How B2B Marketers are Personalizing ABM Content Experiences

Editor's Notes

• #6: Insert Forrester slide with footsteps
• #9: 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.
• #17: ADD VIDEO https://www.shutterstock.com/video/clip-14170346-impressive-pov-footage-tree-falling-down-during
• #22: CORONA EXAMPLE - Corona in old gross basement vs. Corona on the beach.
• #23: 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.
• #24: 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.
• #27: 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.
• #28: 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
• #29: To drive your prospects through the funnel most B2B marketers use the following strategies.
• #31: I am sure you’re wondering how you could possibly scale the creation of personalized content experiences across all of these marketing strategies?
• #32: 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.
• #33: 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.”
• #34: Stantec multiple hubs/languages
• #35: 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.
• #36: You should always have a tagging structure for you to not only organize content and scale it, but for internal and external discoverability.
• #37: 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
• #38: 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
• #43: Email > Broken Video > No Contextual CTA Story of Randy discovering the experience was broken with conflicting CTAs and broken links.
• #44: 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.
• #45: 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.
• #46: 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.
• #47: Can we add the conex tour map here. Ideally an easy way to highlight city I’m in (personalized) Want the idea to be “ok you’re here, you bought in, but…” next slide
• #48: Can we add the conex tour map here. Ideally an easy way to highlight city I’m in (personalized) Want the idea to be “ok you’re here, you bought in, but…” next slide
• #49: 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.
• #51: Slack and Mailchimp examples Image of Slack (data usage example) and Mailchimp (upsell example) bills.
• #52: As you can see every role within marketing has an impact on content experience.
• #53: Content Experience Manager JD from Who Owns Ebook.
• #55: The way you gate content matters. Putting a CTA overtop of your content has a 17 percent conversion rate! That’s 7x the conversion rate of a traditional landing page. Putting your content in more than one place can increase views by 8x on average! AI works! Personalized recommendations increases the chances of a visitor consuming more content than generic recommendations by 60%.
• #56: 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.)
• #57: Book on a bosses desk