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The New Playbook for Personalizing Content Experiences at Scale

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The New Playbook for Personalizing Content Experiences at Scale

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Content is the driving force behind your most effective marketing strategies, from demand generation and inbound marketing to sales enablement and account-based marketing. As marketers, you aim to personalize how your prospects and target accounts experience your content, and scaling the creation of these experiences becomes your next big hurdle.

In this webinar, Uberflip’s Director of Content Experience, Paige Gerber, and Drift’s Customer Marketing Team Lead, Chris Handy, reveal five easy steps to help you focus, align your team, and truly deliver meaningful experiences so you can rock marketing campaigns that delight your prospects and customers.

Content is the driving force behind your most effective marketing strategies, from demand generation and inbound marketing to sales enablement and account-based marketing. As marketers, you aim to personalize how your prospects and target accounts experience your content, and scaling the creation of these experiences becomes your next big hurdle.

In this webinar, Uberflip’s Director of Content Experience, Paige Gerber, and Drift’s Customer Marketing Team Lead, Chris Handy, reveal five easy steps to help you focus, align your team, and truly deliver meaningful experiences so you can rock marketing campaigns that delight your prospects and customers.

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The New Playbook for Personalizing Content Experiences at Scale

  1. 1. @uberflip | #conex The New Playbook for Personalizing Content Experiences at Scale #CONEX Paige Gerber Director of Content Experience Uberflip Chris Handy Customer Marketing Leader Drift
  2. 2. @uberflip | #conex Content shouldn’t be a one-way broadcast. It should be a two-way conversation.
  3. 3. @uberflip | #conex of B2B buyers expect the same buying experience as B2C customers. 80% — Google @uberflip | #conex
  4. 4. @uberflip | #conex The way we experience content matters! @uberflip | #conex
  5. 5. @uberflip | #conex Content experience must be considered across all marketing programs.
  6. 6. @uberflip | #conex Inbound Demand Generation ABM Sales Enablement Every day, as marketers, we are focused on tactics...
  7. 7. @uberflip | #conex While our future customers are out there trying to reach us.
  8. 8. @uberflip | #conex Personalized content experiences lead to: more engagement, better conversations, more quality leads, and ultimately… more customers. Demand Generation ABM Sales Enablement Inbound Driven By Content
  9. 9. @uberflip | #conex Conversions on Gated Content Evidence that experience matters 7x 8x Increase in Engagement 60% Your Content Reach
  10. 10. @uberflip | #conex
  11. 11. @uberflip | #conex Content Experience Framework
  12. 12. @uberflip | #conex Content Experience Framework Aggregate your content Own the experience Control the environment and structure
  13. 13. @uberflip | #conex Content Experience Framework
  14. 14. @uberflip | #conex At Drift...
  15. 15. @uberflip | #conex Content Experience Framework Plan end-to-end experience Define intended user behavior Categorize for discoverability
  16. 16. @uberflip | #conex Content Experience Framework You don’t get this. Without doing this.
  17. 17. @uberflip | #conex At Drift...
  18. 18. @uberflip | #conex Content Experience Framework Build experiences to power your campaigns Personalize experiences based on segmentation Create path to purchase
  19. 19. @uberflip | #conex Content Experience Framework Inbound
  20. 20. @uberflip | #conex At Drift... Inbound
  21. 21. @uberflip | #conex Content Experience Framework Demand Generation
  22. 22. @uberflip | #conex At Drift... Adapts to Content. Demand Generation
  23. 23. @uberflip | #conex At Drift... Demand Generation
  24. 24. @uberflip | #conex Content Experience Framework ABM
  25. 25. @uberflip | #conex At Drift... ABM
  26. 26. @uberflip | #conex At Drift... ABM
  27. 27. @uberflip | #conex At Drift... ABM
  28. 28. @uberflip | #conex Content Experience Framework Sales Enablement
  29. 29. @uberflip | #conex At Drift... Sales Enablement
  30. 30. @uberflip | #conex At Drift... Sales Enablement
  31. 31. @uberflip | #conex At Drift... Sales Enablement
  32. 32. @uberflip | #conex Content Experience Framework Integrate marketing campaigns Map experiences to buyer journey Distribute experiences across all channels
  33. 33. @uberflip | #conex Content Experience Framework
  34. 34. @uberflip | #conex At Drift...
  35. 35. @uberflip | #conex
  36. 36. @uberflip | #conex Content Experience Framework Convert quality leads Score leads based on engagement Leverage marketing automation and analytics
  37. 37. @uberflip | #conex 100% Increase in monthly leads generated. Content Experience Framework
  38. 38. @uberflip | #conex At Drift...
  39. 39. @uberflip | #conex Content Experience Framework
  40. 40. @uberflip | #conex Questions?
  41. 41. @uberflip | #conex The Content Experience Framework Download Now: uberflip.com/CE Paige Gerber Director, Content Experience Uberflip linkedin.com/in/paigemgerber Chris Handy Customer Marketing Leader Drift @handythinks linkedin.com/in/christopermhandy 💌 Email me for a copy of Unscalable! handy@drift.com

Notes de l'éditeur

  • Welcome Chris and mention we will take questions at the end
  • Conversational content. Not about a 1 way promotion, but now about starting that conversation. Getting people to interact.
  • I find it interesting that this stat even exists considering B2B and B2C buyers are the same people.
  • I am sure everyone has been to a blog and been turned off immediately by how it looks, or landed on a site and before you had time to even read the first sentence a pop-up covers your view.

    Your customers live in a world of Spotify and Netflix. The expectation of personalized content experiences has been set. B2B marketers need to adapt to buyer expectations. Those who do will win over customers by recognizing each individual and providing personalized experiences based on their unique interests, behaviors, and needs.
  • But why? And what kind of results could you expect?
  • -but when i go to events i know you are talking about these hot topics
    -that’s ok as a CMO I obsess over them to
  • -but when i go to events i know you are talking about these hot topics
    -that’s ok as a CMO I obsess over them to
  • -at the heart of all of these marketing campaigns sits content. By personalizing that experience around those customers you will see more engagement, better conversations, more leads, and happier customers.
  • We recently launched a Content Experience Report using real data from B2B marketers like yourselves and we found overwhelming evidence to support why experience matters.
    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%.
  • Uberflip recently launched The Content Experience Framework. This 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.

    Chris and I are going to walk you through each of the steps and provide examples of what you need to do to easily scale content to match your buyers behaviors.
  • People think they don’t have content but that’s because they only look at what they’ve created recently, not their entire library
    70% of content in an organization sits unused
    As marketers, we know our customers are engaging on a variety of channels and we need to make sure we engage with them where they already are. The problem with that is, the content we work so hard to create is living all over the web on earned channels, rather than on our own owned channel.
    Centralizing allows us to bring all that content together into a controlled owned, experience



  • All of your content whether that be blogs, videos, slideshares, social posts, or podcasts need to be centralized in one place so that you can build experiences based on your customers behaviors and interactions/
  • This part is foundational. The non-sexy, behind the scenes work that’s required to create the amazing personalized content experiences in minutes.
    Now that you have your content in one place, next step is to think through your strategy for the buyer journey
    How are your customers finding their information/content/or answers to questions
    What do you want the end-to-end experience for each persona to look like
    Once you have outlined that, then you must build out a tagging structure to reflect it.
  • At Uberflip we tag our content by persona, topic, stage of funnel, content type, and product line.
    It’s really important that you think about this because setting up the proper tagging structure allows you to scale the organization and creation of collections of content you’ll need to personalize experiences.
    This is also where recommendations and AI comes into play if you have the technology available.
  • Now here’s the fun part. Creating personalized experiences that show your prospects and customers that you’re a business that understands their interests and needs.
    People crave personalization. In fact, they have come to expect it.
    When you think about personalizing experiences you need to consider the branding, is it contextual, does it compel your audience to take actions.
    There is no one size fits all approach. When you’re thinking about building out your content experiences, we find it is best to approach it by the different marketing tactics your team is focused on - Inbound, Demand Gen, ABM, Sales Enablement.
  • Hub from customer of ours Alight organized content by solution, partner, or type to reflect their buyers search patterns. The content is housed and is a beautiful environment that compels engagement.
    Inbound Marketing
    Take your content personalization to the next level by building experiences around your content that are optimized for engagement and conversions.



  • 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.
    Just like TouchBistro try creating collections of content that match your email nurtures to enhance the experience.

  • Account-Based Marketing
    Power your ABM strategy and engage your target accounts with personalized content experiences that accelerate pipeline and drive sales.
    One of our customers Snowflake uses Terminus ads with dynamic copy to insert their target account name and links them to a custom destination with matched to the account

  • 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.
    Create a hub or collection of content and provide clear instructions on what each piece of content is meant for. Then using your tagging structure you can enable your reps to mix and match content based on the needs of the prospect and create personalized experiences to house content.
    This is awesome because throughout a sales cycle you share a lot of content, so enabling reps to keep all the content in one place for each prospect shows that you’re not only organized but that you have been listening to the prospects needs.

  • We can do everything right up to this point, but if we fail to infuse this into our integrated marketing campaigns then what’s the point?
    Content is what’s driving your demand gen and you need to think about what experience you’re sending people to.
    Content experience is not just for the content marketer. Demand generation needs to get involved here and realize the importance of content experience.
    When you send out a tweet, launch ads, or you send an email—as a marketer—are you thinking about the experience you’re sending them to?


  • Here’s a great example of one of our customers Blackbaud. They create personalized streams that match to their email campaigns. Doing this on this campaign alone influenced more than $100,000 in pipeline and counting. The emails themselves contributed to a 33% opportunity to deal conversion rate.

  • This isn’t just about having a great brand, it’s about driving business results
    You can get results today if you put in the time and action the steps outlined in this framework
    Focusing on content experience allows you to maximize your marketing results because engagement is contained within a personalized experience you can control
  • When you think about all the experiences you’ve created mapped to your marketing campaigns. You also need to think about the goals and results you’re looking for. How are you capturing leads, are your scoring those leads based on actions they take and amount of content consumed.
    This is important for you to be able to gather insights and prove ROI on content experience.
    What we’ve found at Uberflip is if you gate content using an Overlay CTA as part of a content experience as opposed to a landing page you see more than 7x the average landing page conversion rate.
    If the goal is to get engagement with content (and to collect some insights about that or capture lead info) there is a better way than traditional landing pages. Why send people to that dead end page and risk them not filling out the form or even if they do, then what? They get that 1 asset and no ability for us to keep them there with related items. Using Overlay CTAs marries the ability to have integrated forms overlayed on premium assets where you need them and creates a better user experience as well. To be clear I do think Landing Pages still have value in some scenarios such as live webinars and free trials.
  • Final slide

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