Improve Your B2B Marketing with DAM Software

In this article, we look at how Digital Asset Management software can help you manage your brand and media files and deliver marketing campaigns more effectively.

B2B marketing is all about the sales funnel. All activity is centred around attracting leads and nurturing them through the various stages from awareness through to purchase.

Throughout this process, B2B marketing teams produce an array of campaigns from brand to direct response. With each campaign and stage of the sales funnel comes a large amount of media. Things like logos, campaign plans, brand guidelines, product photography, promotional photography, brand films, product demo videos, lead gen whitepapers…you get the idea! It’s a long list of collateral.

If all this media file isn’t managed properly it can quickly become a huge burden for your business. Both in terms of cost and resource.

Files get lost, so you spend ages trying to find them each time you need them or having to pay for re-shoots. Different teams save digital assets in different locations so each team uses different versions of files, things get duplicated or lost again. It can get messy!

One of the best solutions for managing the files that bring your B2B brand to life is digital or brand asset management software.

What is a Digital Asset Management System?

A digital asset management system is a piece of software, usually cloud-based, that gives you the ability to upload, store and catalogue all your digital media files.

Unlike cloud storage like google drive or dropbox, a DAM system is centred around creative assets and being able to easily save them find them and create collections and campaigns from them.

Benefits of Using DAM in Your B2B Business?

Perhaps the single best benefit of using digital asset management software in your B2B business is the control it will give you over your media files. By this we mean that everyone in your business will know exactly where to save files, and where to go to find the digital assets you need.

No more hunting for the latest version of your logo or waiting for someone to email it to you! No more sales teams using the wrong product imagery or outdated promotional messages. No more retailers using the wrong POS promotional material. You get the idea.

Better management of your digital assets with a whole host of benefits which we’ll run through now…

DAM Provides Remote Access and Better Collaboration

Most modern DAM systems are cloud-based, meaning you can access your files remotely (providing you have an internet connection). This makes collaboration on marketing campaigns so much easier. Some common use cases include:

  • Designers are able to send marketing teams new promo materials instantly.
  • Likewise, photoshoot imagery can be uploaded directly to your DAm for all teams to access.
  • Marketing teams can create campaign collections so everyone knows what material to use for what campaign.
  • Sales teams can access all the material they need when they’re working in their regions.
  • Brands can share product imagery with distributors.
  • Distributors can easily share marketing material with retailers.

Also, provided the cloud-based DAM system you use has sufficient security measures in place – things like regular backups to different server locations, and robust encryption – using a cloud-based DAM platform for your business will be a safer option.

If the worst were to happen and your offices flooded or there was a fire, you wouldn’t lose your digital assets as they’re stored off-site. Likewise, if anything happens to internal hard drives or on machine storage that you use. All of these present the risk of being stored in one location.

You Will Save Time Using a Specialist DAM Platform

Knowing where all your B2B brand assets are stored will save you so much time. Think of all the times you’ve spent ages hunting for the right file, or had to email someone asking them to send it to you, then waiting days for their response.

Also think about how much more efficient it will be looking for the perfect imagery for your next lead magnet or content marketing piece if you can quick search one central library. The alternative of hunting through different directories in different locations will feel like madness after you’ve started using a DAM system.

In terms of improving your B2B marketing, this saved time will allow you to focus on the important things. Better research, better campaigns ideas, and better execution.

Quicker Production of B2B Marketing Campaigns

As well as saving time with day to day media file management, using digital asset management will support quicker campaign production.

New photography can be uploaded straight from the shoot to your DAM system.

Designers can collaborate more efficiently on new artwork.

When creating new sales material all the imagery, logo files, video etc you need will be readily available. And you’ll know its the correct version.

You can role out campaigns globaly with just a few clicks. Most systems will allow you to create categories for campaigns, or event better custom collections of different assets. Campaigns created at HQ will be with regional offices instantly.

DAM platforms help remove the friction of campaign development. And in a world where content is crucial to B2B marketing success any advantage you can gain in your marketing operation is one to capitalise on.

It Will Help You Create Higher Quality Marketing Content

Being able to create campaigns more quickly is great. So is reducing friction and stress in your day to day work.

But none of this really matters if your just producing sub-par work more quickly.

The good news is digital asset management software can help you improve the quality of your B2B marketing content too.

And this is all to do with the control these platforms give you over your assets. Rather than your media files being a wild west of outdated files, incorrect versions and low-res imagery, they will become a carefully curated library of only your best material.

So even if one of your sales team do go rogue and create their own promotional flyer at least you know any asset they use from your DAM system will be the correct one.

We recommend one person or team taking over the ownership of your asset library and undertaking regular quality control reviews. Removing outdated files of products you no longer sell. Deleting collections for campaigns that aren’t running any more, making sure all metadata is present and correct.

How do You Know Which DAM is Best for Your Business?

If you’re a B2B marketer and you’ve got this far, hopefully you can see the benefits a DAM platform can bring to your business. The next question you might have is “what is the best platform for me?”

The good news for you is that you have plenty of choice in this area. The bad news is knowing which one is right for you can be tricky.

Many providers offer free trials so our top tip here is just to sign up to a few and see which one works best for you. That said we’ve outlined some of the key things you might want to consider when making your decision…

Priority Features

Nearly all DAM providers offer a similar set of core functionality, The difference is in the execution of these. Additionally some might offer add-on functionality that expands the capability of your DAM, things like image editing.

The question here is do you want a focussed and feature light system or something broader.

Either way some of the core features to think about include:

  • Secure cloud based storage
  • Unlimited users
  • Asset taxonomy
  • Search, filter and refine assets
  • User management
  • Collections
  • Custom styling
  • Brand guidelines

Perhaps stating the obvious but we recommend using a simple scoring matrix to record how well each platform you review scores against your priority feature list.

Business Size

The size of your business will have abige influence on the system that will work best for you. Bigger business usually means bigger storage and bandwidth needs.

The cost per user also factors heavily into this. You want all your organisation to be able to access your media files so costs could escalate quickly if you’re paying a high price per user.

Some providers, like Brandspace, offer unlimited users at no extra cost.

Also if you’re an enterprise level business you might need more service around the patform to meet your procurement and onboarding needs. Maybe you need more intergrations with other platforms too, or single sign-on funcationality.

If you’re a smaller business perhaps you just want core features and to be able to pay and go, with minimal fuss. The one caveat here is to make sure you sign-up to a system that will scale as you do. The reason for this is so that you wont get stung by poorly structured pricing e.g paying per user.


Perhaps an obvious one but budget plays a big factor in what software is best for your business. The good news is that digital asset management software is an affordable investment these days.

Most suppliers offer monthly and annual payments, with many offering sub $100 p/m starter packages.

Usability and Design

With so many similarities in features sets, the overall design and user experience of a piece of software are super important.

This one is highly subjective to each use case. What works for one team might not work for another. The best way to find out is through testing the platforms yourself. Failing that product demos are another good option. Lastly imagery of the system will give a good idea.

Our approach to Brandspace is to create something that’s as easy and enjoyable to use as possible. We’ve only added in the essential features you’ll need.

Our reasoning for this is that for success with DAM you need maximum uptake across your business. So the last thing you want to have to do is run numerous training and onboarding sessions. It’s so much better to use a system that’s intuitive that people can pick up right away, or use online guides to self serve.


All businesses approach support in different ways and offer different levels of support. And also different methods of communicating with them. Before you invest in DAm software it’s useful to consider the support you will receive and wther it aligns with your way of working.

Do you want a dedicated account manager?

Would you prefer self service guides that you can access on their website?

Maybe you prefer to use support forums?

When it comes to channels to you prefer phone? Live Chat? Email?

Again this is probably an obvious one, but it’s an important factor over the long term.

How to Use B2B DAM Software Effectively

Another key step in using digital asset management software to improve your B2B marketing is using the platform effectively. Here are our top five tips:

  1. Migrate all your files to the platform – and stop using other storage system for marketing assets
  2. Create a well structured taxonomy – this will be unique to your business needs and need to be structured but also flexible enough to grow and evolve.
  3. Take stage to complete all metadata available – the better the metadata the better your search will perform, the quicker you’ll find the files you need.
  4. Make sure everyone in your business uses the platform. Anyone going rogue introduce friction and reduce the effectiveness of your digital asset management systems.
  5. Edit ruthlessly – clear out old files and underperforming assets. Treat your DAM like a well curated garden rather than a dumping ground.

Get these five steps right and you’ll be a long way along the road to digital asset management success. This is in turn will have an hugely positive impact on all the activities we outlined at the start of the article.

Your ads will be better branded and drive more awareness.

You’ll be able to focus on the top-performing imagery and use it to create desire for your product.

Your sales team will have better sales material for converting interested businesses into customers.

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