Selling Content to the C-Suite: You Have to Find Your Window

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Justin Gonzalez, Senior Marketing Manager at DoubleDutch, shared his tips for successfully proving the value of content marketing to executive teams at The Uberflip Experience.

Business

@justinSF | #ufx2016
Selling Content to the C-Suite:
You Have to Find Your Window

@justinSF | #ufx2016
I come to you as a fellow…
marketer
storyteller
dreamer

@justinSF | #ufx2016
I aspire to become a CMO.

@justinSF | #ufx2016
And I’m excited to share
my story with you.

@justinSF | #ufx2016
2012
Head of
MKTG
Get s*** done.

@justinSF | #ufx2016
What is DoubleDutch?

@justinSF | #ufx2016
Request Demo
Talk to Sales
Explore the App
Contact Us
Let’s Get In Touch

@justinSF | #ufx2016
Email performance
started tanking.

@justinSF | #ufx2016
I had to find my window.

@justinSF | #ufx2016
Content impacts
every marketing channel.

@justinSF | #ufx2016
I had to convince leadership that
content could solve our
problem.

@justinSF | #ufx2016
It had to be cheap & easy.

@justinSF | #ufx2016
Sitemap:
Homepage
Product Overview
Demo Request
About Us
Blog

@justinSF | #ufx2016
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

@justinSF | #ufx2016
It worked. It worked really well.

@justinSF | #ufx2016
2013Demonstrate program
success.
Director
Events
Events
Design

@justinSF | #ufx2016
With Marketo, our
conversion path looked
something like this…

@justinSF | #ufx2016
Receive the email.
Open the email.
Read the email.
Click the link in the email.

@justinSF | #ufx2016
Go to the landing page.
Read the landing page.
Complete the form.
Click submit.

@justinSF | #ufx2016
Be taken to the success page.
Read the success page.

@justinSF | #ufx2016
Go back to her email.
Open the success email.
Read the success email.
Download the PDF.

@justinSF | #ufx2016
It wasn’t perfect, but it worked.

@justinSF | #ufx2016
And my role shifted to
marketing communications.

@justinSF | #ufx2016
Now, I could focus on
producing content at scale.

@justinSF | #ufx2016
I built a library of resources,
but had no actual library.

@justinSF | #ufx2016
And no budget to build a library.

@justinSF | #ufx2016
2014Build efficiencies.
Director
Events
Events
Digital ProductDesign

@justinSF | #ufx2016
Marketing’s growth
relied on paid channels.

@justinSF | #ufx2016
Our team needed to
decrease our cost-per-lead
(CPL).

@justinSF | #ufx2016
I had to find another window.

@justinSF | #ufx2016
My theory was easy:
increase organic (unpaid) traffic,
decrease CPL.

@justinSF | #ufx2016
We were in the middle of a
website redesign with a focus
on high-value SEO pages.

@justinSF | #ufx2016
Pickles + Whiskey =
Content + SEO

@justinSF | #ufx2016
I had to convince leadership
using hard numbers.

@justinSF | #ufx2016
Pickles + Whiskey =
Content + SEO Paid

@justinSF | #ufx2016
I was able to demonstrate
investing in content could
increase site traffic and
decrease CPL.

@justinSF | #ufx2016
I got my first resource center.

@justinSF | #ufx2016
Done is better than perfect.

@justinSF | #ufx2016
2015Take the damn market.
Director
Events
Events
Demand
Gen
Product
Design Analytics
ProductInterns

@justinSF | #ufx2016
I could produce content at scale,
but kept hitting roadblocks.

@justinSF | #ufx2016
And I still needed
a seat at the strategy table.

@justinSF | #ufx2016
PROBLEM 1:
Our web team couldn’t keep up.

@justinSF | #ufx2016
And, remember our
conversion path?

@justinSF | #ufx2016
PROBLEM 2:
Our database was
was dropping off.

@justinSF | #ufx2016
PROBLEM 3:
Success was defined by leads,
not by engagement.

@justinSF | #ufx2016
One day, I was chatting with our
head of product marketing.

@justinSF | #ufx2016
A light bulb went off.

@justinSF | #ufx2016
I had 3 Problems:
Visibility into performance
Increase engagement
Uploading new resources

@justinSF | #ufx2016
Armed with this information
I was able to project content’s
impact on our business.

@justinSF | #ufx2016
I got my own budget
and a seat at the strategy table.

@justinSF | #ufx2016
I became a
Center of Excellence.

@justinSF | #ufx2016
2016Create a new
category.
CMO
Events
Events
Demand
Gen
Product
Design Analytics
ProductDigitalOps
Intl.

@justinSF | #ufx2016
Now, every program
begins with the message,
and ends with the delivery.

@justinSF | #ufx2016
Not just in marketing,
but across the entire org.

@justinSF | #ufx2016
I recently sat down
with my CEO.

@justinSF | #ufx2016
What I’ve learned is…

@justinSF | #ufx2016
It’s not just about
finding your window.

@justinSF | #ufx2016
It’s about using data…

@justinSF | #ufx2016
…and building relationships.

@justinSF | #ufx2016
And if we can do that,
I believe we will illuminate
a new path to the c-suite.

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Selling Content to the C-Suite: You Have to Find Your Window

1. #ufx2016

2. Justin gonzaleZ

3. @justinSF | #ufx2016 Selling Content to the C-Suite: You Have to Find Your Window

4. @justinSF | #ufx2016 I come to you as a fellow… marketer storyteller dreamer

5. @justinSF | #ufx2016 I aspire to become a CMO.

6. @justinSF | #ufx2016 And I’m excited to share my story with you.

7. @justinSF | #ufx2016 2012 Head of MKTG Get s*** done.

8. @justinSF | #ufx2016 What is DoubleDutch?

9. @justinSF | #ufx2016 Request Demo Talk to Sales Explore the App Contact Us Let’s Get In Touch

10. @justinSF | #ufx2016 Email performance started tanking.

11. @justinSF | #ufx2016 I had to find my window.

12. @justinSF | #ufx2016 Events Paid SEO PR

13. @justinSF | #ufx2016 Content impacts every marketing channel.

14. @justinSF | #ufx2016 I had to convince leadership that content could solve our problem.

15. @justinSF | #ufx2016 It had to be cheap & easy.

16. @justinSF | #ufx2016 Sitemap: Homepage Product Overview Demo Request About Us Blog

17. @justinSF | #ufx2016 Sitemap: Homepage Product Overview Demo Request About Us Blog

18. @justinSF | #ufx2016 Sitemap: Homepage Product Overview Demo Request About Us Blog

19. @justinSF | #ufx2016 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

20. @justinSF | #ufx2016

21. @justinSF | #ufx2016 It worked. It worked really well.

22. @justinSF | #ufx2016 2013Demonstrate program success. Director Events Events Design

23. @justinSF | #ufx2016 +

24. @justinSF | #ufx2016 With Marketo, our conversion path looked something like this…

25. @justinSF | #ufx2016 Receive the email. Open the email. Read the email. Click the link in the email.

26. @justinSF | #ufx2016 Go to the landing page. Read the landing page. Complete the form. Click submit.

27. @justinSF | #ufx2016 And then…

28. @justinSF | #ufx2016 Be taken to the success page. Read the success page.

29. @justinSF | #ufx2016 Go back to her email. Open the success email. Read the success email. Download the PDF.

30. @justinSF | #ufx2016 SUCCESS

31. @justinSF | #ufx2016

32. @justinSF | #ufx2016 It wasn’t perfect, but it worked.

33. @justinSF | #ufx2016 And my role shifted to marketing communications.

34. @justinSF | #ufx2016 Now, I could focus on producing content at scale.

35. @justinSF | #ufx2016 I built a library of resources, but had no actual library.

36. @justinSF | #ufx2016 And no budget to build a library.

37. @justinSF | #ufx2016 So, I built one.

38. @justinSF | #ufx2016

39. @justinSF | #ufx2016 2014Build efficiencies. Director Events Events Digital ProductDesign

40. @justinSF | #ufx2016 Marketing’s growth relied on paid channels.

41. @justinSF | #ufx2016 Our team needed to decrease our cost-per-lead (CPL).

42. @justinSF | #ufx2016 I had to find another window.

43. @justinSF | #ufx2016 My theory was easy: increase organic (unpaid) traffic, decrease CPL.

44. @justinSF | #ufx2016 We were in the middle of a website redesign with a focus on high-value SEO pages.

45. @justinSF | #ufx2016 Pickles + Whiskey = Content + SEO

46. @justinSF | #ufx2016 I had to convince leadership using hard numbers.

47. @justinSF | #ufx2016 Pickles + Whiskey = Content + SEO Paid

48. @justinSF | #ufx2016 I was able to demonstrate investing in content could increase site traffic and decrease CPL.

49. @justinSF | #ufx2016 I got my first resource center.

50. @justinSF | #ufx2016

51. @justinSF | #ufx2016

52. @justinSF | #ufx2016 Done is better than perfect.

53. @justinSF | #ufx2016 2015Take the damn market. Director Events Events Demand Gen Product Design Analytics ProductInterns

54. @justinSF | #ufx2016 I could produce content at scale, but kept hitting roadblocks.

55. @justinSF | #ufx2016 And I still needed a seat at the strategy table.

56. @justinSF | #ufx2016 PROBLEM 1: Our web team couldn’t keep up.

57. @justinSF | #ufx2016 And, remember our conversion path?

58. @justinSF | #ufx2016

59. @justinSF | #ufx2016 PROBLEM 2: Our database was was dropping off.

60. @justinSF | #ufx2016 PROBLEM 3: Success was defined by leads, not by engagement.

61. @justinSF | #ufx2016 I had to find another window.

62. @justinSF | #ufx2016 One day, I was chatting with our head of product marketing.

63. @justinSF | #ufx2016 A light bulb went off.

64. @justinSF | #ufx2016

65. @justinSF | #ufx2016 I had 3 Problems:

66. @justinSF | #ufx2016 I had 3 Problems: Visibility into performance Increase engagement Uploading new resources

67. @justinSF | #ufx2016

68. @justinSF | #ufx2016

69. @justinSF | #ufx2016

70. @justinSF | #ufx2016

71. @justinSF | #ufx2016

72. @justinSF | #ufx2016

73. @justinSF | #ufx2016

74. @justinSF | #ufx2016 Armed with this information I was able to project content’s impact on our business.

75. @justinSF | #ufx2016 I got my own budget and a seat at the strategy table.

76. @justinSF | #ufx2016 I became a Center of Excellence.

77. @justinSF | #ufx2016 2016Create a new category. CMO Events Events Demand Gen Product Design Analytics ProductDigitalOps Intl.

78. @justinSF | #ufx2016

79. @justinSF | #ufx2016 Now, every program begins with the message, and ends with the delivery.

80. @justinSF | #ufx2016 Not just in marketing, but across the entire org.

81. @justinSF | #ufx2016 I recently sat down with my CEO.

82. @justinSF | #ufx2016 What I’ve learned is…

83. @justinSF | #ufx2016 It’s not just about finding your window.

84. @justinSF | #ufx2016 It’s about using data…

85. @justinSF | #ufx2016 …and building relationships.

86. @justinSF | #ufx2016 And if we can do that, I believe we will illuminate a new path to the c-suite.

87. @justinSF | #ufx2016 Thank you.

88. @justinSF | #ufx2016 Selling Content to the C-Suite: You Have to Find Your Window

Selling Content to the C-Suite: You Have to Find Your Window

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