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@randyfrisch
Randy Frisch
CMO & Co-Founder at Uberflip
How B2B Marketers are Personalizing
ABM Content Experiences.
Big Sk...
RANDY FRISCH | @RandyFrisch
LET’S TALK 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
WHEN WE ENGAGE
WE NEED CONTENT
RANDY FRISCH | @RandyFrisch
10+ YEARS AGO
RANDY FRISCH | @RandyFrisch
EVOLUTION OF CONTENT TECH
2017 Forrester Wave
PLANNING
ACTIVATION
RANDY FRISCH | @RandyFrisch
2017
FORRESTER CMP WAVE
RANDY FRISCH | @RandyFrisch
EVOLUTION OF CONTENT TECH
2017 Forrester Wave
PLANNING
ACTIVATION
PLANNING
2019 B2B Forrester ...
RANDY FRISCH | @RandyFrisch
2019 Wave
B2B Content Marketing Platforms
2019 B2B CMP WAVE
RANDY FRISCH | @RandyFrisch
2019 B2B CMP WAVE
Governance Planning Production Utilization Activation
RANDY FRISCH | @RandyFrisch
CONTENT REQUIRES A
GREAT EXPERIENCE
RANDY FRISCH | @RandyFrisch
I WROTE A BOOK
RANDY FRISCH | @RandyFrisch
AMAZON #1 BEST-SELLER
RANDY FRISCH | @RandyFrisch
of content churned out by
B2B marketing
departments today sits
unused.
60–70%
— SiriusDecisions
RANDY FRISCH | @RandyFrisch
RANDY FRISCH | @RandyFrisch
A BIG YEAR FOR
CONTENT EXPERIENCE
RANDY FRISCH | @RandyFrisch
Content
Creation
Software
Content
Experience
Software
Content
Distribution
Software
RANDY FRISCH | @RandyFrisch
BUT DOES IT REALLY
MATTER?
RANDY FRISCH | @RandyFrisch
“WE’RE GOING TO DO
CONTENT EXPERIENCE IN
Q4!”
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 BUYER JOURNEY
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
ACCOUNT
BASED
MARKETING
RANDY FRISCH | @RandyFrisch
ACCOUNT
BASED
SELLING
RANDY FRISCH | @RandyFrisch
ACCOUNT
BASED
SELLING
RANDY FRISCH | @RandyFrisch
ACCOUNT
BASED
MARKETING
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
CONTENT EXPERIENCE FRAMEWORK
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
Influence of Marketing
Roles on Content
Experience
RANDY FRISCH | @RandyFrisch
CONTENT EXPERIENCE MANAGER
RANDY FRISCH | @RandyFrisch
MY CHALLENGE
TO YOU…
“We’re wasting dollars, we’re wasting time, we’re
wasting our content, we...
RANDY FRISCH | @RandyFrisch
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How B2B Marketers are Personalizing ABM Content Experiences

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Presented at Big Skies: Big Ideas 2019, Randy Frisch, CMO and Co-Founder at Uberflip, shares how B2B marketers are creating personalized ABM content experiences.

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

  1. 1. @randyfrisch Randy Frisch CMO & Co-Founder at Uberflip How B2B Marketers are Personalizing ABM Content Experiences. Big Sky: Big Ideas 2019
  2. 2. RANDY FRISCH | @RandyFrisch LET’S TALK 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 WHEN WE ENGAGE WE NEED CONTENT
  6. 6. RANDY FRISCH | @RandyFrisch 10+ YEARS AGO
  7. 7. RANDY FRISCH | @RandyFrisch EVOLUTION OF CONTENT TECH 2017 Forrester Wave PLANNING ACTIVATION
  8. 8. RANDY FRISCH | @RandyFrisch 2017 FORRESTER CMP WAVE
  9. 9. RANDY FRISCH | @RandyFrisch EVOLUTION OF CONTENT TECH 2017 Forrester Wave PLANNING ACTIVATION PLANNING 2019 B2B Forrester Wave ACTIVATION
  10. 10. RANDY FRISCH | @RandyFrisch 2019 Wave B2B Content Marketing Platforms 2019 B2B CMP WAVE
  11. 11. RANDY FRISCH | @RandyFrisch 2019 B2B CMP WAVE Governance Planning Production Utilization Activation
  12. 12. RANDY FRISCH | @RandyFrisch CONTENT REQUIRES A GREAT EXPERIENCE
  13. 13. RANDY FRISCH | @RandyFrisch I WROTE A BOOK
  14. 14. RANDY FRISCH | @RandyFrisch AMAZON #1 BEST-SELLER
  15. 15. RANDY FRISCH | @RandyFrisch of content churned out by B2B marketing departments today sits unused. 60–70% — SiriusDecisions
  16. 16. RANDY FRISCH | @RandyFrisch
  17. 17. RANDY FRISCH | @RandyFrisch A BIG YEAR FOR CONTENT EXPERIENCE
  18. 18. RANDY FRISCH | @RandyFrisch Content Creation Software Content Experience Software Content Distribution Software
  19. 19. RANDY FRISCH | @RandyFrisch BUT DOES IT REALLY MATTER?
  20. 20. RANDY FRISCH | @RandyFrisch “WE’RE GOING TO DO CONTENT EXPERIENCE IN Q4!”
  21. 21. RANDY FRISCH | @RandyFrisch IF A TREE FALLS IN THE FOREST...DOES IT MAKE A SOUND?
  22. 22. RANDY FRISCH | @RandyFrisch
  23. 23. RANDY FRISCH | @RandyFrisch IT MAKES A SOUND
  24. 24. RANDY FRISCH | @RandyFrisch IF WE WAIT TIL Q4 TO FOCUS ON CONTENT EXPERIENCE… IT MAKES A SOUND!
  25. 25. RANDY FRISCH | @RandyFrisch IS YOUR CONTENT EXPERIENCE WINNING OR LOSING YOU DEALS?
  26. 26. RANDY FRISCH | @RandyFrisch HOW DO WE NAIL A GREAT CONTENT EXPERIENCE? ENVIRONMEN T STRUCTURE ENGAGEME NT
  27. 27. RANDY FRISCH | @RandyFrisch ENVIRONMEN T Placement Design Display Visual aesthetics
  28. 28. RANDY FRISCH | @RandyFrisch Organizatio n Navigation Tagging Curation STRUCTURE
  29. 29. RANDY FRISCH | @RandyFrisch ENGAGEMEN T Personalizatio n Relevance Consistenc y Contextual CTAs
  30. 30. RANDY FRISCH | @RandyFrisch Source: Internet Trends 2018 Report - Mary Meeker, Kleiner Perkins
  31. 31. RANDY FRISCH | @RandyFrisch MARKETING & SALES NEED TO ALIGN THE BUYER JOURNEY WITH CONSUMER EXPECTATIONS
  32. 32. RANDY FRISCH | @RandyFrisch PERSONALIZED CONTENT EXPERIENCES 7 CONTENT ASSETS PER VISIT. That was 3xs the average visitor to their resource center.
  33. 33. 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%
  34. 34. RANDY FRISCH | @RandyFrisch TOP B2B MARKETING STRATEGIE S Demand Generation ABM Sales Enablement Inbound
  35. 35. RANDY FRISCH | @RandyFrisch CONTENT BRINGS THESE MARKETING STRATEGIE S TO LIFE. Demand Generation ABM Sales Enablement Inbound DRIVEN BY CONTENT
  36. 36. RANDY FRISCH | @RandyFrisch THINK OF CONTENT AS A FUNNEL OR EMAIL NURTURE
  37. 37. RANDY FRISCH | @RandyFrisch CONTENT EXPERIENCE FRAMEWORK
  38. 38. RANDY FRISCH | @RandyFrisch NEED CONTROL OVER ENVIRONMENT
  39. 39. RANDY FRISCH | @RandyFrisch
  40. 40. RANDY FRISCH | @RandyFrisch
  41. 41. RANDY FRISCH | @RandyFrisch TAGGING STRUCTURE
  42. 42. RANDY FRISCH | @RandyFrisch
  43. 43. RANDY FRISCH | @RandyFrisch ACCOUNT BASED MARKETING
  44. 44. RANDY FRISCH | @RandyFrisch ACCOUNT BASED SELLING
  45. 45. RANDY FRISCH | @RandyFrisch ACCOUNT BASED SELLING
  46. 46. RANDY FRISCH | @RandyFrisch ACCOUNT BASED MARKETING
  47. 47. RANDY FRISCH | @RandyFrisch
  48. 48. RANDY FRISCH | @RandyFrisch $100,000 IN PIPELINE FROM ONE EMAIL NURTURE
  49. 49. RANDY FRISCH | @RandyFrisch CONTENT INFLUENCED PIPELINE AND REVENUE
  50. 50. RANDY FRISCH | @RandyFrisch SALES STAGE Content and Campaigns
  51. 51. RANDY FRISCH | @RandyFrisch CONTENT EXPERIENCE FRAMEWORK
  52. 52. RANDY FRISCH | @RandyFrisch BUT WHO OWNS THE CONTENT EXPERIENCE?
  53. 53. RANDY FRISCH | @RandyFrisch Answer: Everybody has a stake in implementing the Content Experience Framework.
  54. 54. RANDY FRISCH | @RandyFrisch Influence of Marketing Roles on Content Experience
  55. 55. RANDY FRISCH | @RandyFrisch CONTENT EXPERIENCE MANAGER
  56. 56. 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!” “
  57. 57. RANDY FRISCH | @RandyFrisch

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