Presented at Big Skies: Big Ideas 2019, Randy Frisch, CMO and Co-Founder at Uberflip, shares how B2B marketers are creating personalized ABM content experiences.
4. RANDY FRISCH | @RandyFrisch
CHOREOGRA
PH
YOUR
CUSTOMER
DANCE
STEPS
ABE
Source: Not Yet The New Normal: ABM Must Evolve Into
Account-Based Engagement Forrester report
5. RANDY FRISCH | @RandyFrisch
WHEN WE ENGAGE
WE NEED CONTENT
24. RANDY FRISCH | @RandyFrisch
IF WE WAIT TIL Q4 TO FOCUS
ON CONTENT EXPERIENCE…
IT MAKES A SOUND!
25. RANDY FRISCH | @RandyFrisch
IS YOUR CONTENT
EXPERIENCE
WINNING OR
LOSING YOU
DEALS?
26. RANDY FRISCH | @RandyFrisch
HOW DO WE NAIL
A GREAT
CONTENT
EXPERIENCE?
ENVIRONMEN
T
STRUCTURE
ENGAGEME
NT
27. RANDY FRISCH | @RandyFrisch
ENVIRONMEN
T
Placement Design
Display
Visual
aesthetics
28. RANDY FRISCH | @RandyFrisch
Organizatio
n
Navigation
Tagging Curation
STRUCTURE
29. RANDY FRISCH | @RandyFrisch
ENGAGEMEN
T
Personalizatio
n
Relevance
Consistenc
y
Contextual
CTAs
30. RANDY FRISCH | @RandyFrisch
Source: Internet Trends 2018 Report - Mary Meeker, Kleiner Perkins
31. RANDY FRISCH | @RandyFrisch
MARKETING & SALES NEED TO ALIGN
THE BUYER JOURNEY
WITH CONSUMER EXPECTATIONS
32. RANDY FRISCH | @RandyFrisch
PERSONALIZED
CONTENT
EXPERIENCES
7 CONTENT
ASSETS PER VISIT.
That was 3xs the average
visitor to their resource center.
33. RANDY FRISCH | @RandyFrisch
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%
34. RANDY FRISCH | @RandyFrisch
TOP B2B
MARKETING
STRATEGIE
S
Demand Generation
ABM
Sales Enablement
Inbound
35. RANDY FRISCH | @RandyFrisch
CONTENT
BRINGS
THESE
MARKETING
STRATEGIE
S
TO LIFE.
Demand Generation
ABM
Sales Enablement
Inbound
DRIVEN BY
CONTENT
36. RANDY FRISCH | @RandyFrisch
THINK OF CONTENT
AS A FUNNEL
OR EMAIL NURTURE
37. RANDY FRISCH | @RandyFrisch
CONTENT EXPERIENCE FRAMEWORK
38. RANDY FRISCH | @RandyFrisch
NEED CONTROL OVER
ENVIRONMENT
56. RANDY FRISCH | @RandyFrisch
MY CHALLENGE
TO YOU…
“We’re wasting dollars, we’re wasting time, we’re
wasting our content, we’re wasting our
opportunity. If we’re going to win—f#ck content
marketing—let’s focus on the content
experience!”
“
Blog post story***
Why content marketing is broken.
CMOs began putting all their budget and focus into content creation, all but ignoring what happens to that content after—and whether it is, in fact, working to attract an audience.
ADD VIDEO
https://www.shutterstock.com/video/clip-14170346-impressive-pov-footage-tree-falling-down-during
CORONA EXAMPLE - Corona in old gross basement vs. Corona on the beach.
BLOCKBUSTER vs. NETFLIX EXAMPLE - Trying to find Tom Hanks movies in Blockbuster vs. on Netflix.
In 1995, when he wanted to watch Apollo 13 with Tom Hanks, he rented the movie from Blockbuster. Later returning to find more Tom Hanks movies, the organization was too poor for this to be an easy task.
Spotify creates Made for You playlists for all of its users. They also contact people they think will care about new content, not blast everyone.
Spotify continually recommends content based on your engagement with the app.
Just like Spotify, Blackbaud started to focus on creating personalized content experiences to allow prospects to self-nurture through the entire journey and saw a drastic difference in content consumption.
And even when you are brought into the evaluation, consider that 82% of a buyer’s evaluation time is spent on research, be it internal conversations, research on the web, peer reviews, analysts, and more.
Direct interaction with vendors only accounts for 18% of their evaluation time, and that’s split across multiple vendors. The result is a tiny sliver of time that you actually get face-to-face or on the phone with your prospect.
Additional Info:
Vendor Sales have a small slice of a buyer’s time:
15% networking and collaborating with peers outside their org
18% internal company interactions
15% interactions with external 3rd parties
17% reviewing information from solution providers or their channel partners
17% reviewing independent information
18% interactions with potential solution providers or channel partners
To drive your prospects through the funnel most B2B marketers use the following strategies.
I am sure you’re wondering how you could possibly scale the creation of personalized content experiences across all of these marketing strategies?
DESIGN - Animate all examples
The Content Experience Framework arms marketers with a scalable approach to creating personalized content experiences for any stage of the buyer journey. The framework can be applied across all B2B marketing strategies such as inbound marketing, demand generation, account-based marketing, and sales enablement.
Screenshot link for better one: https://www.youtube.com/watch?v=WZIRm5FeI-0
Watching a video on YouTube about about a Sony camera, then YouTube recommends a Nikon camera video, or a video about a cat using a camera. We link videos in YouTube, when really we should be “welcoming them home.”
Stantec multiple hubs/languages
Back to the Blockbuster vs. Netflix example. Show different ways Netflix organizes content.
Blockbuster went bankrupt because of a poor content experience. Netflix is far superior because of the way they tag their content.
You should always have a tagging structure for you to not only organize content and scale it, but for internal and external discoverability.
Personalizing the experience goes beyond slapping a customized greeting on an email. Marketers need to know who their audience is, and what they want to see, to deliver the best possible content experience.
Story:
Email Frank for Whitepaper
http://komintl.com/white.html
Email > Broken Video > No Contextual CTA
Story of Randy discovering the experience was broken with conflicting CTAs and broken links.
Once Blackbaud have identified contacts to nurture, they don’t just send out emails with the hope of getting a click. They build personalized content experiences that not only have beautiful and consistent designs that flow from emails to stream to individual content assets, they structure it in a way that once someone clicks on that CTA, they’re dropped into a content stream that’s specific to the industry and stage of the journey. By delivering a better, more personalized, and binge-worthy experience, Blackbaud is able to build trust with their target buyer and help that person understand how their service can solve the customer’s needs.
To prove the value of your content impressions and engagement data no longer cut it. You must continually track how the content experiences you produce influence pipeline and revenue. As you can see in the high-level chart, tracking the metrics outlined at each stage of the sales funnel will set your team up to stay nimble when content isn’t hitting the mark to ensure you reach sales targets.
Following the steps of the framework will help you to start generating results, and see what’s working and what isn’t so you can best align your marketing strategy. You must know your buyer and their journey inside out to be as effective as possible.
The Generate Results step isn’t something that you do at the end of a process or that magically just happens where we sit back and see the money pour in while we drink our Coronas. It’s more of a mindset that we need to focus on at every stage. If we do, then at the end we should see impactful results. At every stage we’ve explored, from centralizing to personalizing, we’ve been noting little and big process changes to set ourselves up for a result-oriented outcome.
DESIGN - Animate all examples
The Content Experience Framework arms marketers with a scalable approach to creating personalized content experiences for any stage of the buyer journey. The framework can be applied across all B2B marketing strategies such as inbound marketing, demand generation, account-based marketing, and sales enablement.
Aligning the organization, and predominantly the sales and marketing teams, is necessary to execute the Content Experience Framework. Both teams need to work together to ensure the correct messaging is being used, and no rogue decks full of outdated content are being shared.
As you can see every role within marketing has an impact on content experience.
Content Experience Manager JD from Who Owns Ebook.
I want you to go to your boss or the person setting direction for the company message and journey. This may be the CEO or the CMO. (I bet you know the person who’s ignoring the experience in your organization.)