Persuading Prospects Through Personalization

•

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Uberflip

Uberflip's President and CMO Randy Frisch discusses how to persuade prospects through personalization.

Marketing

PERSUADING PROSPECTS
THROUGH
PERSONALIZATION
#CONEX
Randy Frisch
CMO & Co-Founder at Uberflip

@uberflip | #conex
The way we experience
content matters!

@uberflip | #conex
What is a
Content Experience?

A content experience occurs
wherever and whenever anyone
encounters your content.
What is Content Experience?
@uberflip | #conex

@uberflip | #conex
ENVIRONMENT
Placement
Design
Display
Visual aesthetics
STRUCTURE ENGAGEMENT
Personalization
Relevance
Consistency
Contextual CTAs
Organization
Navigation
Tagging
Curation
What is Content Experience?

@uberflip | #conex
What is Content Experience?

@uberflip | #conex
People increasingly expect a
personalized experience.
The
Effect

@uberflip | #conex
What do we
expect today?

@uberflip | #conex
Tailored to
expectations

@uberflip | #conex
Has more than
100 million users
& 30 million songs

@uberflip | #conex
What does this mean
for marketers?

@uberflip | #conex
Marketers need to
align their marketing journeys
with consumer expectations.

CMA Pipecon
buyers weighing in
and ABM is on the rise6.8 —Gartner (CEB)
What does this mean for marketers?
@uberflip | #conex

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

@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

@uberflip | #conex
What does this mean for marketers?
of content churned out by B2B marketing
departments today sits unused.
60–70% — 2014 SiriusDecisions

@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

@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

@uberflip | #conex
Our traditional
approach
doesn’t scale

Awareness
Engagement
Consideration
Decision
Advocacy
Content experiences
occur at every stage of
your funnel.
What is Content Experience?

Customer Marketing
Sales Enablement
Demand Generation
Content Marketing
Account Based Marketing
Awareness
Engagement
Consideration
Decision
Advocacy

Knowledge Base
Sales Collateral
Nurture Campaigns
Resource Centre
ABM Landing Pages
Awareness
Engagement
Consideration
Decision
Advocacy

Phone Outreach
Targeted Ad Campaigns
Event Marketing
Content Marketing
Personalized Email/Social Outreach
@uberflip | #conex
Requires
Content

CMA Pipecon #conex@uberflip | #conex
149x
more conversions for
our one-to-one ads

CMA Pipecon #conex@uberflip | #conex
Why now?
The perfect storm slide.
Why Now? The Perfect Storm Is Upon Us
#INBOUND
MANAGE, ENGAGE, CONVERT LEADS
Marketer-driven persona and
topic based personalization
#SMARKETING
MARKETING & SALES ALIGNMENT
Marketer/BDR/SDR driven
prospect personalization
#ABM
ENGAGE KEY ACCOUNTS
Marketer/data driven account-
based personalization
#AI
CONTENT RECOMMENDATIONS
AI/ML/NLP, intent data driven
personalization

@uberflip | #conex
Personalizing Content at Scale:
Aggregate your Content
Organize your Content
Personalize your Experiences
Distribute your Marketing
Generate Results
1
2
3
4
5

Randy Frisch
CMO & Co-Founder at Uberflip
@randyfrisch
ubrflp.in/randyfrisch
conex.uberflip.com
GET $300 OFF A FULL CONFERENCE PASS WHEN
YOU REGISTER WITH PROMO CODE
FRIRAN300 BEFORE JULY 15

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Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM SEO SMO SMM 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 Gokila digital marketer Coimbatore

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Persuading Prospects Through Personalization

1. PERSUADING PROSPECTS THROUGH PERSONALIZATION #CONEX Randy Frisch CMO & Co-Founder at Uberflip

2. @uberflip | #conex The way we experience content matters!

3. @uberflip | #conex What is a Content Experience?

4. A content experience occurs wherever and whenever anyone encounters your content. What is Content Experience? @uberflip | #conex

5. @uberflip | #conex ENVIRONMENT Placement Design Display Visual aesthetics STRUCTURE ENGAGEMENT Personalization Relevance Consistency Contextual CTAs Organization Navigation Tagging Curation What is Content Experience?

6. @uberflip | #conex What is Content Experience?

7. @uberflip | #conex

8. @uberflip | #conex

9. @uberflip | #conex People increasingly expect a personalized experience. The Effect

10. @uberflip | #conex What do we expect today?

11. @uberflip | #conex Curated lists

12. @uberflip | #conex Content by topic

13. @uberflip | #conex Tailored to expectations

14. @uberflip | #conex AI Powered Streams

15. @uberflip | #conex Has more than 100 million users & 30 million songs

16. @uberflip | #conex What does this mean for marketers?

17. @uberflip | #conex

18. @uberflip | #conex Marketers need to align their marketing journeys with consumer expectations.

19. CMA Pipecon buyers weighing in and ABM is on the rise6.8 —Gartner (CEB) What does this mean for marketers? @uberflip | #conex

20. 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

21. @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

22. @uberflip | #conex What does this mean for marketers? of content churned out by B2B marketing departments today sits unused. 60–70% — 2014 SiriusDecisions

23. CMA Pipecon

24. CMA Pipecon

25. @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

26. @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

27. @uberflip | #conex Our traditional approach doesn’t scale

28. Awareness Engagement Consideration Decision Advocacy Content experiences occur at every stage of your funnel. What is Content Experience?

29. Customer Marketing Sales Enablement Demand Generation Content Marketing Account Based Marketing Awareness Engagement Consideration Decision Advocacy

30. Knowledge Base Sales Collateral Nurture Campaigns Resource Centre ABM Landing Pages Awareness Engagement Consideration Decision Advocacy

31.

32. @uberflip | #conex

33. Phone Outreach Targeted Ad Campaigns Event Marketing Content Marketing Personalized Email/Social Outreach @uberflip | #conex Requires Content

34. CMA Pipecon

35. CMA Pipecon #conex@uberflip | #conex

36. CMA Pipecon #conex@uberflip | #conex

37. CMA Pipecon #conex@uberflip | #conex

38. CMA Pipecon #conex@uberflip | #conex

39. CMA Pipecon #conex@uberflip | #conex

40. CMA Pipecon #conex@uberflip | #conex 149x more conversions for our one-to-one ads

41. CMA Pipecon #conex@uberflip | #conex

42. CMA Pipecon #conex@uberflip | #conex Why now? The perfect storm slide. Why Now? The Perfect Storm Is Upon Us #INBOUND MANAGE, ENGAGE, CONVERT LEADS Marketer-driven persona and topic based personalization #SMARKETING MARKETING & SALES ALIGNMENT Marketer/BDR/SDR driven prospect personalization #ABM ENGAGE KEY ACCOUNTS Marketer/data driven account- based personalization #AI CONTENT RECOMMENDATIONS AI/ML/NLP, intent data driven personalization

43. @uberflip | #conex Personalizing Content at Scale: Aggregate your Content Organize your Content Personalize your Experiences Distribute your Marketing Generate Results 1 2 3 4 5

44. Randy Frisch CMO & Co-Founder at Uberflip @randyfrisch ubrflp.in/randyfrisch conex.uberflip.com GET $300 OFF A FULL CONFERENCE PASS WHEN YOU REGISTER WITH PROMO CODE FRIRAN300 BEFORE JULY 15

Editor's Notes

Doesn’t need to change.
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.
Doesn’t need to change.
Doesn’t need to change.
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
Add — Mary Meeker Stat. /cc Quentin
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.
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
Stop investing in writing more content, and start investing in the experience in which your content is leveraged
randy
I think this slide looks fine, but open to any design changes you think are necessary.
Looking for some help here to add custom icons to each category on the left and any other suggested design changes.
Looking for some help here to add custom icons to each category on the left and any other suggested design changes.
Looking for some help here to add custom icons to each category on the left and any other suggested design changes.
Overwhelmed marketer
I think this slide looks fine, but open to any design changes you think are necessary. Adjust arrow to reflect engage for all tactics listed
Final slide

Persuading Prospects Through Personalization

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Editor's Notes