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.

Revamp Your B2B Content Strategy - Dreamforce 2017

833 views

Published on

Is your B2B content marketing strategy looking a bit stale? How long has it been since you've assessed your customer and prospect content journeys? Learn tips from Uberflip's CMO & President, Randy Frisch for assessing your current content marketing state and the most effective strategies for kicking it up a notch.

Published in: Marketing
  • Be the first to comment

Revamp Your B2B Content Strategy - Dreamforce 2017

  1. 1. Revamp Your B2B CONTENT STRATEGY Randy Frisch CMO & Co-Founder at Uberflip
  2. 2. Working titles: Revamp your content marketing strategy Revamp your content creation strategy Revamp your content experience strategy Revamp your content strategy
  3. 3. About Randy Husband Dad of 3 Hockey/Dance Dad Co-Founder @ Uberflip CMO/Marketer at Heart Culture-focused
  4. 4. #conex
  5. 5. Randy Jenny Orange is the New Black The Standups Sarah Silverman What the Health Riverdale ‘The Breakfast Club’ Genre Documentaries Grease and any Musical Bloodline House of Cards Stranger Things Anything Marvel Breaking Bad Homeland 24 Black Mirror Anything with "The Rock"
  6. 6. WEIGHING IN!6.8BUYERS - Gartner (CEB)
  7. 7. Strategic SamDemand Jen Marketing Mary CONTENT EXPERIENCE Uberflip Personas
  8. 8. Do you provide a personalized experience that leads to an infinite scroll? The Infinite Scroll
  9. 9. Source: “The State Of Engagement” Report
  10. 10. All of history until 2003 Current Next year 2 Days 10 Minutes Amount of time to generate 5 billion gigabytes of information
  11. 11. CONTENT CREATION
  12. 12. 1.8+ billion photos are uploaded per day 80m 500m 300m Source: KPCB (Kleiner Perkins Caufield Byers)
  13. 13. of North American B2B marketers indicate they will increase their content spending through 2017. 39% — 2017 Benchmarks, Budgets, and Trends—North America, 2017 Content Marketing Institute
  14. 14. MANY FORMATS OF B2B CONTENT Quizzes Competitions Games Widgets Celebrity Endorsements Community Forums Reviews Ratings Case Studies Price List Calculations Source: Hubspot Reports with Whitepapers Trends Demo Videos Interactive Demo Checklist Checklist Events Press Releases EnewsEbooksVideos Articles Infographics Guides
  15. 15. NEW SOLUTIONS, NEW PROBLEMS Atoms, turkeys and lifetime body of work JASON MILLER LINKEDIN TODD DEFREN SHIFT COMMUNICATIONS ANDY CRESTODINA ORBIT MEDIA
  16. 16. CONTENT DISCOVERY
  17. 17. #conex
  18. 18. BRAND
  19. 19. There’s a better way (and it’s not rocket science) # of placements Average#ofviews 1000 100 1-5 6-10 11-16 26-20 >20 Source: Uberflip Customer Data
  20. 20. Source: Uberflip Bizible Data (SEO) First Touch Lead Creation Opportunity Deal/Revenue
  21. 21. What does content look like at scale?
  22. 22. OWN THE JOURNEY What does content look like at scale?
  23. 23. OWN THE JOURNEY What does content look like at scale?
  24. 24. Thought Leadership Campaigns, Microsites and Landing Pages Tailored Content, Drip Campaigns Knowledge Base Resource Center Onboarding Materials Prospecting, ABM/ABS Education and Evaluation Material OWN THE JOURNEY What does content look like at scale?
  25. 25. I want real life examples! A B C D Paid Email Social Sales
  26. 26. CAMPAIGN 1DCAMPAIGN 1B CAMPAIGN 1C Outcome: CTR of 6-13% with target accounts! TARGET ACCOUNT PaidAdvertising A
  27. 27. PaidAdvertising A
  28. 28. EmailMarketing B
  29. 29. SocialEngagement/Selling C
  30. 30. SalesEnablement D
  31. 31. SalesEnablement D
  32. 32. SalesEnablement D
  33. 33. LEAD GENERATION
  34. 34. PRESENT
  35. 35. Rosilyn Rayborn Director of Content Marketing @ Associa CREATING ENGAGING CONTENT HUBS Uberflip is one of the best investments my team has made. We’ve been using Uberflip for a few months now and our CEO complimented our content, but the funny thing is, the content hasn’t changed that much, Uberflip has just created a more immersive experience that keeps our clients’ — and CEO’s —attention. “
  36. 36. THE FUTURE and how we win in it
  37. 37. Thought Leadership Campaigns, Microsites and Landing Pages Tailored Content, Drip Campaigns Knowledge Base Resource Center Onboarding Materials Prospecting, ABM/ABS Education and Evaluation Material OWN THE JOURNEY Experience will win
  38. 38. @randyfrisch ubrflp.in/randyfrisch Revamp Your B2B CONTENT STRATEGY hub.uberflip.com/dreamforce17

×