1. HOW TO PERSONALIZE
CONTENT EXPERIENCES
AT SCALE FOR ABM
#CONEX
Randy Frisch
CMO & Co-Founder at Uberflip

2. @uberflip | #conex
The way we experience
content matters!

3. @uberflip | #conex
What is a
Content Experience?

4. A content experience occurs
wherever and whenever anyone
encounters your content.
What is Content Experience?
@uberflip | #conex

5. @uberflip | #conex
ENVIRONMENT
Placement
Design
Display
Visual aesthetics
STRUCTURE ENGAGEMENT
Personalization
Relevance
Consistency
Contextual CTAs
Organization
Navigation
Tagging
Curation
What is Content Experience?

6. @uberflip | #conex
What is Content Experience?

7. @uberflip | #conex

8. @uberflip | #conex

9. @uberflip | #conex

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Nostalgic? Yes!
Scaleable? No

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People increasingly expect a
personalized experience.
The
Effect

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What do we
expect today?

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Curated lists

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Content by topic

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Tailored to
expectations

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AI Powered
Streams Tragically Hip
Neil Young
Feist
Drake
Justin Bieber
The Weeknd
Leonard Cohen
Alessia Cara

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Has more than
100 million users
& 30 million songs

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What does this mean
for marketers?

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Marketers need to
align their marketing journeys
with consumer expectations.

20. CMA Pipecon
buyers weighing in
and ABM is on the rise6.8 —Gartner (CEB)
What does this mean for marketers?
@uberflip | #conex

21. CMA Pipecon
The average number of assets
downloaded before making a
purchasing decision7.0 — IDG 2017 Customer Engagement Research
What does this mean for marketers?
@uberflip | #conex

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What does this mean for marketers?
of B2B marketers anticipate they will
create more content in 2018 vs 2017
70% — 2017 Benchmarks, Budgets, and Trends—North America, 2017 Content Marketing Institute

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What does this mean for marketers?
of content churned out by B2B marketing
departments today sits unused.
60–70% — 2014 SiriusDecisions

24. CMA Pipecon

25. CMA Pipecon

26. @uberflip | #conex
We need to
align content
at every stage
of the buyer
journey
Resource
Center
Account-Based
Marketing
Campaigns
& Microsites
Knowledge
Base
Tailored
Content Hub
Account
Management
Prospecting
& ABS
Pipeline
Acceleration

27. @cmicontent | intelcontent
— DJ Mikey Da Roza
The best DJs are able to read their audience. They have to be able
to know what track to play to engage them… and then how to lead
them on a journey to where you want them to be. Essentially DJ’s
have to be experts at empathy.
— DJ Mikey Da Roza
Marketers are DJs

28. @uberflip | #conex
Our traditional
approach
doesn’t scale

29. Content experiences
occur at every stage of
your ABM funnel.
It’s an ABM World
Identify
Expand
Engage
Advocate
Measure
@uberflip | #conex

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31. Identify
Expand
Engage
Advocate
Measure
Phone Outreach
Targeted Ad Campaigns
Event Marketing
Content Marketing
Personalized Email/Social Outreach
@uberflip | #conex
Requires
Content

32. CMA Pipecon

33. CMA Pipecon #conex@uberflip | #conex

34. CMA Pipecon #conex@uberflip | #conex

35. CMA Pipecon #conex@uberflip | #conex

36. CMA Pipecon #conex@uberflip | #conex

37. CMA Pipecon #conex@uberflip | #conex

38. CMA Pipecon #conex@uberflip | #conex
149x
more conversions for
our one-to-one ads

39. @uberflip | #conex
Personalizing Content at Scale:
Aggregate your Content
Organize your Content
Personalize your Experiences
Distribute your Marketing
Generate Results
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40. Randy Frisch
CMO & Co-Founder at Uberflip
@randyfrisch
ubrflp.in/randyfrisch
conex.uberflip.com
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