Persuading Prospects Through Personalization
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If you're like two out of three marketers, you recognize that personalizing content is critical; but you also know that it's damn hard to do. Aligning the buyer's journey to customers' growing appetite for personalized experiences is easier said than done--or is it? In this webinar, Uberflip's President and CMO explores: - How content fuels personalization and how to approach developing and organizing it at scale - To deliver truly relevant content to customers and prospects across different channels, formats, and touch points - Tips on using customer and prospect scores to trigger personalized ads and landing pages—and how to distribute specific content across channels
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Persuading Prospects Through Personalization
- 1. PERSUADING PROSPECTS THROUGH PERSONALIZATION #CONEX Randy Frisch CMO & Co-Founder at Uberflip
- 2. @uberflip | #conex The way we experience content matters! @uberflip | #conex
- 3. @uberflip | #conex What is a Content Experience? @uberflip | #conex
- 4. @uberflip | #conex A content experience occurs wherever and whenever anyone encounters your content. @uberflip | #conex
- 11. @uberflip | #conex Nostalgic? Yes! Scalable? No! @uberflip | #conex
- 12. @uberflip | #conex People increasingly expect a personalized experience. The Effect
- 13. @uberflip | #conex What do we expect today?
- 18. @uberflip | #conex Has more than 100 million users & 30 million songs
- 19. @uberflip | #conex What does this mean for marketers? @uberflip | #conex
- 21. @uberflip | #conex Marketers need to align their marketing journeys with consumer expectations.
- 22. @uberflip | #conex of B2B buyers expect the same buying experience as B2C customers. 80% — Google @uberflip | #conex
- 23. @uberflip | #conex The average number of assets downloaded before making a purchasing decision 7.0 — IDG 2017 Customer Engagement Research
- 24. @uberflip | #conex 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 @uberflip | #conex
- 25. @uberflip | #conex of content churned out by B2B marketing departments today sits unused. 60–70% — 2014 SiriusDecisions
- 27. @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
- 28. @uberflip | #conex 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
- 29. @uberflip | #conex Awareness Engagement Consideration Decision Advocacy Content experiences occur at every stage of your funnel.
- 30. @uberflip | #conex We Win with a Focus on the Content Experience How do you drive pipeline? Demand Generation ABM Sales Enablement Inbound Driven by Content
- 31. @uberflip | #conex Inbound Marketing Build experiences around your content that are optimized for engagement and conversions across the buyer journey. .
- 32. @uberflip | #conex Demand Generation Make the click matter by creating content experiences that are personalized, engaging, and drive conversions from your email, advertising, social, and direct mail campaigns.
- 33. @uberflip | #conex ABM Power your ABM strategy and engage your target accounts with personalized content experiences that accelerate pipeline and drive sales.
- 34. @uberflip | #conex Sales Enablement Every minute a sales rep spends creating content is a minute they are not selling. Empower your sales team with content to engage prospects to sell efficiently at a higher velocity.
- 37. @uberflip | #conex Content Experience Framework The best way to create personalized content experiences.
- 38. @uberflip | #conex Content Experience Framework The best way to create personalized content experiences.
- 39. @uberflip | #conex Content Experience Framework The best way to create personalized content experiences.
- 40. @uberflip | #conex Content Experience Framework The best way to create personalized content experiences.
- 41. @uberflip | #conex Content Experience Framework The best way to create personalized content experiences.
- 42. @uberflip | #conex 149x more conversions for our one-to-one ads Content Experience Framework The best way to create personalized content experiences.
- 43. @uberflip | #conex Content Experience Framework The best way to create personalized content experiences.
- 44. @uberflip | #conex Conversions on Gated Content Evidence to Support the Impact of Content Experience 7x 8x Increase in Engagement 60% Your Content Reach
- 45. @uberflip | #conex Why Now? The Perfect Storm Is Upon Us #INBOUND MANAGE, ENGAGE, CONVERT LEADS Marketer-driven persona and topic based personalization #SMARKETING MARKETING & SALES ALIGNMENT Marketer/BDR/SDR driven prospect personalization #ABM ENGAGE KEY ACCOUNTS Marketer/data driven account-based personalization #AI CONTENT RECOMMENDATIONS AI/ML/NLP, intent data driven personalization CONTENT EXPERIENCE
- 46. @uberflip | #conex Personalizing Content at Scale: Centralize Content Organize Content Personalize Experiences Distribute Content Generate Results 1 2 3 4 5
- 47. @uberflip | #conex Randy Frisch CMO & Co-Founder at Uberflip @randyfrisch ubrflp.in/randyfrischconex.uberflip.com GET $300 OFF A FULL CONFERENCE PASS WHEN YOU REGISTER WITH PROMO CODE BT300 BEFORE AUGUST 15 GET YOUR TICKETS NOW! @uberflip | #conex
Notes de l'éditeur
- Doesn’t need to change.
- you and Jenny have a real problem on your hand… you know what though? It’s even more of a problem in marketing almost 7 people will weigh in on deciding if to buy your product or service - how do you cater to all of them??
- you and Jenny have a real problem on your hand… you know what though? It’s even more of a problem in marketing almost 7 people will weigh in on deciding if to buy your product or service - how do you cater to all of them??
- Doesn’t need to change.
- Doesn’t need to change.
- Doesn’t need to change.
- Doesn’t need to change.
- randy
- randy
- The new standard of B2B success is based on how well a company uses personalization, coupled with a content experience to find, nurture and and retain customers.
- CONTENT EXPERIENCE WINS
- https://9to5mac.com/2016/06/20/spotify-apple-music-users/
- you and Jenny have a real problem on your hand… you know what though? It’s even more of a problem in marketing almost 7 people will weigh in on deciding if to buy your product or service - how do you cater to all of them??
- Add Logos — set context to those expectations Amazon, Netflix, Spotify, Nike. Before and After: Blockbuster — Netflix, Walmart — Amazon, Starbucks — Nescafe, Agassi Tennnis Shoe — Nike.
- Add Logos — set context to those expectations Amazon, Netflix, Spotify, Nike. Before and After: Blockbuster — Netflix, Walmart — Amazon, Starbucks — Nescafe, Agassi Tennnis Shoe — Nike.
- Trying to figure out who those 7 people are. I’ trying to figure out who those 7 people are… if you want to tell me know that would be great (hahaha) Let’s talk about some of the people that are weighing to buy your solution Persona discovery
- Trying to figure out who those 7 people are. I’ trying to figure out who those 7 people are… if you want to tell me know that would be great (hahaha) Let’s talk about some of the people that are weighing to buy your solution Persona discovery
- Stop investing in writing more content, and start investing in the experience in which your content is leveraged
- I think this slide looks fine, but open to any design changes you think are necessary.
- Using content with the goal of generating brand awareness, interest and leads across the entire buyer journey. Uberflip for Inbound Marketing Centralize, publish, and manage content Organize content into contextual collections for greater audience control and convenience Engage visitors with relevant content recommendations Drive lead generation by deploying MAP integrated forms throughout content Measure and track insights around content performance Example: A resource centre, with a focus related to thought leadership, brand awareness, and/or content marketing. The content is meant to be discoverable and indexed by search engines, with the goal of generating new interest and leads.
- Using content in conjunction with marketing campaigns, with the goal of expanding contacts, nurturing leads, and accelerating them through the funnel. Uberflip for Demand Generation Convert leads through gated content Create personalized experiences with targeted content that encourage prospects to self nurture Track visitor engagement for lead scoring, marketing automation workflows, and sales pipeline acceleration Example: Personalize campaigns such as email nurtures, paid marketing programs, product launches, etc. to help prospects accelerate their journey by creating a better experience around your content.
- A Hub used for creating personalized content streams to share content with target accounts, specifically as part of an ABM Strategy. Uberflip for ABM Create personalized, branded experiences at scale to deliver content to target accounts Convert leads and increase funnel velocity through relevant content and a focused experience Pass data to MAP or ABM platform to track account-level engagement Example: Creating personalized Marketing Streams that act as the destination for one-to-one Terminus ads.
- A Hub that is accessible by sales reps, either through the Uberflip email extension or Uberflip Site Engager, and is used to share content with prospects and customers. Uberflip for Sales Enablement Provide a central location for the sales team to find the most up-to-date content Enable sales to create experiences for individual prospects to deliver personalized content throughout the sales cycle Measure and track how the sales team is utilizing marketing content to better train and maximize content usage Example: A marketing team creates a Hub of content and uses tags and Marketings Streams to make it easy for sales reps to find relevant content for each of their prospects. Sales reps then leverage the Uberflip Email Extension to create Sales Streams for each of their prospects, with the goal of sharing relevant content throughout the sales cycle.
- randy
- The way you gate content matters. Putting a CTA overtop of your content has a 17 percent conversion rate! That’s 7x the conversion rate of a traditional landing page. Putting your content in more than one place can increase views by 8x on average! AI works! Personalized recommendations increases the chances of a visitor consuming more content than generic recommendations by 60%.
- Final slide