Download - Selling Content to the C-Suite
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Yoav SchwartzCo-founder & CEOUberflip
Justin GonzalesSenior Marketing ManagerDouble Dutch
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WE NOW LIVE IN THE NETFLIX ERA
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But they still get thisBuyers expect this
But, when it comes to content marketing…
An engaging, tailored and intuitive experience
A generic, static and alphabetized experience
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ORGANIZATIONS HAVEN’T EVOLVED
Poor Buyer Experience
Cumbersome Processes
Lack of Personalizatio
n
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5
Marketers are under more pressure than ever before.
BUT WE LACK INFRASTRUCTURETO CREATE, TAILOR AND CONTROL
CONTENT EXPERIENCES.
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6
THE STATUS QUO IS BROKEN
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STATUS QUO
Limited ability to optimize - sacrificing
conversation and engagement
PAINFUL PROCESSES
NOTSCALABLE
HOMOGENOUS EXPERIENCE
LIMITED CONTENT ROI
Long redesigns, project
management and IT bottlenecks
Difficult to create multiple experiences for other use cases.
Spending major dollars to send
people to the same experience.
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EVOLVE & ADAPT
Gain the control to manage and optimize experiences for your
goals.
BECOMEAGILE
SCALE YOUR CONTENT
CUSTOMIZE EXPERIENCES
GAINCONTROL
Move quickly and avoid cumbersome
processes and bottlenecks.
Leverage content marketing across the entire buyer journey.
Tailor experiences for different use cases,
buyers and audience segments.
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Justin Gonzalez,Senior Marketing Manager@ DoubleDutch
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@justinSF | #SDTechX
Selling Content to the C-Suite: You Have to Find Your Window
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
I come to you as a fellow…marketerstorytellerdreamer
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
I aspire to become a CMO.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
And I’m excited to share my story with you.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
2012Head of MKTG
Get s*** done.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
What is DoubleDutch?
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
Request DemoTalk to SalesExplore the AppContact UsLet’s Get In Touch
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
Email performance started tanking.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
I had to find my window.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
Events
Paid
SEO
PR
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
Content impacts every marketing channel.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
I had to convince leadership that
content could solve our problem.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
It had to be cheap & easy.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
Sitemap:HomepageProduct OverviewDemo RequestAbout UsBlog
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
Sitemap:HomepageProduct OverviewDemo RequestAbout UsBlog
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
Sitemap:HomepageProduct OverviewDemo RequestAbout UsBlog
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
How to Build Social Buzz at Events
5 Benefits of Going Mobile at Events
The Power of Mobile and Internal Meetings
Boost Your Sales Kickoffs with a Mobile App
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
It worked. It worked really well.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
2013Demonstrate program success.
Director
Events
Events
Design
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
+
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
With Marketo, our conversion path looked something like this…
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
Receive the email.Open the email.Read the email.Click the link in the email.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
Go to the landing page.Read the landing page.Complete the form.Click submit.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
And then…
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
Be taken to the success page.Read the success page.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
Go back to her email.Open the success email.Read the success email.Download the PDF.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
SUCCESS
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
It wasn’t perfect, but it worked.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
And my role shifted to marketing communications.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
Now, I could focus on producing content at scale.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
I built a library of resources, but had no actual library.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
And no budget to build a library.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
So, I built one.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
2014Build efficiencies.
Director
Events
Events
Digital ProductDesign
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
Marketing’s growthrelied on paid channels.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
Our team needed to decrease our cost-per-lead (CPL).
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
I had to find another window.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
My theory was easy:increase organic (unpaid) traffic, decrease CPL.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
We were in the middle of a website redesign with a focus on high-value SEO pages.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
Pickles + Whiskey =Content + SEO
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
I had to convince leadership using hard numbers.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
Pickles + Whiskey =Content + SEO Paid
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
I was able to demonstrate investing in content could increase site traffic and decrease CPL.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
I got my first resource center.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
Done is better than perfect.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
2015Take the damn market.
Director
Events
Events
Demand Gen
Product
Design Analytics
ProductInterns
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
I could produce content at scale,
but kept hitting roadblocks.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
And I still needed a seat at the strategy table.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
PROBLEM 1:Our web team couldn’t keep up.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
And, remember our conversion path?
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
PROBLEM 2:Our database was was dropping off.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
PROBLEM 3:Success was defined by leads, not by engagement.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
I had to find another window.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
One day, I was chatting with our head of product marketing.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
A light bulb went off.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
I had 3 Problems:
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
I had 3 Problems:Uploading new resourcesIncrease engagementDemonstrate success
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
Armed with this information I was able to project content’s impact on our business.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
I got my own budgetand a seat at the strategy table.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
I became aCenter of Excellence.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
2016Create a new category.
CMO
Events
Events
Demand Gen
Product
Design Analytics
ProductSocialOps
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
Now, every program begins with the message, and ends with the delivery.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
Not just in marketing, but across the entire org.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
I recently sat down with my CEO.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
What I’ve learned is…
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
It’s not just about finding your window.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
It’s about using data…
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
…and building relationships.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
And if we can do that, I believe we will illuminate a new path to the c-suite.
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@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window
Thank you.
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@justinSF | #SDTechX
Selling Content to the C-Suite: You Have to Find Your Window
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WHAT DOES CONTENT LOOK LIKE AT SCALE? Resource
Center
Account-BasedMarketing
Campaigns& Microsites
KnowledgeBase
TailoredContent Hub
AccountManagement
Prospecting& ABS
PipelineAcceleration
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DATA FROM
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98