Learn how B2B marketers are using personalized content to to drive engagement.

1. Live Webinar
Driving B2B
Engagement with
Personalized Content
Thursday, November 16, 11 AM PT / 2 PM ET

2. Agenda
In today’s session, we’ll discuss
how B2B marketers are using
personalized content to to drive
engagement.
Topics include:
What are the trends driving the
move to personalized content?
What are the major challenges in
deploying personalized content?
What’s working? How are other
companies being successful?

3. Introductions
Howard J. Sewell
President
Spear Marketing Group
Jason Oakley
Product Marketing Manager
Uberflip
Greg Kelly
Manager, Partner Programs
Vidyard

4. Intro:
Spear Marketing
Group
Full-service B2B marketing agency
specializing in demand generation and
lead management
90% B2B technology clients worldwide
across a range of categories, markets,
target buyers
Named to “Top B2B Shops” (Top B2B
agencies in US) for 2015, 2016, 2017 by
Chief Marketer Magazine

5. Trends in
Demand
Generation
The “Pendulum Swing”: Outbound to
Inbound to ABM
The death of inbound marketing is
greatly exaggerated
Even the best outbound campaigns
succeed on an “accident of timing”
Most B2B companies will generate the
best results with an integrated mix of
outbound + inbound channels
Right content, right person, right time

6. What Types
of Content
Work Best?
Content has become devalued
Nothing beats relevancy; Value over Volume
Inbound campaigns will convert better when
the content that visitors see is immediately
relevant
Outbound campaigns will drive more
engagement when the content is relevant to
each individual recipient channels
A single, highly relevant email can be more
effective than 6-8 generic, automated
emails

7. “Nobody reads ads.
People read what’s
interesting to them,
and sometimes
that’s an ad.”
- Howard Gossage

8. Identify key audience segments/personas
and define key value propositions for
each (i.e. message deck)
Audit existing content and create a
content “map” that identifies gaps by
persona, segment, sales stage.
Don’t be afraid to repurpose or recycle
older content
“Turkey slices” approach: focus on
creating core content that can be “sliced”
(repurposed) into multiple assets and
versioned for different personas and
segments.
4 Tips for
Increasing
Content
Relevancy

9. Maximum
Relevancy:
Personalized
Content
“Content Personalization is a strategy that exploits
visitor or prospect data to deliver relevant content
based on audience interests or motivations”
(Content Marketing Institute)
Personalized content maximizes relevancy:
content is customized for a specific individual – a
Web visitor, a buyer at a key account – based on
that individual’s history or behavior
Examples: Web content that adapts to a visitor’s
prior behavior, or an ebook that includes
customer testimonials specific to a prospect’s
industry or known interests

10. Personalized
Content:
4 Pain Points
How do I create personalized content
at scale?
How do I get my teams to embrace
these new methods?
How can I deploy personalized content
in a way that
people don’t find creepy?
How do I prove my personalized
content is working?

11. ABOUT UBERFLIP
We help marketers create,
manage and optimize content
experiences at every stage of
the buyer journey.

12. Source: “The State Of Engagement” Report

13. Audit Your Content
Create Your Experience
Personalize the Delivery
1
2
3
Personalizing your content experience

14. Audit Your Content
Create Your Experience
Personalize the Delivery
1
2
3

15. AuditYourContent
1

16. Audit Your Content
Create Your Experience
Personalize the Delivery
1
2
3

17. Your Content
Top of the
Funnel
Middle of the
Funnel
Bottom of the
Funnel
By Topic By Type By Vertical By Persona
CreateYourExperience
2

18. CreateYourExperience
2

19. CreateYourExperience
2

20. Your Content
Top of the
Funnel
Middle of the
Funnel
Bottom of the
Funnel
By Topic By Type By Vertical By Persona By Account
CreateYourExperience
2

21. CreateYourExperience
2

22. CreateYourExperience
2

23. Audit Your Content
Create Your Experience
Personalize the Delivery
1
2
3

24. PersonalizetheDelivery
Paid Advertising3

25. PersonalizetheDelivery
Paid Advertising3

26. PersonalizetheDelivery
Email Marketing3

27. PersonalizetheDelivery
On-site Recommendations3

28. PersonalizetheDelivery
On-site Recommendations3

29. Enabling your teams to use new
personalization techniques

34. Give the user control
Keep it relevant and helpful
Give it a personal touch (robots)
1
2
3
Personalizing without being creepy:

35. GiveTheUserControl
1

36. KeepItRelevant
2

37. GiveItAPersonalTouch
3

38. How to show your personalized
content is working.

39. EngagementRate
1
Engaged 88% of Target
Accounts with Content

40. Time&pagespervisit
2
35% 27%

41. Audit and repurpose existing
content
Start with verticals and personas
Keep it relevant and helpful
1
2
3
Key Takeaways:

42. Most compelling call-to-action on the web

43. Video is a mega trend.
In a decade, video will look like as big of
a shift in the way we share and
communicate as mobile has been.
Mark Zuckerberg
CEO, Facebook
50% of your content
in 2017 should be video. Your prospects
want to live inside of video. Stop hiring
bloggers, start hiring producers.
Brian Halligan
CEO, HubSpot

44. Video: Touches our Minds & Hearts
Preferred content medium
More engaging, process faster, retain information longer
Enables impactful storytelling
Generate trust, empathy and more emotional response
Effective at every funnel stage
Higher CTRs, longer engagement, better conversions
Engagement is measurable
Seconds watched, % watched, parts skipped or replayed

45. Intro:
Vidyard
Industry leading video platform focused on
helping every team in a business leverage
the power of video!
Helping clients like Salesforce, Microsoft,
Marketo, Lenovo, Manulife, BNY Mellon,
Honeywell & Pitney Bowes use video across
marketing, sales, support & internal comms
teams!
Named the leader in Forrester’s annual
Wave report focused on the online video
platform market

46. Creating relevant and personalized
experiences at scale, with video!

47. 2x lift in
CTR
4x-5x lift
in CTR
5x-8x lift
in CTR
www.vidyard.com/govideowww.vidyard.com/Personalized
Using Video To Scale Personalization

48. Using Video To Scale Personalization
Imagine if the days of generic & boring text-based emails were behind us..
& every email, video included, was personalized to the recipient…at scale!

49. Using Video To Scale Personalization
Take a single asset, personalize elements of it & deliver to millions!

50. Enabling your teams to use new
personalization techniques

51. Enabling Your Team To Win With Video
Provide the flexibility to experiment with tools that humanize outreach! If your
prospects want to have personalized experiences, make them personal?
Example of a video created through Vidyard GoVideo promoting this webinar!
Using a video creation tool allows me to:
• Create a genuine message with a mass
email list like I did for this webinar
• Create a meaningful engagement on 1:1
basis (for cold or known prospects)
• Create a relationship beyond what text
can do

52. Enabling Your Team To Win With Video
Learn as a team, and be yourselves.
Start trying different video messages, provide sales with canned content to send, track
which content results in the most engagement, and repeat the ones that work!
Example of a videos created through Vidyard GoVideo
Webcam Selfie Style Screen Capture The Follow-Up

53. Content personalization doesn’t
have to be creepy, with video

54. Tell A Compelling Story That Scales
• If you’re going to launch a personalized video campaign, ensure the
content tells a compelling story that weaves in personalization
If you do this effectively, your contacts:
• Won’t focus on how the heck you managed
to get their info inside a video
• Won’t freak out when you follow-up with
them based on how engaged they are
• Will retain your message entirely, versus
simply clicking play because their name lives
behind the play button

55. Use Engagement Data To Identify Hot Leads
• Based on how engaged each recipient is with your campaign, use this
individual viewer data to build a lead scoring/nurture model
If Gabe watches 100% of my video, would integrate this data with a MAP like Marketo
Based on this, I would build a lead score that applies to contacts who watch more than say 80%
of the personalized video, and ensure this contact is added to a smart list receiving a specific set
of content
We Call This Self-Qualification (not creepy!)
The magic of video is that it allows marketers to capitalize on a prospect’s implicit behaviour. They don’t know they are
triggering a lead score when the watch and receive more tailored content as a result. Talk about a win-win!

56. Are my personalized video efforts
a success?

57. Measuring The Impact Of
Personalization
• Get started by measuring on a campaign basis, to see how personalized video
impacts your open, click through & engagement rates. For example, Lenovo sent
out this video to ~1M recipients and their results were incredible!
3x Avg. Email CTR
#1 For Unique Viewers
65% Watched >2 mins

58. Measuring The Impact Of
Personalization
• For sales teams using personal video messages to scale their personalization & ABM
efforts, plan to measure the impact of video on open rate, click through rate, reply rates
and meetings booked!
Terminus focused on target accounts
identified through their platform, and
adding video in their cadences resulted in:
40% Higher Open Rate
37% Higher CTR
3X Reply Rate

59. Remember…
Video enables your team to tell an
authentic story, at scale
Be genuine & success will follow

60. If you want to summarize today’s
session to a colleague or friend…

61. Key
Takeaways
Irrelevant content is the #1 reason
consumers don’t engage
Take stock of what content you have
(ideally via a “content map”)
Look for ways to leverage and repurpose
existing content
Give content a personal touch to keep it
from being creepy
Measure engagement to show success

62. Q&A
Howard J. Sewell
Spear Marketing Group
howard@spearmarketing.com
@hjsewell
Jason Oakley
Uberflip
jason.oakley@uberflip.com
@jasonoak
Greg Kelly
Vidyard
greg.kelly@vidyard.com
@gregjameskelly

63. Thank you for joining!
An on-demand recording will be provided after today’s session