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Optimizing Your Digital Content for Global,
Mobile and Social Users
Greg Ott, CMO, DemandBase
Jeff Freund, GM and CTO of SaaS, Limelight Networks
#digitalpresence LLNW survey: 28% of marketing
                                    leaders manage 6 to 10 regional websites, while
                                    32% managed more: http://t.co/SbOy0aoV




What is a digital
presence?
It’s how customers and prospects
are engaging with your company.

It’s where they are engaging with
your company.

It’s what content they are
engaging with.
Q: So in a crowded market,
    how do you make sure     A: Digital Presence -
                             Make sure your content is
    prospects can find and
                             everywhere
          engage with you?
#digitalpresence SiriusDecisions: 70% of the
                                        Buyer’s journey is complete before it gets to Sales




                                  Community Content
Content in today’s




                                  Solution Overviews
                                  Podcasts/Videos
buyer’s journey




                                  Social Networks
                                  Search Engines
                                  Press Releases
                                  Analyst Repost




                                  Product Specs
                                  Case Studies
                                  Testimonials
The right content to the right




                                  Webinars
people at the right time in the




                                  Blogs
right format….


 Loosening the Status Quo
   Committing to Change
      Explore Solutions
    Commit to a Solution
     Justify the Decision
      Make a Selection
What is your digital
presence?

‣ Content: How much? Who
  creates it?


‣ Management: How is it
  published and in what format?


‣ Distribution: Where is it?


‣ Engagement: Is it reaching your
  prospect?


‣ Conversion: How engaging is it
  and what’s its ROI?
#digitalpresence IBM CMO Study: the digital
                            revolution is providing unprecedented
                            opportunities to engage with customers.




 Why Is Achieving a Good
Digital Presence So Hard?
10       Consistent,                                                  User-centric design   Repeat business &
     repeatable content       Published by        Multi-pronged       optimized for sales   brand trust through
        development        business user via       distribution             funnel           Social Advocacy
                           standard workflow

9
      Focused on user                                                 Anonymous visitor     Engaged users with
       personas and                                                   ID and progressive     relevant content &
                                                 Digital presence
          profiles                                                         profiling            data tracking
                                                   community
                           Dynamic and static
8                              content
      Complete social                                                  Consistent brand
                                                                                             Multi-variate - A/B
      media plan and                                                    promotion and
                                                                                              testing adopted
         updates                                  Targeted social          control
7
                                                  media channels
                              Role-based
                           publication across                                                Flexible/adaptable
     Consistent content                                               Active social media
                             multiple sites                                                 low-cost, high-value
6     creation program                                                   engagement
                                                                                                interactions
                                                Consistent content
                                                 creation program
                                                                      Active community &    Anonymous visitor
5      Social media
                                                                       online customer      ID and progressive
        accounts           Taxonomy, workflow
                                                                            support              profiling
                               and search
                                                Integrated CRM with
4                                                 marketing and PR
                                                                                            User data available
     Multimedia content                                               Some repeatable UX
                                                                                            but not effectively
      for one-time use                                                       flow
                                                                                                 utilized
                             IT-reliance for
3                              publication        Digital PR and
                                                 marketing efforts    Undefined audience,
      Print materials
                                                                        limited content     Anonymous users
     delivered digitally
                                                                          engagement
2

                                 Manual          Limited presence      UX unfunded and        Low conversion,
      Limited content
                                                                        non-strategic       static landing pages
1




        Content            Management           Distribution          Engagement            Conversion
#digitalpresence 53% of marketers say
                                                  social content brings highest ROI
Internal processes and                            http://tinyurl.com/8utca6q


systems are killing us

‣ Content Development
   • Un-coordinated business processes for
     content development (marketing,
     agencies, IT, business units, product
     teams)
‣ Content Management
   • Reliance on IT for web and content
     updates
‣ Content Distribution
   • Inability to do targeted social media
     channel distribution consistently
‣ Engagement
   • Inability to do anonymous visitor
     identification and progressive profiling
‣ Conversion
   • Inability to effectively harness user into
     actionable programs that better engage
     users and determine higher engagement
     content
“A focus on digital content means
rethinking the way business is
done.”

“
    Ernst & Young, “Digital Content Faces Its Challenges”




                                                      9
Move From Generic to Personalized
     #digitalpresence personalization can reduce
     bounce rates by 25%




0
ROI is achieved only when messages connect
to real people -- not just impressions or clicks



    From this                              To this




      #digitalpresence Target PEOPLE NOT
      PAGES
Better Data Integration = Smarter
Messaging



                         Right Person
                        Right Message
                          Right Time


          Relevance + Consistency
                                        12
Print             TV             Display             Search             Social         Print   TV   Display   Search   Social


$                 $              $                   $                  $




            ROI            ROI                 ROI                ROI                ROI




     57% of marketers measure each of their channels, but only 28%
       measure the influence of one interactive channel on another




                              Moving Beyond
                             Swimming Lanes
                                                                                                                                    13
Content Development and Management


Drive organizational
                                      People                                          Process                 Implementing agreed-
change, breakdown             Cross-functional workflow                          Governance guidelines             upon content
silos, and improving                                                                                         development guidelines,
                               Executive sponsorship                             Digital strategic support
 collaboration and                                                                                           practices and standards
   communication               Management structure                                   Measurement              across the business



                                                  Digital Presence
                                                     Readiness


                                                          Technology
                                                                                            Investing in unified
                                                          Integrated platforms            platforms or integration
    #digitalpresence Video is easy to do,                                                between platforms ensure
    hard to do right! Nowhere is this more                                               consistent content delivery
    obvious than the intersection of video                                                    and distribution
    and content management systems.
When it all comes together…
• Web, Mobile and Social managed   • Efficient workflow processes and
  as one digital presence.           empowered marketing team.


• Seamless reuse of content.


• Cross channel brand, campaign
  and content strategy.
The B2B mobile web experience

• Repurpose rich content from
  desktop website.


• Automatic formatting of web and
  video content for mobile devices.


• Fast, easy, intuitive navigation to
  product and solution information.


• Social tools to drive influence in
  buying cycle.
Summary: Optimizing Your Digital Content for the
Connected User

  1   Users are multi-screeners.
      You need to be able to       4   To do digital presence
                                       management well, you
      reach them at anytime,           need to first need to do a
      anywhere and on any              baseline assessment of
      device.                          your company’s digital
                                       presence maturity.


  2   Users are driven by
      context: where they are,     5 You have to move from
                                     generic data analysis to
      what information they need       personalized data
      or want to do, and the           analysis in order to
      amount of time they have.        deliver relevant content
                                       at right time in buying
                                       cycle.


  3   Today’s buyers will use a
      combination of channels
                                   6   Integrate data analysis
                                       across all your marketing,
      to gather information so         social medial and CRM
      it’s crucial for your            platforms.
      organization to evaluate,
      modify, and manage all
      digital touch points.
Questions?

Jeff Freund, GM and CTO, Limelight Networks
info@llnw.com
602-850-5000

Greg Ott, CMO, DemandBase
info@demandbase.com
415.683.2660

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Optimizing Your Digital Content for Global, Mobile and Social Users

  • 1. Optimizing Your Digital Content for Global, Mobile and Social Users Greg Ott, CMO, DemandBase Jeff Freund, GM and CTO of SaaS, Limelight Networks
  • 2. #digitalpresence LLNW survey: 28% of marketing leaders manage 6 to 10 regional websites, while 32% managed more: http://t.co/SbOy0aoV What is a digital presence? It’s how customers and prospects are engaging with your company. It’s where they are engaging with your company. It’s what content they are engaging with.
  • 3. Q: So in a crowded market, how do you make sure A: Digital Presence - Make sure your content is prospects can find and everywhere engage with you?
  • 4. #digitalpresence SiriusDecisions: 70% of the Buyer’s journey is complete before it gets to Sales Community Content Content in today’s Solution Overviews Podcasts/Videos buyer’s journey Social Networks Search Engines Press Releases Analyst Repost Product Specs Case Studies Testimonials The right content to the right Webinars people at the right time in the Blogs right format…. Loosening the Status Quo Committing to Change Explore Solutions Commit to a Solution Justify the Decision Make a Selection
  • 5. What is your digital presence? ‣ Content: How much? Who creates it? ‣ Management: How is it published and in what format? ‣ Distribution: Where is it? ‣ Engagement: Is it reaching your prospect? ‣ Conversion: How engaging is it and what’s its ROI?
  • 6. #digitalpresence IBM CMO Study: the digital revolution is providing unprecedented opportunities to engage with customers. Why Is Achieving a Good Digital Presence So Hard?
  • 7. 10 Consistent, User-centric design Repeat business & repeatable content Published by Multi-pronged optimized for sales brand trust through development business user via distribution funnel Social Advocacy standard workflow 9 Focused on user Anonymous visitor Engaged users with personas and ID and progressive relevant content & Digital presence profiles profiling data tracking community Dynamic and static 8 content Complete social Consistent brand Multi-variate - A/B media plan and promotion and testing adopted updates Targeted social control 7 media channels Role-based publication across Flexible/adaptable Consistent content Active social media multiple sites low-cost, high-value 6 creation program engagement interactions Consistent content creation program Active community & Anonymous visitor 5 Social media online customer ID and progressive accounts Taxonomy, workflow support profiling and search Integrated CRM with 4 marketing and PR User data available Multimedia content Some repeatable UX but not effectively for one-time use flow utilized IT-reliance for 3 publication Digital PR and marketing efforts Undefined audience, Print materials limited content Anonymous users delivered digitally engagement 2 Manual Limited presence UX unfunded and Low conversion, Limited content non-strategic static landing pages 1 Content Management Distribution Engagement Conversion
  • 8. #digitalpresence 53% of marketers say social content brings highest ROI Internal processes and http://tinyurl.com/8utca6q systems are killing us ‣ Content Development • Un-coordinated business processes for content development (marketing, agencies, IT, business units, product teams) ‣ Content Management • Reliance on IT for web and content updates ‣ Content Distribution • Inability to do targeted social media channel distribution consistently ‣ Engagement • Inability to do anonymous visitor identification and progressive profiling ‣ Conversion • Inability to effectively harness user into actionable programs that better engage users and determine higher engagement content
  • 9. “A focus on digital content means rethinking the way business is done.” “ Ernst & Young, “Digital Content Faces Its Challenges” 9
  • 10. Move From Generic to Personalized #digitalpresence personalization can reduce bounce rates by 25% 0
  • 11. ROI is achieved only when messages connect to real people -- not just impressions or clicks From this To this #digitalpresence Target PEOPLE NOT PAGES
  • 12. Better Data Integration = Smarter Messaging Right Person Right Message Right Time Relevance + Consistency 12
  • 13. Print TV Display Search Social Print TV Display Search Social $ $ $ $ $ ROI ROI ROI ROI ROI 57% of marketers measure each of their channels, but only 28% measure the influence of one interactive channel on another Moving Beyond Swimming Lanes 13
  • 14. Content Development and Management Drive organizational People Process Implementing agreed- change, breakdown Cross-functional workflow Governance guidelines upon content silos, and improving development guidelines, Executive sponsorship Digital strategic support collaboration and practices and standards communication Management structure Measurement across the business Digital Presence Readiness Technology Investing in unified Integrated platforms platforms or integration #digitalpresence Video is easy to do, between platforms ensure hard to do right! Nowhere is this more consistent content delivery obvious than the intersection of video and distribution and content management systems.
  • 15. When it all comes together… • Web, Mobile and Social managed • Efficient workflow processes and as one digital presence. empowered marketing team. • Seamless reuse of content. • Cross channel brand, campaign and content strategy.
  • 16. The B2B mobile web experience • Repurpose rich content from desktop website. • Automatic formatting of web and video content for mobile devices. • Fast, easy, intuitive navigation to product and solution information. • Social tools to drive influence in buying cycle.
  • 17. Summary: Optimizing Your Digital Content for the Connected User 1 Users are multi-screeners. You need to be able to 4 To do digital presence management well, you reach them at anytime, need to first need to do a anywhere and on any baseline assessment of device. your company’s digital presence maturity. 2 Users are driven by context: where they are, 5 You have to move from generic data analysis to what information they need personalized data or want to do, and the analysis in order to amount of time they have. deliver relevant content at right time in buying cycle. 3 Today’s buyers will use a combination of channels 6 Integrate data analysis across all your marketing, to gather information so social medial and CRM it’s crucial for your platforms. organization to evaluate, modify, and manage all digital touch points.
  • 18. Questions? Jeff Freund, GM and CTO, Limelight Networks info@llnw.com 602-850-5000 Greg Ott, CMO, DemandBase info@demandbase.com 415.683.2660