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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Specifically, the new updates include:

• An enhanced search experience that aims to provide more relevant results and filtering capabilities, as well as redesigned cards on the search page that display file naming conventions;
• More options for sharing assets, such as sharing results for common searches, allowing users to copy and paste a link to search results organized by search terms, sort, pagination and filters applied, and new asset share links that allow recipients to pick the file size and format;
• Keyword and tag improvements, which include using a familiar tag user interface for keyword entry with clickable tags on each asset; and
• Increased analytical insights, such as asset insight charts to provide more options to filter and group asset data with API endpoints.

“Marketing and creative teams turn to DAM systems to rein in content chaos and gain insight into how their content performs, particularly across global brand portfolios,” said Jennifer Griffin Smith, Chief Market Officer at Acquia, in a statement. “The new Acquia DAM updates empower teams to create, find and share assets faster, giving them better control over revenue-generating digital marketing campaigns and the ability to ensure better brand consistency.”

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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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Bynder is designed to enable teams to collaborate in the cloud, get content to market faster and maximize the impact of marketing assets, while GatherContent helps stakeholders ensure content gets created, reviewed and approved quickly. The acquisition seeks to provide marketers with:

• A centralized platform for content teams to collaborate on creating structured content that combines text and digital assets;
• The ability to use templates and reusable components to scale up production of text content;
• Custom workflows that allow teams to maintain confidence in the quality of content as they scale up; and
• The capability to deliver content across all customer experience channels.

“When Bynder looked at ways we could further expand our footprint and enable our customers across the entire creation and distribution lifecycle, GatherContent rose to the top,” said Bob Hickey, CEO of Bynder, in a statement. “The powerful combination of DAM and content operations will make a measurable impact, allowing brands to execute with speed and accuracy in a complex digital economy.”

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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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Combining Aprimo with ADAM’s Smart Content Hub provides marketing professionals digital asset management capabilities and automates the distribution of higher quality assets into the market, while speeding up time to market through collaborative annotations and review cycles, per the company.

Aprimo, which reclaimed its brand identity last year after being under the ownership of Teradata for five years, addressed gaps in its marketing suite by acquiring the digital asset management vendor.

“Today’s marketers are fighting on a key battleground: the customer experience. And B2B marketers are overloaded by the sheer volume of content required to deliver relevant, engaging, and personalized experiences across an increasing number of channels,” John Stammen (pictured left), CEO of Aprimo told Demand Gen Report. “Aprimo’s acquisition of ADAM Software marks a first for the industry. Marketers now have the unique ability to manage and execute the full content asset lifecycle (from planning, segment evaluation, creation to distribution across channels) directly from a single Marketing Operations platform, delivering world-class customer experiences at scale.” 

“With our existing partnership, we’ve already seen significant customer adoption and success,” added Pieter Casneuf (pictured right), CEO of ADAM, in a statement. “This combination significantly expands our global footprint and our relationship with customers and partners.”

With the purchase of ADAM software, Aprimo also inherits ADAM’s subsidiary, Van Gennep, and its PublishingNow! product. It will serve as a key creative production and fulfillment solution for the Aprimo portfolio.

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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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