Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How B2B Marketers are Personalizing ABM Content Experiences

181 views

Published on

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.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

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

×