Selling Content to the C-Suite: You Have to Find Your Window
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Justin Gonzalez, Senior Marketing Manager at DoubleDutch, shared his tips for successfully proving the value of content marketing to executive teams at The Uberflip Experience.
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Selling Content to the C-Suite: You Have to Find Your Window
- 1. #ufx2016
- 3. @justinSF | #ufx2016 Selling Content to the C-Suite: You Have to Find Your Window
- 4. @justinSF | #ufx2016 I come to you as a fellow… marketer storyteller dreamer
- 5. @justinSF | #ufx2016 I aspire to become a CMO.
- 6. @justinSF | #ufx2016 And I’m excited to share my story with you.
- 7. @justinSF | #ufx2016 2012 Head of MKTG Get s*** done.
- 8. @justinSF | #ufx2016 What is DoubleDutch?
- 9. @justinSF | #ufx2016 Request Demo Talk to Sales Explore the App Contact Us Let’s Get In Touch
- 10. @justinSF | #ufx2016 Email performance started tanking.
- 11. @justinSF | #ufx2016 I had to find my window.
- 13. @justinSF | #ufx2016 Content impacts every marketing channel.
- 14. @justinSF | #ufx2016 I had to convince leadership that content could solve our problem.
- 15. @justinSF | #ufx2016 It had to be cheap & easy.
- 16. @justinSF | #ufx2016 Sitemap: Homepage Product Overview Demo Request About Us Blog
- 17. @justinSF | #ufx2016 Sitemap: Homepage Product Overview Demo Request About Us Blog
- 18. @justinSF | #ufx2016 Sitemap: Homepage Product Overview Demo Request About Us Blog
- 19. @justinSF | #ufx2016 How to Build Social Buzz at Events 5 Benefits of Going Mobile at Events The Power of Mobile and Internal Meetings Boost Your Sales Kickoffs with a Mobile App
- 21. @justinSF | #ufx2016 It worked. It worked really well.
- 22. @justinSF | #ufx2016 2013Demonstrate program success. Director Events Events Design
- 24. @justinSF | #ufx2016 With Marketo, our conversion path looked something like this…
- 25. @justinSF | #ufx2016 Receive the email. Open the email. Read the email. Click the link in the email.
- 26. @justinSF | #ufx2016 Go to the landing page. Read the landing page. Complete the form. Click submit.
- 27. @justinSF | #ufx2016 And then…
- 28. @justinSF | #ufx2016 Be taken to the success page. Read the success page.
- 29. @justinSF | #ufx2016 Go back to her email. Open the success email. Read the success email. Download the PDF.
- 32. @justinSF | #ufx2016 It wasn’t perfect, but it worked.
- 33. @justinSF | #ufx2016 And my role shifted to marketing communications.
- 34. @justinSF | #ufx2016 Now, I could focus on producing content at scale.
- 35. @justinSF | #ufx2016 I built a library of resources, but had no actual library.
- 36. @justinSF | #ufx2016 And no budget to build a library.
- 37. @justinSF | #ufx2016 So, I built one.
- 39. @justinSF | #ufx2016 2014Build efficiencies. Director Events Events Digital ProductDesign
- 40. @justinSF | #ufx2016 Marketing’s growth relied on paid channels.
- 41. @justinSF | #ufx2016 Our team needed to decrease our cost-per-lead (CPL).
- 42. @justinSF | #ufx2016 I had to find another window.
- 43. @justinSF | #ufx2016 My theory was easy: increase organic (unpaid) traffic, decrease CPL.
- 44. @justinSF | #ufx2016 We were in the middle of a website redesign with a focus on high-value SEO pages.
- 45. @justinSF | #ufx2016 Pickles + Whiskey = Content + SEO
- 46. @justinSF | #ufx2016 I had to convince leadership using hard numbers.
- 47. @justinSF | #ufx2016 Pickles + Whiskey = Content + SEO Paid
- 48. @justinSF | #ufx2016 I was able to demonstrate investing in content could increase site traffic and decrease CPL.
- 49. @justinSF | #ufx2016 I got my first resource center.
- 52. @justinSF | #ufx2016 Done is better than perfect.
- 53. @justinSF | #ufx2016 2015Take the damn market. Director Events Events Demand Gen Product Design Analytics ProductInterns
- 54. @justinSF | #ufx2016 I could produce content at scale, but kept hitting roadblocks.
- 55. @justinSF | #ufx2016 And I still needed a seat at the strategy table.
- 56. @justinSF | #ufx2016 PROBLEM 1: Our web team couldn’t keep up.
- 57. @justinSF | #ufx2016 And, remember our conversion path?
- 59. @justinSF | #ufx2016 PROBLEM 2: Our database was was dropping off.
- 60. @justinSF | #ufx2016 PROBLEM 3: Success was defined by leads, not by engagement.
- 61. @justinSF | #ufx2016 I had to find another window.
- 62. @justinSF | #ufx2016 One day, I was chatting with our head of product marketing.
- 63. @justinSF | #ufx2016 A light bulb went off.
- 65. @justinSF | #ufx2016 I had 3 Problems:
- 66. @justinSF | #ufx2016 I had 3 Problems: Visibility into performance Increase engagement Uploading new resources
- 74. @justinSF | #ufx2016 Armed with this information I was able to project content’s impact on our business.
- 75. @justinSF | #ufx2016 I got my own budget and a seat at the strategy table.
- 76. @justinSF | #ufx2016 I became a Center of Excellence.
- 77. @justinSF | #ufx2016 2016Create a new category. CMO Events Events Demand Gen Product Design Analytics ProductDigitalOps Intl.
- 79. @justinSF | #ufx2016 Now, every program begins with the message, and ends with the delivery.
- 80. @justinSF | #ufx2016 Not just in marketing, but across the entire org.
- 81. @justinSF | #ufx2016 I recently sat down with my CEO.
- 82. @justinSF | #ufx2016 What I’ve learned is…
- 83. @justinSF | #ufx2016 It’s not just about finding your window.
- 84. @justinSF | #ufx2016 It’s about using data…
- 85. @justinSF | #ufx2016 …and building relationships.
- 86. @justinSF | #ufx2016 And if we can do that, I believe we will illuminate a new path to the c-suite.
- 87. @justinSF | #ufx2016 Thank you.
- 88. @justinSF | #ufx2016 Selling Content to the C-Suite: You Have to Find Your Window