selling content to the c-suite: you have to find your window
TRANSCRIPT
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#ufx2016
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Justin gonzaleZ
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@justinSF | #ufx2016
Selling Content to the C-Suite: You Have to Find Your Window
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@justinSF | #ufx2016
I come to you as a fellow…marketerstorytellerdreamer
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@justinSF | #ufx2016
I aspire to become a CMO.
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@justinSF | #ufx2016
And I’m excited to share my story with you.
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@justinSF | #ufx2016
2012Head of MKTG
Get s*** done.
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@justinSF | #ufx2016
What is DoubleDutch?
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@justinSF | #ufx2016
Request DemoTalk to SalesExplore the AppContact UsLet’s Get In Touch
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@justinSF | #ufx2016
Email performance started tanking.
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@justinSF | #ufx2016
I had to find my window.
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@justinSF | #ufx2016
Events
Paid
SEO
PR
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@justinSF | #ufx2016
Content impacts every marketing channel.
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@justinSF | #ufx2016
I had to convince leadership that content could solve our problem.
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@justinSF | #ufx2016
It had to be cheap & easy.
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@justinSF | #ufx2016
Sitemap:HomepageProduct OverviewDemo RequestAbout UsBlog
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@justinSF | #ufx2016
Sitemap:HomepageProduct OverviewDemo RequestAbout UsBlog
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@justinSF | #ufx2016
Sitemap:HomepageProduct OverviewDemo RequestAbout UsBlog
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@justinSF | #ufx2016
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 | #ufx2016
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@justinSF | #ufx2016
It worked. It worked really well.
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@justinSF | #ufx2016
2013Demonstrate program success.
Director
Events
Events
Design
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@justinSF | #ufx2016
+
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@justinSF | #ufx2016
With Marketo, our conversion path looked something like this…
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@justinSF | #ufx2016
Receive the email.Open the email.Read the email.Click the link in the email.
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@justinSF | #ufx2016
Go to the landing page.Read the landing page.Complete the form.Click submit.
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@justinSF | #ufx2016
And then…
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@justinSF | #ufx2016
Be taken to the success page.Read the success page.
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@justinSF | #ufx2016
Go back to her email.Open the success email.Read the success email.Download the PDF.
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@justinSF | #ufx2016
SUCCESS
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@justinSF | #ufx2016
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@justinSF | #ufx2016
It wasn’t perfect, but it worked.
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@justinSF | #ufx2016
And my role shifted to marketing communications.
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@justinSF | #ufx2016
Now, I could focus on producing content at scale.
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@justinSF | #ufx2016
I built a library of resources, but had no actual library.
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@justinSF | #ufx2016
And no budget to build a library.
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@justinSF | #ufx2016
So, I built one.
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@justinSF | #ufx2016
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@justinSF | #ufx2016
2014Build efficiencies.
Director
Events
Events
Digital ProductDesign
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@justinSF | #ufx2016
Marketing’s growthrelied on paid channels.
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@justinSF | #ufx2016
Our team needed to decrease our cost-per-lead (CPL).
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@justinSF | #ufx2016
I had to find another window.
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@justinSF | #ufx2016
My theory was easy:increase organic (unpaid) traffic, decrease CPL.
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@justinSF | #ufx2016
We were in the middle of a website redesign with a focus on high-value SEO pages.
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@justinSF | #ufx2016
Pickles + Whiskey =Content + SEO
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@justinSF | #ufx2016
I had to convince leadership using hard numbers.
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@justinSF | #ufx2016
Pickles + Whiskey =Content + SEO Paid
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@justinSF | #ufx2016
I was able to demonstrate investing in content could increase site traffic and decrease CPL.
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@justinSF | #ufx2016
I got my first resource center.
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@justinSF | #ufx2016
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@justinSF | #ufx2016
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@justinSF | #ufx2016
Done is better than perfect.
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@justinSF | #ufx2016
2015Take the damn market.
Director
Events
Events
Demand Gen
Product
Design Analytics
ProductInterns
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@justinSF | #ufx2016
I could produce content at scale, but kept hitting roadblocks.
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@justinSF | #ufx2016
And I still needed a seat at the strategy table.
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@justinSF | #ufx2016
PROBLEM 1:Our web team couldn’t keep up.
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@justinSF | #ufx2016
And, remember our conversion path?
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@justinSF | #ufx2016
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@justinSF | #ufx2016
PROBLEM 2:Our database waswas dropping off.
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@justinSF | #ufx2016
PROBLEM 3:Success was defined by leads, not by engagement.
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@justinSF | #ufx2016
I had to find another window.
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@justinSF | #ufx2016
One day, I was chatting with our head of product marketing.
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@justinSF | #ufx2016
A light bulb went off.
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@justinSF | #ufx2016
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@justinSF | #ufx2016
I had 3 Problems:
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@justinSF | #ufx2016
I had 3 Problems:Visibility into performanceIncrease engagementUploading new resources
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@justinSF | #ufx2016
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@justinSF | #ufx2016
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@justinSF | #ufx2016
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@justinSF | #ufx2016
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@justinSF | #ufx2016
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@justinSF | #ufx2016
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@justinSF | #ufx2016
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@justinSF | #ufx2016
Armed with this information I was able to project content’s impact on our business.
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@justinSF | #ufx2016
I got my own budgetand a seat at the strategy table.
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@justinSF | #ufx2016
I became aCenter of Excellence.
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@justinSF | #ufx2016
2016Create a new category.
CMO
Events
Events
Demand Gen
Product
Design Analytics
ProductDigitalOps
Intl.
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@justinSF | #ufx2016
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@justinSF | #ufx2016
Now, every program begins with the message, and ends with the delivery.
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@justinSF | #ufx2016
Not just in marketing, but across the entire org.
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@justinSF | #ufx2016
I recently sat down with my CEO.
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@justinSF | #ufx2016
What I’ve learned is…
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@justinSF | #ufx2016
It’s not just about finding your window.
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@justinSF | #ufx2016
It’s about using data…
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@justinSF | #ufx2016
…and building relationships.
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@justinSF | #ufx2016
And if we can do that, I believe we will illuminate a new path to the c-suite.
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@justinSF | #ufx2016
Thank you.
![Page 88: Selling Content to the C-Suite: You Have to Find Your Window](https://reader031.vdocument.in/reader031/viewer/2022030305/5873bb8a1a28abbc788b56b7/html5/thumbnails/88.jpg)
@justinSF | #ufx2016
Selling Content to the C-Suite: You Have to Find Your Window