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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.

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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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