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The New 5-Step Playbook for Personalizing Content Experiences at Scale

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Presented at B2B Marketing Exchange, Uberflip’s VP of Demand Generation Brandi Smith explores five easy steps to help you focus, align your team, and truly deliver meaningful experiences so you can rock marketing campaigns that delight your prospects and customers.

Publicado en: Marketing
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The New 5-Step Playbook for Personalizing Content Experiences at Scale

  1. 1. The New 5-Step Playbook for Personalizing Content Experiences @brandismith01 Brandi Smith VP of Demand Generation, Marketing
  2. 2. BRANDI SMITH | @brandismith01 #conex OUR CMO WROTE A BOOK
  3. 3. RANDY FRISCH | @RandyFrisch #conex WHAT THE F#CK IS UP WITH THIS BOOK TITLE?
  4. 4. BRANDI SMITH | @brandismith01 #conex of content churned out by B2B marketing departments today sits unused. 60–70% — SiriusDecisions
  5. 5. BRANDI SMITH | @brandismith01 #conex
  6. 6. BRANDI SMITH | @brandismith01 #conex
  7. 7. BRANDI SMITH | @brandismith01 #conex IF A TREE FALLS IN THE FOREST...DOES IT MAKE A SOUND?
  8. 8. BRANDI SMITH | @brandismith01 #conex
  9. 9. BRANDI SMITH | @brandismith01 #conex IT MAKES A SOUND
  10. 10. BRANDI SMITH | @brandismith01 #conex IF WE WAIT TIL Q4 TO FOCUS ON CONTENT EXPERIENCE… IT MAKES A SOUND!
  11. 11. BRANDI SMITH | @brandismith01 #conex IS YOUR CONTENT EXPERIENCE WINNING OR LOSING YOU DEALS?
  12. 12. BRANDI SMITH | @brandismith01 #conex A BIG YEAR FOR CONTENT EXPERIENCE
  13. 13. BRANDI SMITH | @brandismith01 #conex Content Creation Software Content Distribution Software Content Experience Software
  14. 14. BRANDI SMITH | @brandismith01 #conex HOW DO WE NAIL A GREAT CONTENT EXPERIENCE? ENVIRONMEN T STRUCTURE ENGAGEME NT
  15. 15. BRANDI SMITH | @brandismith01 #conex ENVIRONMEN T Placement Design Display Visual aesthetics
  16. 16. BRANDI SMITH | @brandismith01 #conex Organizatio n Navigation Tagging Curation STRUCTURE
  17. 17. BRANDI SMITH | @brandismith01 #conex ENGAGEMEN T Personalizatio n Relevance Consistenc y Contextual CTAs
  18. 18. BRANDI SMITH | @brandismith01 #conex MARKETERS NEED TO ALIGN THEIR MARKETING JOURNEYS WITH CONSUMER EXPECTATIONS
  19. 19. BRANDI SMITH | @brandismith01 #conex PERSONALIZED CONTENT EXPERIENCES 7 CONTENT ASSETS PER VISIT. That was 3xs the average visitor to their resource center.
  20. 20. BRANDI SMITH | @brandismith01 #conex 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%
  21. 21. BRANDI SMITH | @brandismith01 #conex TOP B2B MARKETING STRATEGIE S Demand Generation ABM Sales Enablement Inbound
  22. 22. BRANDI SMITH | @brandismith01 #conex CONTENT BRINGS THESE MARKETING STRATEGIE S TO LIFE. Demand Generation ABM Sales Enablement Inbound DRIVEN BY CONTENT
  23. 23. BRANDI SMITH | @brandismith01 #conex CAN WE REALLY PERSONALIZE CONTENT EXPERIENCES AT SCALE? SO MANY TOUCH POINTS!
  24. 24. BRANDI SMITH | @brandismith01 #conex CONTENT EXPERIENCE FRAMEWORK
  25. 25. BRANDI SMITH | @brandismith01 #conex NEED CONTROL OVER ENVIRONMENT
  26. 26. BRANDI SMITH | @brandismith01 #conex
  27. 27. BRANDI SMITH | @brandismith01 #conex
  28. 28. BRANDI SMITH | @brandismith01 #conex TAGGING STRUCTURE
  29. 29. BRANDI SMITH | @brandismith01 #conex
  30. 30. BRANDI SMITH | @brandismith01 #conex
  31. 31. BRANDI SMITH | @brandismith01 #conex INBOUND
  32. 32. BRANDI SMITH | @brandismith01 #conex DEMAND GENERATIO N
  33. 33. BRANDI SMITH | @brandismith01 #conex ACCOUNT BASED MARKETING
  34. 34. BRANDI SMITH | @brandismith01 #conex SALES ENABLEMEN T
  35. 35. BRANDI SMITH | @brandismith01 #conex $100,000 IN PIPELINE FROM ONE EMAIL NURTURE
  36. 36. BRANDI SMITH | @brandismith01 #conex CONTENT INFLUENCED PIPELINE AND REVENUE
  37. 37. BRANDI SMITH | @brandismith01 #conex BUT WHO OWNS THE CONTENT EXPERIENCE?
  38. 38. BRANDI SMITH | @brandismith01 #conex Answer: Everybody has a stake in implementing the Content Experience Framework.
  39. 39. BRANDI SMITH | @brandismith01 #conex Influence of Marketing Roles on Content Experience
  40. 40. BRANDI SMITH | @brandismith01 #conex Does investing in content experience make a difference?
  41. 41. BRANDI SMITH | @brandismith01 #conex EVIDENCE ‘THIS’ MATTERS Conversions on Gated Content +7x Increase in Engagement +60%+8x Your Content Reach
  42. 42. @uberflip | #conex Brandi Smith VP Demand Generation & Marketing Uberflip @brandismith01 ubrflp.in/brandismith uberflip.com/CEreport The Content Experience Report Download Now @uberflip | #conex

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