how blackbaud boosted lead generation through their content experience
Post on 09-Jan-2017
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How Blackbaud BoostedLead Generation ThroughTheir Content Experience
Peter BaronSr. Product Marketing Manager, Blackbaud
Yoav SchwartzCo-founder & CEO,
Uberflip
Page 2 #MKTGNATION
STARTING WITH “WHY”
Page 3 #MKTGNATION
STARTING WITH “WHY”WHY CONTENTMARKETING?
Page 4 #MKTGNATION
WHY CONTENT MARKETING?
PROVEN AS A GREAT WAY TODELIVER YOUR MESSAGE
Page 5 #MKTGNATION
Content startswith Marketing but satisfies the entire buyer journey
ENGAGEMENT
LEAD GEN
SALES
RETENTION
Page 6 #MKTGNATION
How do we do it?What’s the Process?
PEOPLE
PROCESSTECH
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CREATION DISTRIBUTION INSIGHTS
The Content Marketing Process is a Cycle
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CREATION DISTRIBUTION INSIGHTS
FLAWED
The Content Marketing Process is a Cycle
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The 4 Pillars of Content Marketing
CREATION
It starts with great content. Whether you buy it, curate it or author it yourself
INSIGHTS
If you’re planning to grow, you’ll want to know what’s working and why.
DISTRIBUTION
That experience needs an audience - whether organically discovered, or
accessed via promotion.
EXPERIENCE
Even the best content needs a remarkable experience to reach its full
potential.
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CREATION
DISTRIBUTION
INSIGHTSEXPERIENC
E
“Even the greatest content must be combined with a remarkable experience to reach its full potential!”
- Yoav Schwartz, CEO @Uberflip
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… but it’s more complicated. It’s not flat!CREATION DISTRIBUTION INSIGHTSEXPERIENCE
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CREATION DISTRIBUTION INSIGHTSEXPERIENCE
marketplace management social analytics
curation lead generation email ROI
sales enablement reportingworkflow paid
scoringorganicengagementideation
There are many buckets in each pillar
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Why not justbuy a suite that does it all?
PEOPLE
PROCESSTECH
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CIO’s bought suites becauseit reduced complexity.
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CMO’s buy software that solves their problems.
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~3,500 VENDORS!!
@yostar @jonkane #B3TOOk, so how do you choose?
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Content isn't King, it's the Kingdom.
Lee Odden
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PlatformVS Point Solution
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Platform vs Point SolutionA platform is a major piece of software, as an operating system, an operating environment, or a database, under which various smaller application programs can be designed to run.
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A point solution is a product or service that addresses one very specific need in a marketing organization. It specializes in solving that one particular problem really, really well.
Platform vs Point Solution
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You need bothPlatform VS Point Solution
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What are your goals?
Where are the gaps?
Where are areas of growth?
Before we go deeper…
Answer the 3-G-Q’s
marketplace management social analytics
ideation engagement organic scoring
curation lead generation email ROI
sales enablement reportingworkflow paid
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
Yostar’s Framework
marketplace Do you outsource or buy content?
ideationDo you need help spurring up ideas on what content to create?
curationDo you pepper in content from other sources?
workflowIs Excel no longer cutting it for managing your army of writers?
Creation
Experience
How do you manage your content experiences at scale?Management
How do you leverage content within your sales and success teams?
Sales Enablement
What software do you use to manage the user experience of lead gen?Lead Gen
What software do you use to increase engagement with your content?Engagement
Distribution
How do you manage social channels? Social
What software do you use for SEO?Organic
Are you leveraging content syndication?Paid
What software(s) do you use for email distribution? Probably a few…Email
Insights
Analytics How do you measure basic metrics?
ScoringAre you scoring your content? Your leads?
ReportingHow are you bubbling this info up to the c-suite?
ROIAre you measuring the ROI of your content?
marketplace management social analytics
ideation engagement organic scoring
curation lead generation email ROI
sales enablement reportingworkflow paid
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
Yostar’s Framework
marketplace management social analytics
ideation engagement organic scoring
curation lead generation email ROI
sales enablement reportingworkflow paid
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
Uberflip’s stack
marketplace management social analytics
ideation engagement organic scoring
curation lead generation email ROI
sales enablement reportingworkflow paid
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
Uberflip’s Stack In Yostar’s Framework
introducing...
Uberflip’s Stack on
How Blackbaud Boosted Lead Generation by 740%
Through Their Content Experience
Page 36 #MKTGNATION
• A proven market leader with more than 35,000 satisfied customers today
• Solving for the needs of the philanthropic market for over 30 years
Exclusively serving the philanthropic market
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• We market 10+ products to private schools.
• We target multiple buyers within a school with
different messages.
• “The holy grail” - our products helps connect the
entire school: Fundraising, Admissions, Marketing,
Academics, Learning and more.
• Our prospects and customers are Internet savvy.
• We needed a better way for schools to experience
our diverse content mix online and move them
through the funnel to generate leads.
A Look at the K-12 Private School Vertical
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We’re a Content Creation Engine
Thought Leadership Content
Product Content
Sales Enablement Content
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Blog Posts
Videos, Recorded Webinars & Upcoming Events
Infographics
Podcasts
eBooks, White Papers & Tip Sheets
Product Datasheets
Customer Stories & Slide Decks
Our content portfolio isbroad and deep.
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The Second Pillar: Experience
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Our content experience process prior to Uberflip looked a lot like this.
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We needed a better way to manage our content assets and reach our busy school audience.
Blog Posts
Videos, Recorded Webinars & Upcoming Events
Infographics
Podcasts
eBooks, White Papers & Tip Sheets
Product Datasheets
Customer Stories & Slide Decks
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CustomBuild?
ContentExperiencePlatform?
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Uberflip has given us a
Central, Optimized, Experiential Hub for all ofour ContentWhy does that matter?
Increased Return VisitorsImproved Lead NurturingEmpowers Marketing TeamIncreased Time on PageIncreased Content EngagementReduced Outbound TrafficEmpowers Sales TeamIncreased # of DownloadsKeeps Leads Moving Through the FunnelIncreased Lead ConversionBuilt Better Lead ProfilesIncreased # Page Views
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Blackbaud’s New Content Hub
k12hub.blackbaud.com
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Experience: Management
Content Organized by Type AND Topic
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Experience: ManagementMarketing, Communications and Content Management
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Experience: Engagement
+
+
+
+
Powerful Engagement Points
+
+
+
+
+
+
+
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Experience: Engagement
ContentBy Author
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Experience: Lead Generation
Content Gating That Doesn’t Disrupt the Experience
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Enabling Sales with Easily Accessible Content
This has proved to be a powerful way to educate and nurture potential customers and expedite the sales cycle.
Customer Story Blog Post & Video Blog Post Product Datasheet
Experience: Sales Enablement
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Annual UserConference
Uberflip and Blackbaud Use Cases: Events & Webinars
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Upcoming Events & Webinars
Uberflip and Blackbaud Use Cases: Events & Webinars
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Advisory BoardUberflip and Blackbaud Use Cases: Advisory Board
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Uberflip and Blackbaud Use Cases: Ecosystem
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Insights: Knowing What’s Working & What’s Not
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Results Since Launch (11.20.15)
3 Weeks
13,714
51,759
5,702(compared to 1,671 with old resource
library)
LaunchedNew Hub
1,000+Pieces of ContentMigrated& Sort
22,658Hub Visits Page Views
Unique Visitors
# of Flipbook Views (PDFs)
740%Marketing Qualified
Leads Increased
454 Marketing Qualified
Leads
marketplace management social analytics
ideation engagement organic scoring
curation lead generation email ROI
sales enablement reportingworkflow paid
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
Blackbaud’s Content Marketing Stack
Blackbaud’s Stack on
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“Uberflip’s onboarding process and customer success team blew me away! I was amazed at the personal dedication and partnership our launch was given. I felt like we were
Uberflip’s only client"!
Onboarding with a World-Class Team
- Andria Mullaney, Sr. Digital Marketing Manager, Blackbaud
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“This was a great experience. I watched a video in your hub mentioned in a K–12 email. Within seconds a follow-up email arrived connecting
me even more with your products.
I KNOW our Development Office would love to have this tool set. Is this something we could set up at Hackley? Say a video on the Alumni
page describing our new Health Complex that will be going up in the next two years. I’d love to be able to then automatically email those
watching the video with some sort of engagement message. ”
From a Blackbaud Customer
- Waits May, Hackley School
Thank You!
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