The New Playbook for Personalizing Content Experiences at Scale
•Download as PPTX, PDF•
1 like•711 views
In this webinar, Uberflip's Director of Content Experience Paige Gerber digs into how to personalize content experiences at scale.
Recommended
Recommended
More Related Content
What's hot
What's hot (19)
Similar to The New Playbook for Personalizing Content Experiences at Scale
Similar to The New Playbook for Personalizing Content Experiences at Scale (20)
More from Uberflip
More from Uberflip (20)
Recently uploaded
Recently uploaded (20)
The New Playbook for Personalizing Content Experiences at Scale
- 1. The New Playbook for Personalizing Content Experiences at Scale Paige Gerber Director of Content Experience Uberflip
- 2. The way we experience content matters!
- 3. HOW DO WE NAIL A GREAT CONTENT EXPERIENCE? ENVIRONMENT STRUCTURE ENGAGEMENT
- 7. TOP B2B MARKETING STRATEGIES Demand Generation ABM Sales Enablement Inbound
- 8. CONTENT BRINGS THESE MARKETING STRATEGIES TO LIFE. Demand Generation ABM Sales Enablement Inbound DRIVEN BY CONTENT
- 9. CAN WE REALLY PERSONALIZE CONTENT EXPERIENCES AT SCALE? SO MANY TOUCH POINTS!
- 23. Download Now: uberflip.com/ce Paige Gerber Director, Content Experience Uberflip linkedin.com/in/paigemgerber Content Experience Framework
- 24. Use promo code: MARKT100 for $100 off a full price ticket. Click here. PASSES STARTING AT $699
- 25. August 20–22nd, 2019 Toronto, ON The Royal Conservatory of Music
- 26. Employee Promotions ● Customer Success, Sales, Partners, Support & Marketing are equipped with $100 off promo code= $100 VISA Gift Card ○ Any other department is welcome to use the general Uberflip codes (UBRF100) ○ Customer Success- 10 tickets sold ○ Sales- 2 tickets sold ○ Marketing- 3 tickets sold Cecily Strong Actress and Comedian Saturday Night Live ANNOUNCING OUR CLOSING KEYNOTE!
- 27. Ann Handley Chief Content Officer MarketingProfs Jay Baer President Convince & Convert Robert Rose Keynote Speaker and Bestselling Author Content Advisory Mathew Sweezey Principal of Marketing Insights Salesforce April Dunford Founder and Keynote Speaker Ambient Strategy Rand Fishkin Founder SparkToro Tim Washer Keynote Speaker Ridiculous Speaker Megan Golden Global Content & Social Media LinkedIn Neil Patel Co-Founder Neil Patel Digital Ardath Albee Marketing Strategist Marketing Interactions CONEX TOUR ALUMNI
- 28. Uberflip Demo
- 29. Request Demo: uberflip.com/request-demo Jason Oakley Senior Manager, Product Marketing Uberflip linkedin.com/in/oakleyjason Content Experience Platform
Editor's Notes
- 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.
- CORONA EXAMPLE - Corona in old gross basement vs. Corona on the beach.
- BLOCKBUSTER vs. NETFLIX EXAMPLE - Trying to find Tom Hanks movies in Blockbuster vs. on Netflix. In 1995, when he wanted to watch Apollo 13 with Tom Hanks, he rented the movie from Blockbuster. Later returning to find more Tom Hanks movies, the organization was too poor for this to be an easy task.
- Spotify creates Made for You playlists for all of its users. They also contact people they think will care about new content, not blast everyone. Spotify continually recommends content based on your engagement with the app.
- To drive your prospects through the funnel most B2B marketers use the following strategies.
- I am sure you’re wondering how you could possibly scale the creation of personalized content experiences across all of these marketing strategies?
- 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
- 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.
- 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.
- Personalizing the experience goes beyond slapping a customized greeting on an email. Marketers need to know who their audience is, and what they want to see, to deliver the best possible content experience. Story: Email Frank for Whitepaper http://komintl.com/white.html
- Use this example https://docs.google.com/drawings/d/14dMCgGyTPAotQ82DvjoKPW8uXR8C6LXN5Q1p-hO9kfw/edit https://docs.google.com/drawings/d/1C7zXaZ_cwbMU7EOY9nqGJsEKqzVEtwkFPPWN_CoFtak/edit
- 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.
- 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.
- 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
- Final slide