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 to Personalize Content Experiences at Scale

161 views

Published on

Your customers live in a world where personalized content is a given and therefore critical. But scaling this expectation to thousands of prospects is easier said than done—or is it?

Presented at the Chicago CMO Executive Summit, Randy Frisch shares an actionable framework for persuading prospects through the power of personalized content experiences through your top marketing strategies—inbound marketing, account-based marketing, and sales enablement.

Published in: Marketing
  • Be the first to comment

How to Personalize Content Experiences at Scale

  1. 1. HOW TO PERSONALIZE CONTENT EXPERIENCES AT SCALE @randyfrisch Randy Frisch CMO & Co-Founder at Uberflip
  2. 2. @uberflip | #conex Circa 1990
  3. 3. @uberflip | #conex
  4. 4. I love Chicago @uberflip | #conex
  5. 5. The way we experience content matters! @uberflip | #conex
  6. 6. Sonos vs Google Video Freeze Frame
  7. 7. Sonos vs Google Video
  8. 8. The Content Experience Matters @uberflip | #conex
  9. 9. What is Content Experience? @uberflip | #conex
  10. 10. A content experience occurs wherever and whenever anyone encounters your content. @uberflip | #conex@uberflip | #conex
  11. 11. Awareness Engagement Consideration Decision Advocacy Content experiences occur at every stage of your funnel. @uberflip | #conex
  12. 12. What is Content Experience? @uberflip | #conex
  13. 13. People increasingly expect a personalized experience. The Effect @uberflip | #conex
  14. 14. What can we learn from consumer experiences? @uberflip | #conex
  15. 15. Curated lists @uberflip | #conex
  16. 16. Content by Topics @uberflip | #conex
  17. 17. Tailored to Expectations @uberflip | #conex
  18. 18. AI-Powered Streams @uberflip | #conex
  19. 19. Made For You @uberflip | #conex
  20. 20. The best DJs are able to read their audience. They have to be able to know what track to play to engage them… and then how to lead them on a journey to where you want them to be. Essentially DJ’s have to be experts at empathy. — DJ Mikey Da Roza MARKETERS ARE DJs @uberflip | #conex
  21. 21. Source: Internet Trends 2018 Report - Mary Meeker, Kleiner Perkins @uberflip | #conex
  22. 22. “Why does this matter?” @uberflip | #conex
  23. 23. The average number of assets downloaded before making a purchasing decision 7.0 — IDG 2017 Customer Engagement Research @uberflip | #conex
  24. 24. Email Nurture Whiteboard @uberflip | #conex
  25. 25. Marketing’s ability to remix the right content makes or breaks the CONTENT EXPERIENCE @uberflip | #conex
  26. 26. What is Content Experience? ENGAGEMENTENVIRONMENT STRUCTURE @uberflip | #conex
  27. 27. Environment Placement Design Display Visual aesthetics @uberflip | #conex
  28. 28. Navigation Tagging Curation Structure Organization @uberflip | #conex
  29. 29. Engagement Personalization Relevance Consistency Contextual CTAs @uberflip | #conex
  30. 30. @uberflip | #conex But my C#O doesn’t give a sh#t about content experience
  31. 31. Inbound Demand Generation ABM Sales Enablement But this matters... @uberflip | #conex
  32. 32. Content brings these marketing tactics to life. Demand Generation ABM Sales Enablement Inbound Driven By Content @uberflip | #conex
  33. 33. of B2B marketers anticipate they will create more content in 2018 vs 2017 70% — 2017 Benchmarks, Budgets, and Trends—North America, 2017 Content Marketing Institute @uberflip | #conex@uberflip | #conex
  34. 34. of content churned out by B2B marketing departments today sits unused. 60–70% — SiriusDecisions @uberflip | #conex
  35. 35. So I wrote a blog post
  36. 36. Content Experience Framework @uberflip | #conex
  37. 37. Content Experience Framework @uberflip | #conex
  38. 38. Content Experience Framework You don’t get this. Without doing this. @uberflip | #conex
  39. 39. Content Experience Framework Inbound @uberflip | #conex
  40. 40. Content Experience Framework Demand Generation @uberflip | #conex
  41. 41. Content Experience Framework ABM @uberflip | #conex
  42. 42. Content Experience Framework Sales Enablement @uberflip | #conex
  43. 43. Content Experience Framework @uberflip | #conex
  44. 44. 100% Increase in monthly leads generated. Content Experience Framework @uberflip | #conex
  45. 45. Content Experience Framework @uberflip | #conex
  46. 46. But does it make a difference? @uberflip | #conex
  47. 47. Conversions on Gated Content Evidence ‘this’ matters +7x +8x Increase in Engagement +60% Your Content Reach @uberflip | #conex
  48. 48. @uberflip | #conex I used to shop here @uberflip | #conex
  49. 49. @uberflip | #conex@uberflip | #conex
  50. 50. @uberflip | #conex Adapt or Die. These brands personalize my experience.
  51. 51. Randy Frisch CMO & Co-Founder at Uberflip @randyfrisch ubrflp.in/randyfrisch uberflip.com/ce Content Experience Framework Download Now @uberflip | #conex Get my book in Feb ‘19

×