Uberflip's President and CMO Randy Frisch discusses how to persuade prospects through personalization.

1. PERSUADING PROSPECTS
THROUGH
PERSONALIZATION
#CONEX
Randy Frisch
CMO & Co-Founder at Uberflip

2. @uberflip | #conex
The way we experience
content matters!

3. @uberflip | #conex
What is a
Content Experience?

4. A content experience occurs
wherever and whenever anyone
encounters your content.
What is Content Experience?
@uberflip | #conex

5. @uberflip | #conex
ENVIRONMENT
Placement
Design
Display
Visual aesthetics
STRUCTURE ENGAGEMENT
Personalization
Relevance
Consistency
Contextual CTAs
Organization
Navigation
Tagging
Curation
What is Content Experience?

6. @uberflip | #conex
What is Content Experience?

7. @uberflip | #conex

8. @uberflip | #conex

9. @uberflip | #conex
People increasingly expect a
personalized experience.
The
Effect

10. @uberflip | #conex
What do we
expect today?

11. @uberflip | #conex
Curated lists

12. @uberflip | #conex
Content by topic

13. @uberflip | #conex
Tailored to
expectations

14. @uberflip | #conex
AI Powered
Streams

15. @uberflip | #conex
Has more than
100 million users
& 30 million songs

16. @uberflip | #conex
What does this mean
for marketers?

17. @uberflip | #conex

18. @uberflip | #conex
Marketers need to
align their marketing journeys
with consumer expectations.

19. CMA Pipecon
buyers weighing in
and ABM is on the rise6.8 —Gartner (CEB)
What does this mean for marketers?
@uberflip | #conex

20. CMA Pipecon
The average number of assets
downloaded before making a
purchasing decision7.0 — IDG 2017 Customer Engagement Research
What does this mean for marketers?
@uberflip | #conex

21. @uberflip | #conex
What does this mean for marketers?
of B2B marketers anticipate they will
create more content in 2018 vs 2017
70% — 2017 Benchmarks, Budgets, and Trends—North America, 2017 Content Marketing Institute

22. @uberflip | #conex
What does this mean for marketers?
of content churned out by B2B marketing
departments today sits unused.
60–70% — 2014 SiriusDecisions

23. CMA Pipecon

24. CMA Pipecon

25. @uberflip | #conex
We need to
align content
at every stage
of the buyer
journey
Resource
Center
Account-Based
Marketing
Campaigns
& Microsites
Knowledge
Base
Tailored
Content Hub
Account
Management
Prospecting
& ABS
Pipeline
Acceleration

26. @cmicontent | intelcontent
— 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 are DJs

27. @uberflip | #conex
Our traditional
approach
doesn’t scale

28. Awareness
Engagement
Consideration
Decision
Advocacy
Content experiences
occur at every stage of
your funnel.
What is Content Experience?

29. Customer Marketing
Sales Enablement
Demand Generation
Content Marketing
Account Based Marketing
Awareness
Engagement
Consideration
Decision
Advocacy

30. Knowledge Base
Sales Collateral
Nurture Campaigns
Resource Centre
ABM Landing Pages
Awareness
Engagement
Consideration
Decision
Advocacy

32. @uberflip | #conex

33. Phone Outreach
Targeted Ad Campaigns
Event Marketing
Content Marketing
Personalized Email/Social Outreach
@uberflip | #conex
Requires
Content

34. CMA Pipecon

35. CMA Pipecon #conex@uberflip | #conex

36. CMA Pipecon #conex@uberflip | #conex

37. CMA Pipecon #conex@uberflip | #conex

38. CMA Pipecon #conex@uberflip | #conex

39. CMA Pipecon #conex@uberflip | #conex

40. CMA Pipecon #conex@uberflip | #conex
149x
more conversions for
our one-to-one ads

41. CMA Pipecon #conex@uberflip | #conex

42. CMA Pipecon #conex@uberflip | #conex
Why now?
The perfect storm slide.
Why Now? The Perfect Storm Is Upon Us
#INBOUND
MANAGE, ENGAGE, CONVERT LEADS
Marketer-driven persona and
topic based personalization
#SMARKETING
MARKETING & SALES ALIGNMENT
Marketer/BDR/SDR driven
prospect personalization
#ABM
ENGAGE KEY ACCOUNTS
Marketer/data driven account-
based personalization
#AI
CONTENT RECOMMENDATIONS
AI/ML/NLP, intent data driven
personalization

43. @uberflip | #conex
Personalizing Content at Scale:
Aggregate your Content
Organize your Content
Personalize your Experiences
Distribute your Marketing
Generate Results
1
2
3
4
5

44. Randy Frisch
CMO & Co-Founder at Uberflip
@randyfrisch
ubrflp.in/randyfrisch
conex.uberflip.com
GET $300 OFF A FULL CONFERENCE PASS WHEN
YOU REGISTER WITH PROMO CODE
FRIRAN300 BEFORE JULY 15