Uberflip is the backbone of Blackbaud’s content amplification strategy and the online hub for all of its thought leadership content. The company also integrates social media feeds and its user conference content to add personality to the site. Blackbaud’s partnership with Uberflip has allowed it to optimize its monthly lead and demand generation activities. Check out this presentation to learn how easy integration with Marketo marketing automation enables Blackbaud to drive prospects from its email campaigns directly to its Hub and to track interactions once prospects are on the site.

1. @yostar
HOW BLACKBAUD BOOSTED
LEAD GENERATION THROUGH
THEIR CONTENT EXPERIENCE
Andria Mullaney
Sr. Digital Marketing
Manager, Blackbaud
Yoav Schwartz
Co-founder & CEO,
Uberflip

2. What do you think
of when I say
Resource Center?

3. GRAVEYARD

4. Doesn’t have
to be that way!

5. It’s the content, stupid.“

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The Content Marketing Process is a Cycle
CREATION DISTRIBUTION INSIGHTS

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The Content Marketing Process is a Cycle
CREATION DISTRIBUTION INSIGHTS

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The 4 Pillars of Content Marketing
CREATION DISTRIBUTION INSIGHTSEXPERIENCE

12. 7 elements of a kick ass

13.  Easy to browse your content
 Easy to navigate (menu structure)
 Easy to find stuff (search ability)
1. MAKE IT EASY

14.  Learn from Ikea!
 Where should people go next?
 Recommended content
 Call-to-actions
2. CREATE AN
ENGAGEMENT PATH

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 No distinct call to action
 No recommended content
 Nowhere to subscribe
 No images or videos
 No links to learn more
AVOID THIS!

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Call to action
Recommend
contentUseful image
Discoverable
Easy to Share

17. 3. INCLUDE
 Dynamic
 Contextual
CALL-TO-ACTIONS

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20. 4. PERSONALIZE
THE EXPERIENCE

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Generic

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Tailored

23. 5. OPTIMIZE
PREMIUM CONTENT

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Should I gate it,
or gift it?

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What is
your goal?
More leads
Increase
awareness
and reach
Is the content
high value?
Yes!
Not gated No
No
Do you have a
large enough
audience?
Yes! Gated content
Create
content

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HOW TO GATE CONTENT:
2 APPROACHES
(1) LANDING
PAGES
(2) OVERLAY
CTAs

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A few examples:
LANDING PAGES

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Only two fields
(higher conversion?)

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Number of fields
weeds out “fake”
leads
Images
Responsive
Descriptive
(highlighting the value
and explaining the
purpose)
Clear call-to-action

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Smart fields and
Progressive
Profiling

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A few examples:
OVERLAY CTAs

32. Limited fields
(using progressive profiling)
ResponsiveCompelling
messaging
Eliminating steps

36. 6. TRACK
& MEASURE
PERFORMANCE
 Establish benchmarks
 Align key metrics with goals
 Iterate based on results
 Testing can make a huge impact…

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Landing Page

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Landing Page CTA Overlay

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250% increase in conversion
Landing Page CTA Overlay

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250% increase in conversion
Landing Page CTA Overlay

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7.YOUR MARKETING
ECOSYSTEM
Think of your Marketing Stack as an integrated system of
tools. It should work together to provide a seamless
experience for your audience and your team.

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43. Ok, so how do you choose?

44. introducing...
grademystack.com

45. Uberflip’s Stack on

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KEY TAKEAWAYS
 Make it Easy
 Create an Engagement Path
 Keep CTAs Contextual
 Tailor Content
 Optimize Premium Content
 Track and Measure Performance
 Create a Marketing Ecosystem

47. How Blackbaud Boosted
Lead Generation by 740%
Through Their Content Experience

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• A proven market leader with more than 35,000 satisfied customers today
• Solving for the needs of the philanthropic market for over 30 years
Exclusively serving the philanthropic market

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• We market 10+ products to private schools.
• We target multiple buyers within a school with
different messages.
• “The holy grail” - our products helps connect the
entire school: Fundraising, Admissions, Marketing,
Academics, Learning and more.
• Our prospects and customers are Internet savvy.
• We needed a better way for schools to experience
our diverse content mix online and move them
through the funnel to generate leads.
A Look at the
K-12 Private
School Vertical

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We’re a Content Creation Engine
Thought Leadership Content
Product Content
Sales Enablement Content

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We needed a better
way to manage our
content assets and
reach our busy school
audience.
Blog Posts
Videos, Recorded Webinars &
Upcoming Events
Infographics
Podcasts
eBooks, White Papers & Tip
Sheets
Product Datasheets
Customer Stories & Slide Decks

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The Second Pillar: Experience

54. Custom
Build?
Content
Experience
Platform?

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Uberflip has given us a
Central,
Optimized,
Experiential
Hub for all of
our Content
Why does that matter?
Increased Return Visitors
Improved Lead Nurturing
Empowers Marketing Team
Increased Time on Page
Increased Content Engagement
Reduced Outbound Traffic
Empowers Sales Team
Increased # of Downloads
Keeps Leads Moving Through the Funnel
Increased Lead Conversion
Built Better Lead Profiles
Increased # Page Views

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Experience: Management
Content Organized by Type AND Topic

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Experience: Management
Marketing, Communications
and Content Management

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Experience: Engagement
Our Content Hub
k12hub.blackbaud.com

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Experience: Engagement
+
+
+
+
Powerful Engagement Points
+
+
+
+
+
+
+

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Experience: Engagement
Content
By Author

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Experience: Lead Generation
Content Gating That Doesn’t Disrupt the Experience

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Enabling Sales with Easily Accessible Content
This has proved to be a powerful way to educate and nurture potential
customers and expedite the sales cycle.
Customer Story Blog Post & Video Blog Post Product Datasheet
Experience: Sales Enablement

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Annual User
Conference
Uberflip and Blackbaud Use Cases: Events & Webinars

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Upcoming Events & Webinars
Uberflip and Blackbaud Use Cases: Events & Webinars

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Advisory Board
Uberflip and Blackbaud Use Cases: Advisory Board

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Uberflip and Blackbaud Use Cases: Ecosystem

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Insights: Knowing What’s Working & What’s Not

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Results Since Launch (11.20.15)
3 Weeks
Launched
New Hub
1,000+
Pieces of Content
Migrated
& Sorted
740%
Marketing Qualified
Leads Increased

69. Blackbaud’s Stack on

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“Uberflip’s onboarding process and customer
success team blew me away! I was amazed at
the personal dedication and partnership our
launch was given.
I felt like we were Uberflip’s only client”
Onboarding with a World-Class Team

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“This was a great experience. I watched a video in
your hub mentioned in a K–12 email. Within
seconds a follow-up email arrived connecting me
even more with your products.
… Is this something we could set up at Hackley?”
From a Blackbaud Customer
- Waits May, Hackley School

72. Thank You!