Advantages of Adding DAM platform to MarTech Stack


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Businesses need to invest in a Digital Asset Management (DAM) platform to ensure no overlap of efforts in digital assets that different teams in an organization may use.

DAM platforms enable larger, globally dispersed teams to maintain standardized collaterals and documentation to enable various stages of the brand’s product or service lifecycle, which aids marketers and other customer-facing teams in driving unified communication initiatives.

The processes and technology stack used by marketers and their other customer-facing colleagues need to be constantly revised to have the features necessary to improve internal and external collaboration. This includes having a more streamlined methodology among teams to support the idea of a more consistent customer experience and prospect experience for every end user.

But how can businesses determine whether it would be wise to invest in a DAM platform given the frequent feature overlap among the various MarTech or sales tech a team may already have?

Understanding the kinds of tools that can be useful in ensuring the aforementioned is more critical as hybrid work models spread. Before purchasing a DAM platform, consider the following starting points:

Advantages of Digital Asset Management (DAM)

The new duo, DAM and DXM

A Digital Asset Management (DAM) platform is a cloud media library that stores all digital assets, including images, videos, graphics, and text, to make it simple to create, find, and share content inside and outside of a company.

With so many functions it can support—creative teams, marketing and communications, legal departments, brand managers, IT, and even sales—DAM has become increasingly cross-functional. This is because it encompasses the planning, creation, organization, and storage of content, and now, with the aid of Digital Experience Management (DXM), the publication and distribution of content.

DAM and Digital Experience Management (DXM) occur in an ecosystem with various coexisting solutions. Integrating DAM and DXM into this environment is necessary to make the most of them. Only if this content hub is fully integrated with a larger marketing ecosystem, such as websites, social networks, product data and customer information, and analytics, can DAM and DXM serve every area of an organization.

Existing SalesTech or MarTech Platforms with Features Similar to DAM

Fewer tools in the system and better tool integration are the concepts behind ensuring a team has the most optimized MarTech or sales tech stack. The features offered by MarTech and sales tech tools frequently overlap. However, if a team needs a more robust feature set for a specific use case, some tools may need to be added.

While DAM platforms can facilitate easier document sharing and collaboration for more efficient sales and marketing processes, a leaner team using a CRM may find value in using built-in DAM-like features rather than investing in a separate DAM. These platforms enable users to keep these kinds of assets centrally accessible for quick access as needed.

Based on the team’s current collaboration challenges and short-term goals, seasoned marketing or sales leaders must decide whether their existing tech stacks can support the team’s needs or whether a dedicated tool will be more beneficial.

Client Lifecycle

It is well known that B2B sales are a little trickier than B2C sales. Depending on the prospect’s stage of the buying journey, a typical B2B prospecting cycle will require the support of various types of collateral like case studies, PPTs, whitepapers, eBooks, and even researched articles to support every outreach.

A central marketing or corporate team is typically responsible for regularly producing and updating these assets. However, as new team members come on board from different parts of the world, it becomes more crucial—and frequently overlooked, at least in smaller businesses—to ensure everyone has the most recent version.

A DAM platform can encourage easier collaboration and even improve the onboarding of new marketers or sales representatives joining the company. Because there is less back and forth between the new employee and their team and more time for them to begin selling or marketing right away, quicker onboarding of reps can result in faster ROI.

PIM, along with DAM and DXM

Product Information Management (PIM) is a foundational component of the information system in industries like retail. It contains all product information, including their hierarchy, an exhaustive list of all their parts, and all relevant regulatory data (country of manufacture, product composition, instructions for use, and safety rules for a DIY tool, for example).

The PIM represents a data model adapted to the complexity of the product information. On the other hand, the PIM is not technically or functionally set up to handle all of the product-related media. Although it can make references to illustrations, reports, and even a few videos, managing the lifecycle of these assets and their variations is not one of its responsibilities. It is conversing with the DAM to accomplish this as well. To simplify integration with the PIM and arrange the assets in a way consistent with the product ranges, the latter can import the taxonomy of the products.

Instead of duplicating this data, the goal is to establish the framework for efficient co-processing between the PIM and the DAM/DXM pair. The depth of data produced in the PIM and the media produced in the DAM.

Also Read: Why Should Businesses Be Keen on Data Enhancement Through AI

Understanding a DAM platform’s advantages before making a choice

Marketers and sales teams should know their primary challenges before investing in new MarTech or sales tech tools. They should also determine whether a new device is necessary to address those challenges and whether their budget can cover the associated costs. Every kind of technological solution available on the market has an alternative. Knowing what a DAM might be able to accomplish to increase efforts and streamline ROI is just the beginning.

Depending on the situation a team is in when evaluating these types of technologies, DAM platforms may be helpful. DAM platforms can shorten the time it takes to train new employees and help drive consistent brand messaging and experiences. The process must be defined, a framework must be established, and it must be clear what will be measured, to see the long term product fit with the tech strategy of the company, and determine the expected ROI from a new DAM adoption.

Swapnil Mishra
Swapnil Mishra
Swapnil Mishra is a global news correspondent at OnDot media, with over six years of experience in the field. Specializing in technology journalism encompassing enterprise tech, marketig automation, and marketing technologies, Swapnil has established herself as a trusted voice in the industry. Having collaborated with various media outlets, she has honed her skills in content strategy, executive leadership, business strategy, industry insights, best practices, and thought leadership. As a journalism graduate, Swapnil possesses a keen eye for editorial detail and a mastery of language, enabling her to deliver compelling and informative news stories. She has a keen eye for detail and a knack for breaking down complex technical concepts into easy-to-understand language.


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