Persuading Prospects Through Personalization
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Your customers live in a world of Spotify and Netflix. The expectation of personalized content experiences has been set. If you're like 2 in 3 marketers, you recognize that personalizing content is critical, but you also know it's damn hard to do-harder still as you scale to thousands of prospects. Aligning the buyer's journey to customers' growing appetite for personalized experiences is easier said than done-or is it? Randy Frisch, President and CMO at Uberflip, presents an actionable framework for persuading prospects through the power of personalized content experiences for your top B2B marketing strategies-inbound marketing, account-based marketing, and sales enablement.
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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! @uberflip | #conex
- 3. @uberflip | #conex The Content Experience Matters
- 4. @uberflip | #conex of B2B buyers expect the same buying experience as B2C customers. 80% — Google @uberflip | #conex
- 5. @uberflip | #conex People increasingly expect a personalized experience. The Effect
- 6. @uberflip | #conex What can we learn from consumer experiences?
- 7. @uberflip | #conex Curated lists
- 8. @uberflip | #conex Content by Topics
- 9. @uberflip | #conex Tailored to Expectations
- 11. @uberflip | #conex Made For You
- 12. @uberflip | #conex Has more than 100 million users & 30 million songs
- 13. @uberflip | #conex Source: Internet Trends 2018 Report - Mary Meeker, Kleiner Perkins
- 14. @uberflip | #conex The average number of assets downloaded before making a purchasing decision 7.0 — IDG 2017 Customer Engagement Research
- 15. @uberflip | #conex Marketing’s ability to remix the right content makes or breaks the CONTENT EXPERIENCE
- 16. @uberflip | #conex What is Content Experience? ENGAGEMENTENVIRONMENT STRUCTURE
- 17. @uberflip | #conex Environment Placement Design Display Visual aesthetics
- 18. @uberflip | #conex Navigation Tagging Curation Structure Organization
- 19. @uberflip | #conex Engagement Personalization Relevance Consistency Contextual CTAs
- 20. @uberflip | #conex Inbound Demand Generation ABM Sales Enablement What marketers are talking about...
- 21. @uberflip | #conex Content brings these marketing tactics to life. Demand Generation ABM Sales Enablement Inbound Driven By Content
- 22. @uberflip | #conex Demand Generation ABM Sales Enablement Inbound Driven By Content The Content Experience Matters
- 23. @uberflip | #conex Inbound Marketing Capture with content experiences that are optimized for engagement and conversions on the areas that matter to audiences.
- 24. @uberflip | #conex Demand Generation Drive to content experiences that are personalized, engaging, and drive conversions from your email, advertising, social, and direct mail campaigns.
- 25. @uberflip | #conex ABM Engage your target accounts with personalized content experiences that accelerate pipeline and drive sales.
- 26. @uberflip | #conex Sales Enablement Empower your sales team with content to engage prospects to sell efficiently at a higher velocity.
- 27. @uberflip | #conex But does it make a difference?
- 28. @uberflip | #conex Conversions on Gated Content Evidence ‘this’ matters +7x +8x Increase in Engagement +60% Your Content Reach
- 30. @uberflip | #conex Content Experience Framework
- 31. @uberflip | #conex Content Experience Framework The best way to create personalized content experiences.
- 32. @uberflip | #conex Randy Frisch CMO & Co-Founder at Uberflip @randyfrisch ubrflp.in/randyfrisch uberflip.com/ce Content Experience Framework Download Now @uberflip | #conex
Notas del editor
- Doesn’t need to change.
- Conex opening video
- 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
- Right Content, Right Time
- Speak to Mary Meeker concept here:
- DESIGN - Find a way to integrate the use case into this slide
- DESIGN - Find a way to integrate the use case into this slide
- DESIGN - show examples of animations and gifs from video for each part of the definition.
- Doesn’t need to change.
- Doesn’t need to change.
- Doesn’t need to change.
- -but when i go to events i know you are talking about these hot topics -that’s ok as a CMO I obsess over them to
- -but let me tell you a little secret
- Using content with the goal of generating brand awareness, interest and leads across the entire buyer journey. Uberflip for Inbound Marketing Centralize, publish, and manage content Organize content into contextual collections for greater audience control and convenience Engage visitors with relevant content recommendations Drive lead generation by deploying MAP integrated forms throughout content Measure and track insights around content performance Example: A resource centre, with a focus related to thought leadership, brand awareness, and/or content marketing. The content is meant to be discoverable and indexed by search engines, with the goal of generating new interest and leads.
- Using content in conjunction with marketing campaigns, with the goal of expanding contacts, nurturing leads, and accelerating them through the funnel. Uberflip for Demand Generation Convert leads through gated content Create personalized experiences with targeted content that encourage prospects to self nurture Track visitor engagement for lead scoring, marketing automation workflows, and sales pipeline acceleration Example: Personalize campaigns such as email nurtures, paid marketing programs, product launches, etc. to help prospects accelerate their journey by creating a better experience around your content.
- A Hub used for creating personalized content streams to share content with target accounts, specifically as part of an ABM Strategy. Uberflip for ABM Create personalized, branded experiences at scale to deliver content to target accounts Convert leads and increase funnel velocity through relevant content and a focused experience Pass data to MAP or ABM platform to track account-level engagement Example: Creating personalized Marketing Streams that act as the destination for one-to-one Terminus ads.
- A Hub that is accessible by sales reps, either through the Uberflip email extension or Uberflip Site Engager, and is used to share content with prospects and customers. Uberflip for Sales Enablement Provide a central location for the sales team to find the most up-to-date content Enable sales to create experiences for individual prospects to deliver personalized content throughout the sales cycle Measure and track how the sales team is utilizing marketing content to better train and maximize content usage Example: A marketing team creates a Hub of content and uses tags and Marketings Streams to make it easy for sales reps to find relevant content for each of their prospects. Sales reps then leverage the Uberflip Email Extension to create Sales Streams for each of their prospects, with the goal of sharing relevant content throughout the sales cycle.
- The way you gate content matters. Putting a CTA overtop of your content has a 17 percent conversion rate! That’s 7x the conversion rate of a traditional landing page. Putting your content in more than one place can increase views by 8x on average! AI works! Personalized recommendations increases the chances of a visitor consuming more content than generic recommendations by 60%.
- Final slide