This document discusses how Allocadia used Uberflip to squeeze more demand generation, sales enablement, and account-based marketing juice out of their marketing content by overcoming issues with their previous content management processes. It outlines the business pains they aimed to address, including friction in landing page creation and management and challenges serving content internally and externally. It then details how Uberflip helped provide a centralized content hub and sales enablement tool to organize content, create customized experiences, and integrate with their systems like Marketo. The results after six months included significant increases in metrics like page views, customized sales streams, and pipeline generation.
Accessibility refers to how easily a person
can interact with your website regardless
of their abilities or impairments. Learn how to make your websites more accessible with these tips.
LinkedIn is seen by many as the most trusted social environment. Learn about the different types of ads and how to make them the most successful depending on your goal. You'll also learn about a new integration between HubSpot and LinkedIn.
"Manage your leads: Best practices & common mistakes" by Clarissa SteinhöfelTheFamily
Dear B2B startups, this workshop is a MUST.
You'll learn key insight and learnings on smarter lead management that will help you increase those sales ;)
EVERYTHING you do in your company should be either to increase growth and/or sales. That requires a lot of focus, but also a big part of that is getting good leads.
But getting good leads isn't enough, you need to turn them into customers! In this workshop, Clarissa Steinhöfel from Teamleader CRM will explain exactly how to structure your lead process, how to register your leads correctly and why it's essential to analyze your reporting.
From good practices, to the biggest mistakes in lead management to concrete case studies - learn what you need to know to keep all those fish you catch from slipping out the net.
Facebook ads - How much does it really cost to acquire customers? By Etienne ...TheFamily
Let's talk about Money! You know how to set up a Facebook Campaign but, when it's time to decide on a budget, things can get complicated... This workshop will break all the myths and give you all the insights you need to optimize your experience with Facebook Ads.
During this 45 min. worksop, Etienne Alcouffe will go even further:
- How to set your budget
- How to determine cost per acquisition
- How to set your objectives
- How to organize your campaigns: audience targeting, page metrics, etc.
Etienne Alcouffe is a Search Engine Marketing Specialist at the Effilab / Adsonwall group with a background in SEO, SMO, content and digital advertising.
Etienne is passionate about advertising and will transform you in an Ad Geek!
Let's continue the journey to double our e-commerce profits with a few questions: How well does my online store convert? Are my campaigns profitable? Do customers come back? What's my cost per acquisition and customer lifetime value?
These are questions that should be burning in all online shop owners' heads. They tell us when we will be out of business soon or when we are ready to scale as fast as we can get new inventory. The truth, sadly, often lies somewhere in the middle. Some of our products and campaigns are profitable, while others are dragging us down. And if we can't look at the numbers and see what works and what doesn't, we rely mostly on luck.
Let's talk about:
∙ Why Analytics matters in E-Commerce
∙ Improve your conversion tracking (#7/15)
∙ Manage your cookie consent well (#8/15)
∙ Better reporting means faster learning (#9/15)
∙ E-Commerce analytics - Q&A
Tyler Lessard from Vidyard discusses how it's possible to do video on every budget and how to make sure you're reaching everyone in the customer journey!
How to build a BADASS landing page that converts, by Côme Courteault Growth H...TheFamily
A landing page is often the first link between your users & your startup.
It must clearly state what you do, show your identity and OF COURSE, convert users into customers!
A Landing page will not be a mystery to you after Côme's talk. He will explain the goal of a landing page and its elements, analyzing the best landing page examples. Finally, he will give you the tools to create the landing page that will increase your conversion ratio!
Sales Decks for Founders - Founding Sales - December 2015 Peter Kazanjy
Presentation on "sales decks for founders" covering the best way to present your new technology product to a business-to-business buyer.
Presentation is an adaption of a chapter from Founding Sales (book on technology sales for founders and other first-time sellers): https://twitter.com/FoundingSales
Chapter excerpt here: http://firstround.com/review/building-your-best-sales-deck-starts-here/
iTechnoLabs is one of the the top-notch mobile app, web design agency and web development company, delivering innovation and results with 360° understanding of the industry, passion for futuristic technology and goals to deliver results. Visit now.
Your Technical Content is Inbound Marketing GoldDavin Pukulis
Inbound marketing connects with potential customers through SEO-focused content that is of maximum relevance and value to them. It's a crucial tool for cutting through the noise of today's marketing-saturated world, but often-overlooked in inbound is the role of tech writers and the benefit of their content. This talk examines ways to increase the marketing power of the docs you already have and bridge the gap between tech and marketing content creation. Get your marketing and doc teams collaborating and the results can pull in potential customers, earn their trust, and drive business growth.
Is it hard to explain your product or service? Looking for effective content marketing strategies for technical (or niche, or difficult to understand) products or services?
With the right approach even very technical products and services can benefit from a content-based marketing strategy. In this webinar we will talk about how to effectively choose and use different channels including:
• blogs
• e-newsletter
• social media
If you want to use content marketing, but are afraid your product is too niche or too complex, we’ll show you how!
We will share strategies for connecting with prospects and use content marketing to increase your visibility. You will learn about how to present information to different types of researchers and buyers including both the business and technical teams at your ideal client.
In this webinar you will learn:
• What is content marketing and why is it so important for building visibility for your brand
• Why content marketing is a critical component of search engine optimization (SEO)
• How to connect with both technical readers and non-technical buyers
• What channels are most effective and how you should prioritize your efforts and budget
• How to format your message for greatest impact
• How other businesses and organizations with niche client bases have successfully used content marketing
This webinar is ideal for:
• Owners of high-tech firms who need to better market their complex product or service
• Marketing team members in charge of finding prospects for a niche or hi-tech firm
• Trade groups or other associations that represent technical industries
How to Scale Your ABM Strategy With Personalized ContentUberflip
This SlideShare shows how Snowflake saw a massive increase in engagement, conversions, and click-through rates. With the combination of Terminus and Uberflip, they were able to see 149 times more conversions for their one-to-one advertising.
With Uberflip and Terminus, Snowflake was able to land one of their top target accounts that previously had no traction or engagement, but after landing on their personalized stream, contacted the sales team directly to become a new customer.
Accessibility refers to how easily a person
can interact with your website regardless
of their abilities or impairments. Learn how to make your websites more accessible with these tips.
LinkedIn is seen by many as the most trusted social environment. Learn about the different types of ads and how to make them the most successful depending on your goal. You'll also learn about a new integration between HubSpot and LinkedIn.
"Manage your leads: Best practices & common mistakes" by Clarissa SteinhöfelTheFamily
Dear B2B startups, this workshop is a MUST.
You'll learn key insight and learnings on smarter lead management that will help you increase those sales ;)
EVERYTHING you do in your company should be either to increase growth and/or sales. That requires a lot of focus, but also a big part of that is getting good leads.
But getting good leads isn't enough, you need to turn them into customers! In this workshop, Clarissa Steinhöfel from Teamleader CRM will explain exactly how to structure your lead process, how to register your leads correctly and why it's essential to analyze your reporting.
From good practices, to the biggest mistakes in lead management to concrete case studies - learn what you need to know to keep all those fish you catch from slipping out the net.
Facebook ads - How much does it really cost to acquire customers? By Etienne ...TheFamily
Let's talk about Money! You know how to set up a Facebook Campaign but, when it's time to decide on a budget, things can get complicated... This workshop will break all the myths and give you all the insights you need to optimize your experience with Facebook Ads.
During this 45 min. worksop, Etienne Alcouffe will go even further:
- How to set your budget
- How to determine cost per acquisition
- How to set your objectives
- How to organize your campaigns: audience targeting, page metrics, etc.
Etienne Alcouffe is a Search Engine Marketing Specialist at the Effilab / Adsonwall group with a background in SEO, SMO, content and digital advertising.
Etienne is passionate about advertising and will transform you in an Ad Geek!
Let's continue the journey to double our e-commerce profits with a few questions: How well does my online store convert? Are my campaigns profitable? Do customers come back? What's my cost per acquisition and customer lifetime value?
These are questions that should be burning in all online shop owners' heads. They tell us when we will be out of business soon or when we are ready to scale as fast as we can get new inventory. The truth, sadly, often lies somewhere in the middle. Some of our products and campaigns are profitable, while others are dragging us down. And if we can't look at the numbers and see what works and what doesn't, we rely mostly on luck.
Let's talk about:
∙ Why Analytics matters in E-Commerce
∙ Improve your conversion tracking (#7/15)
∙ Manage your cookie consent well (#8/15)
∙ Better reporting means faster learning (#9/15)
∙ E-Commerce analytics - Q&A
Tyler Lessard from Vidyard discusses how it's possible to do video on every budget and how to make sure you're reaching everyone in the customer journey!
How to build a BADASS landing page that converts, by Côme Courteault Growth H...TheFamily
A landing page is often the first link between your users & your startup.
It must clearly state what you do, show your identity and OF COURSE, convert users into customers!
A Landing page will not be a mystery to you after Côme's talk. He will explain the goal of a landing page and its elements, analyzing the best landing page examples. Finally, he will give you the tools to create the landing page that will increase your conversion ratio!
Sales Decks for Founders - Founding Sales - December 2015 Peter Kazanjy
Presentation on "sales decks for founders" covering the best way to present your new technology product to a business-to-business buyer.
Presentation is an adaption of a chapter from Founding Sales (book on technology sales for founders and other first-time sellers): https://twitter.com/FoundingSales
Chapter excerpt here: http://firstround.com/review/building-your-best-sales-deck-starts-here/
iTechnoLabs is one of the the top-notch mobile app, web design agency and web development company, delivering innovation and results with 360° understanding of the industry, passion for futuristic technology and goals to deliver results. Visit now.
Your Technical Content is Inbound Marketing GoldDavin Pukulis
Inbound marketing connects with potential customers through SEO-focused content that is of maximum relevance and value to them. It's a crucial tool for cutting through the noise of today's marketing-saturated world, but often-overlooked in inbound is the role of tech writers and the benefit of their content. This talk examines ways to increase the marketing power of the docs you already have and bridge the gap between tech and marketing content creation. Get your marketing and doc teams collaborating and the results can pull in potential customers, earn their trust, and drive business growth.
Is it hard to explain your product or service? Looking for effective content marketing strategies for technical (or niche, or difficult to understand) products or services?
With the right approach even very technical products and services can benefit from a content-based marketing strategy. In this webinar we will talk about how to effectively choose and use different channels including:
• blogs
• e-newsletter
• social media
If you want to use content marketing, but are afraid your product is too niche or too complex, we’ll show you how!
We will share strategies for connecting with prospects and use content marketing to increase your visibility. You will learn about how to present information to different types of researchers and buyers including both the business and technical teams at your ideal client.
In this webinar you will learn:
• What is content marketing and why is it so important for building visibility for your brand
• Why content marketing is a critical component of search engine optimization (SEO)
• How to connect with both technical readers and non-technical buyers
• What channels are most effective and how you should prioritize your efforts and budget
• How to format your message for greatest impact
• How other businesses and organizations with niche client bases have successfully used content marketing
This webinar is ideal for:
• Owners of high-tech firms who need to better market their complex product or service
• Marketing team members in charge of finding prospects for a niche or hi-tech firm
• Trade groups or other associations that represent technical industries
How to Scale Your ABM Strategy With Personalized ContentUberflip
This SlideShare shows how Snowflake saw a massive increase in engagement, conversions, and click-through rates. With the combination of Terminus and Uberflip, they were able to see 149 times more conversions for their one-to-one advertising.
With Uberflip and Terminus, Snowflake was able to land one of their top target accounts that previously had no traction or engagement, but after landing on their personalized stream, contacted the sales team directly to become a new customer.
Sydney HubSpot User Group (HUG) | 19 September 2018Craig Bailey
The main slide deck from our September 2018 HubSpot User Group event in Sydney. Includes presentations from Loren Scott (HubSpot), Moby Siddique (RedPandas) and Ian Jacob (Search and be Found)
This document shows how companies can use video marketing tactic into their marketing automation strategy, to nurture their leads to finally make them real customers.of their brand and products.
#1NLab15: Creating Digital Harmony – The Marketing Technology EcosystemOne North
One North Technical Strategist Pete Amundson walks us through the complicated web of today’s Marketing Technology Ecosystem. From content management systems to customer relationship management tools, there is a lot to consider when assembling your “ecosystem.” Pete gives some tips for getting started.
From the 2015 Experience Lab: Digital Working in Concert. You can view the video recording of this presentation here: https://youtu.be/bf9kVCVj0M8
Global Best Practices: Microsoft’s Marketing Transformation to Reach 86 Count...Marketo
In today’s global marketplace, buyers expect personalized journeys in their native language to guide them through the purchase process. To meet this requirement, vendors need global marketing systems and strategies that deliver dynamic and engaging content across multiple channels with speed and significant scale.
Join Charles Eichenbaum, Director of Marketing Technology at Microsoft, to hear Microsoft’s digital marketing transformation story and how they use Marketo and Cloudwords to speed time to market for global campaigns and localized content.
inBIZZness Magazine April Issue #1 Final with QR for Print.pdfManny Sarmiento
Welcome to inBIZZness Magazine, the ultimate source of information for all things marketing, social media, SEO, ChatGPT, AI, and other business-related articles. Our magazine is designed to provide practical, in-depth analysis, expert opinions, and industry insights to help business owners and professionals stay ahead of the competition.
We work tirelessly to bring you the latest trends, best practices, and real-world case studies from the world of business. Whether you are looking to improve your digital marketing strategy, optimize your website for search engines, or implement the latest AI technologies, our magazine has got you covered. In addition to our informative articles, we also feature interviews with industry leaders and experts, giving you exclusive insights into their success stories, strategies, and best practices. We also provide our readers with comprehensive guides, tutorials, and how-to articles, making it easy for you to implement the latest business trends...
Automating your Conversions with Marketing AutomationEffin Amazing
Find Webinar on Deman Here: http://utm.io/ub6Vx
With 6,000+ tools to choose from, marketers are experiencing a "Stackapocalypse." Cut through the nightmare of choice with our ultimate growth marketing stack, proven to work seamlessly together to turn leads into conversions at scale.
In this webinar Effin Amazing CEO, Dan McGaw, will be sharing his ultimate marketing technology stack which has been proven to turn leads into conversions at scale. Whether you’re currently evaluating your stack or just looking to add a new tool to the mix, we think this webinar will be helpful.
In this webinar you’ll learn:
- How to integrate your stack for maximum marketing impact and minimum effort
- Stack use cases including data enrichment, lead scoring, and workflow automation
- The tool stack that drove record-breaking growth for Effin Amazing
A Guide to Sales and Marketing Messaging Alignment with WittyParrotWittyParrot
A guide to align the sales and marketing messaging and content reuse. It also covers certain vital points including capturing, managing, maintaining, reusing and sharing messaging components.
Track SEO issues and improve your website's visibility in search engines. Have fun and make money with BizSuiteAi's ChatGPT 4 Tech! Start a 6-figure business now with just a few clicks! Use BizSuiteAi commercial license to offer popular services and earn money Start a profitable business. This can be a great side income for your core business. Sell content and other digital marketing services at a premium to generate a large monthly salary.
InnovationFundXpo is the world's 1st all-in-1 entrepreneur expo marketplace with built-in marketing automation, and online training.
www.innovationfundxpo.com
Driving Results through Advertising for an ABM StrategyDemandbase
Featuring Sarah Nels
Sr. Manager, Campaign Strategy, Demandbase
Advertising is a critical element of your Account-Based Marketing strategy as a way to deliver targeted communication to specific companies. Strategic campaigns can focus on net-new prospects, competitive conquesting, customer rentention and upsell, driving deeper engagement from your key accounts and more. If you’re ready to leverage digital advertising as part of your ABM strategy, join this workshop to learn how to:
Create specific digital advertising strategies that support your Marketing Department’s needs
Leverage target account list segments to drive results across the funnel
Measure the impact of putting the right message in front of the right company at the right time
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Enhancing a Luxury Furniture E-commerce Store with Expert Shopify ManagementSunTec India
SunTec India's expertise in Shopify store management has been a game-changer for a luxury furniture e-commerce business. Through meticulous optimization of product listings, strategic SEO practices, and an enhanced user experience, this case study details the successful outcomes of their collaboration, including increased traffic, higher conversion rates, and stronger brand presence.
Read more- https://shorturl.at/yl3MU
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Traditional Store Audits are Outdated: A New Approach to Protecting Your Bran...
How to Squeeze More Demand Gen, Sales Enablement & ABM Juice Out of Your Marketing Content
1. How to Squeeze More Demand Gen, Sales Enablement
& ABM Juice Out of Your Marketing Content
And how Allocadia did it
Randy Frisch
President & CMO,
Uberflip
Matt Davis
Director, Content and
Digital Marketing,
Allocadia
2. Randy Frisch
President & CMO
@Uberflip
@randyfrisch
Matt Davis
Director, Content and
Digital Marketing,
@Allocadia
4. Marketers are under more pressure than ever before.
BUT WE LACK INFRASTRUCTURE
TO CREATE, TAILOR AND CONTROL
CONTENT EXPERIENCES.
5. THE STATUS QUO
Limited ability to optimize -
sacrificing conversation and
engagement
PAINFUL
PROCESSES
NOT
SCALABLE
HOMOGENOUS
EXPERIENCE
LIMITED
CONTENT ROI
Long redesigns, project
management and IT
bottlenecks
Difficult to create multiple
experiences for other use cases.
Spending major dollars to send
people to the same experience.
6. EVOLVE & ADAPT
Gain the control to manage and
optimize experiences for your
goals.
BECOME
AGILE
SCALE YOUR
CONTENT
CUSTOMIZE
EXPERIENCES
GAIN
CONTROL
Move quickly and avoid
cumbersome processes and
bottlenecks.
Leverage content marketing
across the entire buyer journey.
Tailor experiences for different use
cases, buyers and audience
segments.
31. What kind of tech?
Intranet? Sharepoint?
Custom-built content
gallery for wordpress?
32. What kind of tech?
Intranet? Sharepoint?
Custom-built content
gallery for wordpress?
Sales enablement tool?
33. Content gallery
for our website
Why Uberflip?
Sales
enablement tool
Better solution for
landing pages
Replacing our
Wordpress blog
Integration with
our tech stack,
especially
Marketo
Great metrics
35. Adding content to
Uberflip, organizing,
tagging
Rollout
Marketo plumbing & forms Other integrations
Migrating
the blog
Training the
Marketing team Cutover
Training the
Sales team
1 2 3
4 5 6 7
58. First 6 months – By the Numbers
11,300 24,300 2,660
400+
customized sales
streams created by our
SDR and Sales teams
130%
unique visitors
to the hub
page views
of content
Flipbook views
(PDFs)
content pieces
in the hub
MQL target
achievement
last 2 Q’s
700+
59.
60. Stop the presses
My tips for anyone looking
to solve a similar set of business pains
1
Document your
documents
Sell to Sales
2 3
A little about myself, I’m with Allocadia, based up in Vancouver, a company of about 90 employees
When I’m at a party and people ask me what my job is, sometimes I say that I market marketing software to marketers.
And usually that’s the end of that conversation.
But that is actually what I do.
Specifically, I handle our content and digital marketing efforts.
And as for what Allocadia does…
We see that there are two sides to a marketer’s job … run and do.
The Do side of marketing is what this conference is mostly about — tactics and strategies to help you attract acquire and retain customers. And that’s what Marketo helps you with.
But there’s also the Run side… that’s where Allocadia focuses.
All together we call the run side Marketing Performance Management, or MPM
We are building the category of MPM, and also becoming the leaders in it.
So like I said, we market to marketers, and typically these are our buying teams.
So it’s obviously a B2B sale. We sell into the enterprise with about a 6 months average sales cycle.
We have a small marketing team, but reasonably large content library… certainly enough to have a pain around how best to serve it up.
Content is especially important to us. Why?
-- it touches nearly everything we do in marketing; with the possible exception of live events, all of our marketing channels revolve around content.
-- and content plays a big role in the sales cycle, too. We’re trying to build a new category…so we have to educate the market before selling, and we primarily use content to do that.
Our marketing tech Stack…Marketo is at the centre of what we call the “Do” side.
And as you can see, Uberflip is right there in our “content creation & delivery” category.
Setting the stage…
It’s summer 2016 [references…]
The Rio olympics have just happened.
Pokemon Go is super hot.
America has a very different kind of president.
But unrelated to these things, the Allocadia marketing team is experiencing some pains.
To set the stage...
The Rio olympics have just happened.
Pokemon Go is super hot.
America has a very different kind of president.
But unrelated to these things, the Allocadia marketing team is experiencing some pains.
In my mind, there are two different kinds of pains.
You’ve got acute business pains, the kind that make you stop everything and put out those fires. And then there are the kind of business pains that aren’t quite so obvious. On the surface, they don’t seem all that painful. But they can actually be pretty insidious.
But they build upon each other, and when you really sit down to analyze these pains, you have a real barrier to growth. And that second type of pain is what led us to seek out a technology like Uberflip.
I would say without a doubt that these pains were a barrier to our sales growth. And that’s why we had to do something about it.
First… is the way we were serving up content on our website.
This was our Resource page.
A stock part of the wordpress theme we were using at the time.
It was pretty limited… the only way to control which things were shown on the page was by manipulating the date manually in wordpress.
You could filter based on type, but that was it.
But nobody ever comes to your website to say hmmm, “what eBooks do you have”.
So this was a big problem, because tons of our content was just dying on the vine. And as the person creating all this stuff, that made me sad.
Second, our landing pages.
Like a lot of B2B organizations, we use landing pages as a lead gen tool, gating our high value pieces of content like ebooks and webinar recordings.
But we found they were a source of friction.
Super typical.
We sent visitors to a separate page off our normal website, built and hosted by Marketo, with a Marketo form.
The pains here are that even with a killer set of templates and tokens, which we do have, it still takes time to build this stuff. Creating artwork, setting up the page, creating tons of variants etc.
Also, just from a user experience perspective… it’s very much a different experience than the rest of our site. And folks can’t really see what they’re getting, except for the picture of the fake book.
And finally, the delivery of the asset is awkward too – once I fill out the form (and by the way I have to fill it out for each and every new thing I publication I want to download), I get taken to a thank you page… (and by the way that’s typically just the same URL with thank-you , pretty easy to guess) and on that page, I have to download a PDF, which again is separate from the website that brought me here in the first place.
And third, we had a pain around how to serve up content internally.
This was actually the biggest, hardest to solve pain: how best to get content into the right hands of our sales team, at the right time. In a way that’s relevant to them.
The best way I can sum it up was, there was a disconnect between sales and marketing on content.
We found that as the amount of content we were producing grew, it wasn’t at all obvious to the sales team where to find it, when to use it, how to use it, etc.
[anecdote about silly questions of the sales team]
But to find our stuff, they had to either wade through that resources page that I showed you and then go to a form on a Marketo landing page, just like a prospect would do… or find a random loose PDF on a folder on our shared drives… or find it in our internal wiki, which as you can see is really not designed for quick, painless discovery of content. This page is a wall of text, and as we all know, salespeople hate text!
I’ll be honest, it took me a while to realize the seriousness of this problem. I was a marketing guy, and I was producing a lot of this stuff. So to me it seemed painfully obvious what content we had, were to find it, and how it should be used. I also gave everyone the benefit of the doubt that they actually *read* all of our content.
But salespeople have a stressful job. They need quick, ready, access to our content. We can’t expect them to retain a mental map of all the content we have. It has to be just as well presented to our internal customers as it does to our external ones.
This pain sounds like such a small thing. But it’s HUUUUGE. I’ve never not seen this problem at any organization I’ve been at.
As a content creator, I always thought making content was all I had to do. But it isn’t, that’s just one part of the story.
The content experience matters.
We really didn’t have a business pain around lack of content… we just needed our content to do more. We needed to squeeze more juice out of it.
Which kind of tech would make the biggest difference?
Was tech even the answer?
Which kind of tech would make the biggest difference?
Was tech even the answer?
Which kind of tech would make the biggest difference?
Was tech even the answer?
Which kind of tech would make the biggest difference?
Was tech even the answer?
Which kind of tech would make the biggest difference?
Was tech even the answer?
These were the 6 most important things to us. Uberflip checked all my boxes.
I had known about Uberflip for a while, but it clicked for me during a case study at Summit 2016 by Blackbaud software… in fact, basically last year’s version of this exact presentation.
So what exactly is Uberflip?
It’s a gallery, a method of serving up content, a CMS, and also a simple page creator. And it helps you measure the effectiveness of your content.
It’s really hard to express all these things at once until you see it.
It’s a bit of a swiss army knife for content.
But after going through a few demos and asking TONS of questions to Uberflip sales team, I was satisfied that it could do what it said, and solve the pains I hoped it could solve.
These were the 7 steps that we went through to get up and running on Uberflip.
I did this all largely solo, with some help from our marketing ops team, in about 2.5 months, very part time, in addition to my normal job.
The uberflip team was a great help, like really fantastic.
[go into more detail??]
Example of how your Marketo plumbing has to change…. Adjusting your flow steps and smart lists and all that jazz
Here’s where I had some great help from our marketing ops team.
Uberflip has a simple, yet powerful integration with Marketo letting us leverage the power of Uberflip's CTAs for lead generation. We can easily place forms across our Hub and use them to quickly create landing pages and gate premium content. These forms directly connect with Marketo, passing lead information over and adding leads to designated Marketo lists. The Marketo integration also allowed us to easily add the Marketo cookie to each page of our Hub, letting us track known user activity and content engagement. We can continue to build on the quality of our leads using progressive profiling and track their engagement over time, helping us drive more leads and trigger effective follow up campaigns.
All very plug and play.
From the perspective of Marketo and GA, Uberflip just becomes part of your website.
So here I’ll give you a tour of how things work for us now, after implementing Uberflip.
With Uberflip, we were able to get more value out of our existing content in a whole bunch of ways, some small, some large, but they basically fall into 3 categories
Demand Gen, Sales Enablement, ABM
With Uberflip, we were able to get more value out of our existing content in a whole bunch of ways, some small, some large, but they basically fall into 3 categories
Demand Gen, Sales Enablement, ABM
Demand Gen Juice: our resource centre: content.allocadia.com
Organized, categorized all these different ways. Topic, type, audience, and more.
We can pick what to feature, not just the newest thing
Header is styled to fit in with website
Killer search feature, for the first time a single search looks at all of our content, including the blog and eBooks, and all of its contents
Just looks better… looks like Pinterest. We can also embed these tiles on our website, or even in email.
The Blog…
We migrated the blog. Now Uberflip operates it instead of wordpress.
Here’s a zoom in on the categories we have set up… the same content can be shown under multiple categories.
It seems like such a simple thing, but it’s made such a big difference.
Visitors can find what they’re looking for so much more easily, and we have super granular control over what’s shown where.
But equally importantly, so can salespeople!
So now I’ll show you some of my favorite things about the way Uberflip works.
This is how I felt after moving over to Uberflip from a really limiting setup in Wordpress.
It’s all about the little things that just enhance the experience
For example, Uberflip adds this little box in the bottom right corner to guide people to the next article…
Or a “more resources” area at the bottom of the page, featuring more items from the same category.
Having one piece of content featured, bigger than all the rest
You can subtly add calls to action amongst your content
Demand Gen Juice: a sample landing page
Talk about big reduction of effort … all we have to do to create a landing page is upload the PDF and apply one of these forms.
Totally reducing the load on your marketing ops function. So simple, even a content person can set it up.
These forms, by the way, mimic the way we used to do them in Marketo exactly, we haven’t lost any functionality at all.
—-
This is a special content galleries, fantastic for specific demand gen campaigns.So these ones are publicly accessible, but they’ve got a special campaign header and just feature a small selection of stuff. Like a microsite.
--
A big part of sales enablement juice was just the resource centre I already showed you… as useful for Salespeople as it is for a prospect.
No need for a separate internal gallery for salespeople. They can find it just like a member of the public can. And since those forms are a one-and-done all-access pass, they’re not going to get annoyed by everything being gated. They just fill in the form once and that’ sit.
Sales Streams… this is where we take sales enablement to the next level.
you can spin up these mini galleries of content
you get that sexy URL
nothing inside here is gated
no distractions, non-overwhelming
highly customized, the content is chosen for the person
very personal, you have a custom message from the sales rep
It’s now SOP with our sales team to follow up on their conversations with a customized bundle of content. So they just got off the phone with a prospect, that person is specifically interested in products X and Y, so that’s what they include.
And the URL stays the same, content can be added over time.
Or you could use these for internal purposes too, whenever you need to bundle up some content for a particular purpose.
New employee orientation, releasing a new product, etc.
We’ve even used them at the executive level as a leave-behind for meetings.
It’s a lot better than a bunch of loose PDFs.
And in this particular one, we’re also including customer quotes in the mix.
These sales streams become a powerful tool in the hands of our SDR team, too. That’s how we get some ABM Juice.
This is a real screenshot, it was the Sales Stream our SDR Mick used to start a conversation with the CMO of Frito-Lay, which led to a six figure opportunity.
You can crank out production of these things according to how your ABM strategy works.
Super selective cherry picking of content for your top tier, maybe even custom content.
Then maybe for your next tier down, maybe you develop templates by industry and just clone them.
Together, our Sales and SDR teams have created over 700 of these for prospects over the last 6 months.
These sales streams have become one of the main pillars of our ABM strategy.
Here’s a tip one of our Ops pros figured out to give our SDR team more visibility…
Just make sure the team always puts a common word in when they’re defining the URL of their streams. Like for example frito-lay-selections
Then every morning Marketo sends a report on pages that contain the word selections, so the team can see which of their Streams got viewed the day before.
Even if the person you’ve sent it to isn’t yet in your Marketo database.
These numbers are just so you can get a sense of the scale of what we’re doing.
I can't offer a specific comparison to the previous method because it was really hard to measure our content in isolation. Once you send someone to a pDF to download, that's it... you can't tell whether they read it or not, you just kind of say here it is.
Whereas you get all kinds of great metrics with uberflip, even at the individual item level.
But just anecdotally, this is definitely an improvement for us.
I mentioned the problem of content going to waste… now so much more of our content is going to a good home!
Assuming you’re going to use technology to tackle this set of business pains like we did… Stop the presses if you have to. If you’re a content marketing manager looking to bring it a system like this, consider that your existing body of content might be OK, you just need to squeeze more juice out of it. And if, like me, you’re also the person actually setting up the system, ask for permission to stop making content for a couple months as you implement this instead.
Document your documents. Every piece of content, it’s former URL, its new URL, any 301 redirects, etc. Get extremely tight on tagging, categories, etc. Trust me, it’ll help you later. There are a lot of moving parts.
Sell to sales. Your marketing team will love it, that’s an easy sell. Sales team: show them super tangible examples using their real faces and aspirational prospect names (Luke / AirBnB). Train them live. I told them it was coming, teased it, then held a session to train them. Follow up with them all the time. Check in on what they’re building and how their prospects are responding.
Enlist your SDR team… keen for a tool, grateful for a focal point. Train them separately because their needs are slightly different. Then pick one or two SDR Uberflip champions (Mick) and show the rest of the team how it’s done.
#1 recommendation:
You probably don’t have a not-enough-content problem. You may have the wrong content, but it’s probably about having more accessible content. A better content experience.
This matters almost as much as the content itself. You probably have enough content. Just squeeze more juice out of it.