What is a marketing reference and presentation library?
TEMPLATES, MEDIA COMPONENTS, AND READY-TO-MODIFY PRESENTATIONS
Companies can offer a reference and presentation library through a DAM-enabled repository.
The figure below depicts how a sales support and field operations group uses a centralized brand asset repository to better serve field executives and channel partners.
The library contains prebuilt presentations that address a spectrum of market needs: corporate overviews, product offerings, customer success stories, industry data and analysis, discussion of policies, and training materials.
The library also manages a collection of collateral that may include annual reports, data sheets, and white papers—all suitable for one-off printing from a laser printer, a short-run digital press, or traditional offset printing.
The library will organize for speedy retrieval a host of media assets, both static and dynamic, including animations, audio clips, charts and illustrations, photographs, and video clips.
The library may contain prebuilt templates for popular media composition tools such as Adobe Illustrator, Microsoft PowerPoint, QuarkXPress.
For companies that have secured appropriate site licenses, the library will contain downloadable software applications and licensed/for-sale items such as characters, music, and reports.
This library delivers the highest return on investment for sales organizations with short windows of opportunity and long-term revenue streams that derive from those opportunities, such as pharmaceuticals, semiconductor parts, and subscriptions.
For companies that have annually updated products such as software, the ability to propagate sales materials to the global network of resellers pays handsome returns. For vendors that must promote around seasonal events and unpredicted topical happenings, the library enables a field organization to swarm a market and capture short-lived and one-shot opportunities—incremental sales with very little added cost.
HARVARD BUSINESS SCHOOL STUDY
According to the prestigious Harvard Business School study of industrial selling practices, a sales executive who makes one additional call per week to a baseline number of calls, yields a substantial increase in incremental sales. In one documented case, one additional weekly sales call produced $3.2 million in new sales.
The figure below depicts a fully developed reference and presentation library. The retrieval function of a marketing content repository should include the ability to retrieve individual slides within a presentation deck. This single-slide search function can double the productivity of a repository lacking such a feature.