Optimizely Content Marketing Review

We use the CMP to manage all our marketing activities, so from the planning to the execution. Anything that we produce that has a customer facing asset, be it an email, a web page, a landing page, or a brochure, all gets managed through the platform. We use it to make sure that everything is centralized and also that all our teams are aligned and they know at any given point, what are we working on, what the deadlines are, what projects are dependent of one another. With the global organization, it's very hard to keep everyone in line. The CMP allows us to be able to do that.

We use it for all those three things. We use it for planning our campaigns, so from plan to execution. It has definitely revolutionized how we work because there's no different plans for marketing anymore. There's just one single plan, and we can, from the very start, decide what does that entail and who needs to work on it. In terms of visibility for the organization as well, we create views now that are specific for the leadership board, for example. They don't need to know all the details, they just want to see how many events we're doing in the next three months, and I can share a view with them straight into the CMP that tells them in a calendar, for example, how many events we're attending in what region, and if they want more detail, they can click on it and then discover all the granularity that goes behind the scenes for each one of these. That has been really what received a massive help for us to communicate at higher levels of the organization to explain and show what we've been working on at any given time. There's full transparency in that sense in terms of reusing assets as well. Again, that is the bread and butter, if you like, of the CMP platform. We not only save all our working files within the platform, we also save our finalized files. They're all tagged. Our taxonomy is our own that we created. You can go into the library, search for things, search by date, search by type, search by file type for example, or region or there's a plethora of fields that you can search for to be able to see what has been done, reuse assets that have already been created. We also use collections, which is where we put, for example, any imagery that we're using as part of a campaign at any given time gets put in a collection so everyone in the region has access to it without having to go to the designer and ask for, can I have an image for X, Y, and Z? Well, it's just there. You can't help yourself. It frees people's time, it gives them a little bit of independence, but they all, again, all know what they need to do without going on a tangent and creating things out of thin air.