The content your company creates should put you center stage, attracting the audience's attention and keeping them enthralled through purchase and beyond. Producing this premium B2B content at scale shouldn’t break your budget or your timelines. In this session, learn the tips, tricks and traps content marketers face as we deal with resource, time, and budget constraints.

1. Be the Main
Attraction
Create Amazing B2B Content in
Half the Time & 30% Less Cost

2. CCO/CMO,
ScribbleLive
Mary Ward
VP Marketing,
ScribbleLive
Corinne Schmid

3. VP Marketing,
ScribbleLive
Corinne Schmid
Category 5,
Hurricane
Dorian

4. It’s A Circus Out There
● Content is the ring leader
● It commands center stage
● Premium content is king

5. Your content has to be:
● Relevant
● Engaging
● Useful
● Right place
● Right time

6. Trends in the Content Marketing Landscape
Content through the Buyer’s journey: building a
long-term relationship with your content that
goes beyond top of funnel
1
Rapid growth of video, interactivity and highly visual
content types
2
Measurability and “Proof of Value”: Using
integrations, workflows, and project
management to increase measurability
3

7. Trends in the Content Marketing Landscape

8. Save Time: Be agile and scalable, delivering
sophisticated multi-asset campaigns while never
missing a deadline

9. 51% cite lack of time and bandwidth as a major hurdle.
Source: CMI, 2019

10. Only 9% of marketers consider themselves “sophisticated”
when scaling across an organization.
Source: CMI, 2019

11. Case Study
Challenge:
Dell needed to create hundreds of
landing pages across dozens of
countries and campaign managers.
They needed to ensure brand
consistency but also the flexibility for
globalization. Most importantly, they
needed to scale quickly, rolling out
global campaigns across many regions
with fast turnarounds.
Solution:
Leverage an interactive content
platform that provided page
templates that allowed them to
quickly launch and test targeted
pages and microsites without
help from developers. These
were managed by the marketers
of the specific regions but with
“locked down” branded
elements.
Results:
They experienced great results,
attributing their landing page
initiative to increasing sales
opportunities by 10x in a two-
year span.

12. Case Study
Challenge:
Dell needed to create hundreds of
landing pages across dozens of
countries and campaign managers.
They needed to ensure brand
consistency but also the flexibility
for globalization. Most importantly,
they needed to scale quickly, rolling
out global campaigns across many
regions with fast turnarounds.
Solution:
Leverage an interactive content
platform that provided page templates
that allowed them to quickly launch
and test targeted pages and microsites
without help from developers. These
were managed by the marketers of the
specific regions but with “locked down”
branded elements.
Results:
They experienced great results,
attributing their landing page
initiative to increasing sales
opportunities by 10x in a two-
year span.

13. Case Study
Results:
They experienced great results,
attributing their landing page initiative
to increasing sales opportunities by
10x in a two-year span.
Challenge:
Dell needed to create hundreds of
landing pages across dozens of
countries and campaign managers.
They needed to ensure brand
consistency but also the flexibility
for globalization. Most importantly,
they needed to scale quickly, rolling
out global campaigns across many
regions with fast turnarounds.
Solution:
Leverage an interactive content
platform that provided page
templates that allowed them to
quickly launch and test targeted
pages and microsites without
help from developers. These were
managed by the marketers of the
specific regions but with “locked
down” branded elements.

14. Challenge:
Needed to create a large, multi-asset
campaign that included an eBook, a
video, an infographic, a one-pager, plus
a number of ads and images for emails
and landing pages.
Solution:
Autodesk utilized a content
specific project management
platform, allowing for
collaboration, realtime updates,
and clear expectations, tailored
to the diverse needs of their
campaign. They optimized the
feedback loop across multiple c-
level executives with a
streamlined workflow and
tapped into freelancers to work
on a 24/7 schedule.
Results:
“Working with a content specific
platform, we’ve been able to
significantly reduce the time
we’re spending on content
development and have been
able to scale our projects across
a large organization like
Autodesk.”
Makayla Millington
Campaign Development
Specialist
AutoDesk Case Study

15. Challenge:
Needed to create a large, multi-
asset campaign that included an
eBook, a video, an infographic, a
one-pager, plus a number of ads
and images for emails and
landing pages.
Solution:
Autodesk utilized a content specific
project management platform, allowing
for collaboration, realtime updates, and
clear expectations, tailored to the diverse
needs of their campaign. They optimized
the feedback loop across multiple c-level
executives with a streamlined workflow
and tapped into a vetted freelancer
network to produce on a 24/7 schedule.
AutoDesk Case Study
Results:
“Working with a content specific
platform, we’ve been able to
significantly reduce the time
we’re spending on content
development and have been
able to scale our projects across
a large organization like
Autodesk.”
Makayla Millington
Campaign Development
Specialist

16. Results:
“Working with a content specific
platform, we’ve been able to
significantly reduce the time we’re
spending on content development
and have been able to scale our
projects across a large organization
like Autodesk.”
Makayla Millington
Campaign Development Specialist
AutoDesk Case Study
Challenge:
Needed to create a large, multi-
asset campaign that included an
eBook, a video, an infographic, a
one-pager, plus a number of ads
and images for emails and
landing pages.
Solution:
Autodesk utilized a content
specific project management
platform, allowing for
collaboration, realtime updates,
and clear expectations, tailored
to the diverse needs of their
campaign. They optimized the
feedback loop across multiple c-
level executives with a
streamlined workflow and
tapped into freelancers to work
on a 24/7 schedule.

17. Saving Time and Hitting Deadlines
Create a master creative brief and scalable
content plan.
1
Leverage tools and platforms specific to the
needs of content marketers with the
templates, capabilities, and requirements
unique to your needs.
Centralize communications across teams
and projects.
Tap into vetted freelancers, allowing you
to work on a 24/7 schedule and tap
additional on-demand resources.
2
3
4

18. Save Money: Optimize your resources,
ensuring you have the right talent, for the right
content, at the right time

19. 52% state that budget constraints are their
biggest barrier to content marketing
Source: Demand Metric, 2018

20. 33% of teams increased spending on staff
Source: Demand Metric, 2018

21. 48% state that resource constraints are their
biggest barrier to content marketing
Source: Demand Metric, 2018

22. Challenge:
As part of its content marketing strategy,
Cisco produces the Global Cloud Index
report, an in-depth forecast of data center
usage and other key trends in cloud-based
computing. In the past, the company tried
to capture the attention of its B2B audience
with white papers, infographics and videos
to support its study but it became cost
prohibitive to produce annually.
Solution:
Cisco consumerized its approach
to B2B marketing with
snackable, social micro-content.
They outsourced the full
production (script writers,
animators, project manager) of
four micro-videos designed to
engage audiences and be shared
on social media - like Instagram
and YouTube.
Results:
40% savings on video creation.
Without any paid media support,
Cisco’s videos received 4 million
impressions and more than
2,000 engagements on social
media. The cost of the video
project was 40% less expensive
than previous projects.
Case Study

23. Challenge:
As part of its content marketing
strategy, Cisco produces the Global
Cloud Index report, an in-depth
forecast of data center usage and
other key trends in cloud-based
computing. In the past, the
company tried to capture the
attention of its B2B audience with
white papers, infographics and
videos to support its study but it
became cost prohibitive to produce
annually.
Solution:
Cisco consumerized its approach to B2B
marketing with snackable, social micro-
content. They outsourced the full
production (script writers, animators,
project manager) of four micro-videos
designed to engage audiences and be
shared on social media - like Instagram
and YouTube.
Case Study
Results:
40% savings on video creation.
Without any paid media support,
Cisco’s videos received 4 million
impressions and more than
2,000 engagements on social
media. The cost of the video
project was 40% less expensive
than previous projects.

24. Case Study
Results:
40% savings on video creation.
Without any paid media support,
Cisco’s videos received 4 million
impressions and more than 2,000
engagements on social media. The
cost of the video project was 40%
less expensive than previous
projects.
Challenge:
As part of its content marketing
strategy, Cisco produces the Global
Cloud Index report, an in-depth
forecast of data center usage and
other key trends in cloud-based
computing. In the past, the
company tried to capture the
attention of its B2B audience with
white papers, infographics and
videos to support its study but it
became cost prohibitive to produce
annually.
Solution:
Cisco consumerized its approach
to B2B marketing with
snackable, social micro-content.
They outsourced the full
production (script writers,
animators, project manager) of
four micro-videos designed to
engage audiences and be shared
on social media - like Instagram
and YouTube.

25. Challenge:
Oracle needed to create hundreds of
education based articles in a short time
period. They needed industry expertise
and massive scaling that would require
resources far beyond their normal staffing
capabilities. They had limited budget, as
this was a one-time short term need, that
eliminated the option of increased FTE.
Solution:
Oracle worked with a highly-
vetted, freelance network that
allowed their 45 SMEs to
coordinate with 25 writers, 2
editors, and a PM, all of whom
were able to complete Oracle
brand training.
Results:
2,200 news articles executed in
just 12 weeks with a nearly fully
outsourced staff.
Case Study

26. Challenge:
Oracle needed to create
hundreds of education based
articles in a short time period.
They needed industry expertise
and massive scaling that would
require resources far beyond
their normal staffing capabilities.
They had limited budget, as this
was a one-time short term need,
that eliminated the option of
increased FTE.
Solution:
Oracle worked with a highly-vetted,
freelance network that allowed their 45
SMEs to coordinate with 25 writers, 2
editors, and a PM, all of whom were able
to complete Oracle brand training.
Case Study
Results:
2,200 news articles executed in
just 12 weeks with a nearly fully
outsourced staff.

27. Results:
2,200 news articles executed in just
12 weeks with a nearly fully
outsourced staff.
Case Study
Challenge:
Oracle needed to create
hundreds of education based
articles in a short time period.
They needed industry expertise
and massive scaling that would
require resources far beyond
their normal staffing capabilities.
They had limited budget, as this
was a one-time short term need,
that eliminated the option of
increased FTE.
Solution:
Oracle worked with a highly-
vetted, freelance network that
allowed their 45 SMEs to
coordinate with 25 writers, 2
editors, and a PM, all of whom
were able to complete Oracle
brand training.

28. Challenge:
The small in-house marketing team at Key
Equipment Finance had done a great job
with its first attempts at content marketing.
But after seeing success with whitepapers
and email blasts, the brand found its
growing content offerings difficult to
manage and needed a way to create more
engaging content without the increased
spend of net new content creation.
Solution:
They repurposed their first,
traditional static content piece
into a more engaging interactive
infographic using an intuitive
and template driven platform
that did not require the creation
of net new content or hiring of
additional developers/designers.
Results:
36% increase in conversions in
first interactive launch, more
than covering the investment in
their required SaaS.
Key Equipment Finance Case Study

29. Challenge:
The small in-house marketing
team at Key Equipment Finance
had done a great job with its first
attempts at content marketing.
But after seeing success with
whitepapers and email blasts,
the brand found its growing
content offerings difficult to
manage and needed a way to
create more engaging content
without the increased spenD of
net new content creation.
Solution:
They repurposed their first, traditional
static content piece into a more
engaging interactive infographic using an
intuitive and template driven platform
that did not require the creation of net
new content or hiring of additional
developers/designers.
Key Equipment Finance Case Study
Results:
36% increase in conversions in
first interactive launch, more
than covering the investment in
their required SaaS.

30. Results:
36% increase in conversions in first
interactive launch, more than
covering the investment in their
required SaaS.
Key Equipment Finance Case Study
Challenge:
The small in-house marketing
team at Key Equipment Finance
had done a great job with its first
attempts at content marketing.
But after seeing success with
whitepapers and email blasts,
the brand found its growing
content offerings difficult to
manage and needed a way to
create more engaging content
without the increased spenD of
net new content creation.
Solution:
They repurposed their first,
traditional static content piece
into a more engaging interactive
infographic using an intuitive
and template driven platform
that did not require the creation
of net new content or hiring of
additional developers/designers.

31. Saving Money and Staying on Budget
Leverage the content that you already
have to optimize results and get more bang
for your buck.
1
Source a dependable talent network.
Think of a rubber band: expanding your
resources as much- or as little- as you
need.
Don’t be afraid to utilize new content types
(video, interactive), in controlled tests,
leveraging outsourced resources to avoid
major overhead expense.
2
3

32. Streamline Operations: See how
process automation, workflows, and
templates create transparency and
collaborative content production

33. Coordinating efforts was Number 1 Challenge
Source: Demand Metric, 2018

34. 39% of marketers say proving the ROI of their
marketing activities is their top marketing challenge.
Source: HubSpot, 2018

35. Creation of FedEx
small business site
Case Study
Growth to over 900
difficult to navigate static
pages of content
Struggles with internal
management and updates
Loss of revenue and
customer retention

36. Audit of
current static
pages
Case Study
Creation of six
(6) Interactive
experiences
Integration
into larger FedEx
shipping ecosystem
86% growth in
volume and 82%
increase in MoM
revenue
Publishing to
small business
blog

37. Challenge:
With three groups focusing on all areas of
the corporate talent spectrum, Korn Ferry’s
marketing team is often tasked with
creating insightful content for decision-
makers from a wide array of dissimilar
industries. Korn Ferry hoped to help each
piece of its content find the right customer
at the right time without becoming
redundant.
Solution:
Korn Ferry used data from its
interactive content in conjunction
with Marketo to create better-
focused, data-driven solutions for
user-centered marketing resulting in
more impactful, and useful,
marketing communication.
Interactive content helped them to
improve the audience experience by
bridging the gap between what
clients had already seen versus what
they might want to see.
Case Study
Results:
“Sending a firehose of data to
Marketo simply slows down
processing, not to mention blowing
open the door for false positives,”
Foley says. “But we’re now able to tell
Marketo who has engaged with
which content. Then we can take it to
the next level and send clients more
of the content they’re interested in.”
M. Foley, Global Campaign Manager,
Digital Marketing, Korn Ferry

38. Solution:
Korn Ferry used data from its interactive
content in conjunction with Marketo to
create better-focused, data-driven solutions
for user-centered marketing resulting in
more impactful, and useful, marketing
communication. Interactive content helped
them to improve the audience experience
by bridging the gap between what clients
had already seen versus what they might
want to see.
Case Study
Challenge:
With three groups focusing on all
areas of the corporate talent
spectrum, Korn Ferry’s
marketing team is often tasked
with creating insightful content
for decision-makers from a wide
array of dissimilar industries.
Korn Ferry hoped to help each
piece of its content find the right
customer at the right time
without becoming redundant.
Results:
“Sending a firehose of data to
Marketo simply slows down
processing, not to mention blowing
open the door for false positives,”
Foley says. “But we’re now able to tell
Marketo who has engaged with
which content. Then we can take it to
the next level and send clients more
of the content they’re interested in.”
M. Foley, Global Campaign Manager,
Digital Marketing, Korn Ferry

39. Results:
“Sending a firehose of data to Marketo
simply slows down processing, not to
mention blowing open the door for false
positives,” Foley says. “But we’re now able
to tell Marketo who has engaged with
which content. Then we can take it to the
next level and send clients more of the
content they’re interested in.”
M. Foley, Global Campaign Manager,
Digital Marketing, Korn Ferry
Case Study
Challenge:
With three groups focusing on all
areas of the corporate talent
spectrum, Korn Ferry’s
marketing team is often tasked
with creating insightful content
for decision-makers from a wide
array of dissimilar industries.
Korn Ferry hoped to help each
piece of its content find the right
customer at the right time
without becoming redundant.
Solution:
Korn Ferry used data from its
interactive content in conjunction
with Marketo to create better-
focused, data-driven solutions for
user-centered marketing resulting in
more impactful, and useful,
marketing communication.
Interactive content helped them to
improve the audience experience by
bridging the gap between what
clients had already seen versus what
they might want to see.

40. Streamlining Operations
& Avoiding Chaos
Integrate your content with your map to pass
invaluable user engagement data into your
future marketing decisions and campaigns.
1
Less can be more with content creation-embrace
simplicity and elegance over volume.
2

41. Let your content take center stage, while saving
time, saving money, and streamlining operations
● Create a scalable content plan
● Leverage tools and platforms specific to the needs of content marketers
● Centralize communications (No email!)
● Tap into vetted freelancers
● Leverage existing content to optimize results
● Source a dependable talent network.
● Don’t be afraid to utilize new content types
● Integrate your content and data with your map
● Embrace simplicity and elegance over volume

42. Produce content 30% faster
at 50% of the cost.

43. ScribbleLive: Premium
Content Creation at Scale
All featured case studies in today’s presentation leveraged
ScribbleLive’s solutions and services to attain the stated
results. Ask us to share more details with you.
Take your FREE content solution assessment at Booth #509

44. Questions?
www.scribblelive.com