WHY KAPOST?

The Kapost Platform

Kapost helps marketers build and manage an effective content operation designed to deliver the right content to the right customer at the right time.

Why? Because your prospects and customers are depending on you to provide a personalized experience that meets them exactly where they are in understanding, evaluating, and purchasing your product or service.

That’s no easy task for modern B2B marketers who must navigate long and complex buying cycles, reach audiences through ever-evolving digital channels in addition to offline channels, understand an increasingly complex technology landscape, provide data-driven insights to leadership, and collaborate across numerous global teams—all while remaining on-message and on-brand.

Kapost is the solution to B2B marketing complexity. From sharpening content strategy, to establishing intelligent workflows, to measuring the impact of the content you create, Kapost is designed to help marketers truly master the customer journey. Building a content operation with Kapost complements marketing automation and CRM platforms and guides the optimization of people, processes, and technology to strategically plan, produce, distribute, and analyze content.

What is a Content Operation?

The cross-functional set of people, processes, and technology with which marketersplan, produce, distribute, and analyze the content they create to

communicate value to customers and prospects.

WHY KAPOST?

Take control of your content operation with a single platform. From broad strategy to detailed execution, Kapost’s suite of tools brings complete visibility to content creation and performance at enterprise scale.

Build a powerful content strategy to engage customers at every step of their journeys, and provide complete visibility into initiatives and timelines across your organization

CANVAS

• Create content plans that impact each persona at every buying stage

• Ensure alignment of marketing initiatives to key business objectives

• Ensure stakeholders have full visibility into content planning and progress of marketing initiatives

• Monitor timelines and launch dates across your organization by week, month, or quarter to allow your messages to reach customers at the greatest opportunity for impact

• Understand how resources are allocated to support marketing initiatives occurring across your organization

• Eliminate the spreadsheets, slide decks, and disparate tools that do not support marketers across the entire content operation

• Create content plans that impact each persona at every buying stage

• Ensure alignment of marketing initiatives to key business objectives

• Ensure stakeholders have full visibility into content planning and progress of marketing initiatives

• Monitor timelines and launch dates across your organization by week, month, or quarter to allow your messages to reach customers at the greatest opportunity for impact

• Understand how resources are allocated to support marketing initiatives occurring across your organization

• Eliminate the spreadsheets, slide decks, and disparate tools that do not support marketers across the entire content operation

Manage marketing initiatives from content creation todistribution with effective collaboration acrossenterprise teams

STUDIO

• Structure content taxonomy with logical and intuitive tagging to ensure alignment with key business objectives

• Organize a multitude of content around a single key initiative for highly efficient and organized planning of complex marketing activities

• Utilize intelligent workflow templates to guide completion of tactical tasks and high-level approvals

• Manage relevant files, links, and notes to establish a well-documented and transparent content creation process

• Leverage user-specific and content-specific communication to reduce excessive emails and unnecessary meetings

• Generate and document new content ideas across teams to keep a pulse on evolving business and customer needs

• Structure content taxonomy with logical and intuitive tagging to ensure alignment with key business objectives

• Organize a multitude of content around a single key initiative for highly efficient and organized planning of complex marketing activities

• Utilize intelligent workflow templates to guide completion of tactical tasks and high-level approvals

• Manage relevant files, links, and notes to establish a well-documented and transparent content creation process

• Leverage user-specific and content-specific communication to reduce excessive emails and unnecessary meetings

• Generate and document new content ideas across teams to keep a pulse on evolving business and customer needs

Enable customer-facing teams with customized collections of relevant content through a visual and easy-to-use interface

GALLERY

• Leverage a simple and intuitive interface for engagement from teams who rely on content to facilitate customer interactions

• Achieve ease of access with robust content search features

• Arm customer-facing teams with personalized content recommendations from within their CRM

• Save most-utilized content for easy access and quickly identify popular or trending content

• Maintain content governance with customized user permissions and structured content sharing

• Leverage a simple and intuitive interface for engagement from teams who rely on content to facilitate customer interactions

• Achieve ease of access with robust content search features

• Arm customer-facing teams with personalized content recommendations from within their CRM

• Save most-utilized content for easy access and quickly identify popular or trending content

• Maintain content governance with customized user permissions and structured content sharing

Measure internal and external content performance and understand the value of your content operation

INSIGHTS

• Analyze content inventory to identify customer personas or buying stages not met with valuable content

• Identify your most effective content and reduce production waste with internal and external engagement and utilization metrics

• Attribute funnel conversions and revenue to individual content assets and key initiatives across your content operation

• Provide data visibility with customizable reports designed for sharing with key stakeholders

• Analyze content inventory to identify customer personas or buying stages not met with valuable content

• Identify your most effective content and reduce production waste with internal and external engagement and utilization metrics

• Attribute funnel conversions and revenue to individual content assets and key initiatives across your content operation

• Provide data visibility with customizable reports designed for sharing with key stakeholders

Kapost is built for the modern marketing tech stack featuring open APIs, more than 50 out-of-the-box integrations, best-in-class security, and enterprise capabilities.

Platform Overview

Kapost Customer Stories

IBM is undergoing one of the most significant digital transformations Kapost has seen, driven directly by their CMO, Michelle Peluso. At the core of this transformation is a single rallying cry: make less matter more.

Michelle and her team have focused their efforts on creating a repeatable process that orients all marketing activities around the customer, enabling IBM to produce less content that fuels more globally connected experiences. Throughout this transformation, George Hammer, the Head of Content, encourages content creators to widen their creative aperture—not be limited by what was done before—and include others in their creative process to generate the best ideas. He sees Kapost as their “secret weapon,” fostering visibility, collaboration, and consistency across teams. At IBM, implementation is already underway to operationalize their new content teams and process using Kapost as the single source of truth for content.

“Have you checked Kapost?” That’s the catch phrase for all content questions at Salesforce Commerce Cloud. It takes a village to create top-notch content. At Salesforce Commerce Cloud, that involves seven—yes, seven—cross-functional teams alongside several vendors.

With Kapost as their content operations platform, their teams have collaboration covered. Workflows reflect team and agency SLAs, automatically notify stakeholders of upcoming deadlines, and pre-populate publish dates into a publicly accessible calendar. Not only that, the platform serves as a self-service library for cross-functional teams to check on the status of an asset, grab finalized files, and request updates.

Despite the diversity of marketing disciplines—Product Marketing, Content Marketing, Customer Marketing, and more—Salesforce Commerce Cloud marketing runs like a well-oiled content production machine.

Synopsys realized the need for a sales-friendly way to share content after years of needing to organize, reorganize, and re-reorganize their previous platform. Cameron Caswell, the senior content and brand manager, pitched Kapost as the solution to this ongoing nightmare of keeping content up-to-date.

She was given less than three months to put Kapost through the company-mandated security testing, set it up through the company SSO, upload and tag over 500 assets, launch and test it in the Salesforce sandbox, define the asset types and naming conventions, organize the content into collections, pull together training materials, and finally launch and test it in production. Although it was a huge undertaking, with the support and guidance of the Kapost team, Cameron checked all the boxes.

Less than three months after proposing this solution, Cameron got onstage and gave a live demo of how sales can access content in Gallery. She received resounding applause—especially with the announcement they could use the tool immediately. Since then, the sales team has constantly remarked how easy it is to find and share content with their customers and prospects. They left that week knowing, without a doubt, that the marketing team is there to support them.

When GE Energy Connections came to Kapost, their organization was siloed and they were looking for a way to ensure a coordinated strategy was being executed by global marketing and communications teams across three businesses and headquarters. The need intensified when, soon after deploying Kapost, GE Energy Connections merged with GE Power and created a powerhouse (excuse the pun) of a business.

For this Fortune 500 company—and one of the world’s most valued brands—having an aligned marketing operations ecosystem was more important than ever. After months of hard work, GE Power aligned content creators across 13 separate teams around a common strategy. Getting so many people on the same page was no easy task, but the benefits are immense.

By eradicating coverage gaps and identifying overlapping content, they are driving critical transparency in the organization and enabling content creators to strategically direct time and resources towards the projects that matter most.

WHY KAPOST?