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Revamp Your B2B
CONTENT STRATEGY
Randy Frisch
CMO & Co-Founder at Uberflip
Working titles:
Revamp your content marketing
strategy
Revamp your content creation
strategy
Revamp your content experience
strategy
Revamp your content strategy
About Randy
Husband
Dad of 3
Hockey/Dance Dad
Co-Founder @ Uberflip
CMO/Marketer at Heart
Culture-focused
Revamp Your B2B Content Strategy - Dreamforce 2017
#conex
Randy Jenny
Orange is the New Black
The Standups
Sarah Silverman
What the Health
Riverdale
‘The Breakfast Club’ Genre
Documentaries
Grease and any Musical
Bloodline
House of Cards
Stranger Things
Anything Marvel
Breaking Bad
Homeland
24
Black Mirror
Anything with
"The Rock"
WEIGHING IN!6.8BUYERS
- Gartner (CEB)
Strategic SamDemand Jen
Marketing Mary
CONTENT
EXPERIENCE
Uberflip Personas
Do you provide a
personalized
experience that
leads to an
infinite scroll?
The Infinite Scroll
Source: “The State Of Engagement” Report
All of history
until 2003
Current Next year
2 Days 10 Minutes
Amount of time to generate
5 billion gigabytes of information
CONTENT CREATION
Revamp Your B2B Content Strategy - Dreamforce 2017
Revamp Your B2B Content Strategy - Dreamforce 2017
Revamp Your B2B Content Strategy - Dreamforce 2017
1.8+ billion photos are
uploaded per day
80m 500m 300m
Source: KPCB (Kleiner Perkins Caufield Byers)
Revamp Your B2B Content Strategy - Dreamforce 2017
of North American B2B marketers
indicate they will increase their
content spending through 2017.
39% — 2017 Benchmarks, Budgets, and Trends—North America, 2017 Content Marketing Institute
MANY FORMATS OF B2B CONTENT
Quizzes
Competitions Games
Widgets
Celebrity
Endorsements
Community
Forums
Reviews
Ratings
Case Studies
Price List
Calculations
Source: Hubspot
Reports with
Whitepapers
Trends
Demo Videos Interactive
Demo
Checklist
Checklist
Events
Press
Releases
EnewsEbooksVideos
Articles
Infographics
Guides
NEW SOLUTIONS, NEW PROBLEMS
Atoms, turkeys and lifetime body of work
JASON MILLER
LINKEDIN
TODD DEFREN
SHIFT COMMUNICATIONS
ANDY CRESTODINA
ORBIT MEDIA
CONTENT DISCOVERY
#conex
Revamp Your B2B Content Strategy - Dreamforce 2017
Revamp Your B2B Content Strategy - Dreamforce 2017
Revamp Your B2B Content Strategy - Dreamforce 2017
BRAND
Revamp Your B2B Content Strategy - Dreamforce 2017
There’s a better way
(and it’s not rocket science)
# of placements
Average#ofviews
1000
100
1-5 6-10 11-16 26-20 >20
Source: Uberflip Customer Data
Source: Uberflip Bizible Data
(SEO)
First Touch Lead Creation Opportunity Deal/Revenue
What does content
look like at scale?
OWN THE
JOURNEY
What does content
look like at scale?
OWN THE
JOURNEY
What does content
look like at scale?
Thought
Leadership
Campaigns,
Microsites and
Landing Pages
Tailored Content,
Drip Campaigns
Knowledge
Base
Resource Center
Onboarding
Materials
Prospecting,
ABM/ABS
Education and
Evaluation
Material
OWN THE
JOURNEY
What does content
look like at scale?
I want real life examples!
A B C D
Paid Email Social Sales
CAMPAIGN 1DCAMPAIGN 1B CAMPAIGN 1C
Outcome: CTR of 6-13% with target accounts!
TARGET ACCOUNT
PaidAdvertising
A
PaidAdvertising
A
EmailMarketing
B
SocialEngagement/Selling
C
SalesEnablement
D
SalesEnablement
D
SalesEnablement
D
LEAD GENERATION
Revamp Your B2B Content Strategy - Dreamforce 2017
PRESENT
Revamp Your B2B Content Strategy - Dreamforce 2017
Rosilyn Rayborn
Director of Content Marketing
@ Associa
CREATING ENGAGING
CONTENT HUBS
Uberflip is one of the best
investments my team has made.
We’ve been using Uberflip for a few
months now and our CEO
complimented our content, but the
funny thing is, the content hasn’t
changed that much, Uberflip has just
created a more immersive
experience that keeps our clients’ —
and CEO’s —attention.
“
THE FUTURE
and how we win in it
Revamp Your B2B Content Strategy - Dreamforce 2017
Thought
Leadership
Campaigns,
Microsites and
Landing Pages
Tailored Content,
Drip Campaigns
Knowledge
Base
Resource Center
Onboarding
Materials
Prospecting,
ABM/ABS
Education and
Evaluation
Material
OWN THE
JOURNEY
Experience will win
@randyfrisch
ubrflp.in/randyfrisch
Revamp Your B2B
CONTENT STRATEGY
hub.uberflip.com/dreamforce17

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Revamp Your B2B Content Strategy - Dreamforce 2017