Why B2B Marketers Need To Personalize Content Experiences At Scale
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From Nike to Nestle, sellers of everything from shoes to consumer-packaged goods have discovered the value of personalization. As buyers engage with increasingly personalized experiences, B2B marketers need to align their marketing journeys with these evolving expectations to remain competitive. Uberflip CMO Randy Frisch outlines how B2B marketers are increasingly taking ownership of the end-to-end content experience, expanding beyond initial acquisition to sales enablement and ABM.
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Why B2B Marketers Need To Personalize Content Experiences At Scale
- 1. #COSeries Why B2B Marketers Need To Personalize Content Experiences At Scale SPONSORED BY:
- 2. #COSeries Follow This Webinar on LinkedIn & Twitter #COSeries Demand Gen Report: @DG_Report Klaudia Tirico: @klaudiatirico Uberflip: @Uberflip Randy Frisch: @randyfrisch
- 3. #COSeries Register & Attend To Win A Ticket To B2BMX • Earn 1 automatic entry when you register. • And second entry when you attend live. • Register & tune-in to all #COSeries live sessions for the best chance to win. • Winners announced each day of the series. Register For & Attend #COSeries Webinars For More Chances To Win Free Entry to #B2BMX
- 4. #COSeries About Demand Gen Report • Tracking strategies & solutions in lead generation & marketing tech since 2007 • Daily news and analysis, special reports, original research and live events • Newsletter reaches 45,000 readers • Additional resources at: demandgenreport.com/resources @DG_Report http://linkd.in/DG_Specialists
- 5. #COSeries Questions, Tweets & Resources Submit your questions here Download today’s resources Join the conversation #COSeries
- 6. #COSeries How Are We Doing?
- 7. #COSeries Panelists MODERATOR: Klaudia Tirico Features Editor Demand Gen Report Randy Frisch CMO & Co-Founder Uberflip @randyfrisch
- 8. #conex The way we experience content matters!
- 9. #conex What is a content experience?
- 10. #conex
- 11. #conex
- 13. #conex People increasingly expect a personalized experience. The Effect
- 14. #conex What do we expect today?
- 18. #conex AI Powered Streams Tragically Hip Neil Young Feist Drake Justin Bieber The Weeknd Leonard Cohen Alessia Cara
- 19. #conex Share on any channel
- 20. #conex Has more than 100 million users & 30 million songs
- 21. #conex What does this mean for marketers?
- 22. #conex Marketers need to align their marketing journeys with consumer expectations.
- 23. #conex 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?
- 24. #conex buyers weighing in and ABM is on the rise6.8 —Gartner (CEB) What does this mean for marketers?
- 25. #conex The average number of assets downloaded before making a purchasing decision7.0 — IDG 2017 Customer Engagement Research What does this mean for marketers?
- 26. #conex 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?
- 27. #conex 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
- 28. #conex 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.
- 29. #conex — 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
- 30. #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
- 31. #conex But how do we ‘remix’ a relevant and tailored content experience — at scale?
- 32. #conex We Need a Framework to Start Marketing Our Content
- 33. #conex AGGREGATE CONTENT ➔ Blogs ➔ eBooks ➔ Whitepapers ➔ Social ➔ Video ➔ Slideshare 1 Marketing with Content
- 34. #conex AGGREGATE CONTENT ORGANIZE ➔ Blogs ➔ eBooks ➔ Whitepapers ➔ Social ➔ Video ➔ Slideshare ➔ Audit Content ➔ Tag & Filter ➔ Segment into Marketing Streams ➔ Leverage AI 21 Marketing with Content
- 35. #conex 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
- 36. #conex 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
- 37. #conex 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
- 38. #conex 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
- 39. #conex Organize your Content Create Experiences Personalize the Marketing & Distribution 1 2 3 How to ‘remix your content’ experience
- 40. #conex Audit Existing Content • Find: Collect your assets • Tag: Identify and tag content based on industry, persona, role, account, stage, and individuals • Automate: Where possible use automation and AI to handle at scale • Where to start: Case studies, customer stories, eBooks Organize Your Content1
- 41. #conex How we did it How you could do it1
- 42. #conex 1 2 3 Organize your Content Create Experiences Personalize the Marketing & Distribution
- 43. #conex 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
- 44. #conex Your Content A simple view of content we create Create Experiences2
- 45. #conex 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
- 46. #conex 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
- 47. #conex 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
- 51. #conex 1 2 3 Organize your Content Create Experiences Personalize the Marketing & Distribution
- 52. #conex 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
- 53. #conex Organic1 ● Automatically serve up personalized content recommendations based on a visitor’s intent and previous web browsing history.
- 54. #conex Paid2 ● Increase engagement by personalizing your paid advertising and driving to hand-selected content.
- 55. #conex Email3 ● Structure your content to deliver a personalized experience to the right audience and drive conversions.
- 56. #conex 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!
- 57. #conex ● Connect with your prospects better by sending targeted selections of content to leads and opportunities.Sales5
- 59. #conex 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 #conex
- 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 #conex
- 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 #conex
- 63. #conex Personalizing Content at Scale: Organize Your Content Create Experiences Personalize the Marketing & Distribution 1 2 3
- 64. #conex Randy Frisch CMO & Co-Founder at Uberflip @randyfrisch ubrflp.in/randyfrisch conex.uberflip.com GET $100 OFF A FULL CONFERENCE PASS WHEN YOU REGISTER WITH PROMO CODE DGR100 BEFORE APRIL 30
- 65. #COSeries How Are We Doing?
- 66. #COSeries Q&A / Panelists MODERATOR: Klaudia Tirico Features Editor Demand Gen Report Randy Frisch CMO & Co-Founder Uberflip @randyfrisch
- 67. #COSeries Thank You For Attending http://webinars.demandgenreport.com/campaign-optimization-series/2018/ Register for more sessions now thru April 27th! Please Join Our Next Session Today at 2PM ET / 11AM PT