By delivering a framework and real-life examples, this session will demonstrate how B2B marketers are increasingly taking ownership of the end-to-end content experience, expanding beyond initial acquisition to sales enablement and ABM. This session will arm you with the foundations to deliver greater personalization and memorable content experiences for ABM campaigns– at scale!

1. PERSONALIZING ABM CONTENT EXPERIENCES AT SCALE
Randy Frisch
Co-Founder, CMO & President, Uberflip

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

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CHOREOGRAPH
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

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of content churned out by B2B
marketing departments today
sits unused.
60–70%
— SiriusDecisions

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A BIG YEAR FOR
CONTENT EXPERIENCE

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Content
Creation
Software
Content
Distribution
Software
Content
Experience
Software

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BUT DOES IT REALLY MATTER?

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IF A TREE FALLS IN THE FOREST...
DOES IT MAKE A SOUND?

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IT MAKES A SOUND

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IF WE WAIT TIL Q4 TO FOCUS
ON CONTENT EXPERIENCE…
IT MAKES A SOUND!

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IS YOUR CONTENT
EXPERIENCE WINNING
OR LOSING YOU DEALS?

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HOW DO WE NAIL
A GREAT CONTENT
EXPERIENCE?
ENVIRONMENT
STRUCTURE
ENGAGEMENT

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ENVIRONMENT
Placement Design
Display
Visual
aesthetics

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Organization Navigation
Tagging Curation
STRUCTURE

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ENGAGEMENT
Personalization Relevance
Consistency
Contextual
CTAs

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Source: Internet Trends 2018 Report - Mary Meeker, Kleiner Perkins

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MARKETING & SALES NEED TO ALIGN
THE BUYERJOURNEY
WITH CONSUMER EXPECTATIONS

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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
STRATEGIES
Demand Generation
ABM
Sales Enablement
Inbound

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CONTENT
BRINGS THESE
MARKETING
STRATEGIES
TO LIFE.
Demand Generation
ABM
Sales Enablement
Inbound
DRIVEN BY CONTENT

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THINK OF CONTENT AS A FUNNEL
OR EMAIL NURTURE

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CONTENT EXPERIENCE FRAMEWORK

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NEED CONTROL OVER ENVIRONMENT

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TAGGING STRUCTURE

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ACCOUNT
BASED
MARKETING

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ACCOUNT
BASED SELLING

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ACCOUNT
BASED
SELLING

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$100,000 IN PIPELINE FROM
ONE EMAIL NURTURE

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CONTENT INFLUENCED PIPELINE
AND REVENUE

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SALES STAGE
Content and Campaigns

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Seattle
San Jose
Austin
Atlanta
Chicago
Toronto
New York Boston
San Francisco
Las Vegas
San Diego
Cleveland
Washington
CONTENT EXPERIENCE
IS A GROWING MOVEMENT
Being here is the beginning

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BUT WHO OWNS THE
CONTENT EXPERIENCE?

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Answer:
Everybody has a stake in
implementing the Content
Experience Framework.

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EVERY PIECE OF
CONTENT REALLY DOES
HAVE AN EXPERIENCE.

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Influence of Marketing
Roles on Content
Experience

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CONTENT EXPERIENCE MANAGER

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Does investing in
content experience
make a difference?

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EVIDENCE ‘THIS’ MATTERS
Conversions on
Gated Content
+7x
Increase in Engagement
+60%+8x
Your Content
Reach

53. 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!”
“

54. RANDY FRISCH | @RandyFrisch

55. THANK YOU

56. ANNOUNCEMENTS KEYNOTES
3:45 PM – 5:15 PM
EVENING RECEPTION
5:15 PM – 7:15 PM