just in terms of new customers, but growing through our existing customer base, too,” said Jessica Storry, CEO and Co-founder at Stockpress, in a statement. “We’re building integrations with the tools our customers are using every day. Whether it’s project management, design or communication, we’re looking to be the hub for teams to organize, share and find media files.”

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With the native integration between Acquia DAM and ChatGPT, product marketers can create product listings on their own websites to create on-brand content for their entire product line based on product attributes in Acquia DAM. Teams can use target keywords as inputs for the AI-generated description to optimize for search.

Through the Clarifai integration, marketers can leverage Clarifai for keywords and ChatGPT to create alternate text descriptions placed in a metadata field for images. As an organization’s image library grows, the integration monitors all new or newly versioned image assets, ensuring no assets fall through the cracks.

“Using generative AI, marketers and creatives can improve the searchability, usability and accessibility of their product content and asset metadata,” said Jake Athey, VP, Go-To-Market, DAM at Acquia, in a statement. “These new integrations, which we’ll showcase during our Henry Stewart DAM session, enable organizations to create compelling content that improves search results and drives conversions — in less time.” 

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Studio helps brands create a diverse array of content that is quickly and easily adaptable to deliver better experiences while reducing costs and time spent on developing campaigns. The enhanced DAM capabilities include:

• Video and GIF capabilities;
• Flexible sourcing that enables users to upload existing content or create content on the platform;
• Template creation, which features lock components such as logo placement, fonts and more; and
• Batch creation abilities that allow marketers to create multiple assets at once.

Studio’s release builds on Bynder’s Q1 acquisition of GatherContent, a content operations platform, which sought to add collaborative workflow and editorial processes to enhance Bynder’s content creation capabilities.

“As content continues to be crucial to competing in the digital-first economy, the demands placed on creative teams will only heighten,” said Paul Heiden, Chief Product Officer at Bynder, in a statement. “In the coming years, brands will have to operate amidst economic uncertainty and limited resources, further intensifying the imbalance between the expectations for output and the resources available to fulfill them. We developed Studio in response to this demand, enabling our customers to transform a painstaking manual content creation process into an automated and efficient one and helping them scale up content creation across platforms and markets whilst saving costs. This will allow them to reach their audience well before the competition and thrive faster in a demanding marketplace.”

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Aprimo

Other features of the SaaS offering include:

• Easier integration into a company’s current tech stack via Aprimo’s Integration Framework;
• Enhanced workflow management resulting from combining Aprimo Digital Asset Management with the company’s Marketing Productivity capabilities;
• Continuous access to the latest platform enhancements with new functionality releasing automatically and in a timely cadence; and
• Cloud security and scalability backed by Microsoft Azure.

“Today’s organizations compete on the customer experience they can provide. However, marketers are awash in oceans of content trying to deliver the right experience across the right channels,” said John Stammen, CEO of Aprimo, in a statement. “With Aprimo, they now have a single cloud-based solution to manage the entire content lifecycle, plus the ability to seamlessly scale and flex in today’s digital-first world.”

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Initially, the biggest challenges lay in image management, which drove the deluge of “image bank” solutions that sprung up in the late ‘90s. As technology evolved, B2B marketers needed to find support for rich media formats like video. As marketing stacks grew, the DAM industry began to integrate their solutions into existing business systems. This practice continues today as organizations continue to explore how DAM fits within their marketing technology ecosystem.

What does this mean? How is DAM integration evolving based on customer needs and what does this mean for today’s B2B marketer?

User Experience Drives DAM Evolution

For all technology-based industries, the pace of digital evolution has — and continues to be — mind-boggling. What’s more important than the technology itself is the quality of the customer experience and the ability to meet and adapt to end user expectations.

Imagine your sales team is on the road, meeting with a prospect. As part of their pitch, they need access to the latest images from a recent ad campaign. How do they access the latest content without bothering the marketing team OR struggling with large file transfers? Having a DAM system is critical, but if the UI is complicated, the average sales person simply won’t use it. You risk them sending outdated content.

Using DAM To Operate With Agility

Companies that use DAM to fuel their content marketing efforts realize a huge time savings by reducing costs associated with retrieving content. Consider a marketing team tasked with pulling together a sales presentation. If all the content within the DAM system is current and approved by legal, the team is able to meet the deadline and can rest assured all content is useable from a legal perspective. This expedites the approval process, thus shortening the sales cycle and driving revenue.

In addition, DAM offers a real benefit for geographically dispersed teams collaborating on projects. A centralized solution that is flexible to support local marketing teams is especially powerful in the production and execution phase of campaigns. Local teams need freedom to be able to execute their own campaigns. A DAM solution facilitates this by allowing teams to operate locally within guidelines.

Using DAM To Ascertain What Is And Isn’t Working

Simply put, DAM is a repository for media assets and shows marketing what assets are driving engagement. This insight enables B2B marketers to plan and budget future content production needs and retire assets that are no longer generating ROI.   

Bruno Van Hecke is the Product Marketing Manager for North Plains Systems. He joined the company in 2012 as a Sales Engineer for the EMEA Region. Van Hecke has a broad range of experience, including more than 15 years in the Digital Asset Management space and 20+years in the creative/publishing field.  

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Available through the company’s DAM solution Media Collective, DAM Insights positions users to track content engagement and identify how content is curated and consumed by prospects, users and partners. New dashboards enable users to measure ROI for more complex content formats such as video, infographics and more.

The new tool also positions B2B marketers to:

• Track intended use data, identifying which channels particular pieces of content are planned to be shared through;
• Monitor user downloads, intended to help companies report on which DAM users are leveraging what content to identify success; and
• Track behavioral analytics such as views, downloads and social media shares.

“It’s too easy for social media marketers, brand managers and creative directors to invest time and budget in the wrong content,” said Jake Athey, Marketing Director at Widen. “We are rethinking analytics to not just give metrics but organize them into visuals that illuminate the strengths, weaknesses and opportunities in an organization’s content strategy. This is for marketers who want to use data to maximize their content spend.”

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