Q+A: Content marketing asset management with Bynder VP Brad Kofoed

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Content asset management and measurement continues to be a challenge for B2B marketing and b2c marketers alike. How does the new Bynder/Salesforce integration, announced last week, change things? Brad Kofoed, Senior Vice President, Global Alliances and Channel at Bynder, answered our questions.


How is this integration different from other DAM platforms? 


Email campaign success often hinges on having the appropriate content and assets to communicate a specific message. This integration enables marketers and Salesforce users to easily find the ideal, on-brand assets for a campaign within the Salesforce Marketing Cloud platform and bring brand-consistent campaigns to market much faster and more efficiently. Connected through a custom content block, assets are automatically synced as users are able to browse, select the correct version, resize, and crop assets directly from Bynder for use in content across Marketing Cloud.


As a strategic partner, Bynder is working with the Salesforce product team to create a CMS integration along with connecting to other Salesforce platforms through a Lightning Component in 2021.


What kind of reporting is available? 


(Ed. Note: Bynder is not an analytics driven platform) Ultimately marketers need analytics to show them which campaigns are performing best within Salesforce Marketing Cloud. The Bynder connector streamlines the process of bringing those campaigns to market with readily available on-brand assets.


What is the next major evolution in content marketing?

Creative automation is transforming the way brands approach content creation. In the past, to create digital content you needed to be a specialist in some area – video, design, art direction, copy, etc. That’s no longer the case. Instead, marketing teams will rely on tools that can create dozens or hundreds of variations their campaign assets need via creative automation tools and templates in a far more agile process.


By removing time-consuming tasks from creatives’ plates, creative automation tools can help companies scale volume, respond quickly to current events, and reduce the overall costs associated with large, global campaigns that need to be tweaked to address cultural nuances but maintain overall brand consistency.

Are you seeing a change in the types of assets markets are using, volume, investment?


The migration of marketing spend to online channels has created a tremendous need for a larger volume of digital assets to fill each combination of channel, target audience, and ad format – as well as multiple variations to enable testing and creative optimization. Everything from videos and GIFs to static images and carousels are now part of the marketing-mix to gain mindshare in today’s algorithm-driven, personalized digital experience infrastructure.

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Jennifer Evans
President, @B2BNewsnetwork (launched Nov 2014). Content, community and analytics obsessed. Inventor @squeezecmm. Past chair, @itac_online @whiteribbon