Webinfinity Blog

Too Much Content … Too Many Applications … Too Many Silos

[fa icon="calendar"] Aug 12, 2019 12:02:20 PM / by Elizabeth Chaney

Elizabeth Chaney

We all experience the growth of content and applications in today’s enterprise. Compounding this information and application explosion is the expansion of the disconnected silos that contain the content and through which the applications are accessible.

It’s a wonder that employees, partners or even customers can be efficient in achieving their goals. Wouldn’t it be incredible if in the B2B space, content and applications could be curated, at a minimum, in the context of a person’s job role, much as occurs in the consumer space today. Even better would be to enable curated experiences in the context of what a person is trying to achieve – across content repositories and application silos.

Curation must be focused on outcomes and elimination of the silos

Just grouping content, systems and applications together to improve their discoverability is a common curation practice in today’s enterprise. But curation must go beyond that to focus on what is needed by a specific person in a specific role to accomplish a specific outcome. For instance –

  • A direct sales rep requires a grouping of sales playbooks, opportunity management tools, and strategic promotions to develop and close a deal. The rep may also require curation of content to guide their opportunity journey, delivering the most relevant assets according to where they are in the journey.
  • A partner sales rep requires all of this, but delivered in the context of their particular partner incentives and program, as well as their vendor line card.
  • Employees with specific roles require different items to be pulled together from both inside the company as well as potentially from key industry feeds in order to be as effective as they can be in their roles.
  • Different customer personas have a spectrum of needs depending on the specifics of their job roles and typical tasks.

Webinfinity data indicates that curated assets are the most utilized versus individual independent assets. This makes sense in a world of ever-growing amounts of content and applications. Also, as amazon.com has shown us in the e-commerce arena, eliminating silos drives usage and engagement. The same result will be achieved when doing this in the enterprise arena when content can be curated from any of the common enterprise cloud storage applications.

Scaling curation is a challenge

Given the escalating growth of enterprise information and given the limited resources available to ensure these assets are effectively used, there are two curation challenges – scalability and automation.

It is critical that there are ways to scale on demand how experiences can be curated for different user roles and tasks. This requires curation of content within a system as well as between systems. For instance, Webinfinity syncs and connects with a variety of cloud storage services to bring content together from a variety of systems, adding personalization intelligence to it along the way. Also, Webinfinity syndicates content, tools and applications for auto-curation into key CRM systems so as to have highly focused and relevant content available for sales teams for example. The same could be accomplished for key learning management systems, customer support systems, etc.

Being able to scale these connections, syndications and auto-curations requires significant flexibility in the platform enabled by the elasticity of the cloud as well as the infinite configurability of curation intelligence.

Auto-curate or manually curate – which is appropriate?

When we know that there is a consistent need by a specific job role for specific information, it is desirable to have the ability to use the intelligence of the system to automate curation. The person is notified of new additions or updates to their feed. This is common practice in the consumer space but is less common in B2B enterprises.

With the Webinfinity solution, “Interests” can be configured for these specific use cases. An Interest automatically curates specific types of resources, for specific types of job functions and tasks, and for specific geographic locations and languages, according to the configured rules.

However, there are times when auto-curation is not desirable. Manual curation is better suited for specific product launches and announcements, specific time-stamped incentives and promotions, or specific guided experiences needing manually configured structure. Webinfinity “Collections” and “Information Pages” are designed to easily curate an experience, configuring content, applications and tools together to produce quality outcomes for specific job functions and tasks, and for specific geographic locations and languages.

Want to learn more about curation? Contact Webinfinity curation experts.

Topics: Enterprise, Personalized Experience, Content, Engagement

Elizabeth Chaney

Written by Elizabeth Chaney

I have worked with businesses marketing directly to consumers, or those looking to forge tighter relationships with other businesses, whether large, medium or small. Or I have connected the two into unique demand marketing approaches.