how blackbaud boosted lead generation through their content experience

How Blackbaud BoostedLead Generation ThroughTheir Content Experience

Peter BaronSr. Product Marketing Manager, Blackbaud

Yoav SchwartzCo-founder & CEO,

Uberflip

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STARTING WITH “WHY”

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STARTING WITH “WHY”WHY CONTENTMARKETING?

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WHY CONTENT MARKETING?

PROVEN AS A GREAT WAY TODELIVER YOUR MESSAGE

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Content startswith Marketing but satisfies the entire buyer journey

ENGAGEMENT

LEAD GEN

SALES

RETENTION

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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


ideation engagement organic scoring




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?






Yostar’s Framework






Uberflip’s stack






Uberflip’s Stack In Yostar’s Framework

introducing...

Uberflip’s Stack on

How Blackbaud Boosted Lead Generation by 740%

Through Their Content Experience

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• 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






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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