The importance of aftersale support in your DAM content marketing cycle

Good DAM marketers focus on the ToFu, MoFu, and BoFu of DAM content marketing – the blog posts that turn pain points into product awareness; the case studies that turn vendor awareness into conviction and conversion.

But great DAM marketers don’t stop there. They get involved in the fourth stage of the marketing funnel – customer success. DAM after-sales support ensures customers successfully adopt and extract value from your platform.

And that turns into renewals, advocacy, and future marketing wins. Here's what you need to know.

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The post-sale reality for DAM customers 

Buying a DAM platform is complex enough. And while many marketers might see a signed contract as the end of their journey, it’s just the start for your new customer. 

DAM buyers are investing in a system that will touch multiple teams, streamline complex workflows, and maybe house millions of assets. 

Once the contract is signed, they face challenges like:

• Setting up workflows and permissions correctly

• Migrating assets from multiple sources

• Training teams across marketing, creative, and IT

• Ensuring integrations with other systems work smoothly

• Helping change-fatigued colleagues to get the most from new systems

If these challenges aren’t addressed, adoption stalls, frustration grows, and your buyers don’t get the improvements or ROI they were banking on.

And that means you risk losing their:

• Goodwill

• Ongoing custom

• Customer advocacy

Bad news all round. 

That’s why after-sales support is critical – and why, as a marketer, you need to make it your business.

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What does DAM after-sales support look like in action?

After-sales support for DAM buyers typically falls into several key areas:

1. Implementation support

Implementation is where the rubber meets the road. This includes:

• Configuration and setup – Structuring the DAM so it aligns with each team’s workflow

• Migration assistance – Moving files from old systems, cleaning up metadata, and preserving version history

• Integration guidance – Connecting the DAM with existing marketing, creative, and IT tools

A smooth implementation ensures that the DAM is ready to deliver value from day one, rather than creating frustration that can sour the customer relationship.

2. Customer success support

Customer Success teams keep the momentum going after implementation. They help customers:

• Understand and adopt new workflows

• Track adoption metrics and ROI

• Optimize the system for evolving team needs

• Advocate internally to keep stakeholders aligned

Customer success ensures that buyers aren’t just set up with the DAM; it ensures they’re benefitting from your experience to implement best practices and effective workflows. This delivers measurable improvements and positions you as the partner they can’t do without. 

3. Helpdesk and technical support

Even the best-implemented DAM encounters bumps in the road. You need to provide:

• A responsive help desk for fast resolution of technical issues

• Access to knowledge bases, FAQs, and self-service tutorials

• Support for admins managing permissions, integrations, or user issues

A strong help desk reduces downtime, keeps workflows running smoothly, and reinforces confidence in your brand. And it doesn’t have to mean people at the end of the phone – though that is still a fast-track to happier customers. AI means chatbots can provide real-time support too.

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How does after-sales support feed your marketing cycle?

After-sales support doesn’t just benefit existing customers; it strengthens your content marketing cycle and helps attract new customers. 

• Case studies and testimonials: Successful implementation stories provide proof for future prospects - read my 8 tips for successful DAM case studies

• Renewals and upsells: Customers who see value and get support are more likely to expand their licenses or adopt additional features

• Advocacy and referrals: Happy customers become vocal advocates, sharing your platform with peers.

In other words, every interaction post-sale can:

• Feed future marketing efforts

• Reduce the cost of customer acquisition

• Increase customer lifetime value

But only if the experience is positive.

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Need help creating post-sales content?

You're in the right place. I'm Libby, an award-winning content writer who specialises in Digital Asset Management systems. I’ve written case studies for a wide range of SaaS vendors, as well as help content that converts technical know-how into easy-to-understand user guidance.

Email me now to discuss your needs