@uberflip #uberwebinar How Content Fuels the Entire Buyer’s Journey Hana Abaza VP Marketing, Uberflip @hanaabaza Dallas Jessup Content Marketing Manager, BrightTALK @Dallas_Jessup
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How Content Fuels the Entire Buyer’s Journey
Hana AbazaVP Marketing, Uberflip@hanaabaza
Dallas JessupContent Marketing Manager, BrightTALK@Dallas_Jessup
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Join in on
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)
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DavidCMO, Mid-40s
Decision-maker
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Insert SiriusDecisions’ Demand Gen Waterfall
[not included on purpose]
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+/-15 people are involved in the
decision-making process.
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3.7 million employees work from home
half the time.
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Purchase
Business problem
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Customer
Decision
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Content Marketing Evolution
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Video
Infographic
Blog Posts
Guide
WebinarWhite paper
Podcasts
Social Posts
Repurposing 1.0
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Repurposing 2.0VideoBlog
WebinarCase Study
Top of funnel
Mid Funnel
End of FunnelWhite paper
Free trial Calculator
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Repurposing 3.0Best practicesQuarterly Updates
Customer
Sales
MarketingeBook
Industry report Webinar
eBook Webinar
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Acquiring your best prospects
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Junior level professionals have more influence
than ever before.
48.80%
17.10%
34.10%
Q: What part of the purchasing process are you involved in?
ApproveInfluence but not approveNo involvement
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Junior staffSolve project-related challenges
Gain technical and soft skills quicklyGet promoted
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Mid ManagementSolve project-related challengesBecome an established expert
Get promoted
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Senior ExecutivesDeepen expertise in defined areasLead in broad + technical areas
Mentor early- and mid-career talent
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Senior ExecutivesDeepen expertise in defined areasLead in broad + technical areas
Mentor early- and mid-career talent
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Closing with content
92% of buyers engage if the professional is known as a thought leader.
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Tailoring Content for Different Stages
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ABM, Sales Enablement, Customers
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Account Based Marketing
Sales Enablement
Customer Marketing
Tailoring Content for Different Stages
@Uberflip @HanaAbaza
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Forget Coffee. Content is for Closers.
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76% of Content Marketers Forget
About Sales Enablement (!)
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62% of Sales Reps Say They
Can’t Find Content to Send
Prospects
Your Content
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
By Topic By Type
What Most People Do
Your Content
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
By Type By Topic By Vertical By Segment By Persona By Account
Tailoring the Experience
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But how do we create a
relevant and tailored content
experience?
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Content
Context
Experience
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@hanaabaza @r_lefkowitz
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Content for the Customer
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Your customers don’t want to engage. They want to do their jobs.
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It costs 5x more to attract a new customer than to
keep an existing one. Gartner
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Condense product, marketing, etc into a single medium
2
3
2
1
3
Give them a chance to opt down, rather than opt-out
Provide real value
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Action items?
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Start content hubs for the entire buyer’s journey
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65% of content goes unused.“
— Kapost
FACT
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180% more subscribers if you have 21-50 pieces
144 455 905
4186
128605
1195
2884
334
692
1939
2548
1 to 5 6 to 20 21 to 50 51+
201320142015
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55.60%
61.50%
65.50%
60 days 80 days 100 days
Content hubs =repeat engagement
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Nurturing prospects
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Sales enablement
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Client success
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RESOURCES
Mapping B2B Content to Each Stage of the Funnelhttp://go.brighttalk.com/mapping-B2B-content-to-each-stage-of-the-funnel.html
How to Populate a Content Hubhttp://go.brighttalk.com/Guide-TurnYourBrightTALKChannelintoaLeadGenMachine.html
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QUESTION TIME!
Dallas JessupContent Marketing Manager, BrightTALK
@Dallas_Jessup
hub.uberflip.com
Hana AbazaVP Marketing, Uberflip
@hanaabaza
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