![Page 1: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/1.jpg)
How Blackbaud BoostedLead Generation ThroughTheir Content Experience
Peter BaronSr. Product Marketing Manager, Blackbaud
Yoav SchwartzCo-founder & CEO,
Uberflip
![Page 2: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/2.jpg)
Page 2 #MKTGNATION
STARTING WITH “WHY”
![Page 3: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/3.jpg)
Page 3 #MKTGNATION
STARTING WITH “WHY”WHY CONTENTMARKETING?
![Page 4: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/4.jpg)
Page 4 #MKTGNATION
WHY CONTENT MARKETING?
PROVEN AS A GREAT WAY TODELIVER YOUR MESSAGE
![Page 5: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/5.jpg)
Page 5 #MKTGNATION
Content startswith Marketing but satisfies the entire buyer journey
ENGAGEMENT
LEAD GEN
SALES
RETENTION
![Page 6: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/6.jpg)
Page 6 #MKTGNATION
How do we do it?What’s the Process?
PEOPLE
PROCESSTECH
![Page 7: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/7.jpg)
Page 7 #MKTGNATION
CREATION DISTRIBUTION INSIGHTS
The Content Marketing Process is a Cycle
![Page 8: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/8.jpg)
Page 8 #MKTGNATION
CREATION DISTRIBUTION INSIGHTS
FLAWED
The Content Marketing Process is a Cycle
![Page 9: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/9.jpg)
Page 9 #MKTGNATION
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.
![Page 10: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/10.jpg)
Page 10 #MKTGNATION
CREATION
DISTRIBUTION
INSIGHTSEXPERIENC
E
“Even the greatest content must be combined with a remarkable experience to reach its full potential!”
- Yoav Schwartz, CEO @Uberflip
![Page 11: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/11.jpg)
Page 11 #MKTGNATION
… but it’s more complicated. It’s not flat!CREATION DISTRIBUTION INSIGHTSEXPERIENCE
![Page 12: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/12.jpg)
Page 12 #MKTGNATION
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
marketplace management social analytics
curation lead generation email ROI
sales enablement reportingworkflow paid
scoringorganicengagementideation
There are many buckets in each pillar
![Page 13: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/13.jpg)
Page 13 #MKTGNATION
Why not justbuy a suite that does it all?
PEOPLE
PROCESSTECH
![Page 14: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/14.jpg)
Page 14 #MKTGNATION
CIO’s bought suites becauseit reduced complexity.
![Page 15: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/15.jpg)
Page 15 #MKTGNATION
CMO’s buy software that solves their problems.
![Page 16: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/16.jpg)
Page 16 #MKTGNATION
~3,500 VENDORS!!
![Page 17: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/17.jpg)
@yostar @jonkane #B3TOOk, so how do you choose?
![Page 18: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/18.jpg)
Page 18 #MKTGNATION
Content isn't King, it's the Kingdom.
Lee Odden
![Page 19: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/19.jpg)
Page 19 #MKTGNATION
PlatformVS Point Solution
![Page 20: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/20.jpg)
Page 20 #MKTGNATION
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.
![Page 21: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/21.jpg)
Page 21 #MKTGNATION
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
![Page 22: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/22.jpg)
Page 22 #MKTGNATION
You need bothPlatform VS Point Solution
![Page 23: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/23.jpg)
Page 23 #MKTGNATION
What are your goals?
Where are the gaps?
Where are areas of growth?
Before we go deeper…
Answer the 3-G-Q’s
![Page 24: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/24.jpg)
marketplace management social analytics
ideation engagement organic scoring
curation lead generation email ROI
sales enablement reportingworkflow paid
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
Yostar’s Framework
![Page 25: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/25.jpg)
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
![Page 26: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/26.jpg)
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
![Page 27: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/27.jpg)
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
![Page 28: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/28.jpg)
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?
![Page 29: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/29.jpg)
marketplace management social analytics
ideation engagement organic scoring
curation lead generation email ROI
sales enablement reportingworkflow paid
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
Yostar’s Framework
![Page 30: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/30.jpg)
marketplace management social analytics
ideation engagement organic scoring
curation lead generation email ROI
sales enablement reportingworkflow paid
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
Uberflip’s stack
![Page 31: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/31.jpg)
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
![Page 32: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/32.jpg)
introducing...
![Page 33: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/33.jpg)
Uberflip’s Stack on
![Page 34: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/34.jpg)
How Blackbaud Boosted Lead Generation by 740%
Through Their Content Experience
![Page 35: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/35.jpg)
![Page 36: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/36.jpg)
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
![Page 37: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/37.jpg)
Page 37 #MKTGNATION
• 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
![Page 38: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/38.jpg)
Page 38 #MKTGNATION
We’re a Content Creation Engine
Thought Leadership Content
Product Content
Sales Enablement Content
![Page 39: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/39.jpg)
Page 39 #MKTGNATION
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.
![Page 40: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/40.jpg)
Page 40 #MKTGNATION
The Second Pillar: Experience
![Page 41: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/41.jpg)
Page 41 #MKTGNATION
Our content experience process prior to Uberflip looked a lot like this.
![Page 42: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/42.jpg)
Page 42 #MKTGNATION
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
![Page 43: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/43.jpg)
Page 43 #MKTGNATION
CustomBuild?
ContentExperiencePlatform?
![Page 44: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/44.jpg)
Page 44 #MKTGNATION
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
![Page 45: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/45.jpg)
Page 45 #MKTGNATION
Blackbaud’s New Content Hub
k12hub.blackbaud.com
![Page 46: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/46.jpg)
Page 46 #MKTGNATION
Experience: Management
Content Organized by Type AND Topic
![Page 47: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/47.jpg)
Page 47 #MKTGNATION
Experience: ManagementMarketing, Communications and Content Management
![Page 48: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/48.jpg)
Page 48 #MKTGNATION
Experience: Engagement
+
+
+
+
Powerful Engagement Points
+
+
+
+
+
+
+
![Page 49: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/49.jpg)
Page 49 #MKTGNATION
Experience: Engagement
ContentBy Author
![Page 50: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/50.jpg)
Page 50 #MKTGNATION
Experience: Lead Generation
Content Gating That Doesn’t Disrupt the Experience
![Page 51: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/51.jpg)
Page 51 #MKTGNATION
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
![Page 52: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/52.jpg)
Page 52 #MKTGNATION
Annual UserConference
Uberflip and Blackbaud Use Cases: Events & Webinars
![Page 53: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/53.jpg)
Page 53 #MKTGNATION
Upcoming Events & Webinars
Uberflip and Blackbaud Use Cases: Events & Webinars
![Page 54: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/54.jpg)
Page 54 #MKTGNATION
Advisory BoardUberflip and Blackbaud Use Cases: Advisory Board
![Page 55: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/55.jpg)
Page 55 #MKTGNATION
Uberflip and Blackbaud Use Cases: Ecosystem
![Page 56: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/56.jpg)
Page 56 #MKTGNATION
Insights: Knowing What’s Working & What’s Not
![Page 57: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/57.jpg)
Page 57 #MKTGNATION
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
![Page 58: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/58.jpg)
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
![Page 59: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/59.jpg)
Blackbaud’s Stack on
![Page 60: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/60.jpg)
Page 60 #MKTGNATION
“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
![Page 61: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/61.jpg)
Page 61 #MKTGNATION
“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
![Page 62: How Blackbaud Boosted Lead Generation Through Their Content Experience](https://reader035.vdocument.in/reader035/viewer/2022081604/5873bb5a1a28abbc788b560b/html5/thumbnails/62.jpg)
Thank You!