Revamp Your B2B Content Strategy - Dreamforce 2017

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

Transcript of Revamp Your B2B Content Strategy - Dreamforce 2017

Revamp Your B2BCONTENT STRATEGY

Randy Frisch

CMO & Co-Founder at Uberflip

Working titles:Revamp your content marketing strategy

Revamp your content creation strategy

Revamp your content experience strategy

Revamp your content strategy

About Randy

Husband

Dad of 3

Hockey/Dance Dad

Co-Founder @ Uberflip

CMO/Marketer at Heart

Culture-focused

#conex

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"

WEIGHING IN!6.8BUYERS

- Gartner (CEB)

Strategic SamDemand Jen

Marketing Mary

CONTENT

EXPERIENCE

Uberflip Personas

Do you provide a personalized experience that leads to an infinite scroll?

The Infinite Scroll

Source: “The State Of Engagement” Report

All of historyuntil 2003

Current Next year

2 Days 10 Minutes

Amount of time to generate5 billion gigabytes of information

CONTENT CREATION

1.8+ billion photos are uploaded per day

80m 500m 300m

Source: KPCB (Kleiner Perkins Caufield Byers)

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

MANY FORMATS OF B2B CONTENT

Quizzes

Competitions GamesWidgets

CelebrityEndorsements

Community Forums

Reviews

Ratings

Case Studies

Price List

Calculations

Source: Hubspot

Reports withWhitepapers

Trends

Demo Videos InteractiveDemo

Checklist

Checklist

Events

PressReleases

EnewsEbooksVideos

Articles

Infographics

Guides

NEW SOLUTIONS, NEW PROBLEMSAtoms, turkeys and lifetime body of work

JASON MILLERLINKEDIN

TODD DEFRENSHIFT COMMUNICATIONS

ANDY CRESTODINAORBIT MEDIA

CONTENT DISCOVERY

#conex

BRAND

There’s a better way(and it’s not rocket science)

# of placements

Ave

rag

e #

of

vie

ws

1000

100

1-5 6-10 11-16 26-20 >20

Source: Uberflip Customer Data

Source: Uberflip Bizible Data

(SEO)

First Touch Lead Creation Opportunity Deal/Revenue

What does contentlook like at scale?

OWN THEJOURNEY

What does contentlook like at scale?

OWN THEJOURNEY

What does contentlook like at scale?

ThoughtLeadership

Campaigns,Microsites andLanding Pages

Tailored Content,Drip Campaigns

KnowledgeBase

Resource Center

OnboardingMaterials

Prospecting, ABM/ABS

Education and Evaluation

Material

OWN THEJOURNEY

What does contentlook like at scale?

I want real life examples!

A B C D

Paid Email Social Sales

CAMPAIGN 1DCAMPAIGN 1B CAMPAIGN 1C

Outcome: CTR of 6-13% with target accounts!

TARGET ACCOUNTPa

id A

dve

rtisin

g

A

Pa

id A

dve

rtisin

g

A

Em

ail M

ark

etin

g

B

So

cia

l En

ga

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me

nt/S

ellin

g

C

Sa

les

En

ab

lem

en

t

D

Sa

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ab

lem

en

t

D

Sa

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t

D

LEAD GENERATION

PRESENT

Rosilyn RaybornDirector 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.

THE FUTUREand how we win in it

ThoughtLeadership

Campaigns,Microsites andLanding Pages

Tailored Content,Drip Campaigns

KnowledgeBase

Resource Center

OnboardingMaterials

Prospecting, ABM/ABS

Education and Evaluation

Material

OWN THEJOURNEY

Experience will win

@randyfrisch

ubrflp.in/randyfrisch

Revamp Your B2BCONTENT STRATEGY

hub.uberflip.com/dreamforce17