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Generate Leads With Your Resource Center

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Generate Leads With Your Resource Center

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The resource center on your website has the potential to be the most powerful lead generation tool in your arsenal. It’s rich with content znd ripe with information that helps guide prospects through the buyer journey, converting them from visitors into leads into customers. Unfortunately, most marketers are sacrificing conversion rates, customers and revenue due to a poorly designed and implemented content experience. In this session, you’ll learn the key elements of creating an effective resource center, how to implement this on your own site (without the IT department), and how one company boosted their own conversion rates by 250% by following these guidelines.

The resource center on your website has the potential to be the most powerful lead generation tool in your arsenal. It’s rich with content znd ripe with information that helps guide prospects through the buyer journey, converting them from visitors into leads into customers. Unfortunately, most marketers are sacrificing conversion rates, customers and revenue due to a poorly designed and implemented content experience. In this session, you’ll learn the key elements of creating an effective resource center, how to implement this on your own site (without the IT department), and how one company boosted their own conversion rates by 250% by following these guidelines.

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Generate Leads With Your Resource Center

  1. 1. HOW TO TURN YOUR RESOURCE CENTER INTO A LEAD GEN MACHINE YOAV SCHWARTZ Founder & CEO Uberflip
  2. 2. What do you think of when I say Resource Center?
  3. 3. GRAVEYARD
  4. 4. Doesn’t have to be that way!
  5. 5. “It’s the content, stupid.
  6. 6. 5 elements of a kick ass
  7. 7. 1. MAKE IT EASY  Easy to browse your content  Easy to navigate (menu structure)  Easy to find stuff (search ability)
  8. 8. 2. CREATE AN ENGAGEMENT PATH  Learn from Ikea!  Where should people go next?  Recommended content  Call-to-actions
  9. 9.  AVOID THIS!  No distinct call to action  No recommended content  Nowhere to subscribe  No images or videos  No links to learn more
  10. 10. Call to action Recommend content  Discoverable Useful image
  11. 11. 3. INCLUDE CALL-TO-ACTIONS  Dynamic  Contextual
  12. 12.
  13. 13.
  14. 14. 4. Easy to update and modify Should be owned by Marketing, not IT!
  15. 15. 5. TRACK & MEASURE PERFORMANCE  Content marketing software that provides insights, not just metrics  Uberflip (shameless plug )  Marketing automation integration
  16. 16. CASE STUDY Powered by
  17. 17. MONETATE’S CONTENT STRATEGY  Build credibility and thought leadership  Content that aligns with buyer interest  Content that aligns with Monetate’s offering
  18. 18. MONETATE’S CONTENT MARKETING CHALLENGES  Understanding what’s working and which content converts  Improving sales enablement  Creating a better customer experience  Giving the marketing team more control
  19. 19. Monetate’s Content Hub!
  20. 20. RESULTS 250% increase in conversion Landing Page Integrates with Marketo CTA Overlay
  21. 21. RESULTS 250% increase in conversion Landing Page Integrates with Marketo CTA Overlay
  22. 22. RESULTS 250% increase in conversion Landing Page CTA Overlay
  23. 23. EXPERIENCE MATTERS
  24. 24. TARGETING MATTERS
  25. 25. CONTROL MATTERS
  26. 26. CTAs MATTER
  27. 27. Thank you! YOAV SCHWARTZ Founder & CEO Uberflip Try Uberflip FREE for 14 Days

Editor's Notes

  • Photo: content graveyard
  • Photo: Lead gen machine
  • Wedge experience
  • It’s all about experience. The bar has ben raised – there’s a reason we turn towards iOS versus Windows. Its all about experience. Pina colada analogy.
    This is the era of experience
  • It’s all about experience. The bar has ben raised – there’s a reason we turn towards iOS versus Windows. Its all about experience. Pina colada analogy.
    This is the era of experience
  • Devices
    Type of content (format)
    Marketing mindset (value)
  • http://fpx.com/fpx-blog
  • Captora
  • 21% of marketers can effectively track ROI
  • Devices
    Type of content (format)
    Marketing mindset (value)
  • Content Strategy

    Like most young companies, we started with content marketing to build credibility and become thought leaders in the website optimization and personalization space. That’s changing as we mature.

    Thought leadership is still important to us, especially since a space like online personalization is still developing, but our content marketing team is now focused on creating content that aligns with with buyer interest and Monetate’s product offering. We want to educate and inspire everyone in our sales funnel (and even those who have converted) by developing content that is interesting, useful and reassuring.
  • Specific Challenges

    Top three content marketing challenges:

    Understanding what’s working. A download only tells you so much. We want to know a lot more. What are people doing when they’re reading our EQ? Are they reading the whole thing? Are they focused on one aspect of it? Should that aspect be a blog post? Should it be a Tweet?

    Improving sales enablement. We’re looking at the performance of our content from a macro level. But our sales team can get a better understanding of what’s moving the needle with a customer by paying attention to the micro level. Did the prospect actually flip through the EQ? What part did they read? Can our sales person act on that information? Also, we’re planning to build out hubs and streams that are targeted to our sales team’s various needs. A person in the field has different content marketing needs than an inside sales team member. Uberflip is going to help us serve the right content to each of them.

    Customer experience. Randy already talked about this, but we had also been wanting to improve the actual reading experience associated with our content. Our old blog seemed … well … old. And the experience surrounding our premium content felt like everyone else’s. Some of our biggest fans tell us that we produce some of the best stuff they read. Shouldn’t it feel that way? Also, when I saw that the Marketo-CTA integration allowed us to not “gate” content for returning visitors, that was a clincher. In fact, we’ve already gotten a thank you from a customer for that. It’s a small change, but one that I think all of us get annoyed with.
  • Go to live demo
  • Overlay Link: http://content.monetate.com/h/i/12496428-ecommerce-quarterly-q1-2014
    Combines the power of a marketo landing page with the accessibility of a CTA overlay
  • Overlay Link: http://content.monetate.com/h/i/12496428-ecommerce-quarterly-q1-2014
    Combines the power of a marketo landing page with the accessibility of a CTA overlay
  • Overlay Link: http://content.monetate.com/h/i/12496428-ecommerce-quarterly-q1-2014
    Combines the power of a marketo landing page with the accessibility of a CTA overlay

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