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How to Personalize Content Experiences at Scale

This SlideShare was presented by Uberflip's President and CMO Randy Frisch. How to Personalize Content Experiences at Scale shows how B2B marketers are increasingly taking ownership of the end-to-end content experience, expanding beyond initial acquisition to sales enablement and ABM. You'll see real-life examples and get a framework for arming yourself and your marketing team to deliver greater personalization and memorable content experiences to your customers—at scale!

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How to Personalize Content Experiences at Scale

  1. 1. @uberflip How to Personalize Content Experiences at Scale Randy Frisch | CMO & Co-Founder at Uberflip
  2. 2. @uberflip What is a content experience?
  3. 3. @uberflip
  4. 4. @uberflip
  5. 5. @uberflip Nostalgic? Yes! Workable? No
  6. 6. @uberflip People increasingly expect a personalized experience. The Effect
  7. 7. @uberflip What do we expect today?
  8. 8. @uberflip Curated lists
  9. 9. @uberflip Content by topic
  10. 10. @uberflip Tailored to expectations
  11. 11. @uberflip AI-powered streams
  12. 12. @uberflip Share with key contacts
  13. 13. @uberflip Has more than 100 million users & 30 million songs
  14. 14. @uberflip What does this mean for marketers?
  15. 15. @uberflip B2B marketers need to align their marketing journeys with consumer expectations.
  16. 16. @uberflip 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?
  17. 17. @uberflip buyers weighing in and ABM is on the rise6.8 —Gartner (CEB) What does this mean for marketers?
  18. 18. @uberflip The average number of assets downloaded before making a purchasing decision7.0 — IDG 2017 Customer Engagement Research What does this mean for marketers?
  19. 19. @uberflip more sales opportunities when leads are nurtured with personalized content20% —Demand Gen Report What does this mean for marketers?
  20. 20. @uberflip 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
  21. 21. @uberflip 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.
  22. 22. @uberflip — 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
  23. 23. @uberflip A B2B Marketer’s ability to remix the right content makes or breaks the CONTENT EXPERIENCE
  24. 24. @uberflip But how do we remix a relevant and tailored content experience — at scale?
  25. 25. @uberflip 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
  26. 26. @uberflip Audit your content Create your experiences Personalize the delivery 1 2 3 How to remix your content experience
  27. 27. @uberflip 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
  28. 28. @uberflip How we did it How you could do it1
  29. 29. @uberflip Audit your content Create your experiences Personalize the delivery 1 2 3
  30. 30. @uberflip 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
  31. 31. @uberflip Your Content A simple view of content we create Create Your Experiences2
  32. 32. @uberflip 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
  33. 33. @uberflip 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
  34. 34. @uberflip 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
  35. 35. @uberflip Create Your Experiences2
  36. 36. @uberflip Create Your Experiences2
  37. 37. @uberflip Create Your Experiences2
  38. 38. @uberflip Audit your content Create your experiences Personalize the delivery 1 2 3
  39. 39. @uberflip 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
  40. 40. @uberflip Organic1 ● Automatically serve up personalized content recommendations based on a visitor’s intent and previous web browsing history.
  41. 41. @uberflip Paid2 ● Increase engagement by personalizing your paid advertising and driving to hand-selected content.
  42. 42. @uberflip Email3 ● Structure your content to deliver a personzlied experience to the right audience and drive conversions.
  43. 43. @uberflip 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!
  44. 44. @uberflip ● Connect with your prospects better by sending targeted selections of content to leads and opportunities.Sales5
  45. 45. @uberflip ● 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 +
  46. 46. @uberflip Key Takeaways Personalizing Content at Scale: Audit Your Content Create Your Experiences Personalize the Delivery 1 2 3
  47. 47. @uberflip Randy Frisch CMO & Co-Founder at Uberflip @randyfrisch ubrflp.in/randyfrisch conex.uberflip.com

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