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PERSONALIZING ABM CONTENT
EXPERIENCES AT SCALE
Randy Frisch, Co-Founder & CMO
Uberflip
MARCH 14, 2019
RANDY FRISCH | @RandyFrisch
ARE YOU INVESTING IN ABM?
RANDY FRISCH | @RandyFrisch
IF YOU BUILD IT….
ABM
RANDY FRISCH | @RandyFrisch
CHOREOGRA
PH
YOUR
CUSTOMER
DANCE
STEPS
ABE
Source: Not Yet The New Normal: ABM Must Evolve Int...
RANDY FRISCH | @RandyFrisch
ENGAGEMENT REQUIRES A
GREAT EXPERIENCE
RANDY FRISCH | @RandyFrisch
I WROTE A BOOK
RANDY FRISCH | @RandyFrisch | #conex
RANDY FRISCH | @RandyFrisch
of content churned out by
B2B marketing
departments today sits
unused.
60–70%
— SiriusDecisions
RANDY FRISCH | @RandyFrisch
RANDY FRISCH | @RandyFrisch
RANDY FRISCH | @RandyFrisch
A BIG YEAR FOR
CONTENT EXPERIENCE
RANDY FRISCH | @RandyFrisch
Content
Creation
Software
Content
Distribution
Software
Content
Experience
Software
RANDY FRISCH | @RandyFrisch
BUT DOES IT REALLY
MATTER?
RANDY FRISCH | @RandyFrisch
IF A TREE FALLS IN THE
FOREST...DOES IT MAKE A
SOUND?
RANDY FRISCH | @RandyFrisch
RANDY FRISCH | @RandyFrisch
IT MAKES A SOUND
RANDY FRISCH | @RandyFrisch
IF WE WAIT TIL Q4 TO FOCUS
ON CONTENT EXPERIENCE…
IT MAKES A SOUND!
RANDY FRISCH | @RandyFrisch
IS YOUR CONTENT
EXPERIENCE
WINNING OR
LOSING YOU
DEALS?
RANDY FRISCH | @RandyFrisch
HOW DO WE NAIL
A GREAT
CONTENT
EXPERIENCE?
ENVIRONMEN
T
STRUCTURE
ENGAGEME
NT
RANDY FRISCH | @RandyFrisch
ENVIRONMEN
T
Placement Design
Display
Visual
aesthetics
RANDY FRISCH | @RandyFrisch
Organizatio
n
Navigation
Tagging Curation
STRUCTURE
RANDY FRISCH | @RandyFrisch
ENGAGEMEN
T
Personalizatio
n
Relevance
Consistenc
y
Contextual
CTAs
RANDY FRISCH | @RandyFrisch
Source: Internet Trends 2018 Report - Mary Meeker, Kleiner Perkins
RANDY FRISCH | @RandyFrisch
MARKETING & SALES NEED TO ALIGN
THE BUYERJOURNEY
WITH CONSUMER EXPECTATIONS
RANDY FRISCH | @RandyFrisch
PERSONALIZED
CONTENT
EXPERIENCES
7 CONTENT
ASSETS PER VISIT.
That was 3xs the average
visitor ...
RANDY FRISCH | @RandyFrisch
VENDORS
HAVE A SMALL
SLICE OF
BUYER’S TIME
Source: Gartner, 2018 | Q. What is the average % of...
RANDY FRISCH | @RandyFrisch
TOP B2B
MARKETING
STRATEGIE
S
Demand Generation
ABM
Sales Enablement
Inbound
RANDY FRISCH | @RandyFrisch
CONTENT
BRINGS
THESE
MARKETING
STRATEGIE
S
TO LIFE.
Demand Generation
ABM
Sales Enablement
Inb...
RANDY FRISCH | @RandyFrisch
THINK OF CONTENT AS A
FUNNEL OR EMAIL NURTURE
RANDY FRISCH | @RandyFrisch
CONTENT EXPERIENCE FRAMEWORK
RANDY FRISCH | @RandyFrisch
NEED CONTROL OVER
ENVIRONMENT
RANDY FRISCH | @RandyFrisch
RANDY FRISCH | @RandyFrisch
RANDY FRISCH | @RandyFrisch
TAGGING STRUCTURE
RANDY FRISCH | @RandyFrisch
RANDY FRISCH | @RandyFrisch
RANDY FRISCH | @RandyFrisch
ACCOUNT
BASED
MARKETING
RANDY FRISCH | @RandyFrisch
ACCOUNT
BASED
MARKETING
RANDY FRISCH | @RandyFrisch
ACCOUNT
BASED
SELLING
RANDY FRISCH | @RandyFrisch
ACCOUNT
BASED
SELLING
RANDY FRISCH | @RandyFrisch
RANDY FRISCH | @RandyFrisch
$100,000 IN PIPELINE FROM
ONE EMAIL NURTURE
RANDY FRISCH | @RandyFrisch
CONTENT INFLUENCED
PIPELINE AND REVENUE
RANDY FRISCH | @RandyFrisch
SALES STAGE
Content and Campaigns
RANDY FRISCH | @RandyFrisch
Seattle
San Jose
Austin
Atlanta
Chicago
Toronto
New
York
Boston
San Francisco
Las Vegas
San Di...
RANDY FRISCH | @RandyFrisch
BUT WHO OWNS THE
CONTENT
EXPERIENCE?
RANDY FRISCH | @RandyFrisch
Answer:
Everybody has a stake
in implementing the
Content Experience
Framework.
RANDY FRISCH | @RandyFrisch
EVERY PIECE OF
CONTENT REALLY
DOES HAVE AN
EXPERIENCE.
RANDY FRISCH | @RandyFrisch
Influence of Marketing
Roles on Content
Experience
RANDY FRISCH | @RandyFrisch
CONTENT EXPERIENCE MANAGER
RANDY FRISCH | @RandyFrisch
Does investing in
content experience
make a difference?
RANDY FRISCH | @RandyFrisch
EVIDENCE ‘THIS’ MATTERS
Conversions on
Gated Content
+7x
Increase in
Engagement
+60%+8x
Your C...
RANDY FRISCH | @RandyFrisch
MY CHALLENGE
TO YOU…
“We’re wasting dollars, we’re wasting time, we’re
wasting our content, we...
RANDY FRISCH | @RandyFrisch
THANK YOU
How B2B Marketers are Personalizing ABM Content Experiences
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How B2B Marketers are Personalizing ABM Content Experiences

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Presented at the ABM Innovation Summit, Randy Frisch explores how B2B marketers are increasingly taking ownership of the end-to-end content experience, expanding beyond initial acquisition to sales enablement and ABM.

Publicada em: Marketing
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How B2B Marketers are Personalizing ABM Content Experiences

  1. 1. PERSONALIZING ABM CONTENT EXPERIENCES AT SCALE Randy Frisch, Co-Founder & CMO Uberflip MARCH 14, 2019
  2. 2. RANDY FRISCH | @RandyFrisch ARE YOU INVESTING IN ABM?
  3. 3. RANDY FRISCH | @RandyFrisch IF YOU BUILD IT…. ABM
  4. 4. RANDY FRISCH | @RandyFrisch CHOREOGRA PH YOUR CUSTOMER DANCE STEPS ABE Source: Not Yet The New Normal: ABM Must Evolve Into Account-Based Engagement Forrester report
  5. 5. RANDY FRISCH | @RandyFrisch ENGAGEMENT REQUIRES A GREAT EXPERIENCE
  6. 6. RANDY FRISCH | @RandyFrisch I WROTE A BOOK
  7. 7. RANDY FRISCH | @RandyFrisch | #conex
  8. 8. RANDY FRISCH | @RandyFrisch of content churned out by B2B marketing departments today sits unused. 60–70% — SiriusDecisions
  9. 9. RANDY FRISCH | @RandyFrisch
  10. 10. RANDY FRISCH | @RandyFrisch
  11. 11. RANDY FRISCH | @RandyFrisch A BIG YEAR FOR CONTENT EXPERIENCE
  12. 12. RANDY FRISCH | @RandyFrisch Content Creation Software Content Distribution Software Content Experience Software
  13. 13. RANDY FRISCH | @RandyFrisch BUT DOES IT REALLY MATTER?
  14. 14. RANDY FRISCH | @RandyFrisch IF A TREE FALLS IN THE FOREST...DOES IT MAKE A SOUND?
  15. 15. RANDY FRISCH | @RandyFrisch
  16. 16. RANDY FRISCH | @RandyFrisch IT MAKES A SOUND
  17. 17. RANDY FRISCH | @RandyFrisch IF WE WAIT TIL Q4 TO FOCUS ON CONTENT EXPERIENCE… IT MAKES A SOUND!
  18. 18. RANDY FRISCH | @RandyFrisch IS YOUR CONTENT EXPERIENCE WINNING OR LOSING YOU DEALS?
  19. 19. RANDY FRISCH | @RandyFrisch HOW DO WE NAIL A GREAT CONTENT EXPERIENCE? ENVIRONMEN T STRUCTURE ENGAGEME NT
  20. 20. RANDY FRISCH | @RandyFrisch ENVIRONMEN T Placement Design Display Visual aesthetics
  21. 21. RANDY FRISCH | @RandyFrisch Organizatio n Navigation Tagging Curation STRUCTURE
  22. 22. RANDY FRISCH | @RandyFrisch ENGAGEMEN T Personalizatio n Relevance Consistenc y Contextual CTAs
  23. 23. RANDY FRISCH | @RandyFrisch Source: Internet Trends 2018 Report - Mary Meeker, Kleiner Perkins
  24. 24. RANDY FRISCH | @RandyFrisch MARKETING & SALES NEED TO ALIGN THE BUYERJOURNEY WITH CONSUMER EXPECTATIONS
  25. 25. RANDY FRISCH | @RandyFrisch PERSONALIZED CONTENT EXPERIENCES 7 CONTENT ASSETS PER VISIT. That was 3xs the average visitor to their resource center.
  26. 26. RANDY FRISCH | @RandyFrisch VENDORS HAVE A SMALL SLICE OF BUYER’S TIME Source: Gartner, 2018 | Q. What is the average % of time spent doing each of the following activity during the buying cycle for new IT related purchases? (n = 492; base: excluding "Don't Know" responses) 18% Talking to vendors Research 82%
  27. 27. RANDY FRISCH | @RandyFrisch TOP B2B MARKETING STRATEGIE S Demand Generation ABM Sales Enablement Inbound
  28. 28. RANDY FRISCH | @RandyFrisch CONTENT BRINGS THESE MARKETING STRATEGIE S TO LIFE. Demand Generation ABM Sales Enablement Inbound DRIVEN BY CONTENT
  29. 29. RANDY FRISCH | @RandyFrisch THINK OF CONTENT AS A FUNNEL OR EMAIL NURTURE
  30. 30. RANDY FRISCH | @RandyFrisch CONTENT EXPERIENCE FRAMEWORK
  31. 31. RANDY FRISCH | @RandyFrisch NEED CONTROL OVER ENVIRONMENT
  32. 32. RANDY FRISCH | @RandyFrisch
  33. 33. RANDY FRISCH | @RandyFrisch
  34. 34. RANDY FRISCH | @RandyFrisch TAGGING STRUCTURE
  35. 35. RANDY FRISCH | @RandyFrisch
  36. 36. RANDY FRISCH | @RandyFrisch
  37. 37. RANDY FRISCH | @RandyFrisch ACCOUNT BASED MARKETING
  38. 38. RANDY FRISCH | @RandyFrisch ACCOUNT BASED MARKETING
  39. 39. RANDY FRISCH | @RandyFrisch ACCOUNT BASED SELLING
  40. 40. RANDY FRISCH | @RandyFrisch ACCOUNT BASED SELLING
  41. 41. RANDY FRISCH | @RandyFrisch
  42. 42. RANDY FRISCH | @RandyFrisch $100,000 IN PIPELINE FROM ONE EMAIL NURTURE
  43. 43. RANDY FRISCH | @RandyFrisch CONTENT INFLUENCED PIPELINE AND REVENUE
  44. 44. RANDY FRISCH | @RandyFrisch SALES STAGE Content and Campaigns
  45. 45. RANDY FRISCH | @RandyFrisch Seattle San Jose Austin Atlanta Chicago Toronto New York Boston San Francisco Las Vegas San Diego Clevelan d Washington CONTENT EXPERIENCE IS A GROWING MOVEMENT Being here is the beginning
  46. 46. RANDY FRISCH | @RandyFrisch BUT WHO OWNS THE CONTENT EXPERIENCE?
  47. 47. RANDY FRISCH | @RandyFrisch Answer: Everybody has a stake in implementing the Content Experience Framework.
  48. 48. RANDY FRISCH | @RandyFrisch EVERY PIECE OF CONTENT REALLY DOES HAVE AN EXPERIENCE.
  49. 49. RANDY FRISCH | @RandyFrisch Influence of Marketing Roles on Content Experience
  50. 50. RANDY FRISCH | @RandyFrisch CONTENT EXPERIENCE MANAGER
  51. 51. RANDY FRISCH | @RandyFrisch Does investing in content experience make a difference?
  52. 52. RANDY FRISCH | @RandyFrisch EVIDENCE ‘THIS’ MATTERS Conversions on Gated Content +7x Increase in Engagement +60%+8x Your Content Reach
  53. 53. RANDY FRISCH | @RandyFrisch MY CHALLENGE TO YOU… “We’re wasting dollars, we’re wasting time, we’re wasting our content, we’re wasting our opportunity. If we’re going to win—f#ck content marketing—let’s focus on the content experience!” “
  54. 54. RANDY FRISCH | @RandyFrisch
  55. 55. THANK YOU

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