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THE DEFINITIVE GUIDE TO

Marketing Resource Management

www.getbynder.com

Introduction
If youre on the hunt for a Marketing Resource Management (MRM) solution, you
have probably already done your research. If so, you have probably realized that
all vendors offer different features geared towards meeting different requirements.

The Definitive Guide to Marketing Resource Management is designed to answer


all the questions you have about MRM. Our guide will show you what marketing
resource management is, what has driven it to be a must-have for marketing
departments, and how to compare different vendors and features.

Our guide will also explain:

The benefits of marketing resource management


Common features of marketing resource management solutions
How to define your companys MRM needs and requirements
How to build a business case for marketing resource management
The trends and future of MRM

We hope that this guide will leave you with everything you need to know

about marketing resource management, and be your stepping stone to a more


organized, streamlined and efficient way of working.

THE DEFINITIVE GUIDE TO

Marketing Resource Management

THE DEFINITIVE GUIDE TO

Marketing Resource Management

01

WHAT IS MARKETING RESOURCE MANAGEMENT?


Marketing Resource Management... 3

02

WHY IS EVERYONE TALKING ABOUT MARKETING RESOURCE MANAGEMENT?


Factors Driving Marketing Resource Management... 12

03

COMMON FEATURES IN MARKETING RESOURCE MANAGEMENT


Common Features... 18

04

BUSINESS CASE FOR MARKETING RESOURCE MANAGEMENT


Why You Need a Business Case... 34

05

BUYING MARKETING RESOURCE MANAGEMENT


Buying MRM... 44

06

HOW TO GET THE MOST OUT OF MARKETING RESOURCE MANAGEMENT


Stages... 48

07

FUTURE OF MARKETING RESOURCE MANAGEMENT


Trends... 52

08

BYNDERS MARKETING RESOURCE MANAGEMENT


Features... 57

THE DEFINITIVE GUIDE TO MARKETING RESOURCE MANAGEMENT

What is Marketing Resource Management?

01

www.getbynder.com

01 | MARKETING RESOURCE MANAGEMENT | MRM

What is Marketing
Resource Management?

Good question. First lets take a look at two definitions:

Marketing resource management offers a methodical and systematic


way for very large and complex marketing teams to capture budget, link
ongoing campaigns to strategic initiatives, manage processes that include
suppliers and agencies, centralize collaboration, centralize the marketing
calendar, and centralize digital asset creation and storage.
- Gleanster

Marketing resource management applications enable strategic planning


and budgeting, program management, creative development and
distribution, content management, media planning and execution, event
coordination, and resource measurement.
- Gartner
Still confused? In other words, marketing resource management is a category
of marketing software that allows companies to streamline, automate, and
measure marketing operations so they can increase productivity, reduce time to
market, and grow revenue faster. In the following pages well look at whos using
marketing resource management, common features, and key benefits.

01 | WHAT IS MARKETING RESOURCE MANAGMENT? | MRM

Who uses Marketing Resource Management?


Companies of all sizes operating in every industry use marketing resource management to become better, faster and more economical in their marketing.

Media and Agency

Fashion and Apparel

Finance and Insurance

Travel and Leisure

Food and Beverages

e-Commerce

Education and
Government/NGO

Technology and
Communications

Chemical, Energy
and Agriculture

Consumer Goods
and Retail

Logistics and
Transportation

Manufacturing
and Automotive

01 | WHAT IS MARKETING RESOURCE MANAGMENT? | MODULES

Marketing Resource Management Modules


Marketing resource management modules include digital asset management, creative project management, web-to-print, brand identity guidelines, product information
management, brand store, budgeting & planning, ROI tracking and CMS/e-Commerce integration.
Digital Asset Management
Upload, store and share your media

Product Information Management

Creative Project Management

Retrieve and maintain product data

Organize your campaign per project

CMS/e-Commerce Integration
System integrations

Brand Identity Guidelines


Share internally and externally

MRM

Brand Store

Web-to-Print / Web-to-Publish

Order and fulfill with transparent billing

Automate your marketing

Budgeting & Planning

ROI Tracking

Prepare your budget for your next campaign

Brand Identity Guidelines

Digital Asset Management

Generate reports to calculate ROI

Creative Project Management

Web-to-Print

List all your brand identity guidelines

Upload, store and share your media

Organize your campaign per project

Create multilingual documents

Edit and organize in chapters

Set user access rights

Assign tasks and deadlines

Automate your marketing

Share internally and externally

Integrate with CMS/e-Commerce

Approve on-brand materials

Edit online

Budgeting & Planning

Product Information Management

Brand Store

Measurement & Reporting

Prepare your budget

Retrieve and maintain

Customize and keep track of stock

Measure the success of your campaign

Plan and assign tasks

Product information

Order and fulfill with easy billing

Generate reports to calculate ROI

01 | WHAT IS MARKETING RESOURCE MANAGMENT? | FLOW

Marketing Resource Management Flow


01

03
Briefing

Budgeting & Planning


Allows you to plan and manage
costs for campaigns as well as
individual jobs

05
Creation

Review

07

09

Publication

Creative Project
Management
Start the project with all the
people involved

Web-to-Print

DAM + PIM

Brand Store

With the Web-to-Print module


you can create a poster, integrate
your digital asset and add text

Link your poster to products or


campaigns

Make the poster available


for purchase for streamlined,
demand-driven distribution

Brand Guidelines

Final Digital Asset

Digital Asset Management

Connectability

Share best practices internally or


with partner agencies

Once the creation has been


approved the digital asset is ready

Store the poster in your DAM


system to make it easy to find

Connect your system to your CMS


to publish the poster on your
website

02

04

06

08

Measurement & Reporting


Measure the efficiency and
effectiveness of campaigns by
analyzing the cost and time of
producing marketing collateral

10

01 | WHAT IS MARKETING RESOURCE MANAGMENT? | PRECONCEPTIONS

Marketing Resource Management Preconceptions


With many different features and similarities to other marketing technology products, its easy to be confused as to what marketing resource management actually is.
Here are some common preconceptions about MRM:

1. MRM is a strategic planning tool

2. MRM as a platform, only benefits marketing

While MRM solutions make sure that all your marketing campaigns are coordinated,

While marketing teams definitely benefit from MRM, optimizing internal

controlled and monitored, it is possible to plan different possibilities and prepare

processes makes it easier to collaborate with other departments and eventually

for different scenarios. These functionalities can only be found in Business

helps to increase revenue, benefiting the company as a whole.

Performance Management solutions but might be integrated into MRM solutions


in the near future.

3. MRM is a solution, implemented in a snap


MRM solutions change existing processes and structures; a successful
implementation takes time. It takes a lot of training and getting used to for both
the people responsible for the project and the ones who will be using the system
every day.

4. MRM is a fancy name for a DAM platform


Many people think that MRM solutions are an extended digital asset management
platform, but thats not the case. While DAM platforms only manage the asset
itself, MRM solutions focus on managing the whole asset lifecycle, from conception
to distribution.

01 | WHAT IS MARKETING RESOURCE MANAGMENT? | BENEFITS

10

Marketing Resource Management Benefits


The marketing ecosystem is complex, making it difficult for marketing departments to work efficiently. Marketing resource management solutions automate repetitive
tasks, facilitate the branding process and, in the long-term, prove and improve your ROI.

1. Shorten time to market of marketing materials

2. Securely store, share and manage content

Thanks to integrated workflow modules you can streamline communication and

Sharing files the traditional way (via email, hard copies, etc.) can sometimes lead

collaboration between internal and external parties. This means that you can

to information leaks. Not only can you set user-rights on specific files, you can

create better content, quicker.

also add watermarks and revoke access to collections even after they have already
been sent out.

3. Prove and improve marketing ROI

4. Automate branding processes

The marketeers job is far from finished once the content is created. The real

Without one central system, its difficult to scale up your branding and stay in

value comes from measuring the impact of campaigns. MRM software helps you

control of all brand-related content. Brand Identity Guidelines modules ensure

measure the creation time, cost and quality of marketing collateral produced by

brand consistency while Web-to-Print templates streamline the creation of fresh

internal departments or external agencies. This allows you to adapt your strategy

print materials. In other words, less time is spent on the creation and approval of

accordingly to increase ROI.

new content.

01 | WHAT IS MARKETING RESOURCE MANAGMENT? | CASE STUDY

11

Case Study: Garcia Jeans


Reducing a Fashion Brands Time to Market

Challenges
Garcia Jeans experienced problems managing their marketing materials, finding
the correct asset was difficult and time-consuming, resulting in a low adoption
rate. Working with their webshop was also a very labor-intensive process that
needed improvement. Garcia Jeans was looking for a new solution that would
help the company manage their digital assets more efficiently within one single
platform and needed a user-friendly solution, which would integrate their existing
Product Information Management with the new webshop, and reduce their time
to market in the process.

Solution
Thanks to the Digital Asset Management module, the company was able
to improve its file management processes. High-resolution assets for new
campaigns can be easily uploaded with the drag and drop tool, which can then
be tagged and organized. The suggestive Google-like search and advanced filters
help all users find the right files in seconds. With Bynders API, Garcia Jeans is able

synced with their brand portal. This solution removes the chances of duplicates

to easily connect the brand portal with their new webshop through Hybris, the

or outdated assets, as well as all the labor-intensive steps getting products

top-rated e-Commerce software and omnichannel solution. All images online are

published on the new webshop.

01 | WHAT IS MARKETING RESOURCE MANAGMENT? | CASE STUDY

12

Case Study: Garcia Jeans


Reducing a Fashion Brands Time to Market

*Based on industry average

Everything was planned, commitment and delivery what was promised. []


Quick response to issues and questions. No unpleasant surprises at all.
-Jeroen Coppens, Marketing and Communication Manager

73%

53%

Reuse of Digital Content

Higher Conversion Rate

Benefits
Garcia Jeans was able to save a huge amount of time and effort by using
Bynder. The fashion brand could save 1 FTE thanks to the new webshop and
automating other internal processes. Their digital assets can now be stored and
shared securely within one central platform, and the labor-intensive process of
publishing product information on their webshop is eliminated.

THE DEFINITIVE GUIDE TO MARKETING RESOURCE MANAGEMENT

Why is Everyone Talking About MRM?

02

www.getbynder.com

02 | WHY IS EVERYONE TALKING ABOUT MARKETING RESOURCE MANAGMENT? | FACTORS

14

Factors Driving Marketing Resource Management


Changes in the digital landscape have made marketing resource management solutions more of a must-have rather than a nice-to-have, especially for large enterprises.
The demands of modern marketing have completely altered the way companies communicate with their customers, while economic factors made marketing
measurability more important than ever.

Internet

YouTube

Twitter and Facebook

Apple

Economy

Higher Spendings

Over 400 million


Internet users

The video platform


launches

Twitter launches and Facebook


opens to the public

Apple introduces
the iPhone

Economic Crisis
happens

Global digital and mobile marketing


spend reaches $234 billion

2000

2005

2006

2007

2008

2009

02 | WHY IS EVERYONE TALKING ABOUT MARKETING RESOURCE MANAGMENT? | TRENDS

15

Economic Trends
The 2008 Economic Crisis forced companies to rethink the way they approach revenue generation and measurement, while the demands of modern marketing
completely altered the way companies communicated with their customers.

Trend 1: Change in Customer


Buying Behavior

Trend 2: Need to Measure


Marketing Investments

Trend 3: Software as a Service


Model

According to a recent study by Google, 82% of

The 2008 recession pushed companies to be

Nowadays, leading companies are providing SaaS

smartphone users consult their device to make a

smarter and more strategic with their investments.

(Software as a Service) solutions for MRM. Besides

purchase decision in store. As consumers evaluate

Budget cuts made it increasingly important to align

from being easy to implement, flexible and fully

purchase

companies

marketing and sales departments and prove ROI in

scalable, these solutions are usually charged on a

need to adapt and deliver personalized experiences

order to justify marketing investments. Companies

subscription basis. This means that companies only

and messages when it matters most. Brands are

needed tools that automated and streamlined

pay for what they use. Unlike traditional options, the

creating everything from product information videos

revenue processes and measured the effectiveness

cost structure of cloud-based SaaS solutions yields a

to

influence

of marketing campaigns. With this information,

quicker return on investment and the ability to adapt

customers in the decision-making process. However,

organizations could then scientifically reallocate their

to changing business needs.

establishing individual dialogues with thousands of

resources to what was working.

decisions

hyper-targeted

in-the-moment,

advertisements

to

customers requires a streamlined content creation


and distribution process.

02 | WHY IS EVERYONE TALKING ABOUT MARKETING RESOURCE MANAGMENT? | TRENDS

16

Marketing Trends
The content revolution, new media channels and the ever-changing cycle of new products are just some of the marketing trends driving the resurgence of marketing
resource management.

Trend 4: Rise of Content


Marketing

Trend 5: Multi-channel
Marketing

Trend 6: Shorter Product Life


Cycles

People are consuming more and more digital me-

Communicating different messages across a growing

Long product life cycles are a thing of the past. To

dia on mobile devices. Its no wonder why compa-

range of interactive media is time-consuming not

nies are switching to content marketing to engage

to mention a lot of effort. Imagine you are launching

with their customers daily. To keep up with the ev-

three new products every quarter, using 10 different

er-growing demand for digital content creation,

media and communicating in six languages. That

management and distribution of assets need to be

means you would need 720 different publications

more streamlined than ever.

or versions a year just to keep your customer base


informed.

stay relevant and competitive in todays market,


companies are forced to release new products and
market them on a regular basis. Marketing solutions
are needed to cater to expansive marketing needs
such as simplified workflows, brand management
and resource performance.

02 | WHY IS EVERYONE TALKING ABOUT MARKETING RESOURCE MANAGMENT? | CASE STUDY

Case Study: StoryTiles


Facilitating Brand Storytelling on a Global Level

Challenges
Due to the unstructured management of their digital assets, it was challenging
and time-consuming to handle all of their PR and marketing requests. There was
no solution to effectively categorize digital media, such as high-resolution images
of products, files and logos. In order to solve these pain points, StoryTiles was
looking for a new solution one that enabled them to improve the management
and organization of their digital media, so that they can manage press and
marketing requests.

Solution
Using their Digital Asset Management module, the design company is now able
to structure all their digital assets clearly, enabling press from all over the world
to find relevant images or files in their brand portal easily. As a result, StoryTiles
can reach their promotional goals without having to spend too much time on
requests.

17

02 | WHY IS EVERYONE TALKING ABOUT MARKETING RESOURCE MANAGMENT? | CASE STUDY

18

Case Study: StoryTiles


Facilitating Brand Storytelling on a Global Level

*Based on industry average

As the portal is well organized and user-friendly we believe that we can reach
our goals without spending time on all requests. Now we have everything
organized and press from all over the world can find whatever they need on
our Bynder portal.

50%

20%

Reduction of Asset
Search Time

Increase in Brand
Consistency

-Judith Beek, Managing Director at StoryTiles

Benefits
Thanks to Bynders solution, StoryTiles now has a simple and user-friendly
software to manage, organize and share their digital assets and files efficiently.
Judith Beek believes that Bynder led to 75% of their publications worldwide
more than they originally expected.

19

THE DEFINITIVE GUIDE TO MARKETING RESOURCE MANAGEMENT

Common Features in MRM

03

www.getbynder.com

03 | COMMON FEATURES IN MARKETING RESOURCE MANAGEMENT | FEATURES

20

Common Features in Marketing Resource Management


Marketing resource management platforms include several modules, including Digital Asset Management, Creative Project Management, Web-to-Print, Brand Identity
Guidelines, Brand Store, Product Information Management, Content Hub, and Insights. Each module has different features depending on the vendor. In this section,
we have listed all the features and indicated how common each one is using the following indicators:

Sometimes

Variance

Common

03 | COMMON FEATURES IN MARKETING RESOURCE MANAGEMENT | DAM

21

Digital Asset Management: Upload and Share


Digital Asset Management modules are the starting point of marketing resource management solutions. Digital Asset Management software stores all your brochures,
promotional videos and other marketing collateral, and makes them directly available for users across the world.

Automatic Metadata Extraction

This is the ability to extract metadata; such as author, date created, date modified,

Receive Media Files

Most systems support all common media file formats including videos, Microsoft

file size, automatically during the upload process.

Office documents, Photoshop and InDesign files, and some automatically generate
thumbnail previews.

Approve and Audit Uploads

Waiting Room features ensure that only approved files are added to your asset

Drag and Drop

The ability to add files individually or in bulk to your asset bank by dragging

Supported File Format

Most systems support common media file formats including images, videos, and

bank. This keeps the administrator in control of all uploaded assets.

them from your internal folders.

documents, and automatically generate thumbnail previews during upload. Here is


the list of format that might be able to be previewed in the system: JPG, PNG, GIF,
BMP, TIFF, TIF, AI, EPS, PSD, MP3, MP4, MPG, MPEG, AVI, MOV, FLV, WMV, VOB, MKV,
M4V, DOC, DOCX, XLS, XLSX, PPT, PPTX, NMBRS, PDF, KEY, INDD, RAW.

03 | COMMON FEATURES IN MARKETING RESOURCE MANAGEMENT | DAM

22

Digital Asset Management: Gather and Organize


The main functionality of a Digital Asset Management platform is to organize your files into a comprehensive structure best suited to your media by using categories,
folders, and tags. With convenient features such as custom metadata fields, versioning, and relating of media files, you will be able to make order out of chaos.

Folders and Categories

Your media can be divided into brands or folders, and you can set your users profile

Media Collections

You can separate from both brands and categories, and share with internal or

Bulk Editing of Files

On-The-Fly Image and Video Manipulation

access to be either granted to or revoked from specific brands.

external stakeholders.
Most Digital Asset Management systems allow you to edit files in bulk.

Some Digital Asset Management systems allow for simple image and video
manipulation such as cropping, rotating, and clipping.

03 | COMMON FEATURES IN MARKETING RESOURCE MANAGEMENT | DAM

Digital Asset Management: Search and Find


In order to save time when searching for specific media items, most Digital Asset Management systems come with intelligent search features.

Instant Search Results

Instant search results will allow you to narrow down your search within seconds,

Advanced Search Filters

The ability to combine several metadata fields with custom filters in order to search

giving you full flexibility when combining different search criteria.

through your media database based on geographic location, archival materials,


authors, and copyright.

Suggestive Google-Like Search

The suggestive search bar feature is an easier and more intuitive way of searching

In-Depth Previews

Some systems automatically create a preview of most media files, including video,

Asset Geolocalization

Some solutions allow you to add a location to your asset which is a more intuitive

for files.

audio, InDesign, Photoshop, and PDF.

way to organize your files.

23

03 | COMMON FEATURES IN MARKETING RESOURCE MANAGEMENT | DAM

24

Digital Asset Management: Share and Distribute


With Digital Asset Management solutions you can easily and quickly share media files without spending precious time on working with ZIP files, sending large files by
email, or using unsecured consumer tools.

Collections of Media

The collections feature allows you to select and group media files, regardless of
their file type, size, brand, or category. Creating a collection will allow you to not only
access, edit and work on a specific group of files at any time, but also to share this
group of files with others.

Security And Access Control

Sharing files the traditional way (via email, hard copies, etc.) can lead to information
leaks. Most systems allow users to revoke access to collections even after they have
already been sent out.

Directly Embed Media

Embedding media directly saves you a great deal of time when it comes to publishing
content. You can automatically create a file embed code that you can then simply
copy and paste into your CMS.

Watermarks

In order to add further security to your files and prevent unauthorized distribution
of media files, DAM solutions allow users to add watermarks to content.

03 | COMMON FEATURES IN MARKETING RESOURCE MANAGEMENT | CPM

25

Creative Project Management


The Workflow Management module, or Creative Project Management, allows you to centralize communication with those responsible for creative projects, be it internal
or designer partner agencies.

Organize your Projects

Group your projects into campaigns and make sure that your coworkers and any
relevant third parties, such as agencies or consultants, only see the projects or
activities they are directly involved in.

Complete Project Overview

Within a campaign, you can structure your projects based on your own internal
creation or review structure using specific media creation jobs and on-brand
approval stages.

Customized Workflows

Each of your jobs is a perfect reproduction of your projects creative process. The

Improving and Approving New Media

With Creative Project Management, you can comment, annotate, download, and

quantity and names of your stages are usually completely customizable.

upload through one shared location without having to download a document by


using online proofing.

Annotations on Pictures & Videos

Workflow software allows you to annotate images or videos and make specific
comments for colleagues or external agencies.

03 | COMMON FEATURES IN MARKETING RESOURCE MANAGEMENT | CPM

26

Creative Project Management


All features provided by this module should enable you to facilitate communication, the process of allocating tasks, deadlines, and ultimately ensure approval of current
creations by a Brand Manager and Marketing Manager.

Version Control

In order to ensure that you and your team are not confused by multiple drafts
floating around, Creative Project Management modules offer a clear overview of
versions handled.

Time Management

With the help of tasks and the ability to assign responsibilities, you can make sure

Track Production Hours

It is vital for agencies that clients are invoiced correctly, and that contractors are

your team produces content on time and never misses a deadline.

paid for the time they spend working on a project. Some solutions allow you to track
how long a project or piece of content took to create.

Communicate and Collaborate

Creative Project Management modules centralize and organize all communication


between all your projects stakeholders making it even easier to collaborate on
projects.

Marketing Calendar

An integrated marketing calendar provides your stakeholders with an instant and


live overview of all your worldwide marketing activities.

03 | COMMON FEATURES IN MARKETING RESOURCE MANAGEMENT | BIG

27

Brand Identity Guidelines


Brand Identity Guidelines modules ensure that every element that constitutes the visual identity of a brand is listed, organized and shared with internal employees as
well as external agencies.

Edit Content

Organize Brand Guidelines

Edit content through different tools that allow you to change the font, font-size,
align text, and add images.

Divide your brand guidelines into different sections or chapters.

Share Your Guidelines

Directly share your guidelines by inviting people to your platform or via email. Some

Selective Sharing

If an external agency only needs access to your companys font colors, logo

brand guidelines modules allow you to extract a PDF file.

specification and other design specifics, you can share this part of your guidelines
instead of the whole document.

Link With DAM

You can directly link logos or product images to your brand guidelines to inform
colleagues or external parties on how to use them.

03 | COMMON FEATURES IN MARKETING RESOURCE MANAGEMENT | WP

28

Web-to-Print / Web-to-Publish
Web-to-Print modules allow you to create new marketing materials such as brochures, flyers, product information sheets, etc. without having to worry about any
aspect shaping. The models of these documents are imported to the platform, allowing the user to customize the images, text and color schemes.

Smart Templates

Inline Editor

Creation of Multilingual Documents

Automated Production

Integration with Workflow

Templates ensure that your team members can create fresh printing materials
themselves without the need to turn to designers or agencies for help.

Inline editor features allow you to edit and modify your images and text.

Web-to-Print gives you the option to preset templates in different languages,


speeding up the creation process for global campaigns.
Some modules allow you to generate a web-version or a print-ready PDF content.

Web-to-Print is often integrated with the Creative Project Management module,


allowing you to send your collateral straight for printing after final approval.

03 | COMMON FEATURES IN MARKETING RESOURCE MANAGEMENT | PIM

29

Product Information Management


Its crucial for marketeers to have access to up-to-date product information that can be used in product marketing communications. PIM modules automatically collect
and display all desired product information alongside the relevant product image by automatically retrieving this data from all other systems.

Synchronize Product Information

Product information is usually stored and maintained throughout several ERP


systems, such as SAP. PIM modules easily connect to your existing IT infrastructure
and automatically retrieve relevant product information, and display it directly next
to your product assets.

Product View

In this view, images, videos and documents, as well as product information that
belong to the same product will be automatically grouped. This will save you a lot of
time if you are looking for all available shots of the same product.

Embed Product Information

With this feature, you can embed product information when creating marketing
materials or on marketing channels such as your e-Commerce system.

03 | COMMON FEATURES IN MARKETING RESOURCE MANAGEMENT | BS

30

Brand Store
Advertising materials are a vital component of communicating a brand. However, fulfilling orders and distributing such materials can consume a lot of energy from
entire departments. In particular, routine inventory control and the handling of incoming orders can take a lot of time. The Brand Store module provides sales agents,
marketing managers and resellers with a central platform for ordering promotional items.

Web-based Online Shop

A platform where sales departments, resellers, and partners can access your
brand store to order stationery, advertising materials and customizable marketing
collateral online at any time from anywhere in the world.

Interactive Product Catalogues

A clear presentation of your products with images, descriptions and a clear overview
of the specifications such as sizes and colors. This will eliminate any doubt when
ordering advertising materials and reduce the need for any inquiries.

Shopping Cart

With a handy shopping cart functionality and an automated checkout process,

Customization of Marketing Materials

Employees and external parties alike can customize marketing materials on-the-fly

Automated Fulfillment

With this feature, you can order from company suppliers and/or printing companies.

ordering advertising materials is as easy as shopping online.

and adapt them to local needs during the ordering process.

Some features have integrated shipping tracking, so youll always know where your
order is and when it will be delivered.

Order Processing and Stock Control

Automatic inventory adjustment and smart integration with your budgeting or


external tools ensure transparency throughout the ordering process. You can assign
budgets to different departments and automate order processing and invoicing.

03 | COMMON FEATURES IN MARKETING RESOURCE MANAGEMENT | CH

31

Content Hub
With this module, you can easily cultivate your digital assets with text and other metadata to prepare them for distribution on all your global marketing channels. Smart
integrations with creative project management, social publishing, and smart analytics allow both internal and external contributors to produce highly relevant, brandapproved content at a reduced time to market.

Editorial Content Creation

You can create preset structures for various content formats e.g. blog posts,
white papers, social media posts, website content, etc. and predetermined
paragraphs to save time during creation and help standardize the quality of your
content output.

Version History

Translations

Smart versioning allows several contributors to work on texts simultaneously and


ensures that you are always working on the latest version.
Translations can be created or directly submitted into the Content Hub where
they can be attached as an additional language to your master text. You can also
create pre-approved language-specific paragraphs.

Content Approval

Updated or newly written texts will never be published unless the content has been

Assembling Assets

Cultivate your articles with visual content pulled straight from your DAM when

Multi-Channel Publishing

You can publish content directly from the Content Hub module to all your marketing

approved in accordance with your brand guidelines.

creating content.

channels. Smart scheduling ensures that you push the right message, at the right
time, to the right channel.

03 | COMMON FEATURES IN MARKETING RESOURCE MANAGEMENT | IS

32

Insights
With Insights, you can measure the entire content lifecycle and understand your marketing from concept to distribution. Thanks to integrated analytics, you can see
which content works best, who created the best content and how long it took to create. Besides content performance, this module also allows you to track user activity,
giving you the necessary information to increase user adoption rates.

Custom Dashboards and Templates

Create personalized, on-brand dashboards and templates, and visualize your data

Cross Channel Analytics

Automatically create interactive reports that you can brand, customize, schedule

Cross Channel Analytics

Measure the content lifecycle from creation to distribution across all channels.

with a selection of custom charts.

and share with colleagues and stakeholders.

Analytics show you which content is performing the best, allowing you to optimize
your marketing ROI.

Real-Time Dashboards

Automatic updates allow you to track live performance metrics.

03 | COMMON FEATURES IN MARKETING RESOURCE MANAGEMENT | CASE STUDY

33

Case Study: DPDgroup


A Successful Rebranding Process on a Global Scale

Solution
DPDgroup now has a user-friendly platform where updated, on-brand digital
assets can be easily accessed by all departments. Thanks to Bynders Digital Asset
Management module, the global marketing team is able to manage, store and
share all digital assets in one place before distribution. This reduces the risk of
using old logos and images, as well as creating duplicates.

Challenges

The Creative Project Management module enables the companys global

Unlike their competitors DHL, TNT and UPS; GeoPost did not have one unified

marketing team to streamline and automate all projects and campaigns in

brand, but different brands for different markets. To focus on increasing growth,

their rebranding process. Features such as online proofing allow DPDgroups

particularly international, and create a greater sense of brand unity, GeoPost

marketing team to create new brand assets that can be reviewed and approved

announced its new international commercial brand identity and parcel delivery

directly via a web browser. DPDgroups brand managers are also able to keep a

network DPDgroup. The initial rebranding involved the new design of the new

controlled overview of lengthy production processes. The Web-to-Print module,

logo and integrating different brands, such as Chronopost in France, into the logo

with smart templates and specific adaption in the final step of the design creation

family of DPDgroup.

process, helps marketeers and brand managers ensure brand consistency.

03 | COMMON FEATURES IN MARKETING RESOURCE MANAGEMENT | CASE STUDY

34

Case Study: DPDgroup


A Successful Rebranding Process on a Global Scale

*Based on industry average

Due to the tight schedule of our rebranding, it was key that the Bynder
system was ready for productive use within a very short time. This enabled
us to distribute all the new assets in a fast and uncomplicated way to all our
marketeers in the DPDgroup country organisations.
-Torsten Daeges, Marketing Coordinator at DPDgroup

75%

15%

Less Time to
Find Images

Saving on Creative
Production

Benefits
Bynders branding automation solution provides DPDgroups marketeers the
toolkit necessary to automate the entire rebranding process from the creation
of content to distribution. DPDgroups marketing team has been using Bynder to
deliver new branding and marketing materials to a large global team, streamlining
their rebranding process. Three weeks after the official announcement of the
rebranding, 163 marketeers from DPDgroup have been working with the brand
portal successfully.

THE DEFINITIVE GUIDE TO MARKETING RESOURCE MANAGEMENT

Business Case for MRM

04

www.getbynder.com

04 | BUSINESS CASE FOR MARKETING RESOURCE MANAGMENT | WHY?

36

Why Do You Need a Business Case?


Whether the economy is booming or in crisis, its difficult to get approval for
marketing investments. This is because marketing departments struggle day
in, day out to prove the ROI of their marketing campaigns and, therefore, find
it difficult to justify spending. Its no surprise, then, that during an economic
downturn marketing budgets are often the first to be cut. But even when times
are good, investments are funneled into applications that are primarily focused
on facilitating sales, and that bring an instant ROI.
It doesnt help either that marketing departments are often seen as a cost
center, meaning that major marketing investments are considered a burden. And
lets be honest, MRM software is an investment one that could cost anything
between 10,000 and 300,000 per year. Its also difficult to prove the value of an
MRM solution, as the results are seen in the long-term compared to their sales
counterparts. However, if used correctly, the cost savings will outweigh the IT
investments in one to three years.

All marketing departments have a tried and tested way of working, and its natural
that most marketeers are opposed to any operational changes, especially on a
large scale. Thats why the implementation of an MRM solution is often greeted
with apprehension as MRM systems significantly change existing processes and
structures. However, if implemented successfully, MRM will improve existing
business processes, increase productivity and establish a more streamlined way
of working.
As you can see, the long-term benefits of implementing an MRM solution can
sometimes be overshadowed by human and financial costs involved. Thats why
you need a business case need to justify investing in an MRM system.

04 | BUSINESS CASE FOR MARKETING RESOURCE MANAGMENT | WHERE?

37

Where to Start?
When building a business case for MRM, its important to define the challenges your marketing department faces whether youre struggling to manage your evergrowing number of campaigns, you need more transparency in your budget allocations or you need to prove the value of your marketing investments. Later well go
into more detail about how an MRM solution improves marketing efficiency, but for now, heres a general overview of how MRM solves the above challenges.

1. MRM is a one-stop-shop for


managing marketing activities

2. MRM streamlines marketing


processes

3. MRM helps marketeers be


more economical

MRM systems provide marketeers with a central

MRM enables global marketing teams to work

Planning and financial management modules help

as one. Thanks to centralized asset libraries and

marketeers monitor spending, allocate resources

workflow modules, marketeers can share files and

and measure the ROI of marketing campaigns, as

collaborate on projects regardless of where they are

well as increase transparency when it comes to

in the world.

budget allocations.

location to create, organize and manage campaigns;


upload, store and share digital assets, monitor and
control budgets and expenditures.

04 | BUSINESS CASE FOR MARKETING RESOURCE MANAGMENT | ROI

38

Improve Marketing Return on Investment


Planning and financial management modules enable marketing departments to improve planning and budgeting processes, and revenue management.
This allows marketeers to allocate more resources to successful campaigns and stop underperforming ones; enabling marketing departments to:

5% - 20%

1% - 10%

60% - 90%

Reduce Spending on
Low-performing Campaigns

Reduce
Unnecessary Spending

Reduce Spending on
Campaigns not Aligned with Company Goals

Real-time insights reveal campaigns stats, allowing

Planning and financial management modules

Planning modules allow marketing departments to

marketing departments to allocate more resources

provide more transparency when it comes to

align spending with their marketing strategy and

to successful campaigns and stop underperforming

monitoring spending.

company goals.

ones.

04 | BUSINESS CASE FOR MARKETING RESOURCE MANAGMENT | PRODUCTIVITY

39

Improve Productivity
Creative Project Management modules enable marketeers to streamline the content creation process, improve accountability, and achieve a quicker time to market,
so marketing departments can:

10% - 60 %

5% - 10%

5% - 20%

Improve Productivity by
Starting More Campaigns

Improve Productivity by
Reducing Time Spent on Compliance Issues

Reduce Agency Fees by


Streamlining Processes

By centralizing communication and collaboration

All branded assets can be approved directly in the

A streamlined content creation process reduces the

in the content creation process, Creative Project

Creative Project Management module, saving time

time needed to create and edit content, meaning

Management modules reduce the time to market

when it comes to compliance issues.

that you will spend less on agency fees.

of marketing materials.

04 | BUSINESS CASE FOR MARKETING RESOURCE MANAGMENT | COSTS

40

Cut Agency Costs


With Digital Asset Management, companies can upload, store and manage their marketing materials, reuse existing content and improve brand management.
This enables marketing departments to:

75% - 90%

40% - 80%

10% - 15%

Reduce
Rework Costs

Increase Agency
Accountability

Reduce Overall
Agency Spending

In the Digital Asset Management module, all up-to-

MRM solutions with integrated analytics allow

With the ability to measure agency effectiveness,

date marketing materials can be stored, ready for

marketing teams to measure how long an agency

marketing departments can make informed and

reuse at a later date.

takes to create content and how effective that

sensible decisions when choosing to work with

content is.

agencies.

04 | BUSINESS CASE FOR MARKETING RESOURCE MANAGMENT | CONTENT

41

Reduce Waste and Improve Reuse of Marketing Content


MRM solutions provide 24/7 access to marketing content, allowing users to order, print, and download assets directly.
Marketing departments can now:

70% - 90%

15% - 75%

15% - 75%

Reduce
Rework Costs

Reduce
Shipping Costs

Reduce
Paper Costs

Smart templates allow marketeers to personalize

In Web-to-Print modules, marketing departments

With approval rounds, print materials can be

existing content, meaning that on-brand materials

can set up local printers to deliver to local offices,

reviewed online before printing, reducing the

can be adapted to local demands directly from a

saving time and money when ordering print

chances of errors and inconsistencies.

web browser.

materials.

04 | BUSINESS CASE FOR MARKETING RESOURCE MANAGMENT | ROMI

42

Increase Return on Marketing Investment (ROMI)


MRM software helps organizations measure the creation time, cost and performance of marketing collateral produced by internal departments or external agencies.
Subsequently allowing marketing departments to:

50% - 100%

Improve ROMI by Aligning Budget


with High-performing Campaigns
With integrated analytics, you can see which
content works best, which campaigns are most
successful and align your budget accordingly.

All Data Source: Gartner

04 | BUSINESS CASE FOR MARKETING RESOURCE MANAGMENT | COSTS

43

Investments and Costs


Once youve worked out the return delivered by Marketing Resource Management, you need to understand the investment required. Most modern MRM solutions are
delivered via a SaaS model as recurring subscriptions on a monthly, quarterly or annual basis. Subscription costs depend on the following factors:

1. The number of users

2. The amount of storage

3. The number of modules

Your subscription cost will depend on how many

Storage space can range from 50GB to unlimited

The price will depend on the number of modules

TB. As with the number of users, the more storage

you need. As you can imagine, the more modules

you have, the higher the subscription. There are two

you require, the higher the cost.

users you have and the type of user. There are


three user types, each with different rights and
responsibilities:

Admin: Refers to a user who has full access


rights within the product.

Regular: Refers to a user that has the access


permissions of a light user, as well as the rights to
upload and edit media and manage guidelines. A
regular user can make use of the Creative Project
Management module for online collaboration and
workflow.

Light: Refers to a user that can share and


download, but has read-only rights to the media. A
light user can also view and create media collections.

types of storage:

The Number of Modules: Many vendors offer


Hot Storage: Storage used on a daily basis /
often.

different modules and functionalities depending


on a companys requirement. As a DAM is the
foundation of an MRM solution, it is often the

Cold Storage: Storage that you dont use but

most expensive module, especially if it needs to

want to keep on your platform to be accessed at

be personalized to your own needs e.g. add / edit

anytime considered archive storage.

existing functionalities.

04 | BUSINESS CASE FOR MARKETING RESOURCE MANAGMENT | COSTS

44

Other Investments and Costs

1. One-off configuration and


setup fees

2. Professional service fees

3. Training fees

Once the environment is complete from a technical

After the solution has been implemented, most

This is the cost of making the platform fully

perspective, your vendor will train the project

vendors provide training to help with the onboarding

customized and integrated with your companys

managers to ensure a successful implementation

process. This includes personal demos, tutorial

information system. The main factors that drive

for all users. This is includes support when launching

videos, and in-house implementation training.

the cost of your configuration and setup fee are

the portal user invites and imports and project

custom theming, import of media, configuration of

management and consultation (e.g. taxonomy

taxonomy, and API.

setup, etc.).

45

THE DEFINITIVE GUIDE TO MARKETING RESOURCE MANAGEMENT

Buying Marketing Resource Management

05

www.getbynder.com

05 | BUYING MARKETING RESOURCE MANAGEMENT | STEPS

46

Buying Marketing Resource Management


So, youve decided to buy marketing resource management. Now you need to
select the right solution. Heres our step-by-step guide for finding the perfect
MRM system:

1. Define your goals


Before you start comparing different vendors, you need to think about your
pain points and what you want to achieve.
Shorter time to market?
Improved collaboration?
Automate branding processes?
Prove and improve marketing ROI?
Achieve brand consistency?

2. Plan your timeline


Identify the steps youll need to take during the purchase process and after
implementation. Finding the perfect solution can be a meticulous task, so it helps
to have a clear timeline with deadlines. Here are some of the most important
steps:
Start selection process
Compare vendors
Long-list vendors (compare features, interface, technical integration, etc.)
Short-list vendors (attend webinars, personal presentations, etc.)
Make final decision
Start implementation
Go live
Analyze performance

05 | BUYING MARKETING RESOURCE MANAGEMENT | STEPS

47

Buying Marketing Resource Management


3. Identify your requirements

4. Compare different solutions

The more specific you are, the better.

Marketeers will have to use the system every day, thats why marketing should

Identify which modules you need:

find the solution first before seeing if it supports the companys IT standards.
MRM is about helping marketeers achieve their goals. Select a solution that

Do you just need to organize and store all your digital assets? Or do you also

best fits your marketing processes. When weighing up potential vendors, its

need to streamline your companys content creation? Go back to chapter four to

important to consider the following factors:

see an overview of MRM modules.

List feature requirements:


In collaboration with all the departments involved, compile a list of must-have
and nice-to-have features for each module.

Determine user requirements:


Who will use the system? How important is usability? How many additional services, training and support will you need?

Features
Check which solutions support your must-have and nice-to-have features.

User interface
User interfaces are like jokes; no good if they need explaining. Your team will
have to use the solution regularly, so make sure the interface is intuitive and
user-friendly.

Integrations
Be wary of standalone applications. The best MRM systems can integrate with
other platforms and systems.

Scalability
Look for solutions that are fully scalable, meaning that if your company grows,
your system will too.

Implementation and support team


Evaluate each vendors ability to ensure a successful pre and post-implementation process.

05 | BUYING MARKETING RESOURCE MANAGEMENT | STEPS

Buying Marketing Resource Management


5. Assemble a team
Get all departments involved the in decision process by choosing one
representative who will communicate their teams goals and requirements.
They will be the ambassador for the new system and help with the transition
once the solution has been implemented.

6. Talk to references
Ask your vendors for references, theyre first-hand proof that the system works.
Look for references that are similar to your company or your situation.

7. Make a decision
Its decision time. Choose the vendor that is most in line with your goals,
requirements and budget.

48

49

THE DEFINITIVE GUIDE TO MARKETING RESOURCE MANAGEMENT

How to Get the Most Out of MRM

06

www.getbynder.com

06 | HOW TO GET THE MOST OUT OF MRM | STAGES

50

How to Get the Most Out of Marketing Resource Management


MRM improves marketing efficiency but requires effort. Its like buying a high-tech camera, without learning how to use it. The camera has the potential to take beautiful
pictures, but it doesnt mean that you will. Effective MRM usage like good photography requires training, practice and most of all, time. In this chapter we explain
how to get the most out of your MRM system in following three stages:

1. Pre-Implementation

2. Implementation

3. Post-Implementation

Pre-Implementation
Successful MRM implementation requires extensive planning beforehand. Besides thinking about modules and features, you also need to identify champions, document existing processes and set up important structures. The better the plan, the quicker the implementation.

Identity Product Champions

Document Marketing Processes

Champions are the people in your organization who will promote the solution

Before comparing different vendors, document all your marketing processes

within their departments, encourage participation and support other users.

and define which ones need to be streamlined. This not only helps you to find

Define Asset Structure


As the DAM module will be an integral part of your MRM solution, its important

the right solution, but it will also speed up implementation.

Create Brand Guidelines

that you set up a structure to help you organize and find your assets. Define

If you want to ensure brand consistency and spend less time and money

the most important categories such as departments, asset type, market,

replacing inconsistent brand materials, make sure you create brand guidelines

industry, client, etc. and then create subcategories.

which can be integrated into your MRM system.

06 | HOW TO GET THE MOST OUT OF MRM | STAGES

51

How to Get the Most Out of Marketing Resource Management?


Implementation
Being successful with MRM comes down to one thing; your people, theyre the ones who will have to use the system every day. Thats why during implementation the
main focus should be on facilitating user adoption.

Establish Role-Based Training


Users are more likely to adopt a new system if it is relevant to their daily activities
and makes them easier. Role-based training is the perfect way to provide users
with the capabilities needed to use the system and support their day-to-day tasks.

Roll Out Capabilities Gradually


MRM systems are full of different features and functionalities, but its best to
expose users to the ones most related to important day-to-day marketing
activities. The idea is to start small and roll out quickly if and when users require
more capabilities.

Start with a Pilot


Before the global rollout, pilot an MRM initiative in one region, or with one
product or brand. With a pilot you can monitor the usage of the system, gather
user feedback, measure user adoption and enable your teams to build important
MRM competencies. The lessons learned in the pilot can then be applied to the
global rollout to ensure maximum success.

06 | HOW TO GET THE MOST OUT OF MRM | STAGES

52

How to Get the Most Out of Marketing Resource Management?


Post-Implementation
Ongoing usage is the key to a successful MRM initiative post-implementation. Below are five tips to ensure that your MRM system helps you accomplish
your marketing goals:

Plan Trainings
Your product champions are responsible for training their departments once the
system has been implemented.

Define a Contact Person


Your vendor should provide a contact person for any questions you may have
about the system.

Set Up Support Process


When a user encounters a problem with the system, requesting support should
be quick and easy. Set up a process with your vendor and communicate this to
your teams.

Communicate New Features


Cloud-based solutions often deploy new features and improvements regularly.
Educate employees about these changes via a newsletter or a monthly email.

Plan Vendor Meetings


With MRM, there is always room for improvement. Its good to plan at least
two meetings per year with your vendor to discuss new possibilities and
improvements.

53

THE DEFINITIVE GUIDE TO MARKETING RESOURCE MANAGEMENT

Future of Marketing Resource Management

07

www.getbynder.com

07 | FUTURE OF MRM | TRENDS

54

Future of Marketing Resource Management


Marketing is changing at a rapid pace, and marketing technologies will play an even more prominent role in the way companies market their products and services.
Luckily, cloud-based marketing resource management systems are just as dynamic as the industry itself. New capabilities and features are constantly being introduced.
In this chapter, well explore some of the biggest marketing trends and how marketing resource management will facilitate these changes.

Trend 1: Marketing will be More Data-driven


According to a study from the Leapfrog Marketing Institute, 93% of CMOs agree
that they are under more pressure to deliver a measurable ROI. HubSpots State
of Inbound survey also showed that proving the ROI of marketing activities
is the number one challenge marketeers are facing. As a result, companies
are embracing a more scientific approach to marketing, including A/B testing,
measuring website visits and conversion rates.
As marketing gets more data-driven, measuring the effectiveness of marketing
campaigns will be more important than ever. When purchasing marketing
resource management solutions, planning, and financial management modules
will become less of a nice-to-have and more of a necessity. So its likely that well
see more MRM vendors integrating analytics into their platforms.

07 | FUTURE OF MRM | TRENDS

Future of Marketing Resource Management

Trend 2: Brands will Create Personalized Content


at Scale
In a study by Conversant, around 75% of senior-level marketeers and agency
decision makers agreed that individualized messages and offers will be more
effective than mass messages. Whats more, according to a study from Janrain,
74% of online consumers get frustrated when website content has nothing to
do with their interests. Companies will start to provide consumers with a tailormade experience related to their past preferences and behaviors.
What we can see is that branding is replacing marketing, and the focus has shifted
to delivering consistent, exceptional, and customized branded experiences
across all channels. Marketing Resource Management systems will continue to
play an important role in automating the creation of personalized content
helping marketeers create consistent content at a quicker time to market.

55

07 | FUTURE OF MRM | TRENDS

56

Future of Marketing Resource Management

Trend 3: Integrating Marketing Technologies will


be Essential
Delivering relevant, consistent customer experiences also requires marketeers to
remove the silos between marketing technologies. Many marketing departments
are favoring an all-in-one system where they can control all of their marketing
activities in one place.
Backbone platforms, like marketing resource management, will be the driving
force behind other marketing technologies not just a standalone solution.
Marketeers will not only be able to create and store digital assets in their MRM
system, but also publish content on marketing channels and analyze performance.
Besides analyzing efficiency metrics, MRM solutions will start to incorporate other
technologies, such as campaign management, to record customer response and
customer insights allowing marketeers to see which content works best and
use data-driven insights to create better content.

57

THE DEFINITIVE GUIDE TO MARKETING RESOURCE MANAGEMENT

Bynders Marketing Resource Management

08

www.getbynder.com

08 | BYNDERS MRM | MODULES

58

Bynders Marketing Resource Management


Our Platform

Our Modules

Scalability is King

Digital Asset Management

Grow your brand and scale up your branding operations

Simplifying the way you work with your media.

effortlessly whenever the market demands it.

Creative Project Management

Connected Solution

Streamline your content creation from the first draft to

Connect to your existing systems to automate your marketing

final approval.

processes through our various APIs.

Collaborate Globally
Bynders centralized platform brings together global and local
teams and streamlines communication and collaboration.

Web-to-Print
Edit marketing materials on demand.

Brand Identity Guidelines


Facilitate brand consistency with an interactive style guide.

Power Back to the Marketeer


Stay in control of project planning and make relevant
marketing content available across all departments.

Product Information Management


Combine content and data to create marketing materials
that sell.

User-friendly Interface
An award-winning and intuitive interface which ensures higher

Brand Store

user adoption rates.

Equip your global teams with promotional material.

Constant Support

Content Hub

Well make sure that each step of your project is carefully and
thoroughly executed.

Cultivate editorial content ready for distribution across all


channels.

THE DEFINITIVE GUIDE TO MARKETING RESOURCE MANAGEMENT

About This Guide


Written by:
Nicolas Deskos
Copywriter, Bynder
Paul Abarnou
Growth Marketing, Bynder

Designed by:
Stefka Ivanova

About Us

Web Developer & Designer, Bynder


Bynder is a branding automation and marketing solution designed to build,
Mike Zuidgeest

manage and scale brands globally. Run as a Software as a Service (SaaS) model,

Designer, Bynder

Bynder is an integrated solution that enables brand managers to achieve endto-end brand consistency.

Contact Bynder
Email: marketing@getbynder.com

Founded in 2010, Bynder is the leading branding automation solution and

Website: www.getbynder.com

powers over 300 brands worldwide, including KLM Royal Dutch Airlines, Logitech

Blog: blog.getbynder.com

and AkzoNobel. Bynder has offices in Amsterdam, Rotterdam, London, Boston

Twitter: @getbynder

and Barcelona and is currently active in over 50 countries.

www.getbynder.com