Accelerate Buyer Journey with Personalized Content
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Accelerate Buyer Journey with Personalized Content
- 1. 5# conex @ randyfrisch ACCELERATE THE BUYER JOURNEY RANDY FRISCH C M O & C O - F O U N D E R O F U B E R F L I P
- 2. 5# conex @ randyfrisch RANDY FRISCH | @RandyFrisch
- 3. 5# conex @ randyfrisch GREAT EXPERIENCES THE INFINTE SCROLL
- 4. 5# conex @ randyfrisch RANDY FRISCH | @RandyFrisch
- 5. 5# conex @ randyfrisch RANDY FRISCH | @RandyFrisch
- 6. 5# conex @ randyfrisch RANDY FRISCH | @RandyFrisch
- 7. 5# conex @ randyfrisch RANDY FRISCH | @RandyFrisch
- 8. 5# conex @ randyfrisch
- 9. 5# conex @ randyfrisch A SHORT JOURNEY AKA NO STREAM ONLY 1 IN 3 B2B Marketing Websites ENCOURAGE HIGH CONTENT ENGAGEMENT Heinz Marketing, The New Marketing Standard: How Today’s Successful B2B Marketers Accelerate the Buyer’s journey with Content
- 10. 5# conex @ randyfrisch THE BUYER JOURNEY IS FUELED BY CONTENT Content Purpose Rank Usage Brand Awareness 1 76.00% LeadGeneration 2 71.70% Customer Education 3 58.70% Sales Enablement 4 57.20% Buyer Education 5 53.00% Product Releases 6 52.30% Event Follow-up 7 50.20% Heinz Marketing, The New Marketing Standard: How Today’s Successful B2B Marketers Accelerate the Buyer’s journey with Content
- 11. 5# conex @ randyfrisch CONTENT MARKETERS CREATE CONTENT DEMAND OWNS CONTENT
- 12. 5# conex @ randyfrisch DEMAND OWNS CONTENT WEBSITES SOCIAL EMAIL AD SPEND SALES REPS CONTENT ON HOMEPAGE LINK OUT TO CONTENT CTA TO CONTENT CLICK TO CONTENT EDUCATE WITH CONTENT ENGAGE WITH DIGITAL MARKETER SOCIAL MEDIA MARKETER DEMAND GEN MARKETER DEMAND GEN MARKETER ABM / ENABLEMENT MARKETER WHO OWNS
- 13. 5# conex @ randyfrisch
- 14. 5# conex @ randyfrisch ONE PIECE OF CONTENT AT A TIME IS NOT ENOUGH7-12 pieces of content
- 15. 5# conex @ randyfrisch 82% RESEARCH 18% TALK TO VENDORS VENDORS HAVE A SMALL SLICE OF BUYERS’ TIME Gartner, 2018 What is the average % of time spent doing each of the following activity during the buying cycle for new IT related purchases?
- 16. 5# conex @ randyfrisch I NEED TO ACCELERATE THE BUYER JOURNEY
- 17. 5# conex @ randyfrisch G O T O MARKE T
- 18. 5# conex @ randyfrisch T O G O MARKE T
- 19. 5# conex @ randyfrisch T O G O MARKE T abm demand inbound sales enablement
- 20. 5# conex @ randyfrisch content
- 21. 5# conex @ randyfrisch whyhow what contentgrowthhow will we go to market? abm tierengage demand sales outreach social email retargeting inbound sales enablement content experien
- 22. 5# conex @ randyfrisch whyhow what content experiencgrowthhow will we go to market? abm segment: sales rep by product line engage demand email signature inbound sales enablement
- 23. 5# conex @ randyfrisch whyhow what content experiencgrowthhow will we go to market? segment: sales rep by product line engage email signature sales enablement
- 24. 5# conex @ randyfrisch whyhow what content experiencgrowthhow will we go to market? segment: sales rep by product line engage email signature sales enablement
- 25. 5# conex @ randyfrisch whyhow what content experiencgrowthhow will we go to market? abm segment: region revenue persona engage demand webinars SEO emailinbound sales enablement
- 26. 5# conex @ randyfrisch whyhow what content experiencgrowthhow will we go to market? segment: region revenue persona engage webinars SEO email demand
- 27. 5# conex @ randyfrisch whyhow what content experiencgrowthhow will we go to market? segment: region revenue persona engage webinars SEO email demand
- 28. 5# conex @ randyfrisch whyhow what content experiencgrowthhow will we go to market? abm 2000 accounts engage demand email signatures direct mail display ads inbound sales enablement LinkedIn
- 29. 5# conex @ randyfrisch whyhow what content experiencgrowthhow will we go to market? abm 2000 accounts engage email signatures direct mail display ads LinkedIn
- 30. 5# conex @ randyfrisch whyhow what content experiencgrowthhow will we go to market? abm 2000 accounts engage email signatures direct mail display ads LinkedIn
- 31. 5# conex @ randyfrisch whyhow what content experiencgrowthhow will we go to market? abm 2000 accounts engage email signatures direct mail display ads LinkedIn
- 32. 5# conex @ randyfrisch DEALS 2x AS LIKELY TO CLOSE 3x DEAL SIZE
- 33. 5# conex @ randyfrisch PERSONALIZED CONTENT EXPERIENCE WINS
- 34. 5# conex @ randyfrisch HOW DO YOU JUSTIFY THIS AS A PRIORITY? of B2B buyers expect a personalized buying experience 79% of marketers see improvements due to personalization, with more than half reporting a lift greater than 10% 88% believe their efforts to personalize their content have been ineffective 54% Heinz Marketing, The New Marketing Standard: How Today’s Successful B2B Marketers Accelerate the Buyer’s journey with Content Evergage Press release: New Evergage Study Shows Compelling Personalization Benefits Instacart 68 Personalization Statistics Every Digital Advertiser Must Keep In Mind
- 35. 5# conex @ randyfrisch MOST CHALLENGING FACTORS OF PERSONALIZATION Content Purpose Rank Usage Takes too many resources 1 42.20% Takes too much time 2 36.00% Current tech stack doesnot support 3 32.90% Levelof personalization wewant isn’t scalable 4 31.10% Requires expertise we don’t have available 5 30.40% Don’t know where tostart 6 17.30% # conex @ randyfrisch Heinz Marketing, The New Marketing Standard: How Today’s Successful B2B Marketers Accelerate the Buyer’s journey with Content
- 36. 5# conex @ randyfrisch EXPERIENCE $ DATA $$$ SALESPEOPLE $$$$$$ DISTRIBUTION
- 37. 5# conex @ randyfrisch EXPERIENCE $
- 38. 5# conex @ randyfrisch EXPERIENCE $$$ INVEST IN EXPERIENCE OR DON’T SPEND A SINGLE DOLLAR @ randyfrisch Thank You
Editor's Notes
- What all these companies are tying to do is just trying to get you to stick around. But they’re not getting you to stick around for only their content. It’s for all content.
- Click on tweet
- But this doesn’t just happen in B2C, it also happens in B2B
- Email > Broken Video > No Contextual CTA Story of Randy discovering the experience was broken with conflicting CTAs and broken links.
- Click on tweet
- The journey our buyers want
- We give them one piece of content and leave them in a dark forest of content that resembles the upside down of Stranger Things. Only 1 in 3…
- We are leading with content at every stage of the buyer journey
- This is the approach of the past. We need to get to a place where we can deliver content our buyers can binge.
- We’re doing it in the wrong way—where we think 1 piece of content at a time
- We need to deliver 7-12
- If you don’t believe me that we need 7-12, look at what Gartner says
- We start with content experience. Next: real companies are operating like this. Take a look at Medtronic who does this in a simple but effective way
- We start with content experience. Next: real companies are operating like this. Take a look at Medtronic who does this in a simple but effective way
- We start with content experience. Next: real companies are operating like this. Take a look at Medtronic who does this in a simple but effective way
- They start with sales enablement Next: they use email signatures
- Next: they create personalized streams. That is their content experience
- Next: Blackbaud is another example
- Next: They focus on demand generation. Next: they segment using Marketo
- Next: They distribute these streams in email and send their buyers to a personalized journey
- Next: they use intelligence to create recommendations on their website
- Next: Let’s take a look at an even more complex strategy by Snowflake
- They focus on ABM and delivering to 2000 targeted accounts Next: by using everstring
- Next: Display Ads
- Here’s an example of one targeted to Tinder Next: direct mail
- Next: email signatures
- Next: personalized streams for every account.
- Next: they achieve results.
- They noticed that deals are… using this strategy, they closed 3x the deal size Next: So you see, Personalized Content Experince wins
- Next: so how does a company like Snowflake achieve this at scale?
- We are leading with content at every stage of the buyer journey
- Why are we not spending on experience?
- Why are we not spending on experience?
- Why are we not spending on experience?