What Exactly Is a Marketing Portal? Breaking Down the Nitty Gritty

Filed in Marketing Portal on November 27, 2018 by

When you think of a portal, you probably think of a door or a gate. A marketing portal is just that – a doorway used to enter an internal storefront. It can serve as a central content hub for a variety of materials that sales and marketing can use to generate leads, convert leads into sales, and more.

Here’s how you can empower sales and impart marketing wisdom to your whole team through a marketing portal.

What Are the Uses of a Marketing Portal?

When an organization has a central marketing team and satellite marketing users located all over the world, the central team can drown in the deluge of requests from the satellites.

With a marketing portal, you move routine marketing activities to the portal, leaving your marketing experts to focus on strategy and new assets that improve your brand.

Although the definition of “marketing assets” may vary, they generally refer to a mishmash of internal and client-facing resources that your company uses to sell. A marketing portal, then, is often a repository for managing these assets. Sophisticated marketing portals may also enable users to adapt marketing campaigns and other brand assets for local needs.

Here are a few other capabilities you might expect a marketing portal to provide:

Centralizing Expertise

Many organizations use their marketing portal not only as a brand portal, but also as a knowledge base. Sales and marketing managers can use a marketing portal to facilitate sharing knowledge including implementing new technology, introducing new concepts to established staff members, or onboarding new hires. They can also be used for asking and answering questions.

Training Tools

A marketing portal can house valuable internal and external training tools for your products or services—think videos, slide decks, brochures, spreadsheets, and so forth. Many cloud-based marketing portals also enable users to access these materials using smartphones, tablets, or other mobile devices, as well as more traditional PCs and laptops.

This enables employees to access training materials on demand, rather than having to go to time-consuming and costly workshops or conferences.

In the Field

Printable technologies enable sales staff to self-serve digital marketing assets to their target market, which can help increase conversion rates and establish your sales team as industry experts.

Your company grants permissions so the appropriate people can only access materials relevant to their job. Whether it’s a one-off email campaign, the latest product sheets, or your product logo, you’re less likely to find rogue marketing materials when satellite users can request their own materials.

Marketing Production

A marketing portal is most traditionally part of a brand management strategy. To maintain brand consistency, a repository might include templatized marketing materials. These include posters, direct mail, social templates, and menus, for example, with the ability for the user to adapt images and text to a local market or promotion.

Marketing experts create the brand assets, and include areas for local customization. For example, a national hamburger chain might create a promotional advertisement that leaves room for each local store to add their own location’s information.

Brand Guidelines

welcome mail

You’ve invested money and thought into your brand personality. Marketing brand management helps keep cohesive branding accessible to all stakeholders. With a marketing portal, you can streamline brand management by centrally hosting a version of your brand guidelines, downloadable logos and images, official colors and codes, examples of best practices, and so forth.

After all, it’s much easier to achieve brand compliance by making it simple for employees to access the official materials.

Digital Brand Asset Management

In addition to the content we’ve already mentioned, there are many other digital assets that brand management software can handle. Savvy organizations use their brand portal to house a library of materials employees can use for a variety of purposes.

These can include:

  • Official images, such as corporate leadership headshots or the company facilities
  • Branded presentation decks
  • Videos
  • Case studies and whitepapers
  • Blog posts
  • Documents

Just remember that your teams need instant access to marketing materials. Be sure your marketing portal has a robust search function so employees can quickly identify the right digital assets.

Autonomy

pfl lid to box

The best marketing portal allows users to order printed assets through a pre-approved print vendor. This means the hamburger chain restaurant on Elm Street doesn’t need to contact corporate marketing to order new menus or promo posters.

The store’s management would be able to shop for the brand assets they want to use for their location. They provide the desired customization – such as store address or hours – and order the printed materials to be delivered directly to their location. This allows local stores with modest operating budgets to maintain brand compliance so that their materials will look the same as those of other stores.

It’s also possible to customize marketing materials and also maintain brand compliance. In addition to localized marketing asset management, the best marketing portal offers a variety of templatized digital assets that can be customized for each recipient.

Metrics

Corporate marketing experts can discover key insights into marketing asset management when using a marketing portal. They might discover which brand assets are the most popular, which have been customized, or which ones aren’t being used at all. Marketers can use this information to inform future content strategies.

Why Marketing Portals Are Valuable

When employees use a marketing portal, centralized marketing teams can be confident their customer-facing colleagues are only utilizing approved materials. Marketing portals remove the risk of non-compliant or poorly-designed assets reaching critical customers.

Plus, by moving content operations to a centralized marketing portal, teams can save on internal resources by reducing the number of “one-offs” requested by sales teams, branch and field offices, and channel partners.

The end result is that all customers have a cohesive experience with a company, as every touchpoint is on-brand and up-to-date. You’ll retain complete command of your brand, know who’s ordering what and when, how often you should be reordering, and reduce wasteful spending.

To learn more about our own marketing portal solutions, check out PFL’s own PMC (Personalized Marketing Center) today.

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