One of our featured DAM Vendors, ADAM, published a series of resources about enterprise marketing software earlier this month. They refer to them as ‘Propositions’ rather than whitepapers, but that is essentially what they are. These days, ADAM prefer to call themselves as an “Enterprise Marketing Software Developer” and play down the DAM element that was their original core focus – although in fairness their product range has expanded to cover a wider scope of activity within the marketing function.
They cover four main areas (each with a separate paper):
- Open Architecture
“It’s relatively easy to determine whether a marketing software solution will meet your company’s current and identifiable future needs. You can collect information about existing marketing requirements and processes, develop a functional specification for the solution, and carefully evaluate the capabilities of alternative offerings…It’s more difficult to determine whether a software solution has sufficient flexibility to handle unpredictable future needs. This is a critical decision factor because it largely dictates how durable a software solution will be. In this context, durability refers to how long a software solution will meet an organization’s business requirements.” [Read More]
I have read through the documents and although we’ve given ADAM a hard time on the pages of this journal for some of their general marketing (especially press releases) the papers are quite good – as is their blog now too. Since they have allowed me to guest post, I can’t claim complete impartiality but Jan Dejosse who is the CMO at ADAM has evidently got to work on making it more about information and education than direct pushing of product. I’m not sure if some of this is the direct influence of G.David Dodd who seems to have some association with ADAM but they seem to be paying attention to many of his recommendations – although if I had to make a criticism it would be that they intro themselves and the capabilities of their solutions a bit too quickly into the paper. With that being said, they keep it subtle and the information is credible, not arrogant and makes them sound like they know what they’re talking about.
We have featured Picturepark and David Diamond’s DAM education materials a lot (including their own enterprise DAM white papers). They still probably have the best examples of this sort of approach but it seems like a few other vendors are beginning to grasp this now (at long last).
I’ll hesitate to use the term ‘content marketing’ to describe this activity, because I tend to think it’s a nonsense description. The point should be obvious, if you have a complex product (like a DAM system) people won’t buy it unless they understand what it is properly and how it applies to their situation so you have to provide educational resources that they can trust and understand first. That fact hasn’t changed for centuries – nor is it likely to for centuries more to come.