Is your B2B content marketing strategy looking a bit stale? How long has it been since you've assessed your customer and prospect content journeys? Learn tips from Uberflip's CMO & President, Randy Frisch for assessing your current content marketing state and the most effective strategies for kicking it up a notch.

1. Revamp Your B2B
CONTENT STRATEGY
Randy Frisch
CMO & Co-Founder at Uberflip

2. Working titles:
Revamp your content marketing
strategy
Revamp your content creation
strategy
Revamp your content experience
strategy
Revamp your content strategy

3. About Randy
Husband
Dad of 3
Hockey/Dance Dad
Co-Founder @ Uberflip
CMO/Marketer at Heart
Culture-focused

5. #conex

6. Randy Jenny
Orange is the New Black
The Standups
Sarah Silverman
What the Health
Riverdale
‘The Breakfast Club’ Genre
Documentaries
Grease and any Musical
Bloodline
House of Cards
Stranger Things
Anything Marvel
Breaking Bad
Homeland
24
Black Mirror
Anything with
"The Rock"

7. WEIGHING IN!6.8BUYERS
- Gartner (CEB)

8. Strategic SamDemand Jen
Marketing Mary
CONTENT
EXPERIENCE
Uberflip Personas

9. Do you provide a
personalized
experience that
leads to an
infinite scroll?
The Infinite Scroll

10. Source: “The State Of Engagement” Report

11. All of history
until 2003
Current Next year
2 Days 10 Minutes
Amount of time to generate
5 billion gigabytes of information

12. CONTENT CREATION

16. 1.8+ billion photos are
uploaded per day
80m 500m 300m
Source: KPCB (Kleiner Perkins Caufield Byers)

18. of North American B2B marketers
indicate they will increase their
content spending through 2017.
39% — 2017 Benchmarks, Budgets, and Trends—North America, 2017 Content Marketing Institute

19. MANY FORMATS OF B2B CONTENT
Quizzes
Competitions Games
Widgets
Celebrity
Endorsements
Community
Forums
Reviews
Ratings
Case Studies
Price List
Calculations
Source: Hubspot
Reports with
Whitepapers
Trends
Demo Videos Interactive
Demo
Checklist
Checklist
Events
Press
Releases
EnewsEbooksVideos
Articles
Infographics
Guides

20. NEW SOLUTIONS, NEW PROBLEMS
Atoms, turkeys and lifetime body of work
JASON MILLER
LINKEDIN
TODD DEFREN
SHIFT COMMUNICATIONS
ANDY CRESTODINA
ORBIT MEDIA

21. CONTENT DISCOVERY

22. #conex

26. BRAND

28. There’s a better way
(and it’s not rocket science)
# of placements
Average#ofviews
1000
100
1-5 6-10 11-16 26-20 >20
Source: Uberflip Customer Data

29. Source: Uberflip Bizible Data
(SEO)
First Touch Lead Creation Opportunity Deal/Revenue

30. What does content
look like at scale?

31. OWN THE
JOURNEY
What does content
look like at scale?

32. OWN THE
JOURNEY
What does content
look like at scale?

33. Thought
Leadership
Campaigns,
Microsites and
Landing Pages
Tailored Content,
Drip Campaigns
Knowledge
Base
Resource Center
Onboarding
Materials
Prospecting,
ABM/ABS
Education and
Evaluation
Material
OWN THE
JOURNEY
What does content
look like at scale?

34. I want real life examples!
A B C D
Paid Email Social Sales

35. CAMPAIGN 1DCAMPAIGN 1B CAMPAIGN 1C
Outcome: CTR of 6-13% with target accounts!
TARGET ACCOUNT
PaidAdvertising
A

36. PaidAdvertising
A

37. EmailMarketing
B

38. SocialEngagement/Selling
C

39. SalesEnablement
D

40. SalesEnablement
D

41. SalesEnablement
D

42. LEAD GENERATION

44. PRESENT

46. Rosilyn Rayborn
Director of Content Marketing
@ Associa
CREATING ENGAGING
CONTENT HUBS
Uberflip is one of the best
investments my team has made.
We’ve been using Uberflip for a few
months now and our CEO
complimented our content, but the
funny thing is, the content hasn’t
changed that much, Uberflip has just
created a more immersive
experience that keeps our clients’ —
and CEO’s —attention.
“

47. THE FUTURE
and how we win in it

49. Thought
Leadership
Campaigns,
Microsites and
Landing Pages
Tailored Content,
Drip Campaigns
Knowledge
Base
Resource Center
Onboarding
Materials
Prospecting,
ABM/ABS
Education and
Evaluation
Material
OWN THE
JOURNEY
Experience will win

50. @randyfrisch
ubrflp.in/randyfrisch
Revamp Your B2B
CONTENT STRATEGY
hub.uberflip.com/dreamforce17