How to Personalize Content at Scale for ABM [Virtual ABM Summit]
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Uberflip President and CMO Randy Frisch explores how to personalize content experiences for your ABM initiatives at scale.
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How to Personalize Content at Scale for ABM [Virtual ABM Summit]
- 1. HOW TO PERSONALIZE CONTENT EXPERIENCES AT SCALE FOR ABM #CONEX
- 2. @uberflip | #conex What is a content experience?
- 3. A content experience occurs wherever and whenever anyone encounters your content. What is Content Experience? @uberflip | #conex
- 4. Content experiences occur at every stage of your ABM funnel. What is Content Experience? Identify Expand Engage Advocate Measure @uberflip | #conex
- 5. Identify Expand Engage Advocate Measure Phone Outreach Targeted Ad Campaigns Event Marketing Content Marketing Personalized Email/Social Outreach @uberflip | #conex
- 6. @uberflip | #conex The way we experience content matters!
- 10. @uberflip | #conex Nostalgic? Yes! Scaleable? No
- 11. @uberflip | #conex People increasingly expect a personalized experience. The Effect
- 12. @uberflip | #conex What do we expect today?
- 13. @uberflip | #conex Curated lists
- 14. @uberflip | #conex Curated lists
- 15. @uberflip | #conex Content by topic
- 16. @uberflip | #conex Content by topic
- 17. @uberflip | #conex Tailored to expectations
- 18. @uberflip | #conex Tailored to expectations
- 19. @uberflip | #conex AI Powered Streams Tragically Hip Neil Young Feist Drake Justin Bieber The Weeknd Leonard Cohen Alessia Cara
- 20. @uberflip | #conex Has more than 100 million users & 30 million songs
- 21. @uberflip | #conex What does this mean for marketers?
- 22. @uberflip | #conex Marketers need to align their marketing journeys with consumer expectations.
- 23. @uberflip | #conex What does this mean for marketers? of B2B marketers anticipate they will create more content in 2018 vs 2017 70% — 2017 Benchmarks, Budgets, and Trends—North America, 2017 Content Marketing Institute
- 24. @uberflip | #conex What does this mean for marketers? of content churned out by B2B marketing departments today sits unused. 60–70% — 2014 SiriusDecisions
- 25. CMA Pipecon buyers weighing in and ABM is on the rise6.8 —Gartner (CEB) What does this mean for marketers? @uberflip | #conex
- 26. CMA Pipecon The average number of assets downloaded before making a purchasing decision7.0 — IDG 2017 Customer Engagement Research What does this mean for marketers? @uberflip | #conex
- 27. @uberflip | #conex Our traditional approach doesn’t scale
- 28. CMA Pipecon
- 29. @uberflip | #conex We need to align content at every stage of the buyer journey Resource Center Account-Based Marketing Campaigns & Microsites Knowledge Base Tailored Content Hub Account Management Prospecting & ABS Pipeline Acceleration
- 30. @cmicontent | intelcontent — DJ Mikey Da Roza The best DJs are able to read their audience. They have to be able to know what track to play to engage them… and then how to lead them on a journey to where you want them to be. Essentially DJ’s have to be experts at empathy. — DJ Mikey Da Roza Marketers are DJs
- 31. @cmicontent | intelcontent@uberflip | #conex We Need a Framework to Start Marketing Our Content — at scale?
- 32. CMA Pipecon #conex@uberflip | #conex
- 33. @uberflip | #conex Personalizing Content at Scale: Organize Your Content Create Experiences Personalize the Marketing & Distribution 1 2 3
- 34. @cmicontent | intelcontent Randy Frisch CMO & Co-Founder at Uberflip @randyfrisch ubrflp.in/randyfrisch
Editor's Notes
- you and Jenny have a real problem on your hand… you know what though? It’s even more of a problem in marketing almost 7 people will weigh in on deciding if to buy your product or service - how do you cater to all of them??
- Doesn’t need to change.
- I think this slide looks fine, but open to any design changes you think are necessary.
- I think this slide looks fine, but open to any design changes you think are necessary.
- Doesn’t need to change.
- randy
- randy
- randy
- randy
- The new standard of B2B success is based on how well a company uses personalization, coupled with a content experience to find, nurture and and retain customers.
- CONTENT EXPERIENCE WINS
- https://9to5mac.com/2016/06/20/spotify-apple-music-users/
- you and Jenny have a real problem on your hand… you know what though? It’s even more of a problem in marketing almost 7 people will weigh in on deciding if to buy your product or service - how do you cater to all of them??
- Add Logos — set context to those expectations Amazon, Netflix, Spotify, Nike. Before and After: Blockbuster — Netflix, Walmart — Amazon, Starbucks — Nescafe, Agassi Tennnis Shoe — Nike.
- Trying to figure out who those 7 people are. I’ trying to figure out who those 7 people are… if you want to tell me know that would be great (hahaha) Let’s talk about some of the people that are weighing to buy your solution Persona discovery
- Trying to figure out who those 7 people are. I’ trying to figure out who those 7 people are… if you want to tell me know that would be great (hahaha) Let’s talk about some of the people that are weighing to buy your solution Persona discovery
- you and Jenny have a real problem on your hand… you know what though? It’s even more of a problem in marketing almost 7 people will weigh in on deciding if to buy your product or service - how do you cater to all of them??
- Stop investing in writing more content, and start investing in the experience in which your content is leveraged
- Final slide