Building Positive B2B Experiences at Scale

BUILDING
POSITIVE B2B
EXPERIENCES
I N T E L L I G E N T C U S TO M E R E X P E R I E N C E S
AT S C A L E

“IF YOUR TARGET AUDIENCE
ISN’T LISTENING, IT’S YOUR
FAULT, NOT THEIRS.”
- S e t h G o d i n

IS YOUR CUSTOMER
EXPERIENCE WINNING OR
LOSING YOU DEALS?YOU ONLY HAVE A SMALL
SLICE OF THE BUYER’S TIME
18%
TALKING TO
VENDORS
82%
RESEARCH

Y O U D E C I D E
W H O W O U L D Y O U R A T H E R
B E ?
HOW
IMPORTANT IS
A POSITIVE
CUSTOMER
EXPERIENCE?
VS

F A I L U R E T O I N N O V A T E
B E ?
HOW
IMPORTANT IS
A POSITIVE
CUSTOMER
EXPERIENCE?

T H E R E S U L T
B E ?
HOW
IMPORTANT IS
A POSITIVE
CUSTOMER
EXPERIENCE?

CUSTOMER EXPERIENCE
OCCURS WHENEVER AND
WHEREVER ANYONE
ENCOUNTERS YOUR CONTENT
WE NOW LIVE IN THE
NETFLIX ERA

BUT WHEN IT COMES TO
CUSTOMER EXPERIENCE

CUSTOMER EXPERIENCE
OCCURS WHENEVER AND
WHEREVER ANYONE
GIVE YOUR BUYERS
CONTENT WORTH BINGING

T O D A Y ’ S B U Y E R S H A V E
G R O W N A C C U S T O M E D
T O T H E S E
P E R S O N A L I Z E D
E X P E R I E N C E S
W H E N E V E R A N D
W H E R E V E R T H E Y
I N T E R A C T W I T H A
B R A N D
W H E N Y O U R
B U Y E R S A R E
I N T E R E S T E D A N D
H AV E AT T E N T I O N
TO S PA R E –
T H E Y A R E R E A D Y
TO S E L F N U R T U R E !

H O W D O Y O U
D E L I V E R O N
T H I S
E X P E C TAT I O N ?
YO U N E E D
T H E A B I L I T Y TO
C R E AT E
P E R S O N A L I Z E D
C U S TO M E R
E X P E R I E N C E S AT
S C A L E

CUSTOMER EXPERIENCE
OCCURS WHENEVER AND
WHEREVER ANYONE

MEET THE CUSTOMER EXPERIENCE
FRAMEWORK
CENTRALIZE
•VIDEOS
•BLOGS
•EBOOKS
•INFOGRAPHICS
•SLIDE DECKS
ORGANIZE
•AUDIT CONTENT
•TAG CONTENT
•ORGANIZE BY CONTEXT
•DEFINE
RECOMMENDATIONS
•BUILD NAVIGATION
PERSONALIZE
•RESOURCE CENTER
•NURTURE CAMPAIGNS
•ABM CAMPAIGNS
•PROSPECT OUTREACH
•KNOWLEDGE BASE
DISTRIBUTE
•EMAIL
•ORGANIC
•SOCIAL
•PAID ADVERTISING
•DIRECT MAIL
•SALES
RESULTS
•CAPTURE LEADS
•SCORE LEADS
•DRIVE ENGAGEMENT
•GATHER INSIGHTS
•PROVE ROI

CENTRALIZE
•VIDEOS
•BLOGS
•EBOOKS
•INFOGRAPHICS
•SLIDE DECKS
G A I N CO N T R O L O V E R YO U R E N V I R O N M E N T BY
B R I N G I N G A L L YO U R CO N T E N T I N TO O N E
C E N T R A L LO C AT I O N

T A G O R L A B E L Y O U R C O N T E N T B Y T O P I C ,
P E R S O N A , A C C O U N T , O R S T A G E O F T H E F U N N E L
ORGANIZE
•AUDIT CONTENT
•TAG CONTENT
•DEFINE RECOMMENDATIONS
•BUILD NAVIGATION

… S O I T C A N B E E A S I L Y F O U N D I N A
P E R S O N A L I Z E D M A N N E R
ORGANIZE
•AUDIT CONTENT
•TAG CONTENT
•BUILD NAVIGATION

… A N D S H A R E D I N A P E R S O N A L I Z E D M A N N E R
ORGANIZE
•AUDIT CONTENT
•TAG CONTENT
•BUILD NAVIGATION
Without
doing this.

W H AT N O W ?
YO U R CO N T E N T
E N V I R O N M E N T
I S R E A D Y A N D
YO U A R E S E T
TO S TA R T B U I L D I N G
YO U R C U S TO M E R

B R I N G T H E S E
B U S I N E S S G R O W T H
S T R A T E G I E S T O L I F E
SALES ENABLEMENT
INBOUND
DEMAND
GENERATION
ABM
DRIVEN B Y CONT ENT
L E T Y O U R C O N T E N T

PERSONALIZE
•RESOURCE CENTER
•ABM CAMPAIGNS
•KNOWLEDGE BASE
1 S T P O S I T I O N O N G O O G L E F O R TO P 2 0 K E Y W O R D S W I T H I N
3 M O N T H S , S I T E T R A F F I C G OA L S E XC E E D E D BY O V E R
2 0 0 % A N D R I Z I N G , A N D U P TO 5 0 % CO N V E R S I O N R AT E
O N G AT E D CO N T E N T.
RESOURCE CENTER
INBOUND

PERSONALIZE
•RESOURCE CENTER
•ABM CAMPAIGNS
•KNOWLEDGE BASE
TA I LO R E D E X P E R I E N C E S I N F LU E N C E D $ 5 1 M I L L I O N I N
B O O K I N G S W I T H I N 1 2 M O N T H S
NURTURE CAMPAIGNS
DEMAND
GENERATION

PERSONALIZE
•RESOURCE CENTER
•ABM CAMPAIGNS
•KNOWLEDGE BASE
E N G AG E D 1 0 0 % O F T H E I R 1 2 0 0 TA R G E T ACCO U N T S BY
S C A L I N G TA I LO R E D E X P E R I E N C E S TO E AC H P R O S P E C T
ABM CAMPAIGNS
ABM

PERSONALIZE
•RESOURCE CENTER
•ABM CAMPAIGNS
•KNOWLEDGE BASE
C R E AT E X 7 M O R E S A L E S O P P O R T U N I T I E S A N D S H O R T E N
S A L E S C YC L E BY M O R E T H A N 4 0 % .
SALES ENABLEMENT
SALES ENABLEMENT

T I M E
D I S T R I B U T E
Y O U R
E M A I L
ORGANIC
SOCIAL
PAID ADVERTISING
DIRECT MAIL
SALES

DISTRIBUTE
•EMAIL
•ORGANIC
•SOCIAL
•PAID ADVERTISING
•DIRECT MAIL
•SALES
D I S T R I B U T E YO U R C U S TO M E R E X P E R I E N C E S AT S C A L E
EMAIL

DISTRIBUTE
•EMAIL
•ORGANIC
•SOCIAL
•PAID ADVERTISING
•DIRECT MAIL
•SALES
ORGANIC

DISTRIBUTE
•EMAIL
•ORGANIC
•SOCIAL
•PAID ADVERTISING
•DIRECT MAIL
•SALES
PAID ADVERTISING

DISTRIBUTE
•EMAIL
•ORGANIC
•SOCIAL
•PAID ADVERTISING
•DIRECT MAIL
•SALES
DIRECT MAIL

DISTRIBUTE
•EMAIL
•ORGANIC
•SOCIAL
•PAID ADVERTISING
•DIRECT MAIL
•SALES
SALES

D O N ’ T F O R G E T
A B O U T T H E
R E S U LT S
G A I N
I N S I G H T S ,
B O O S T E N G AG E M E N T
A N D P R O V E
CO N T E N T R O I
L I K E N E V E R
B E F O R E

RESULTS
•CAPTURE LEADS
•SCORE LEADS
•DRIVE ENGAGEMENT
•GATHER INSIGHTS
•PROVE ROI
D R A S T I C A L LY I M P R O V E P I P E L I N E V E LO C I T Y
MEASURE AND OPTIMIZE

RESULTS
•CAPTURE LEADS
•SCORE LEADS
•DRIVE ENGAGEMENT
•GATHER INSIGHTS
•PROVE ROI
B E T T E R U N D E R S TA N D W H AT CO N T E N T YO U R P R O S P E C T S
C A R E A B O U T, S O YO U C A N O P T I M I Z E YO U R E X P E R I E N C E S
A N D M A X I M I Z E R E S U LT S

RESULTS
•CAPTURE LEADS
•SCORE LEADS
•DRIVE ENGAGEMENT
•GATHER INSIGHTS
•PROVE ROI
CO N T E N T I N F LU E N C E D P I P E L I N E A N D R E V E N U E

L E T T H E B I N G E B E G I N
F O C U S O N Y O U R
C U S TO M E R S A N D
T H E Y W I L L TA K E
Y O U W H E R E Y O U
N E E D TO G O

H T T P S : / / E M S D I G I T A L . C O . Z A
H E L L O @ E M S D I G I T A L . C O . Z A
T H A N K Y O U

Building Positive B2B Experiences at Scale

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