Marketing Resource Management Software
What is Marketing Resource Management Software?
Marketing Resource Management (MRM) Software helps marketers manage their assets. It provides the capabilities to plan, budget, produce, and execute marketing programs and campaigns. It includes tools for managing content, digital brand assets, workflows, approval processes, and supports campaign tracking, analysis, and reporting. The software centralizes marketing assets, facilitating brand consistency across marketing and communication channels. It helps enhance team performance and shortens campaign time to market.
Marketing Resource Management Software Features
Most marketing resource management software will include the following capabilities:
Financial Management, Budgeting, Forecasting
Brand Management / Compliance
Digital Asset Management
Centralized Content Management Across Multiple Channels
Creative Production Management
Workflow Management and Approval Processes
Marketing Performance Management, Analytics, ROI
Role-Based Custom Dashboards / Permission-Based Access
Marketing Resource Management Software Comparison
Consider the following when evaluating marketing resource management software:
Scope: Products offer a variety of features that may or may not be needed for your operation. Identify which functions are desirable. For example, a brand manager may be seeking software that supports robust analytics and reporting to help improve marketing strategies. Large companies with many marketing assets and large teams may look for software that makes sharing and collaboration easy.
Integration: What system integrations are required? CRM? CMS? Accounting? Do you already have a DAM (Digital Assets Management) system in place, or will that need to be part of your MRM software?
Access: Does the product offer mobile access? This feature permits marketers and their teams to collaborate and communicate on the go. It allows marketers to review campaign performance from anywhere. It also provides access to branded marketing assets from anywhere users have a strong internet connection. This can be critical for social media and other digital marketing professionals.
Pricing is usually based upon the number of users, data storage requirements, and the features included. Entry-level options begin as low as $9/user/mo., rising to a minimum fee of $7,500 a month for some products. To support enterprise installations, vendors often request that you contact them so they can determine the best solution and provide a quote. Some vendors offer free trials.
Adobe acquired Neolane in July 2013 and later re-named the product Adobe Campaign. Adobe Campaign provides both marketing automation and marketing resource management functionality such as spend & financial management, workflow, and asset management.
Percolate is an enterprise-level content marketing platform designed to help large brands create content and manage marketing campaigns. It features content creation and editing tools, a marketing calendar for tracking resources and campaigns, social monitoring tools and content…
Deltek’s TrafficLIVE is a cloud-based agency management software solution. The vendor says that the solution provides unmatched visibility into an agency’s entire business; improves business processes and drives efficiency that sets an agency up for success and increased profitability.…
The Welcome Marketing Operations Platform, from Welcome Software (a NewsCred brand) is a marketing work management software designed to elevate team performance through an integrated approach to marketing. Through its complete solution of technology, content, and services, NewsCred…
Oracle offered the Siebel Enterprise Marketing Suite as an end-to-end enterprise marketing management (EMM) solution joining cross-channel campaign management with marketing automation, market resource and asset management, and marketing analytics, for larger enterprises. The product…
Microsoft Dynamics 365 Marketing is an integrated marketing management solution for marketing operation, planning, execution, and analytics across all channels—digital, social, and traditional. Capabilities include marketing resource management, multichannel campaign management, lead…
The Widen Collective is a cloud-based digital asset management platform designed to help marketers efficiently create, manage, distribute, and analyze all forms of marketing content. The vendor states the integrated suite of software applications will enable organizations to create…
SAS Marketing Operations Management provides customers with a fully integrated marketing platform that combines Marketing Resource Management capabilities (through acquisition Assetlinek in 2011) in conjunction with performance management and multi-channel campaign capabilities to…
S4 was created because graphic designers want the freedom to be creative. In order to do that, they need an easier way to customize marketing materials for different users. To enable designers to spend their time on creative new projects, not redundant customizations, S4 helps brands…
Marketing Planner aims to help marketing organizations with Planning, Budgeting and management of their marketing plans. It is like an Operating System for the marketing department, replacing spreadsheets as the main format for documenting and sharing information about marketing.…
Brandkit is digital asset management software that assembles the all of a user’s brand and marketing content in one place. This software is designed to help marketing teams move faster, save time and stay on brand. The vendor says they create a bespoke branded self-service web portal…
Toppan Merrill Connect as an option for financial or healthcare entities needing a resource management solution for marketing materials to ensure compliant storage and multi-channel delivery of marketing material to customers, as well as ensure a smooth and transparent workflow for…
Frequently Asked Questions
Key benefits of using marketing resource software include:
- Brand Consistency: It helps centralize marketing assets, enabling brand consistency across marketing and communication channels
- Cost Savings: It organizes and streamlines workflows and approvals. This fosters more effective collaboration amongst marketing and cross-functional team members. It helps launch campaigns more quickly. Campaign reporting helps marketing leaders identify better-performing initiatives and decide where to allocate marketing funds.
- More Effective Marketing: Analytics and reporting help improve marketing strategies.