This document discusses how to personalize content experiences at scale. It recommends auditing existing content, creating personalized content experiences for different audiences, and personalizing content delivery across different channels. Specifically, it suggests tagging content by topics, personas, accounts etc. to organize it better. It also advises marketers to build initial personalized content streams for key accounts or segments. The document then provides examples of how to personalize content delivery via paid, email, social, sales and organic channels. It emphasizes that personalizing content at scale requires the right mix of content for audiences delivered at the right time.

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

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What is a
content experience?

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Nostalgic? Yes!
Workable? No

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People increasingly expect a
personalized experience.
The
Effect

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What do we
expect today?

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Curated lists

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Content by topic

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Tailored to
expectations

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AI-powered
streams

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Share with key
contacts

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Has more than
100 million users
& 30 million songs

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What does this mean
for marketers?

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

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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?

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buyers weighing in
and ABM is on the rise6.8 —Gartner (CEB)
What does this mean for marketers?

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The average number of assets
downloaded before making a
purchasing decision7.0 — IDG 2017 Customer Engagement Research
What does this mean for marketers?

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more sales opportunities
when leads are nurtured with personalized
content20% —Demand Gen Report
What does this mean for marketers?

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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

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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.

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— 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 need to be DJs

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A B2B Marketer’s ability
to remix the right content
makes or breaks the
CONTENT EXPERIENCE

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

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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

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Audit your content
Create your experiences
Personalize the delivery
1
2
3
How to
remix your
content
experience

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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
Audit Your Content1

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How we did it How you could do it1

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Audit your content
Create your
experiences
Personalize the delivery
1
2
3

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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 Your Experiences2

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Your Content
A simple view of content we create
Create Your Experiences2

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Your Content
Top of the
Funnel
Middle of the
Funnel
Bottom of the
Funnel
Some get to this point...
Let’s focus here today
Create Your Experiences22

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By Topic By Type
But most people stop somewhere like this...
Create Your Experiences
Your Content
Top of the
Funnel
Middle of the
Funnel
Bottom of the
Funnel
2

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

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Create Your Experiences2

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Create Your Experiences2

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Create Your Experiences2

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Audit your content
Create your experiences
Personalize the
delivery
1
2
3

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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

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

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

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

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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!

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

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● 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
+

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Key Takeaways
Personalizing Content at Scale:
Audit Your Content
Create Your Experiences
Personalize the Delivery
1
2
3

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Randy Frisch
CMO & Co-Founder at Uberflip
@randyfrisch
ubrflp.in/randyfrisch
conex.uberflip.com