Le téléchargement de votre SlideShare est en cours. ×

How B2B Marketers are Personalizing ABM Content Experiences

•

15 juil. 2019

• •

Publicité

Publicité

Publicité

Publicité

Publicité

Publicité

Publicité

Publicité

Publicité

Publicité

Publicité

Publicité

@randyfrisch
Randy Frisch
CMO & Co-Founder at Uberflip
How B2B Marketers are Personalizing
ABM Content Experiences.
Big Sk...

RANDY FRISCH | @RandyFrisch
LET’S TALK ABM

RANDY FRISCH | @RandyFrisch
IF YOU BUILD IT….
ABM

RANDY FRISCH | @RandyFrisch
CHOREOGRA
PH
YOUR
CUSTOMER
DANCE
STEPS
ABE
Source: Not Yet The New Normal: ABM Must Evolve Int...

RANDY FRISCH | @RandyFrisch
WHEN WE ENGAGE
WE NEED CONTENT

RANDY FRISCH | @RandyFrisch
10+ YEARS AGO

RANDY FRISCH | @RandyFrisch
EVOLUTION OF CONTENT TECH
2017 Forrester Wave
PLANNING
ACTIVATION

RANDY FRISCH | @RandyFrisch
2017
FORRESTER CMP WAVE

RANDY FRISCH | @RandyFrisch
EVOLUTION OF CONTENT TECH
2017 Forrester Wave
PLANNING
ACTIVATION
PLANNING
2019 B2B Forrester ...

RANDY FRISCH | @RandyFrisch
2019 Wave
B2B Content Marketing Platforms
2019 B2B CMP WAVE

RANDY FRISCH | @RandyFrisch
2019 B2B CMP WAVE
Governance Planning Production Utilization Activation

RANDY FRISCH | @RandyFrisch
CONTENT REQUIRES A
GREAT EXPERIENCE

RANDY FRISCH | @RandyFrisch
I WROTE A BOOK

RANDY FRISCH | @RandyFrisch
AMAZON #1 BEST-SELLER

RANDY FRISCH | @RandyFrisch
of content churned out by
B2B marketing
departments today sits
unused.
60–70%
— SiriusDecisions

RANDY FRISCH | @RandyFrisch

RANDY FRISCH | @RandyFrisch
A BIG YEAR FOR
CONTENT EXPERIENCE

RANDY FRISCH | @RandyFrisch
Content
Creation
Software
Content
Experience
Software
Content
Distribution
Software

RANDY FRISCH | @RandyFrisch
BUT DOES IT REALLY
MATTER?

RANDY FRISCH | @RandyFrisch
“WE’RE GOING TO DO
CONTENT EXPERIENCE IN
Q4!”

RANDY FRISCH | @RandyFrisch
IF A TREE FALLS IN THE
FOREST...DOES IT MAKE A
SOUND?

RANDY FRISCH | @RandyFrisch

RANDY FRISCH | @RandyFrisch
IT MAKES A SOUND

RANDY FRISCH | @RandyFrisch
IF WE WAIT TIL Q4 TO FOCUS
ON CONTENT EXPERIENCE…
IT MAKES A SOUND!

RANDY FRISCH | @RandyFrisch
IS YOUR CONTENT
EXPERIENCE
WINNING OR
LOSING YOU
DEALS?

RANDY FRISCH | @RandyFrisch
HOW DO WE NAIL
A GREAT
CONTENT
EXPERIENCE?
ENVIRONMEN
T
STRUCTURE
ENGAGEME
NT

RANDY FRISCH | @RandyFrisch
ENVIRONMEN
T
Placement Design
Display
Visual
aesthetics

RANDY FRISCH | @RandyFrisch
Organizatio
n
Navigation
Tagging Curation
STRUCTURE

RANDY FRISCH | @RandyFrisch
ENGAGEMEN
T
Personalizatio
n
Relevance
Consistenc
y
Contextual
CTAs

RANDY FRISCH | @RandyFrisch
Source: Internet Trends 2018 Report - Mary Meeker, Kleiner Perkins

RANDY FRISCH | @RandyFrisch
MARKETING & SALES NEED TO ALIGN
THE BUYER JOURNEY
WITH CONSUMER EXPECTATIONS

RANDY FRISCH | @RandyFrisch
PERSONALIZED
CONTENT
EXPERIENCES
7 CONTENT
ASSETS PER VISIT.
That was 3xs the average
visitor ...

RANDY FRISCH | @RandyFrisch
VENDORS
HAVE A SMALL
SLICE OF
BUYER’S TIME
Source: Gartner, 2018 | Q. What is the average % of...

RANDY FRISCH | @RandyFrisch
TOP B2B
MARKETING
STRATEGIE
S
Demand Generation
ABM
Sales Enablement
Inbound

RANDY FRISCH | @RandyFrisch
CONTENT
BRINGS
THESE
MARKETING
STRATEGIE
S
TO LIFE.
Demand Generation
ABM
Sales Enablement
Inb...

RANDY FRISCH | @RandyFrisch
THINK OF CONTENT
AS A FUNNEL
OR EMAIL NURTURE

RANDY FRISCH | @RandyFrisch
CONTENT EXPERIENCE FRAMEWORK

RANDY FRISCH | @RandyFrisch
NEED CONTROL OVER
ENVIRONMENT

RANDY FRISCH | @RandyFrisch

RANDY FRISCH | @RandyFrisch

RANDY FRISCH | @RandyFrisch
TAGGING STRUCTURE

RANDY FRISCH | @RandyFrisch

RANDY FRISCH | @RandyFrisch
ACCOUNT
BASED
MARKETING

RANDY FRISCH | @RandyFrisch
ACCOUNT
BASED
SELLING

RANDY FRISCH | @RandyFrisch
ACCOUNT
BASED
SELLING

RANDY FRISCH | @RandyFrisch
ACCOUNT
BASED
MARKETING

RANDY FRISCH | @RandyFrisch

RANDY FRISCH | @RandyFrisch
$100,000 IN PIPELINE FROM
ONE EMAIL NURTURE

RANDY FRISCH | @RandyFrisch
CONTENT INFLUENCED
PIPELINE AND REVENUE

RANDY FRISCH | @RandyFrisch
SALES STAGE
Content and Campaigns

RANDY FRISCH | @RandyFrisch
CONTENT EXPERIENCE FRAMEWORK

RANDY FRISCH | @RandyFrisch
BUT WHO OWNS THE
CONTENT
EXPERIENCE?

RANDY FRISCH | @RandyFrisch
Answer:
Everybody has a stake
in implementing the
Content Experience
Framework.

RANDY FRISCH | @RandyFrisch
Influence of Marketing
Roles on Content
Experience

RANDY FRISCH | @RandyFrisch
CONTENT EXPERIENCE MANAGER

RANDY FRISCH | @RandyFrisch
MY CHALLENGE
TO YOU…
“We’re wasting dollars, we’re wasting time, we’re
wasting our content, we...

RANDY FRISCH | @RandyFrisch

SlideShares suivants

Prochain SlideShare

Accelerate The Buyer Journey

Accelerate The Buyer Journey

Chargement dans…3

×

Consultez-les par la suite

How to Build High Converting Demand Experiences

Conquering Channel Explosion

Creating Harmony Between Demand Generation and ABM

8 Data Science Insights to Boost Content Engagement and Drive Conversions

Webinar - Marketing Metrics Madness in an Account Based World

7 Strategies for Account-Based Marketing with Salesforce

B2B Content Marketing Trends 2015 [Infographic]

Beyond Mindshare: How Aon Used the Power of Content Experience to Drive Engag...

How B2B Marketers are Personalizing ABM Content Experiences

15 juil. 2019

• •

Télécharger pour lire hors ligne

Presented at Big Skies: Big Ideas 2019, Randy Frisch, CMO and Co-Founder at Uberflip, shares how B2B marketers are creating personalized ABM content experiences.

Presented at Big Skies: Big Ideas 2019, Randy Frisch, CMO and Co-Founder at Uberflip, shares how B2B marketers are creating personalized ABM content experiences.

Plus De Contenu Connexe

How to Build High Converting Demand Experiences

Conquering Channel Explosion

Creating Harmony Between Demand Generation and ABM

8 Data Science Insights to Boost Content Engagement and Drive Conversions

Webinar - Marketing Metrics Madness in an Account Based World

7 Strategies for Account-Based Marketing with Salesforce

B2B Content Marketing Trends 2015 [Infographic]

Beyond Mindshare: How Aon Used the Power of Content Experience to Drive Engag...

How an Agile Marketing Team Sprinted to Account-Based Success

Moneyball: Using Advanced Account Insights for Effective ABM Activation

Re-Engage the Dead With Killer Content Experiences

Social Selling for the B2B Marketer

Scalable ABM for SMB

ABM Grand Slam 1: How to Select Target Accounts

How To Build A Website Experience That'll 10x Your Conversions: 5 Tweaks To Make

Account-Based Marketing Hacks 2016: Engagio for Account-Based Everything

Supercharge Your Content and ABM Strategies with Uberflip & Sigstr

Bet on Bingeing: Why Content Consumption is the Key to Better Conversion

2017 Planning for Account Based Success

Sales & Marketing: B2B’s New Power Couple

How to Build High Converting Demand Experiences

40 diapositives

Conquering Channel Explosion

46 diapositives

Creating Harmony Between Demand Generation and ABM

50 diapositives

8 Data Science Insights to Boost Content Engagement and Drive Conversions

55 diapositives

Webinar - Marketing Metrics Madness in an Account Based World

41 diapositives

7 Strategies for Account-Based Marketing with Salesforce

70 diapositives

Personalizing ABM Content Experiences at Scale

Personalizing ABM Content Experiences at Scale

Stream On or Tune Out: Personalize Your Buyer Journey so Audiences Click Next

Afternoon Keynote: Steven Casey

Empathy: The Hallmark Of The Customer-Obsessed B2B Marketer

G3 Communications

The Call For Relevance Among B2B Buyers: Insights Into The 2017 Buyer Behavio...

G3 Communications

How to use Uberflip & Terminus to fuel your ABM strategy

How to Navigate Changing Buyer Intentions

5 Takeaways from the 2017 ANA Advertising Financial Management Conference

Association of National Advertisers

AI Within Reach: Demystifying Artificial Intelligence & Making It Work For You

G3 Communications

Q4 Facebook Ad Summit - AddShoppers

5 B-to-B Trends to Watch for in 2018

Association of National Advertisers

Next Level ABM: Delivering the RIGHT Leads

How to Boost B2B Buyer Experiences with Artificial Intelligence

Account-Based Marketing: From Nice Idea to Must-Have

B2B Digital Advertising: Discovering Opportunities with Artificial Intelligence

How to Plan for a Winning Holiday Season

Artificial Intelligence in an ABM World

Sales & Marketing: B2B’s New Power Couple

Scot Wingo's 2017 Holiday Playbook

Personalizing ABM Content Experiences at Scale

56 diapositives

Personalizing ABM Content Experiences at Scale

57 diapositives

Stream On or Tune Out: Personalize Your Buyer Journey so Audiences Click Next

73 diapositives

Afternoon Keynote: Steven Casey

42 diapositives

Empathy: The Hallmark Of The Customer-Obsessed B2B Marketer

G3 Communications

54 diapositives

The Call For Relevance Among B2B Buyers: Insights Into The 2017 Buyer Behavio...

G3 Communications

36 diapositives

The New Playbook for Personalizing Content Experiences at Scale

How to Build and Distribute Personalized Content Experiences for ABM and Even...

Uncovering the Mystery of High-Converting Demand Generation Experiences

How to Personalize Content Experiences at Scale

Customizing the Content Experience: Five Data Science Insights That Will Impr...

Convert Your ABM Target Accounts with Personalized Content Slideshare

Fire Up Your ABM Programs With Personalized Video Content at Scale

Mastering the Content Experience: Five Data Science Insights That Will Improv...

Persuading Prospects Through Personalization

5 Ways to Personalize Your ABM Content Strategy at Scale

The New Playbook for Personalizing Content Experiences at Scale

Persuading Prospects Through Personalization

Persuading Prospects Through Personalization

How to Personalize Content Experiences at Scale with Uberflip

Compelling B2B Audiences to Engage Through ABM

How to Personalize Content at Scale for ABM [Virtual ABM Summit]

The New Playbook for Personalizing Content Experiences at Scale

29 diapositives

How to Build and Distribute Personalized Content Experiences for ABM and Even...

38 diapositives

Uncovering the Mystery of High-Converting Demand Generation Experiences

35 diapositives

How to Personalize Content Experiences at Scale

53 diapositives

Customizing the Content Experience: Five Data Science Insights That Will Impr...

49 diapositives

Convert Your ABM Target Accounts with Personalized Content Slideshare

26 diapositives

Young Lions CZ 2023 | PRINT 17

Research marketing

SaadHassan271871

fardeenkhan369609

October Monthly Report - Expert Press.pptx

MKTG-4TH-Retail and Internet Mkt.ppt

Selfast Pro (1).pdf

Фокус-група як метод дослідження.pdf

DOMDepartmentofMarke

RecepTURKOGLUPhD

M2 (U20) - Task 2 powerpoint - Sam Jordan

Mixed Premium 2 & 3 BHK Apartment in Whitefield Road Bangalore

Prestige Park Grove

PPT Submission - wikipidea.org.pptx

Riverhead BPO - APRIL_2023.pptx

We’re Updating How We Report and Measure Conversions for Ads On iOS 14 Traffi...

What is Call To Action?

Nursing Informatics.pptx

Cartotecnica.pdf

Young Lions CZ 2023 | MARKETERS 02 - 2nd PLACE

Sample FB ads creative.pptx

Young Lions CZ 2023 | MARKETERS 03 - WINNER

NITHIN KUMAR V PPT.pptx

Young Lions CZ 2023 | PRINT 17

Research marketing

SaadHassan271871

15 diapositives

fardeenkhan369609

October Monthly Report - Expert Press.pptx

22 diapositives

MKTG-4TH-Retail and Internet Mkt.ppt

18 diapositives

Selfast Pro (1).pdf

How B2B Marketers are Personalizing ABM Content Experiences

1. @randyfrisch Randy Frisch CMO & Co-Founder at Uberflip How B2B Marketers are Personalizing ABM Content Experiences. Big Sky: Big Ideas 2019
2. RANDY FRISCH | @RandyFrisch LET’S TALK ABM
3. RANDY FRISCH | @RandyFrisch IF YOU BUILD IT…. ABM
4. RANDY FRISCH | @RandyFrisch CHOREOGRA PH YOUR CUSTOMER DANCE STEPS ABE Source: Not Yet The New Normal: ABM Must Evolve Into Account-Based Engagement Forrester report
5. RANDY FRISCH | @RandyFrisch WHEN WE ENGAGE WE NEED CONTENT
6. RANDY FRISCH | @RandyFrisch 10+ YEARS AGO
7. RANDY FRISCH | @RandyFrisch EVOLUTION OF CONTENT TECH 2017 Forrester Wave PLANNING ACTIVATION
8. RANDY FRISCH | @RandyFrisch 2017 FORRESTER CMP WAVE
9. RANDY FRISCH | @RandyFrisch EVOLUTION OF CONTENT TECH 2017 Forrester Wave PLANNING ACTIVATION PLANNING 2019 B2B Forrester Wave ACTIVATION
10. RANDY FRISCH | @RandyFrisch 2019 Wave B2B Content Marketing Platforms 2019 B2B CMP WAVE
11. RANDY FRISCH | @RandyFrisch 2019 B2B CMP WAVE Governance Planning Production Utilization Activation
12. RANDY FRISCH | @RandyFrisch CONTENT REQUIRES A GREAT EXPERIENCE
13. RANDY FRISCH | @RandyFrisch I WROTE A BOOK
14. RANDY FRISCH | @RandyFrisch AMAZON #1 BEST-SELLER
15. RANDY FRISCH | @RandyFrisch of content churned out by B2B marketing departments today sits unused. 60–70% — SiriusDecisions
16. RANDY FRISCH | @RandyFrisch
17. RANDY FRISCH | @RandyFrisch A BIG YEAR FOR CONTENT EXPERIENCE
18. RANDY FRISCH | @RandyFrisch Content Creation Software Content Experience Software Content Distribution Software
19. RANDY FRISCH | @RandyFrisch BUT DOES IT REALLY MATTER?
20. RANDY FRISCH | @RandyFrisch “WE’RE GOING TO DO CONTENT EXPERIENCE IN Q4!”
21. RANDY FRISCH | @RandyFrisch IF A TREE FALLS IN THE FOREST...DOES IT MAKE A SOUND?
22. RANDY FRISCH | @RandyFrisch
23. RANDY FRISCH | @RandyFrisch IT MAKES A SOUND
24. RANDY FRISCH | @RandyFrisch IF WE WAIT TIL Q4 TO FOCUS ON CONTENT EXPERIENCE… IT MAKES A SOUND!
25. RANDY FRISCH | @RandyFrisch IS YOUR CONTENT EXPERIENCE WINNING OR LOSING YOU DEALS?
26. RANDY FRISCH | @RandyFrisch HOW DO WE NAIL A GREAT CONTENT EXPERIENCE? ENVIRONMEN T STRUCTURE ENGAGEME NT
27. RANDY FRISCH | @RandyFrisch ENVIRONMEN T Placement Design Display Visual aesthetics
28. RANDY FRISCH | @RandyFrisch Organizatio n Navigation Tagging Curation STRUCTURE
29. RANDY FRISCH | @RandyFrisch ENGAGEMEN T Personalizatio n Relevance Consistenc y Contextual CTAs
30. RANDY FRISCH | @RandyFrisch Source: Internet Trends 2018 Report - Mary Meeker, Kleiner Perkins
31. RANDY FRISCH | @RandyFrisch MARKETING & SALES NEED TO ALIGN THE BUYER JOURNEY WITH CONSUMER EXPECTATIONS
32. RANDY FRISCH | @RandyFrisch PERSONALIZED CONTENT EXPERIENCES 7 CONTENT ASSETS PER VISIT. That was 3xs the average visitor to their resource center.
33. RANDY FRISCH | @RandyFrisch VENDORS HAVE A SMALL SLICE OF BUYER’S TIME Source: Gartner, 2018 | Q. What is the average % of time spent doing each of the following activity during the buying cycle for new IT related purchases? (n = 492; base: excluding "Don't Know" responses) 18% Talking to vendors Research 82%
34. RANDY FRISCH | @RandyFrisch TOP B2B MARKETING STRATEGIE S Demand Generation ABM Sales Enablement Inbound
35. RANDY FRISCH | @RandyFrisch CONTENT BRINGS THESE MARKETING STRATEGIE S TO LIFE. Demand Generation ABM Sales Enablement Inbound DRIVEN BY CONTENT
36. RANDY FRISCH | @RandyFrisch THINK OF CONTENT AS A FUNNEL OR EMAIL NURTURE
37. RANDY FRISCH | @RandyFrisch CONTENT EXPERIENCE FRAMEWORK
38. RANDY FRISCH | @RandyFrisch NEED CONTROL OVER ENVIRONMENT
39. RANDY FRISCH | @RandyFrisch
40. RANDY FRISCH | @RandyFrisch
41. RANDY FRISCH | @RandyFrisch TAGGING STRUCTURE
42. RANDY FRISCH | @RandyFrisch
43. RANDY FRISCH | @RandyFrisch ACCOUNT BASED MARKETING
44. RANDY FRISCH | @RandyFrisch ACCOUNT BASED SELLING
45. RANDY FRISCH | @RandyFrisch ACCOUNT BASED SELLING
46. RANDY FRISCH | @RandyFrisch ACCOUNT BASED MARKETING
47. RANDY FRISCH | @RandyFrisch
48. RANDY FRISCH | @RandyFrisch $100,000 IN PIPELINE FROM ONE EMAIL NURTURE
49. RANDY FRISCH | @RandyFrisch CONTENT INFLUENCED PIPELINE AND REVENUE
50. RANDY FRISCH | @RandyFrisch SALES STAGE Content and Campaigns
51. RANDY FRISCH | @RandyFrisch CONTENT EXPERIENCE FRAMEWORK
52. RANDY FRISCH | @RandyFrisch BUT WHO OWNS THE CONTENT EXPERIENCE?
53. RANDY FRISCH | @RandyFrisch Answer: Everybody has a stake in implementing the Content Experience Framework.
54. RANDY FRISCH | @RandyFrisch Influence of Marketing Roles on Content Experience
55. RANDY FRISCH | @RandyFrisch CONTENT EXPERIENCE MANAGER
56. RANDY FRISCH | @RandyFrisch MY CHALLENGE TO YOU… “We’re wasting dollars, we’re wasting time, we’re wasting our content, we’re wasting our opportunity. If we’re going to win—f#ck content marketing—let’s focus on the content experience!” “
57. RANDY FRISCH | @RandyFrisch

Notes de l'éditeur

Insert Forrester slide with footsteps
Blog post story***
Why content marketing is broken.
CMOs began putting all their budget and focus into content creation, all but ignoring what happens to that content after—and whether it is, in fact, working to attract an audience.
ADD VIDEO
https://www.shutterstock.com/video/clip-14170346-impressive-pov-footage-tree-falling-down-during
CORONA EXAMPLE - Corona in old gross basement vs. Corona on the beach.
BLOCKBUSTER vs. NETFLIX EXAMPLE - Trying to find Tom Hanks movies in Blockbuster vs. on Netflix.
In 1995, when he wanted to watch Apollo 13 with Tom Hanks, he rented the movie from Blockbuster. Later returning to find more Tom Hanks movies, the organization was too poor for this to be an easy task.
Spotify creates Made for You playlists for all of its users. They also contact people they think will care about new content, not blast everyone.
Spotify continually recommends content based on your engagement with the app.
Just like Spotify, Blackbaud started to focus on creating personalized content experiences to allow prospects to self-nurture through the entire journey and saw a drastic difference in content consumption.
And even when you are brought into the evaluation, consider that 82% of a buyer’s evaluation time is spent on research, be it internal conversations, research on the web, peer reviews, analysts, and more.

Direct interaction with vendors only accounts for 18% of their evaluation time, and that’s split across multiple vendors. The result is a tiny sliver of time that you actually get face-to-face or on the phone with your prospect.

Additional Info:

Vendor Sales have a small slice of a buyer’s time:
15% networking and collaborating with peers outside their org
18% internal company interactions
15% interactions with external 3rd parties
17% reviewing information from solution providers or their channel partners
17% reviewing independent information
18% interactions with potential solution providers or channel partners
To drive your prospects through the funnel most B2B marketers use the following strategies.
I am sure you’re wondering how you could possibly scale the creation of personalized content experiences across all of these marketing strategies?
DESIGN - Animate all examples
The Content Experience Framework arms marketers with a scalable approach to creating personalized content experiences for any stage of the buyer journey. The framework can be applied across all B2B marketing strategies such as inbound marketing, demand generation, account-based marketing, and sales enablement.
Screenshot link for better one: https://www.youtube.com/watch?v=WZIRm5FeI-0
Watching a video on YouTube about about a Sony camera, then YouTube recommends a Nikon camera video, or a video about a cat using a camera. We link videos in YouTube, when really we should be “welcoming them home.”
Stantec multiple hubs/languages
Back to the Blockbuster vs. Netflix example. Show different ways Netflix organizes content.
Blockbuster went bankrupt because of a poor content experience. Netflix is far superior because of the way they tag their content.
You should always have a tagging structure for you to not only organize content and scale it, but for internal and external discoverability.
Personalizing the experience goes beyond slapping a customized greeting on an email. Marketers need to know who their audience is, and what they want to see, to deliver the best possible content experience.
Story:
Email Frank for Whitepaper
http://komintl.com/white.html
Email > Broken Video > No Contextual CTA
Story of Randy discovering the experience was broken with conflicting CTAs and broken links.
Once Blackbaud have identified contacts to nurture, they don’t just send out emails with the hope of getting a click. They build personalized content experiences that not only have beautiful and consistent designs that flow from emails to stream to individual content assets, they structure it in a way that once someone clicks on that CTA, they’re dropped into a content stream that’s specific to the industry and stage of the journey. By delivering a better, more personalized, and binge-worthy experience, Blackbaud is able to build trust with their target buyer and help that person understand how their service can solve the customer’s needs.
To prove the value of your content impressions and engagement data no longer cut it. You must continually track how the content experiences you produce influence pipeline and revenue. As you can see in the high-level chart, tracking the metrics outlined at each stage of the sales funnel will set your team up to stay nimble when content isn’t hitting the mark to ensure you reach sales targets.
Following the steps of the framework will help you to start generating results, and see what’s working and what isn’t so you can best align your marketing strategy. You must know your buyer and their journey inside out to be as effective as possible.
The Generate Results step isn’t something that you do at the end of a process or that magically just happens where we sit back and see the money pour in while we drink our Coronas. It’s more of a mindset that we need to focus on at every stage. If we do, then at the end we should see impactful results. At every stage we’ve explored, from centralizing to personalizing, we’ve been noting little and big process changes to set ourselves up for a result-oriented outcome.
DESIGN - Animate all examples
The Content Experience Framework arms marketers with a scalable approach to creating personalized content experiences for any stage of the buyer journey. The framework can be applied across all B2B marketing strategies such as inbound marketing, demand generation, account-based marketing, and sales enablement.
Aligning the organization, and predominantly the sales and marketing teams, is necessary to execute the Content Experience Framework. Both teams need to work together to ensure the correct messaging is being used, and no rogue decks full of outdated content are being shared.
As you can see every role within marketing has an impact on content experience.
Content Experience Manager JD from Who Owns Ebook.
I want you to go to your boss or the person setting direction for the company message and journey. This may be the CEO or the CMO. (I bet you know the person who’s ignoring the experience in your organization.)
Book on a bosses desk