How to Personalize Content Experience at Scale - ICC 2018

@cmicontent | intelcontent
How to Personalize
Content Experiences at Scale
Randy Frisch
CMO & Co-Founder at Uberflip

@cmicontent | intelcontent@uberflip@cmicontent | intelcontent

What is a
content experience?

best mixtape ever!!!
1992

Randy’s best mix tape ever!!!
1992
Jump (Kris Kross)
Rhythm Is a Dancer (SNAP!)
Used2B My Playground (Madonna)
Save the Best 4 Last (V Williams)
Baby Got Back (Sir Mix a Lot)
Achy Breaky Heart (Billy Ray)
Everything About You (Ugly Kid)
Humpin Around (Bobby Brown)
Jump Around (House of Pain)
I’m Too Sexy (Right Said Fred)
Tears in Heaven (Eric Clapton)
Best Things in Life (Vandross)
Real Love (Mary J Blidge)
I will Always Love You (Whitney)
Damn wish I was... (Sophie B.)
Ain’t Too Proud 2 Beg (TLC)
Baby-Baby-Baby (TLC)
Jump (Kris Kross)
best mixtape ever!!!
1992

Nostalgic? Yes!
Workable? No

People increasingly expect a
personalized experience.
The
Effect

What do we
expect today?

Curated lists

Content by topic

Tailored to
expectations

AI Powered
Streams Tragically Hip
Neil Young
Feist
Drake
Justin Bieber
The Weeknd
Leonard Cohen
Alessia Cara

Share on any
channel

Has more than
100 million users
& 30 million songs
How do we personalize at that scale?

What does this mean
for marketers?

B2B marketers need to
align their marketing journeys
with consumer expectations.

of North American B2B marketers
indicate they will increase their
content spending through 201739% — 2017 Benchmarks, Budgets, and Trends—North America, 2017 Content Marketing Institute
What does this mean for marketers?

buyers weighing in
and ABM is on the rise6.8 —Gartner (CEB)

The average number of assets
downloaded before making a
purchasing decision7.0
— IDG 2017 Customer Engagement Research

of pipeline stalls because reps are unable
to add value—they need to find and share
the right content at the right time.58% —Salesforce

Spotify Marketers
Amount of Content 30 million + Content Marketing → A lot!
Audiences 100 million + ABM → A lot!
Requirements Personalized Streams of Content Personalized Streams of Content
What’s Needed? Infrastructure Infrastructure
Personalizing Content Experiences at Scale

In our world
not everything will be Spotified
Marketers need to put the right
mix of content in front of
audiences at the right time.
Ability to execute makes or
breaks The Content Experience.

— 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

But how do we remix a relevant
and tailored content experience
— at scale?

What does
content look like
at scale?
Who owns it?
Who’s the DJ??
Resource
Center
Account-Based
Marketing
Campaigns
& Microsites
Knowledge
Base
Tailored
Content Hub
Account
Management
Prospecting
& ABS
Pipeline
Acceleration

So how do we do this?
Start Marketing
Our Content

AGGREGATE
CONTENT
➔ Blogs
➔ eBooks
➔ Whitepapers
➔ Social
➔ Video
➔ Slideshare
1
Marketing with Content

AGGREGATE
CONTENT
ORGANIZE
➔ Blogs
➔ eBooks
➔ Whitepapers
➔ Social
➔ Video
➔ Slideshare
➔ Audit Content
➔ Tag & Filter
➔ Segment into
Marketing Streams
➔ Leverage AI
21

AGGREGATE
CONTENT
ORGANIZE
CREATE
EXPERIENCES
➔ Blogs
➔ eBooks
➔ Whitepapers
➔ Social
➔ Video
➔ Slideshare
➔ Audit Content
➔ Tag & Filter
➔ Segment into
Marketing Streams
➔ Leverage AI
➔ Resource Centre
➔ Nurture Campaigns
➔ ABM Destinations
➔ Microsites/Hubs
➔ Sales Streams
➔ Knowledge Base
21 3

AGGREGATE
CONTENT
ORGANIZE
CREATE
EXPERIENCES
MARKETING &
DISTRIBUTION
➔ Blogs
➔ eBooks
➔ Whitepapers
➔ Social
➔ Video
➔ Slideshare
➔ Audit Content
➔ Tag & Filter
➔ Segment into
Marketing Streams
➔ Leverage AI
➔ Resource Centre
➔ Microsites/Hubs
➔ Sales Streams
➔ Knowledge Base
➔ Email (Nurture)
➔ Email (Sales)
➔ Organic
➔ Social
➔ Paid Adv.
➔ Direct Mail
21 3 4

AGGREGATE
CONTENT
ORGANIZE
CREATE
EXPERIENCES
MARKETING &
DISTRIBUTION
➔ Blogs
➔ eBooks
➔ Whitepapers
➔ Social
➔ Video
➔ Slideshare
➔ Audit Content
➔ Tag & Filter
➔ Segment into
Marketing Streams
➔ Leverage AI
➔ Resource Centre
➔ Microsites/Hubs
➔ Sales Streams
➔ Knowledge Base
➔ Email (Nurture)
➔ Email (Sales)
➔ Organic
➔ Social
➔ Paid Adv.
➔ Direct Mail
➔ Capture Leads
➔ Compel Visitors to
Engage
➔ Collect Content
Metrics
➔ Share data across
tech stack
GENERATE
RESULTS
21 3 4 5

AGGREGATE
CONTENT
ORGANIZE
CREATE
EXPERIENCES
MARKETING &
DISTRIBUTION
➔ Blogs
➔ eBooks
➔ Whitepapers
➔ Social
➔ Video
➔ Slideshare
➔ Audit Content
➔ Tag & Filter
➔ Segment into
Marketing Streams
➔ Leverage AI
➔ Resource Centre
➔ Microsites/Hubs
➔ Sales Streams
➔ Knowledge Base
➔ Email (Nurture)
➔ Email (Sales)
➔ Organic
➔ Social
➔ Paid Adv.
➔ Direct Mail
➔ Capture Leads
Engage
➔ Collect Content
Metrics
tech stack
GENERATE
RESULTS
21 3 4 5
Let’s focus here
today

Organize your Content
Create Experiences
Personalize the Marketing & Distribution
1
2
3
How to
remix your
content
experience

Audit Existing Content
• Find: Collect your assets
• Tag: Identify and tag content based on industry, persona, role,
account, stage, and individuals
• Where to start: Case studies, customer stories, eBooks
Organize Your Content1

How we did it How you could do it1

1
2
3
Organize your Content
Create Experiences

Create your Content Experience
• Own the Experience: Easy for us (Uberflip) maybe not for others
• Know your stakeholders: Who in the org needs content and where
do they need content to live?
• Where to start: Organize it to be more easily found by industry,
persona, role, account, stage, and individual
• Out of the gate: Build a stream of content for a key account (1:1),
key segment (1:few), your thesis (1:many)
Create Experiences2

Your Content
A simple view of content we create
Create Experiences2

Your Content
Top of the
Funnel
Middle of the
Funnel
Bottom of the
Funnel
Some get to this point...
Let’s focus here
Create Experiences2

By Topic By Type
But most people stop somewhere like this...
Create Experiences2
Your Content
Top of the
Funnel
Middle of the
Funnel
Bottom of the
Funnel

By Topic By Type By Vertical By Persona By Account
Today, we need to get really personalized...
Create Experiences2
Your Content
Top of the
Funnel
Middle of the
Funnel
Bottom of the
Funnel

Create Experiences2

5 channels to effectively remix your content and drive revenue
1 2 3 4 5
Paid
DemandGen
Email
Email Marketers
Social
Social Marketer
Sales
SDRs
Organic
Digital

Organic1
● Automatically serve up personalized content recommendations based on a visitor’s intent and
previous web browsing history.

Paid2
● Increase engagement by personalizing your paid advertising and driving
to hand-selected content.

Email3 ● Structure your content to deliver a personalized experience to the right audience and drive
conversions.

Social4
● Show your key accounts you’re focused on them! Add personalized messaging to your social content
relevant to your recipients’ interests and pain points!

● Connect with your prospects better by sending targeted selections of content to leads and
opportunities.Sales5

● No matter who sends an email to targeted ABM accounts, they receive account-specific content.
Sigstr ‘listens’ to the recipient email domain and dynamically inserts a CTA in the sender’s email
signature.
Sales5
+

Taking Today
Home

AGGREGATE
CONTENT
ORGANIZE
CREATE
EXPERIENCES
MARKETING &
DISTRIBUTION
➔ Blogs
➔ eBooks
➔ Video
➔ Slideshare
➔ Whitepapers
➔ Social
➔ Audit Content
➔ Tag & Filter
➔ Segment into
Marketing Streams
➔ Leverage AI
➔ Resource Centre
➔ Microsites/Hubs
➔ Sales Streams
➔ Knowledge Base
➔ Organic
➔ Social
➔ Email (Nurture)
➔ Email (Sales)
➔ Paid Adv.
➔ Direct Mail
➔ Capture Leads
Engage
➔ Collect Content
Metrics
tech stack
GENERATE
RESULTS
21 3 4 5
Marketing with Content: Lead Nurturing

AGGREGATE
CONTENT
ORGANIZE
CREATE
EXPERIENCES
MARKETING &
DISTRIBUTION
➔ Blogs
➔ eBooks
➔ Video
➔ Slideshare
➔ Whitepapers
➔ Social
➔ Audit Content
➔ Tag & Filter
➔ Segment into
Marketing Streams
➔ Leverage AI
➔ Resource Centre
➔ Microsites/Hubs
➔ Sales Streams
➔ Knowledge Base
➔ Organic
➔ Social
➔ Email (Nurture)
➔ Email (Sales)
➔ Paid Adv.
➔ Direct Mail
➔ Capture Leads
Engage
➔ Collect Content
Metrics
tech stack
GENERATE
RESULTS
21 3 4 5
Marketing with Content: ABM

AGGREGATE
CONTENT
ORGANIZE
CREATE
EXPERIENCES
MARKETING &
DISTRIBUTION
➔ Blogs
➔ eBooks
➔ Video
➔ Slideshare
➔ Whitepapers
➔ Social
➔ Audit Content
➔ Tag & Filter
➔ Segment into
Marketing Streams
➔ Leverage AI
➔ Resource Centre
➔ Microsites/Hubs
➔ Sales Streams
➔ Knowledge Base
➔ Organic
➔ Social
➔ Email (Nurture)
➔ Email (Sales)
➔ Paid Adv.
➔ Direct Mail
➔ Capture Leads
Engage
➔ Collect Content
Metrics
tech stack
GENERATE
RESULTS
21 3 4 5
Marketing with Content: Sales Enablement

Personalizing Content at Scale:
Organize Your Content
Create Experiences
1
2
3
Key Takeaways

Randy Frisch
CMO & Co-Founder at Uberflip
@randyfrisch
ubrflp.in/randyfrisch
conex.uberflip.com
GET $100 OFF A FULL CONFERENCE PASS WHEN
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How to Personalize Content Experience at Scale - ICC 2018

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