This SlideShare was presented by Uberflip's President and CMO Randy Frisch at the Intelligent Content Conference (ICC) 2018. How to Personalize Content Experiences at Scale shows how B2B marketers are increasingly taking ownership of the end-to-end content experience, expanding beyond initial acquisition to sales enablement and ABM. You'll see real-life examples and get a framework for arming yourself and your marketing team to deliver greater personalization and memorable content experiences to your customers—at scale!
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Randy’s best mix tape ever!!!
1992
Jump (Kris Kross)
Rhythm Is a Dancer (SNAP!)
Used2B My Playground (Madonna)
Save the Best 4 Last (V Williams)
Baby Got Back (Sir Mix a Lot)
Achy Breaky Heart (Billy Ray)
Everything About You (Ugly Kid)
Humpin Around (Bobby Brown)
Jump Around (House of Pain)
I’m Too Sexy (Right Said Fred)
Tears in Heaven (Eric Clapton)
Best Things in Life (Vandross)
Real Love (Mary J Blidge)
I will Always Love You (Whitney)
Damn wish I was... (Sophie B.)
Ain’t Too Proud 2 Beg (TLC)
Baby-Baby-Baby (TLC)
Jump (Kris Kross)
best mixtape ever!!!
1992
7. @cmicontent | intelcontent
Randy’s best mix tape ever!!!
1992
Jump (Kris Kross)
Rhythm Is a Dancer (SNAP!)
Used2B My Playground (Madonna)
Save the Best 4 Last (V Williams)
Baby Got Back (Sir Mix a Lot)
Achy Breaky Heart (Billy Ray)
Everything About You (Ugly Kid)
Humpin Around (Bobby Brown)
Jump Around (House of Pain)
I’m Too Sexy (Right Said Fred)
Tears in Heaven (Eric Clapton)
Best Things in Life (Vandross)
Real Love (Mary J Blidge)
I will Always Love You (Whitney)
Damn wish I was... (Sophie B.)
Ain’t Too Proud 2 Beg (TLC)
Baby-Baby-Baby (TLC)
Jump (Kris Kross)
best mixtape ever!!!
1992
22. @cmicontent | intelcontent
of North American B2B marketers
indicate they will increase their
content spending through 201739% — 2017 Benchmarks, Budgets, and Trends—North America, 2017 Content Marketing Institute
What does this mean for marketers?
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The average number of assets
downloaded before making a
purchasing decision7.0
— IDG 2017 Customer Engagement Research
What does this mean for marketers?
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of pipeline stalls because reps are unable
to add value—they need to find and share
the right content at the right time.58% —Salesforce
What does this mean for marketers?
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Spotify Marketers
Amount of Content 30 million + Content Marketing → A lot!
Audiences 100 million + ABM → A lot!
Requirements Personalized Streams of Content Personalized Streams of Content
What’s Needed? Infrastructure Infrastructure
Personalizing Content Experiences at Scale
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In our world
not everything will be Spotified
Marketers need to put the right
mix of content in front of
audiences at the right time.
Ability to execute makes or
breaks The Content Experience.
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— 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
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What does
content look like
at scale?
Who owns it?
Who’s the DJ??
Resource
Center
Account-Based
Marketing
Campaigns
& Microsites
Knowledge
Base
Tailored
Content Hub
Account
Management
Prospecting
& ABS
Pipeline
Acceleration
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AGGREGATE
CONTENT
ORGANIZE
CREATE
EXPERIENCES
➔ Blogs
➔ eBooks
➔ Whitepapers
➔ Social
➔ Video
➔ Slideshare
➔ Audit Content
➔ Tag & Filter
➔ Segment into
Marketing Streams
➔ Leverage AI
➔ Resource Centre
➔ Nurture Campaigns
➔ ABM Destinations
➔ Microsites/Hubs
➔ Sales Streams
➔ Knowledge Base
21 3
Marketing with Content
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AGGREGATE
CONTENT
ORGANIZE
CREATE
EXPERIENCES
MARKETING &
DISTRIBUTION
➔ Blogs
➔ eBooks
➔ Whitepapers
➔ Social
➔ Video
➔ Slideshare
➔ Audit Content
➔ Tag & Filter
➔ Segment into
Marketing Streams
➔ Leverage AI
➔ Resource Centre
➔ Nurture Campaigns
➔ ABM Destinations
➔ Microsites/Hubs
➔ Sales Streams
➔ Knowledge Base
➔ Email (Nurture)
➔ Email (Sales)
➔ Organic
➔ Social
➔ Paid Adv.
➔ Direct Mail
21 3 4
Marketing with Content
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AGGREGATE
CONTENT
ORGANIZE
CREATE
EXPERIENCES
MARKETING &
DISTRIBUTION
➔ Blogs
➔ eBooks
➔ Whitepapers
➔ Social
➔ Video
➔ Slideshare
➔ Audit Content
➔ Tag & Filter
➔ Segment into
Marketing Streams
➔ Leverage AI
➔ Resource Centre
➔ Nurture Campaigns
➔ ABM Destinations
➔ Microsites/Hubs
➔ Sales Streams
➔ Knowledge Base
➔ Email (Nurture)
➔ Email (Sales)
➔ Organic
➔ Social
➔ Paid Adv.
➔ Direct Mail
➔ Capture Leads
➔ Compel Visitors to
Engage
➔ Collect Content
Metrics
➔ Share data across
tech stack
GENERATE
RESULTS
21 3 4 5
Marketing with Content
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AGGREGATE
CONTENT
ORGANIZE
CREATE
EXPERIENCES
MARKETING &
DISTRIBUTION
➔ Blogs
➔ eBooks
➔ Whitepapers
➔ Social
➔ Video
➔ Slideshare
➔ Audit Content
➔ Tag & Filter
➔ Segment into
Marketing Streams
➔ Leverage AI
➔ Resource Centre
➔ Nurture Campaigns
➔ ABM Destinations
➔ Microsites/Hubs
➔ Sales Streams
➔ Knowledge Base
➔ Email (Nurture)
➔ Email (Sales)
➔ Organic
➔ Social
➔ Paid Adv.
➔ Direct Mail
➔ Capture Leads
➔ Compel Visitors to
Engage
➔ Collect Content
Metrics
➔ Share data across
tech stack
GENERATE
RESULTS
21 3 4 5
Marketing with Content
Let’s focus here
today
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Organize your Content
Create Experiences
Personalize the Marketing & Distribution
1
2
3
How to
remix your
content
experience
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Audit Existing Content
• Find: Collect your assets
• Tag: Identify and tag content based on industry, persona, role,
account, stage, and individuals
• Where to start: Case studies, customer stories, eBooks
Organize Your Content1
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Create your Content Experience
• Own the Experience: Easy for us (Uberflip) maybe not for others
• Know your stakeholders: Who in the org needs content and where
do they need content to live?
• Where to start: Organize it to be more easily found by industry,
persona, role, account, stage, and individual
• Out of the gate: Build a stream of content for a key account (1:1),
key segment (1:few), your thesis (1:many)
Create Experiences2
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Your Content
Top of the
Funnel
Middle of the
Funnel
Bottom of the
Funnel
Some get to this point...
Let’s focus here
Create Experiences2
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By Topic By Type
But most people stop somewhere like this...
Create Experiences2
Your Content
Top of the
Funnel
Middle of the
Funnel
Bottom of the
Funnel
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By Topic By Type By Vertical By Persona By Account
Today, we need to get really personalized...
Create Experiences2
Your Content
Top of the
Funnel
Middle of the
Funnel
Bottom of the
Funnel
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5 channels to effectively remix your content and drive revenue
1 2 3 4 5
Paid
DemandGen
Email
Email Marketers
Social
Social Marketer
Sales
SDRs
Organic
Digital
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Organic1
● Automatically serve up personalized content recommendations based on a visitor’s intent and
previous web browsing history.
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Email3 ● Structure your content to deliver a personalized experience to the right audience and drive
conversions.
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Social4
● Show your key accounts you’re focused on them! Add personalized messaging to your social content
relevant to your recipients’ interests and pain points!
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● Connect with your prospects better by sending targeted selections of content to leads and
opportunities.Sales5
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● No matter who sends an email to targeted ABM accounts, they receive account-specific content.
Sigstr ‘listens’ to the recipient email domain and dynamically inserts a CTA in the sender’s email
signature.
Sales5
+
59. @cmicontent | intelcontent
AGGREGATE
CONTENT
ORGANIZE
CREATE
EXPERIENCES
MARKETING &
DISTRIBUTION
➔ Blogs
➔ eBooks
➔ Whitepapers
➔ Social
➔ Video
➔ Slideshare
➔ Audit Content
➔ Tag & Filter
➔ Segment into
Marketing Streams
➔ Leverage AI
➔ Resource Centre
➔ Nurture Campaigns
➔ ABM Destinations
➔ Microsites/Hubs
➔ Sales Streams
➔ Knowledge Base
➔ Email (Nurture)
➔ Email (Sales)
➔ Organic
➔ Social
➔ Paid Adv.
➔ Direct Mail
➔ Capture Leads
➔ Compel Visitors to
Engage
➔ Collect Content
Metrics
➔ Share data across
tech stack
GENERATE
RESULTS
21 3 4 5
Marketing with Content
60. AGGREGATE
CONTENT
ORGANIZE
CREATE
EXPERIENCES
MARKETING &
DISTRIBUTION
➔ Blogs
➔ eBooks
➔ Video
➔ Slideshare
➔ Whitepapers
➔ Social
➔ Audit Content
➔ Tag & Filter
➔ Segment into
Marketing Streams
➔ Leverage AI
➔ Resource Centre
➔ Nurture Campaigns
➔ ABM Destinations
➔ Microsites/Hubs
➔ Sales Streams
➔ Knowledge Base
➔ Organic
➔ Social
➔ Email (Nurture)
➔ Email (Sales)
➔ Paid Adv.
➔ Direct Mail
➔ Capture Leads
➔ Compel Visitors to
Engage
➔ Collect Content
Metrics
➔ Share data across
tech stack
GENERATE
RESULTS
21 3 4 5
Marketing with Content: Lead Nurturing
@cmicontent | intelcontent
61. AGGREGATE
CONTENT
ORGANIZE
CREATE
EXPERIENCES
MARKETING &
DISTRIBUTION
➔ Blogs
➔ eBooks
➔ Video
➔ Slideshare
➔ Whitepapers
➔ Social
➔ Audit Content
➔ Tag & Filter
➔ Segment into
Marketing Streams
➔ Leverage AI
➔ Resource Centre
➔ Nurture Campaigns
➔ ABM Destinations
➔ Microsites/Hubs
➔ Sales Streams
➔ Knowledge Base
➔ Organic
➔ Social
➔ Email (Nurture)
➔ Email (Sales)
➔ Paid Adv.
➔ Direct Mail
➔ Capture Leads
➔ Compel Visitors to
Engage
➔ Collect Content
Metrics
➔ Share data across
tech stack
GENERATE
RESULTS
21 3 4 5
Marketing with Content: ABM
@cmicontent | intelcontent
62. AGGREGATE
CONTENT
ORGANIZE
CREATE
EXPERIENCES
MARKETING &
DISTRIBUTION
➔ Blogs
➔ eBooks
➔ Video
➔ Slideshare
➔ Whitepapers
➔ Social
➔ Audit Content
➔ Tag & Filter
➔ Segment into
Marketing Streams
➔ Leverage AI
➔ Resource Centre
➔ Nurture Campaigns
➔ ABM Destinations
➔ Microsites/Hubs
➔ Sales Streams
➔ Knowledge Base
➔ Organic
➔ Social
➔ Email (Nurture)
➔ Email (Sales)
➔ Paid Adv.
➔ Direct Mail
➔ Capture Leads
➔ Compel Visitors to
Engage
➔ Collect Content
Metrics
➔ Share data across
tech stack
GENERATE
RESULTS
21 3 4 5
Marketing with Content: Sales Enablement
@cmicontent | intelcontent
63. @cmicontent | intelcontent
Personalizing Content at Scale:
Organize Your Content
Create Experiences
Personalize the Marketing & Distribution
1
2
3
Key Takeaways
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Randy Frisch
CMO & Co-Founder at Uberflip
@randyfrisch
ubrflp.in/randyfrisch
conex.uberflip.com
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