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With their data-and analytic-centric approach, Teradata helps companies get more
value from their data than any other company. Putting data and analytics at the center
allows companies to get value from all of their data. This reduces costs, creates agility for
faster data analysis and innovation, and reduces complexity, giving organizations a
sustainable competitive advantage. With 10,000 professionals in 43 countries, Teradata
serves top companies across consumer goods, financial services, healthcare, automotive,
communications, travel, hospitality, and more. They are a Fortune 1000 company and are
recognized by media and industry analysts for technological excellence, sustainability,
ethics, and business value.
Scott Sobers, VP of Industry Marketing & Content is focused on increasing engagement
with Customers, Prospects, Internal associates, and External Influencer groups. He shares
details on how they are using Mintent to do just that.
Reduce big data complexity to bring better visability to you.
GETM INTENT.COM
TERADATACASE STUDY
THE CHALLENGE
1. We needed to build strategy into the content development process: Which industries were being served? Which buyer personas should be focused on? Which content gaps needed filling?
2. Workflow, quality assurance and operations metrics: Is the team consistently following brand and message guidelines? What types of content were being requested by whom and for what purpose? How could approvals be streamlined and tracked? How well was the content team (writers & designers) being utilized?
3. Establish a reputation for service and high-quality content while maintaining high customer satisfaction ratings: As a new internal team, this was important for gaining our clients’ trust and respect. The Sales Department was frustrated with a mish-mash of agencies and freelancers working with them and their customers. Marketing was frustrated with content that seemed “the same as” what competitors had, and the time it took to educate new agency sta�/freelancers each time a new piece was contracted. Client perception was that projects took too long to complete.
1
THE SOLUTION: CLIENT SIDE
1. Straightforward Content Requests: Anyone, anywhere can easily share an idea or make a request for a new content piece online and expect follow-up within 48 hours.
2. Strategic Planning: Content gaps by type, theme and persona are easily identified, tracked and filled.
3. Easier Follow-up and Tracking: Email volume is reduced and communications are more helpful (i.e. direct link to project vs. multiple attachments) so there is less opportunity for projects to get lost or stalled.
4. Increased Accountability: Mintent lets clients know who is working on their project, track progress on pieces and see the latest drafts, which are always available in one place. This has helped reduce project delivery time to almost half that of outside vendors.
5. More Collaborative Execution: All involved parties (e.g., Sales Deployment, Campaign Operations group, and Marketing sta�) can see status of campaign content at any time
TERADATACASE STUDY
GETM INTENT.COM
Can you tell me a story of why you started looking for a Content Marketing solution?
Teradata’s Marketing leadership wanted to start up an ‘internal content agency’ – a
global team of writers and graphic designers to better address the content needs of
industry/B2B Marketing VPs, consultants, and account executives. After hiring, developing
processes and seeing the agency go full throttle in four months, the team quickly became
inundated with global clients. Emails were flooding in, projects were getting “lost,” QA was
su�ering, and trying to manage via spreadsheets just wasn’t working. We started a search
at the Content Marketing World conference in Cincinnati and assisted by the IT
Provisioning group evaluated Marketing.AI and three other competitors.
After two months of research and demos, Teradata selected Mintent in January.
Framework was rolled out in Americas region in March and International region in early
April.
What is “one sentence” you’d use to describe your experience working with Mintent?
Mintent understands the dilemma of a ‘start-up’ team within a much larger
organization and provides great customization and attentive customer service for a
reasonable monthly fee.
GETM INTENT.COM
TERADATACASE STUDY
1THE SOLUTION: CONTENT TEAM SIDE
1. Team Self-Management: Team members always know what is in their work queue and when it is due. They also have autonomy to make adjustments to assignments in real time as Client or Customer needs change.Management Visibility: Seeing the team’s workload and due dates by person enables the manager to leverage team resources to better support crunch times and balance workloads.
2. Increased Accountability: Team can see who/where the holdup is in the project (e.g., for feedback or approvals) and escalate as needed to get project delivered on time OR document & adjust due dates when that is agreed to.
3. Flexible Reporting: Knowing what the team delivered and when, for whom, and with which resources is useful for upper management, annual appraisals and budget reporting.
4. Robust Asset Management: The Library functionality is helpful so the team has a record of reference for all files related to a specific project. Assets can be easily searched, found, and repurposed as needed.
5. Enhanced Team Growth: With corporate realignment, content success and client satisfaction, Content Team is now working not only with the Industry Marketing & Sales group but the Global Product & Services Marketing group as well.
TERADATACASE STUDY
Contact [email protected] Pender St. WestVancouver, B.C.
What’s your contentmarketing challenge?
TOP 3 BENEFITS
1. Strategic view and continual audit of content projects.
2. Integration of everything related to content development�ideation, requests, drafts, workflow, creative design, record of reference for all project files and team analytics all in one place.
3. Customization of the tool to address system access/ roles, request forms, content types, workflows and industry/calendar views to meet the unique needs of seventeen B2B segments and all global regions.
