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Persuading Prospects Through Personalization

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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?

In this presentation, Uberflip CMO Randy Frisch presents an actionable framework for persuading prospects through the power of personalized content experiences.

Published in: Marketing
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Persuading Prospects Through Personalization

  1. 1. @randyfrisch Randy Frisch CMO & Co-Founder at Uberflip PERSUADING PROSPECTS THROUGH PERSONALIZATION.
  2. 2. RANDY FRISCH | @RandyFrisch Today’s Buyers Seek Content Source: www.gartner.com/en/sales-service/insights/b2b-buying-journey
  3. 3. RANDY FRISCH | @RandyFrisch Content Marketing
  4. 4. RANDY FRISCH | @RandyFrisch is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action. Content Marketing Institute Content Marketing
  5. 5. RANDY FRISCH | @RandyFrisch is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action. Content Marketing Institute Content Marketing
  6. 6. RANDY FRISCH | @RandyFrisch is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action. Content Marketing Institute Content Marketing
  7. 7. RANDY FRISCH | @RandyFrisch 2017 FORRESTER CMP WAVE
  8. 8. RANDY FRISCH | @RandyFrisch | #conex 2019 Wave B2B Content Marketing Platforms 2019 B2B CMP WAVE
  9. 9. RANDY FRISCH | @RandyFrisch | #conex 2019 B2B CMP WAVE 2017 Wave PLANNING ACTIVATION PLANNING 2019 B2B Wave ACTIVATION
  10. 10. RANDY FRISCH | @RandyFrisch | #conex 2019 B2B CMP WAVE Governance Planning Production Utilization Activation
  11. 11. RANDY FRISCH | @RandyFrisch ACTIVATION NEEDS EXPERIENC
  12. 12. RANDY FRISCH | @RandyFrisch CONTENT REQUIRES A GREAT EXPERIENCE | #conex
  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
  18. 18. RANDY FRISCH | @RandyFrisch A BIG YEAR FOR CONTENT EXPERIENCE
  19. 19. RANDY FRISCH | @RandyFrisch Content Creation Software Content Experience Software Content Distribution Software
  20. 20. RANDY FRISCH | @RandyFrisch BUT DOES IT REALLY MATTER?
  21. 21. RANDY FRISCH | @RandyFrisch “WE’RE GOING TO DO CONTENT EXPERIENCE IN Q4!”
  22. 22. RANDY FRISCH | @RandyFrisch IF A TREE FALLS IN THE FOREST...DOES IT MAKE A SOUND?
  23. 23. RANDY FRISCH | @RandyFrisch
  24. 24. RANDY FRISCH | @RandyFrisch IT MAKES A SOUND
  25. 25. RANDY FRISCH | @RandyFrisch IF WE WAIT TIL Q4 TO FOCUS ON CONTENT EXPERIENCE… IT MAKES A SOUND!
  26. 26. RANDY FRISCH | @RandyFrisch IS YOUR CONTENT EXPERIENCE WINNING OR LOSING YOU DEALS?
  27. 27. RANDY FRISCH | @RandyFrisch HOW DO WE NAIL A GREAT CONTENT EXPERIENCE? ENVIRONMEN T STRUCTURE ENGAGEME NT
  28. 28. RANDY FRISCH | @RandyFrisch ENVIRONMEN T Placement Design Display Visual aesthetics
  29. 29. RANDY FRISCH | @RandyFrisch Organizatio n Navigation Tagging Curation STRUCTURE
  30. 30. RANDY FRISCH | @RandyFrisch ENGAGEMEN T Personalizatio n Relevance Consistenc y Contextual CTAs
  31. 31. RANDY FRISCH | @RandyFrisch Source: Internet Trends 2018 Report - Mary Meeker, Kleiner Perkins
  32. 32. RANDY FRISCH | @RandyFrisch MARKETING & SALES NEED TO ALIGN THE BUYER JOURNEY WITH CONSUMER EXPECTATIONS
  33. 33. RANDY FRISCH | @RandyFrisch PERSONALIZED CONTENT EXPERIENCES 7 CONTENT ASSETS PER VISIT. That was 3xs the average visitor to their resource center.
  34. 34. 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%
  35. 35. RANDY FRISCH | @RandyFrisch TOP B2B MARKETING STRATEGIE S Demand Generation ABM Sales Enablement Inbound
  36. 36. RANDY FRISCH | @RandyFrisch CONTENT BRINGS THESE MARKETING STRATEGIE S TO LIFE. Demand Generation ABM Sales Enablement Inbound DRIVEN BY CONTENT
  37. 37. RANDY FRISCH | @RandyFrisch THINK OF CONTENT AS A FUNNEL OR EMAIL NURTURE
  38. 38. RANDY FRISCH | @RandyFrisch CONTENT EXPERIENCE FRAMEWORK
  39. 39. RANDY FRISCH | @RandyFrisch NEED CONTROL OVER ENVIRONMENT
  40. 40. RANDY FRISCH | @RandyFrisch
  41. 41. RANDY FRISCH | @RandyFrisch
  42. 42. RANDY FRISCH | @RandyFrisch TAGGING STRUCTURE
  43. 43. RANDY FRISCH | @RandyFrisch
  44. 44. RANDY FRISCH | @RandyFrisch
  45. 45. RANDY FRISCH | @RandyFrisch INBOUND
  46. 46. RANDY FRISCH | @RandyFrisch DEMAND GENERATIO N
  47. 47. RANDY FRISCH | @RandyFrisch ACCOUNT BASED MARKETING
  48. 48. RANDY FRISCH | @RandyFrisch SALES ENABLEMEN T
  49. 49. RANDY FRISCH | @RandyFrisch
  50. 50. RANDY FRISCH | @RandyFrisch $100,000 IN PIPELINE FROM ONE EMAIL NURTURE
  51. 51. RANDY FRISCH | @RandyFrisch CONTENT INFLUENCED PIPELINE AND REVENUE
  52. 52. RANDY FRISCH | @RandyFrisch SALES STAGE Content and Campaigns
  53. 53. RANDY FRISCH | @RandyFrisch CONTENT EXPERIENCE FRAMEWORK
  54. 54. RANDY FRISCH | @RandyFrisch BUT WHO OWNS THE CONTENT EXPERIENCE?
  55. 55. RANDY FRISCH | @RandyFrisch Answer: Everybody has a stake in implementing the Content Experience Framework.
  56. 56. RANDY FRISCH | @RandyFrisch Influence of Marketing Roles on Content Experience
  57. 57. RANDY FRISCH | @RandyFrisch CONTENT EXPERIENCE MANAGER
  58. 58. 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!” “
  59. 59. RANDY FRISCH | @RandyFrisch

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