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Live Webinar
Driving B2B
Engagement with
Personalized Content
Thursday, November 16, 11 AM PT / 2 PM ET
Agenda
In today’s session, we’ll discuss
how B2B marketers are using
personalized content to to drive
engagement.
Topics include:
What are the trends driving the
move to personalized content?
What are the major challenges in
deploying personalized content?
What’s working? How are other
companies being successful?
Introductions
Howard J. Sewell
President
Spear Marketing Group
Jason Oakley
Product Marketing Manager
Uberflip
Greg Kelly
Manager, Partner Programs
Vidyard
Intro:
Spear Marketing
Group
Full-service B2B marketing agency
specializing in demand generation and
lead management
90% B2B technology clients worldwide
across a range of categories, markets,
target buyers
Named to “Top B2B Shops” (Top B2B
agencies in US) for 2015, 2016, 2017 by
Chief Marketer Magazine
Trends in
Demand
Generation
The “Pendulum Swing”: Outbound to
Inbound to ABM
The death of inbound marketing is
greatly exaggerated
Even the best outbound campaigns
succeed on an “accident of timing”
Most B2B companies will generate the
best results with an integrated mix of
outbound + inbound channels
Right content, right person, right time
What Types
of Content
Work Best?
Content has become devalued
Nothing beats relevancy; Value over Volume
Inbound campaigns will convert better when
the content that visitors see is immediately
relevant
Outbound campaigns will drive more
engagement when the content is relevant to
each individual recipient channels
A single, highly relevant email can be more
effective than 6-8 generic, automated
emails
“Nobody reads ads.
People read what’s
interesting to them,
and sometimes
that’s an ad.”
- Howard Gossage
Identify key audience segments/personas
and define key value propositions for
each (i.e. message deck)
Audit existing content and create a
content “map” that identifies gaps by
persona, segment, sales stage.
Don’t be afraid to repurpose or recycle
older content
“Turkey slices” approach: focus on
creating core content that can be “sliced”
(repurposed) into multiple assets and
versioned for different personas and
segments.
4 Tips for
Increasing
Content
Relevancy
Maximum
Relevancy:
Personalized
Content
“Content Personalization is a strategy that exploits
visitor or prospect data to deliver relevant content
based on audience interests or motivations”
(Content Marketing Institute)
Personalized content maximizes relevancy:
content is customized for a specific individual – a
Web visitor, a buyer at a key account – based on
that individual’s history or behavior
Examples: Web content that adapts to a visitor’s
prior behavior, or an ebook that includes
customer testimonials specific to a prospect’s
industry or known interests
Personalized
Content:
4 Pain Points
How do I create personalized content
at scale?
How do I get my teams to embrace
these new methods?
How can I deploy personalized content
in a way that
people don’t find creepy?
How do I prove my personalized
content is working?
ABOUT UBERFLIP
We help marketers create,
manage and optimize content
experiences at every stage of
the buyer journey.
Source: “The State Of Engagement” Report
Audit Your Content
Create Your Experience
Personalize the Delivery
1
2
3
Personalizing your content experience
Audit Your Content
Create Your Experience
Personalize the Delivery
1
2
3
AuditYourContent
1
Audit Your Content
Create Your Experience
Personalize the Delivery
1
2
3
Your Content
Top of the
Funnel
Middle of the
Funnel
Bottom of the
Funnel
By Topic By Type By Vertical By Persona
CreateYourExperience
2
CreateYourExperience
2
CreateYourExperience
2
Your Content
Top of the
Funnel
Middle of the
Funnel
Bottom of the
Funnel
By Topic By Type By Vertical By Persona By Account
CreateYourExperience
2
CreateYourExperience
2
CreateYourExperience
2
Audit Your Content
Create Your Experience
Personalize the Delivery
1
2
3
PersonalizetheDelivery
Paid Advertising3
PersonalizetheDelivery
Paid Advertising3
PersonalizetheDelivery
Email Marketing3
PersonalizetheDelivery
On-site Recommendations3
PersonalizetheDelivery
On-site Recommendations3
Enabling your teams to use new
personalization techniques
Give the user control
Keep it relevant and helpful
Give it a personal touch (robots)
1
2
3
Personalizing without being creepy:
GiveTheUserControl
1
KeepItRelevant
2
GiveItAPersonalTouch
3
How to show your personalized
content is working.
EngagementRate
1
Engaged 88% of Target
Accounts with Content
Time&pagespervisit
2
35% 27%
Audit and repurpose existing
content
Start with verticals and personas
Keep it relevant and helpful
1
2
3
Key Takeaways:
Most compelling call-to-action on the web
Video is a mega trend.
In a decade, video will look like as big of
a shift in the way we share and
communicate as mobile has been.
Mark Zuckerberg
CEO, Facebook
50% of your content
in 2017 should be video. Your prospects
want to live inside of video. Stop hiring
bloggers, start hiring producers.
Brian Halligan
CEO, HubSpot
Video: Touches our Minds & Hearts
Preferred content medium
More engaging, process faster, retain information longer
Enables impactful storytelling
Generate trust, empathy and more emotional response
Effective at every funnel stage
Higher CTRs, longer engagement, better conversions
Engagement is measurable
Seconds watched, % watched, parts skipped or replayed
Intro:
Vidyard
Industry leading video platform focused on
helping every team in a business leverage
the power of video!
Helping clients like Salesforce, Microsoft,
Marketo, Lenovo, Manulife, BNY Mellon,
Honeywell & Pitney Bowes use video across
marketing, sales, support & internal comms
teams!
Named the leader in Forrester’s annual
Wave report focused on the online video
platform market
Creating relevant and personalized
experiences at scale, with video!
2x lift in
CTR
4x-5x lift
in CTR
5x-8x lift
in CTR
www.vidyard.com/govideowww.vidyard.com/Personalized
Using Video To Scale Personalization
Using Video To Scale Personalization
Imagine if the days of generic & boring text-based emails were behind us..
& every email, video included, was personalized to the recipient…at scale!
Using Video To Scale Personalization
Take a single asset, personalize elements of it & deliver to millions!
Enabling your teams to use new
personalization techniques
Enabling Your Team To Win With Video
Provide the flexibility to experiment with tools that humanize outreach! If your
prospects want to have personalized experiences, make them personal?
Example of a video created through Vidyard GoVideo promoting this webinar!
Using a video creation tool allows me to:
• Create a genuine message with a mass
email list like I did for this webinar
• Create a meaningful engagement on 1:1
basis (for cold or known prospects)
• Create a relationship beyond what text
can do
Enabling Your Team To Win With Video
Learn as a team, and be yourselves.
Start trying different video messages, provide sales with canned content to send, track
which content results in the most engagement, and repeat the ones that work!
Example of a videos created through Vidyard GoVideo
Webcam Selfie Style Screen Capture The Follow-Up
Content personalization doesn’t
have to be creepy, with video
Tell A Compelling Story That Scales
• If you’re going to launch a personalized video campaign, ensure the
content tells a compelling story that weaves in personalization
If you do this effectively, your contacts:
• Won’t focus on how the heck you managed
to get their info inside a video
• Won’t freak out when you follow-up with
them based on how engaged they are
• Will retain your message entirely, versus
simply clicking play because their name lives
behind the play button
Use Engagement Data To Identify Hot Leads
• Based on how engaged each recipient is with your campaign, use this
individual viewer data to build a lead scoring/nurture model
If Gabe watches 100% of my video, would integrate this data with a MAP like Marketo
Based on this, I would build a lead score that applies to contacts who watch more than say 80%
of the personalized video, and ensure this contact is added to a smart list receiving a specific set
of content
We Call This Self-Qualification (not creepy!)
The magic of video is that it allows marketers to capitalize on a prospect’s implicit behaviour. They don’t know they are
triggering a lead score when the watch and receive more tailored content as a result. Talk about a win-win!
Are my personalized video efforts
a success?
Measuring The Impact Of
Personalization
• Get started by measuring on a campaign basis, to see how personalized video
impacts your open, click through & engagement rates. For example, Lenovo sent
out this video to ~1M recipients and their results were incredible!
3x Avg. Email CTR
#1 For Unique Viewers
65% Watched >2 mins
Measuring The Impact Of
Personalization
• For sales teams using personal video messages to scale their personalization & ABM
efforts, plan to measure the impact of video on open rate, click through rate, reply rates
and meetings booked!
Terminus focused on target accounts
identified through their platform, and
adding video in their cadences resulted in:
40% Higher Open Rate
37% Higher CTR
3X Reply Rate
Remember…
Video enables your team to tell an
authentic story, at scale
Be genuine & success will follow
If you want to summarize today’s
session to a colleague or friend…
Key
Takeaways
Irrelevant content is the #1 reason
consumers don’t engage
Take stock of what content you have
(ideally via a “content map”)
Look for ways to leverage and repurpose
existing content
Give content a personal touch to keep it
from being creepy
Measure engagement to show success
Q&A
Howard J. Sewell
Spear Marketing Group
howard@spearmarketing.com
@hjsewell
Jason Oakley
Uberflip
jason.oakley@uberflip.com
@jasonoak
Greg Kelly
Vidyard
greg.kelly@vidyard.com
@gregjameskelly
Thank you for joining!
An on-demand recording will be provided after today’s session

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Driving B2B Engagement with Personalized Content

  • 1. Live Webinar Driving B2B Engagement with Personalized Content Thursday, November 16, 11 AM PT / 2 PM ET
  • 2. Agenda In today’s session, we’ll discuss how B2B marketers are using personalized content to to drive engagement. Topics include: What are the trends driving the move to personalized content? What are the major challenges in deploying personalized content? What’s working? How are other companies being successful?
  • 3. Introductions Howard J. Sewell President Spear Marketing Group Jason Oakley Product Marketing Manager Uberflip Greg Kelly Manager, Partner Programs Vidyard
  • 4. Intro: Spear Marketing Group Full-service B2B marketing agency specializing in demand generation and lead management 90% B2B technology clients worldwide across a range of categories, markets, target buyers Named to “Top B2B Shops” (Top B2B agencies in US) for 2015, 2016, 2017 by Chief Marketer Magazine
  • 5. Trends in Demand Generation The “Pendulum Swing”: Outbound to Inbound to ABM The death of inbound marketing is greatly exaggerated Even the best outbound campaigns succeed on an “accident of timing” Most B2B companies will generate the best results with an integrated mix of outbound + inbound channels Right content, right person, right time
  • 6. What Types of Content Work Best? Content has become devalued Nothing beats relevancy; Value over Volume Inbound campaigns will convert better when the content that visitors see is immediately relevant Outbound campaigns will drive more engagement when the content is relevant to each individual recipient channels A single, highly relevant email can be more effective than 6-8 generic, automated emails
  • 7. “Nobody reads ads. People read what’s interesting to them, and sometimes that’s an ad.” - Howard Gossage
  • 8. Identify key audience segments/personas and define key value propositions for each (i.e. message deck) Audit existing content and create a content “map” that identifies gaps by persona, segment, sales stage. Don’t be afraid to repurpose or recycle older content “Turkey slices” approach: focus on creating core content that can be “sliced” (repurposed) into multiple assets and versioned for different personas and segments. 4 Tips for Increasing Content Relevancy
  • 9. Maximum Relevancy: Personalized Content “Content Personalization is a strategy that exploits visitor or prospect data to deliver relevant content based on audience interests or motivations” (Content Marketing Institute) Personalized content maximizes relevancy: content is customized for a specific individual – a Web visitor, a buyer at a key account – based on that individual’s history or behavior Examples: Web content that adapts to a visitor’s prior behavior, or an ebook that includes customer testimonials specific to a prospect’s industry or known interests
  • 10. Personalized Content: 4 Pain Points How do I create personalized content at scale? How do I get my teams to embrace these new methods? How can I deploy personalized content in a way that people don’t find creepy? How do I prove my personalized content is working?
  • 11. ABOUT UBERFLIP We help marketers create, manage and optimize content experiences at every stage of the buyer journey.
  • 12. Source: “The State Of Engagement” Report
  • 13. Audit Your Content Create Your Experience Personalize the Delivery 1 2 3 Personalizing your content experience
  • 14. Audit Your Content Create Your Experience Personalize the Delivery 1 2 3
  • 16. Audit Your Content Create Your Experience Personalize the Delivery 1 2 3
  • 17. Your Content Top of the Funnel Middle of the Funnel Bottom of the Funnel By Topic By Type By Vertical By Persona CreateYourExperience 2
  • 20. Your Content Top of the Funnel Middle of the Funnel Bottom of the Funnel By Topic By Type By Vertical By Persona By Account CreateYourExperience 2
  • 23. Audit Your Content Create Your Experience Personalize the Delivery 1 2 3
  • 29. Enabling your teams to use new personalization techniques
  • 30.
  • 31.
  • 32.
  • 33.
  • 34. Give the user control Keep it relevant and helpful Give it a personal touch (robots) 1 2 3 Personalizing without being creepy:
  • 38. How to show your personalized content is working.
  • 39. EngagementRate 1 Engaged 88% of Target Accounts with Content
  • 41. Audit and repurpose existing content Start with verticals and personas Keep it relevant and helpful 1 2 3 Key Takeaways:
  • 43. Video is a mega trend. In a decade, video will look like as big of a shift in the way we share and communicate as mobile has been. Mark Zuckerberg CEO, Facebook 50% of your content in 2017 should be video. Your prospects want to live inside of video. Stop hiring bloggers, start hiring producers. Brian Halligan CEO, HubSpot
  • 44. Video: Touches our Minds & Hearts Preferred content medium More engaging, process faster, retain information longer Enables impactful storytelling Generate trust, empathy and more emotional response Effective at every funnel stage Higher CTRs, longer engagement, better conversions Engagement is measurable Seconds watched, % watched, parts skipped or replayed
  • 45. Intro: Vidyard Industry leading video platform focused on helping every team in a business leverage the power of video! Helping clients like Salesforce, Microsoft, Marketo, Lenovo, Manulife, BNY Mellon, Honeywell & Pitney Bowes use video across marketing, sales, support & internal comms teams! Named the leader in Forrester’s annual Wave report focused on the online video platform market
  • 46. Creating relevant and personalized experiences at scale, with video!
  • 47. 2x lift in CTR 4x-5x lift in CTR 5x-8x lift in CTR www.vidyard.com/govideowww.vidyard.com/Personalized Using Video To Scale Personalization
  • 48. Using Video To Scale Personalization Imagine if the days of generic & boring text-based emails were behind us.. & every email, video included, was personalized to the recipient…at scale!
  • 49. Using Video To Scale Personalization Take a single asset, personalize elements of it & deliver to millions!
  • 50. Enabling your teams to use new personalization techniques
  • 51. Enabling Your Team To Win With Video Provide the flexibility to experiment with tools that humanize outreach! If your prospects want to have personalized experiences, make them personal? Example of a video created through Vidyard GoVideo promoting this webinar! Using a video creation tool allows me to: • Create a genuine message with a mass email list like I did for this webinar • Create a meaningful engagement on 1:1 basis (for cold or known prospects) • Create a relationship beyond what text can do
  • 52. Enabling Your Team To Win With Video Learn as a team, and be yourselves. Start trying different video messages, provide sales with canned content to send, track which content results in the most engagement, and repeat the ones that work! Example of a videos created through Vidyard GoVideo Webcam Selfie Style Screen Capture The Follow-Up
  • 53. Content personalization doesn’t have to be creepy, with video
  • 54. Tell A Compelling Story That Scales • If you’re going to launch a personalized video campaign, ensure the content tells a compelling story that weaves in personalization If you do this effectively, your contacts: • Won’t focus on how the heck you managed to get their info inside a video • Won’t freak out when you follow-up with them based on how engaged they are • Will retain your message entirely, versus simply clicking play because their name lives behind the play button
  • 55. Use Engagement Data To Identify Hot Leads • Based on how engaged each recipient is with your campaign, use this individual viewer data to build a lead scoring/nurture model If Gabe watches 100% of my video, would integrate this data with a MAP like Marketo Based on this, I would build a lead score that applies to contacts who watch more than say 80% of the personalized video, and ensure this contact is added to a smart list receiving a specific set of content We Call This Self-Qualification (not creepy!) The magic of video is that it allows marketers to capitalize on a prospect’s implicit behaviour. They don’t know they are triggering a lead score when the watch and receive more tailored content as a result. Talk about a win-win!
  • 56. Are my personalized video efforts a success?
  • 57. Measuring The Impact Of Personalization • Get started by measuring on a campaign basis, to see how personalized video impacts your open, click through & engagement rates. For example, Lenovo sent out this video to ~1M recipients and their results were incredible! 3x Avg. Email CTR #1 For Unique Viewers 65% Watched >2 mins
  • 58. Measuring The Impact Of Personalization • For sales teams using personal video messages to scale their personalization & ABM efforts, plan to measure the impact of video on open rate, click through rate, reply rates and meetings booked! Terminus focused on target accounts identified through their platform, and adding video in their cadences resulted in: 40% Higher Open Rate 37% Higher CTR 3X Reply Rate
  • 59. Remember… Video enables your team to tell an authentic story, at scale Be genuine & success will follow
  • 60. If you want to summarize today’s session to a colleague or friend…
  • 61. Key Takeaways Irrelevant content is the #1 reason consumers don’t engage Take stock of what content you have (ideally via a “content map”) Look for ways to leverage and repurpose existing content Give content a personal touch to keep it from being creepy Measure engagement to show success
  • 62. Q&A Howard J. Sewell Spear Marketing Group howard@spearmarketing.com @hjsewell Jason Oakley Uberflip jason.oakley@uberflip.com @jasonoak Greg Kelly Vidyard greg.kelly@vidyard.com @gregjameskelly
  • 63. Thank you for joining! An on-demand recording will be provided after today’s session