How B2B Marketers are Personalizing ABM Content Experiences
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Presented at the ABM Innovation Summit, Randy Frisch explores how B2B marketers are increasingly taking ownership of the end-to-end content experience, expanding beyond initial acquisition to sales enablement and ABM.
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How B2B Marketers are Personalizing ABM Content Experiences
- 2. PERSONALIZING ABM CONTENT EXPERIENCES AT SCALE Randy Frisch, Co-Founder & CMO Uberflip MARCH 14, 2019
- 3. RANDY FRISCH | @RandyFrisch ARE YOU INVESTING IN ABM?
- 4. RANDY FRISCH | @RandyFrisch IF YOU BUILD IT…. ABM
- 5. RANDY FRISCH | @RandyFrisch CHOREOGRA PH YOUR CUSTOMER DANCE STEPS ABE Source: Not Yet The New Normal: ABM Must Evolve Into Account-Based Engagement Forrester report
- 6. RANDY FRISCH | @RandyFrisch ENGAGEMENT REQUIRES A GREAT EXPERIENCE
- 7. RANDY FRISCH | @RandyFrisch I WROTE A BOOK
- 8. RANDY FRISCH | @RandyFrisch | #conex
- 9. RANDY FRISCH | @RandyFrisch of content churned out by B2B marketing departments today sits unused. 60–70% — SiriusDecisions
- 10. RANDY FRISCH | @RandyFrisch
- 11. RANDY FRISCH | @RandyFrisch
- 12. RANDY FRISCH | @RandyFrisch A BIG YEAR FOR CONTENT EXPERIENCE
- 13. RANDY FRISCH | @RandyFrisch Content Creation Software Content Distribution Software Content Experience Software
- 14. RANDY FRISCH | @RandyFrisch BUT DOES IT REALLY MATTER?
- 15. RANDY FRISCH | @RandyFrisch IF A TREE FALLS IN THE FOREST...DOES IT MAKE A SOUND?
- 16. RANDY FRISCH | @RandyFrisch
- 17. RANDY FRISCH | @RandyFrisch IT MAKES A SOUND
- 18. RANDY FRISCH | @RandyFrisch IF WE WAIT TIL Q4 TO FOCUS ON CONTENT EXPERIENCE… IT MAKES A SOUND!
- 19. RANDY FRISCH | @RandyFrisch IS YOUR CONTENT EXPERIENCE WINNING OR LOSING YOU DEALS?
- 20. RANDY FRISCH | @RandyFrisch HOW DO WE NAIL A GREAT CONTENT EXPERIENCE? ENVIRONMEN T STRUCTURE ENGAGEME NT
- 21. RANDY FRISCH | @RandyFrisch ENVIRONMEN T Placement Design Display Visual aesthetics
- 22. RANDY FRISCH | @RandyFrisch Organizatio n Navigation Tagging Curation STRUCTURE
- 23. RANDY FRISCH | @RandyFrisch ENGAGEMEN T Personalizatio n Relevance Consistenc y Contextual CTAs
- 24. RANDY FRISCH | @RandyFrisch Source: Internet Trends 2018 Report - Mary Meeker, Kleiner Perkins
- 25. RANDY FRISCH | @RandyFrisch MARKETING & SALES NEED TO ALIGN THE BUYERJOURNEY WITH CONSUMER EXPECTATIONS
- 26. RANDY FRISCH | @RandyFrisch PERSONALIZED CONTENT EXPERIENCES 7 CONTENT ASSETS PER VISIT. That was 3xs the average visitor to their resource center.
- 27. 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%
- 28. RANDY FRISCH | @RandyFrisch TOP B2B MARKETING STRATEGIE S Demand Generation ABM Sales Enablement Inbound
- 29. RANDY FRISCH | @RandyFrisch CONTENT BRINGS THESE MARKETING STRATEGIE S TO LIFE. Demand Generation ABM Sales Enablement Inbound DRIVEN BY CONTENT
- 30. RANDY FRISCH | @RandyFrisch THINK OF CONTENT AS A FUNNEL OR EMAIL NURTURE
- 31. RANDY FRISCH | @RandyFrisch CONTENT EXPERIENCE FRAMEWORK
- 32. RANDY FRISCH | @RandyFrisch NEED CONTROL OVER ENVIRONMENT
- 33. RANDY FRISCH | @RandyFrisch
- 34. RANDY FRISCH | @RandyFrisch
- 35. RANDY FRISCH | @RandyFrisch TAGGING STRUCTURE
- 36. RANDY FRISCH | @RandyFrisch
- 37. RANDY FRISCH | @RandyFrisch
- 38. RANDY FRISCH | @RandyFrisch ACCOUNT BASED MARKETING
- 39. RANDY FRISCH | @RandyFrisch ACCOUNT BASED MARKETING
- 40. RANDY FRISCH | @RandyFrisch ACCOUNT BASED SELLING
- 41. RANDY FRISCH | @RandyFrisch ACCOUNT BASED SELLING
- 42. RANDY FRISCH | @RandyFrisch
- 43. RANDY FRISCH | @RandyFrisch $100,000 IN PIPELINE FROM ONE EMAIL NURTURE
- 44. RANDY FRISCH | @RandyFrisch CONTENT INFLUENCED PIPELINE AND REVENUE
- 45. RANDY FRISCH | @RandyFrisch SALES STAGE Content and Campaigns
- 46. RANDY FRISCH | @RandyFrisch Seattle San Jose Austin Atlanta Chicago Toronto New York Boston San Francisco Las Vegas San Diego Clevelan d Washington CONTENT EXPERIENCE IS A GROWING MOVEMENT Being here is the beginning
- 47. RANDY FRISCH | @RandyFrisch BUT WHO OWNS THE CONTENT EXPERIENCE?
- 48. RANDY FRISCH | @RandyFrisch Answer: Everybody has a stake in implementing the Content Experience Framework.
- 49. RANDY FRISCH | @RandyFrisch EVERY PIECE OF CONTENT REALLY DOES HAVE AN EXPERIENCE.
- 50. RANDY FRISCH | @RandyFrisch Influence of Marketing Roles on Content Experience
- 51. RANDY FRISCH | @RandyFrisch CONTENT EXPERIENCE MANAGER
- 52. RANDY FRISCH | @RandyFrisch Does investing in content experience make a difference?
- 53. RANDY FRISCH | @RandyFrisch EVIDENCE ‘THIS’ MATTERS Conversions on Gated Content +7x Increase in Engagement +60%+8x Your Content Reach
- 54. 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!” “
- 55. RANDY FRISCH | @RandyFrisch
- 56. THANK YOU
Editor's Notes
- Insert Forrester slide with footsteps
- Blog post story*** Why content marketing is broken. CMOs began putting all their budget and focus into content creation, all but ignoring what happens to that content after—and whether it is, in fact, working to attract an audience.
- ADD VIDEO https://www.shutterstock.com/video/clip-14170346-impressive-pov-footage-tree-falling-down-during
- CORONA EXAMPLE - Corona in old gross basement vs. Corona on the beach.
- BLOCKBUSTER vs. NETFLIX EXAMPLE - Trying to find Tom Hanks movies in Blockbuster vs. on Netflix. In 1995, when he wanted to watch Apollo 13 with Tom Hanks, he rented the movie from Blockbuster. Later returning to find more Tom Hanks movies, the organization was too poor for this to be an easy task.
- Spotify creates Made for You playlists for all of its users. They also contact people they think will care about new content, not blast everyone. Spotify continually recommends content based on your engagement with the app.
- Just like Spotify, Blackbaud started to focus on creating personalized content experiences to allow prospects to self-nurture through the entire journey and saw a drastic difference in content consumption.
- And even when you are brought into the evaluation, consider that 82% of a buyer’s evaluation time is spent on research, be it internal conversations, research on the web, peer reviews, analysts, and more. Direct interaction with vendors only accounts for 18% of their evaluation time, and that’s split across multiple vendors. The result is a tiny sliver of time that you actually get face-to-face or on the phone with your prospect. Additional Info: Vendor Sales have a small slice of a buyer’s time: 15% networking and collaborating with peers outside their org 18% internal company interactions 15% interactions with external 3rd parties 17% reviewing information from solution providers or their channel partners 17% reviewing independent information 18% interactions with potential solution providers or channel partners
- To drive your prospects through the funnel most B2B marketers use the following strategies.
- I am sure you’re wondering how you could possibly scale the creation of personalized content experiences across all of these marketing strategies?
- DESIGN - Animate all examples The Content Experience Framework arms marketers with a scalable approach to creating personalized content experiences for any stage of the buyer journey. The framework can be applied across all B2B marketing strategies such as inbound marketing, demand generation, account-based marketing, and sales enablement.
- Screenshot link for better one: https://www.youtube.com/watch?v=WZIRm5FeI-0 Watching a video on YouTube about about a Sony camera, then YouTube recommends a Nikon camera video, or a video about a cat using a camera. We link videos in YouTube, when really we should be “welcoming them home.”
- Stantec multiple hubs/languages
- Back to the Blockbuster vs. Netflix example. Show different ways Netflix organizes content. Blockbuster went bankrupt because of a poor content experience. Netflix is far superior because of the way they tag their content.
- You should always have a tagging structure for you to not only organize content and scale it, but for internal and external discoverability.
- Personalizing the experience goes beyond slapping a customized greeting on an email. Marketers need to know who their audience is, and what they want to see, to deliver the best possible content experience. Story: Email Frank for Whitepaper http://komintl.com/white.html
- Personalizing the experience goes beyond slapping a customized greeting on an email. Marketers need to know who their audience is, and what they want to see, to deliver the best possible content experience. Story: Email Frank for Whitepaper http://komintl.com/white.html
- Email > Broken Video > No Contextual CTA Story of Randy discovering the experience was broken with conflicting CTAs and broken links.
- Once Blackbaud have identified contacts to nurture, they don’t just send out emails with the hope of getting a click. They build personalized content experiences that not only have beautiful and consistent designs that flow from emails to stream to individual content assets, they structure it in a way that once someone clicks on that CTA, they’re dropped into a content stream that’s specific to the industry and stage of the journey. By delivering a better, more personalized, and binge-worthy experience, Blackbaud is able to build trust with their target buyer and help that person understand how their service can solve the customer’s needs.
- To prove the value of your content impressions and engagement data no longer cut it. You must continually track how the content experiences you produce influence pipeline and revenue. As you can see in the high-level chart, tracking the metrics outlined at each stage of the sales funnel will set your team up to stay nimble when content isn’t hitting the mark to ensure you reach sales targets.
- Following the steps of the framework will help you to start generating results, and see what’s working and what isn’t so you can best align your marketing strategy. You must know your buyer and their journey inside out to be as effective as possible. The Generate Results step isn’t something that you do at the end of a process or that magically just happens where we sit back and see the money pour in while we drink our Coronas. It’s more of a mindset that we need to focus on at every stage. If we do, then at the end we should see impactful results. At every stage we’ve explored, from centralizing to personalizing, we’ve been noting little and big process changes to set ourselves up for a result-oriented outcome.
- Can we add the conex tour map here. Ideally an easy way to highlight city I’m in (personalized) Want the idea to be “ok you’re here, you bought in, but…” next slide
- Can we add the conex tour map here. Ideally an easy way to highlight city I’m in (personalized) Want the idea to be “ok you’re here, you bought in, but…” next slide
- Aligning the organization, and predominantly the sales and marketing teams, is necessary to execute the Content Experience Framework. Both teams need to work together to ensure the correct messaging is being used, and no rogue decks full of outdated content are being shared.
- Slack and Mailchimp examples Image of Slack (data usage example) and Mailchimp (upsell example) bills.
- As you can see every role within marketing has an impact on content experience.
- Content Experience Manager JD from Who Owns Ebook.
- The way you gate content matters. Putting a CTA overtop of your content has a 17 percent conversion rate! That’s 7x the conversion rate of a traditional landing page. Putting your content in more than one place can increase views by 8x on average! AI works! Personalized recommendations increases the chances of a visitor consuming more content than generic recommendations by 60%.
- I want you to go to your boss or the person setting direction for the company message and journey. This may be the CEO or the CMO. (I bet you know the person who’s ignoring the experience in your organization.)
- Book on a bosses desk