Tessa Court: Welcome to the brand intelligence podcast, the show where we pull back the curtain on some of the world’s smartest brands.

Tessa Court: I’m your cohost Tessa Court. And today we’ll be talking about how to improve marketing content workflow through MarTech consolidation. Joining me today is my co-host of this podcast, IntelligenceBank CMO William Tyree. So William, let’s dive right in. So you joined IntelligenceBank as CMO about nine months ago, and you do have the perfect job in the sense that, you are marketing to marketers and it’s You know, I think it’s the best job in the world being able to do that and to be your own, you know, target market.

Tessa Court: but in doing so, you know, in your last couple of roles, you were in a very, very different situation to the situation you’re in now, where with intelligence bank, you are working with our own product where you have an integrated dam online brand portal and creative briefing and approvals capability all in one.

Tessa Court: And after several months using IntelligenceBank as not only the marketer of the product, but also a customer, you wrote an article discussing the content marketing productivity gains you’ve seen using a consolidated approach to platform. And could you tell us a little bit about the kinds of content your teams have been producing past and present?

Tessa Court: And why is this concept of MarTech consolidation so important? 

William Tyree: Hey Tessa. To dive right in, I’ve had a lot of marketing tools, just like every marketer out there, a pretty big marketing stack, , but like most marketing teams out there, I didn’t really have a proper digital asset management system or a brand portal before. I’d say, you know, past and present, a lot of the same things that other people are producing, right?

William Tyree: My team produces ads, product videos, product tours, implementation guides, a bunch of sales enablement. I’m really big on original research. I think that really works. if you can put out original research that really helps your customers, improve their lives somehow, web experiences, buyer templates and tools.

William Tyree: So like all kinds of different things in different mediums, I would say. I’d say in the past, I had to have a pretty robust martech stack, and I think my theory on that was that less would be more and I’m happy that it’s turned out that way,

Tessa Court: Yeah, you’re in the unique position that, you know, as a CMO, you’re actually marketing to yourself in a weird way. So, you do experience the pain firsthand. And I guess if you think about your role as a CMO and, for other CMOs, can you think about a couple of things that you think are critical about increasing content productivity?

Tessa Court: And so obviously one is Martech consolidation, of course, but, can you tell us about what you were using before and what you’re using now and how has that changed in terms of efficiency and also brand compliance as well? Because obviously when you’re working in zillions of tools. It’s hard to control the beast if you will.

Tessa Court: And I think AI is just making it, I guess the production of content. 

William Tyree: So. Let me put the tools into a bunch of categories and just fair warning, I’m going to mention brand names. But I have to say that, all these brands, they do at least one or two things really, really well. Right. I think it’s just like, for me, it’s just like wanting to do a lot of things well in one solution.

William Tyree: Right. So that’s kind of my disclaimer here, but for content storage. Big pain point in the past because I think that it’s taken a while for platforms like intelligence bank and other platforms to do a lot of different use cases. Well, right. So in the past, I’ve had things for, for example, video used like there’s a great product out there called Wistia.

William Tyree: It’s great for asset storage, collaboration, things like that. But the problem is that’s the thing that it does well. It’s not good for all the other, the assets for all the other things you’re doing. So for asset storage used everything from that to like air table to salesforce . I think depending on the use case, I needed in the past, a different asset storage solution depending on the use case and the type on top of that. For project management, everything from like Giro to Trello to Asana for reviews, like everything under the sun what I would say is I think the tool that designers always want to do reviews in or often want to do reviews in is Figma, which is a great creation solution for sure.

William Tyree: I’ve often seen other people just can’t deal with a content collaboration in Figma unless you are a designer. For templating everything from like Canva to Adobe distribution, Slack, and email. And that’s just like a fraction of it, honestly.

Listen to the full episode to see even more great conversation between Tessa Court and William Tyree…