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Selling Content to the C-Suite

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Justin Gonzalez, Senior Marketing Manager at DoubleDutch, shares his tips for successfully proving the value of content marketing to executive teams. Learn how he found his window into the strategy table with content.

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Selling Content to the C-Suite

  1. 1. Yoav Schwartz Co-founder & CEO Uberflip Justin Gonzales Senior Marketing Manager Double Dutch
  2. 2. WE NOW LIVE IN THE NETFLIX ERA
  3. 3. But they still get thisBuyers expect this But, when it comes to content marketing… An engaging, tailored and intuitive experience A generic, static and alphabetized experience
  4. 4. ORGANIZATIONS HAVEN’T EVOLVED Poor Buyer Experience Cumbersome Processes Lack of Personalization
  5. 5. 5 Marketers are under more pressure than ever before. BUT WE LACK INFRASTRUCTURE TO CREATE, TAILOR AND CONTROL CONTENT EXPERIENCES.
  6. 6. 6 THE STATUS QUO IS BROKEN
  7. 7. STATUS QUO Limited ability to optimize - sacrificing conversation and engagement PAINFUL PROCESSES NOT SCALABLE HOMOGENOUS EXPERIENCE LIMITED CONTENT ROI Long redesigns, project management and IT bottlenecks Difficult to create multiple experiences for other use cases. Spending major dollars to send people to the same experience.
  8. 8. EVOLVE & ADAPT Gain the control to manage and optimize experiences for your goals. BECOME AGILE SCALE YOUR CONTENT CUSTOMIZE EXPERIENCES GAIN CONTROL Move quickly and avoid cumbersome processes and bottlenecks. Leverage content marketing across the entire buyer journey. Tailor experiences for different use cases, buyers and audience segments.
  9. 9. Justin Gonzalez, Senior Marketing Manager @ DoubleDutch
  10. 10. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window
  11. 11. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window I come to you as a fellow… marketer storyteller dreamer
  12. 12. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window I aspire to become a CMO.
  13. 13. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window And I’m excited to share my story with you.
  14. 14. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window 2012 Head of MKTG Get s*** done.
  15. 15. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window What is DoubleDutch?
  16. 16. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window Request Demo Talk to Sales Explore the App Contact Us Let’s Get In Touch
  17. 17. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window Email performance started tanking.
  18. 18. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window I had to find my window.
  19. 19. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window Events Paid SEO PR
  20. 20. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window Content impacts every marketing channel.
  21. 21. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window I had to convince leadership that content could solve our problem.
  22. 22. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window It had to be cheap & easy.
  23. 23. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window Sitemap: Homepage Product Overview Demo Request About Us Blog
  24. 24. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window Sitemap: Homepage Product Overview Demo Request About Us Blog
  25. 25. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window Blog
  26. 26. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window How to Build Social Buzz at Events 5 Benefits of Going Mobile at Events The Power of Mobile and Internal Meetings Boost Your Sales Kickoffs with a Mobile App
  27. 27. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window
  28. 28. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window It worked. It worked really well.
  29. 29. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window 2013Demonstrate program success. Director Events Events Design
  30. 30. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window +
  31. 31. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window With Marketo, our conversion path looked something like this…
  32. 32. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window Receive the email. Open the email. Read the email. Click the link in the email.
  33. 33. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window Go to the landing page. Read the landing page. Complete the form. Click submit.
  34. 34. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window And then…
  35. 35. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window Be taken to the success page. Read the success page.
  36. 36. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window Go back to her email. Open the success email. Read the success email. Download the PDF.
  37. 37. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window SUCCESS
  38. 38. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window
  39. 39. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window It wasn’t perfect, but it worked.
  40. 40. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window And my role shifted to marketing communications.
  41. 41. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window Now, I could focus on producing content at scale.
  42. 42. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window I built a library of resources, but had no actual library.
  43. 43. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window And no budget to build a library.
  44. 44. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window So, I built one.
  45. 45. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window
  46. 46. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window 2014Build efficiencies. Director Events Events Digital ProductDesign
  47. 47. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window Marketing’s growth relied on paid channels.
  48. 48. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window Our team needed to decrease our cost-per-lead (CPL).
  49. 49. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window I had to find another window.
  50. 50. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window My theory was easy: increase organic (unpaid) traffic, decrease CPL.
  51. 51. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window We were in the middle of a website redesign with a focus on high-value SEO pages.
  52. 52. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window Pickles + Whiskey = Content + SEO
  53. 53. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window I had to convince leadership using hard numbers.
  54. 54. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window Pickles + Whiskey = Content + SEO Paid
  55. 55. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window I was able to demonstrate investing in content could increase site traffic and decrease CPL.
  56. 56. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window I got my first resource center.
  57. 57. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window
  58. 58. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window
  59. 59. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window Done is better than perfect.
  60. 60. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window 2015Take the damn market. Director Events Events Demand Gen Product Design Analytics ProductInterns
  61. 61. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window I could produce content at scale, but kept hitting roadblocks.
  62. 62. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window And I still needed a seat at the strategy table.
  63. 63. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window PROBLEM 1: Our web team couldn’t keep up.
  64. 64. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window And, remember our conversion path?
  65. 65. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window
  66. 66. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window PROBLEM 2: Our database was was dropping off.
  67. 67. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window PROBLEM 3: Success was defined by leads, not by engagement.
  68. 68. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window I had to find another window.
  69. 69. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window One day, I was chatting with our head of product marketing.
  70. 70. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window A light bulb went off.
  71. 71. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window
  72. 72. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window I had 3 Problems:
  73. 73. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window I had 3 Problems: Uploading new resources Increase engagement Demonstrate success
  74. 74. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window
  75. 75. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window
  76. 76. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window
  77. 77. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window
  78. 78. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window
  79. 79. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window
  80. 80. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window
  81. 81. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window Armed with this information I was able to project content’s impact on our business.
  82. 82. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window I got my own budget and a seat at the strategy table.
  83. 83. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window I became a Center of Excellence.
  84. 84. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window 2016Create a new category. CMO Events Events Demand Gen Product Design Analytics ProductSocialOps
  85. 85. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window
  86. 86. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window Now, every program begins with the message, and ends with the delivery.
  87. 87. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window Not just in marketing, but across the entire org.
  88. 88. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window I recently sat down with my CEO.
  89. 89. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window What I’ve learned is…
  90. 90. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window It’s not just about finding your window.
  91. 91. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window It’s about using data…
  92. 92. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window …and building relationships.
  93. 93. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window And if we can do that, I believe we will illuminate a new path to the c-suite.
  94. 94. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window Thank you.
  95. 95. @justinSF | #SDTechX Selling Content to the C-Suite: You Have to Find Your Window
  96. 96. WHAT DOES CONTENT LOOK LIKE AT SCALE? Resource Center Account-Based Marketing Campaigns & Microsites Knowledge Base Tailored Content Hub Account Management Prospecting & ABS Pipeline Acceleration
  97. 97. DATA FROM
  98. 98. 98

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