This document discusses how to turn a resource center into a lead generation machine. It provides 5 key elements: 1) Make the resource center easy to use and navigate, 2) Create an engagement path to guide users through the content, 3) Include clear calls-to-action, 4) Make it easy for marketing to update and modify, and 5) Track performance with content marketing software. It then presents a case study of how Monetate improved their resource center and increased conversions by 250% by focusing on experience, targeting, control, and calls-to-action.

1. How
To
Turn
Your
Resource
Center
Into
A
Demand
Gen
Machine
#DGMachine

2. Follow
this
webinar
on
LinkedIn
&
Twi:er
#DGMachine
#DGMachine
Demand
Gen
Report:
@DG_Report
Uberflip:
@Uberflip
Dana
Harder:
@DanaHarder
Hana
Abaza:
@HanaAbaza

3. About
Demand
Gen
Report
• Launched
in
2007
to
track
best
pracHces
in
lead
generaHon
• Newsle:er
has
grown
to
more
than
26,000
readers
• We
also
offer
a
menu
of
research
and
best
pracHces
reports
• New
audio/video
podcasts
at
DemandGenReport.com
@DG_Report
http://linkd.in/DG_Specialists

4. #DGMachine
Panelists
Dana
Harder
VP
of
Client
Strategy
Content4Demand
MODERATOR:
Kim
Zimmermann
Managing
Editor,
Demand
Gen
Report
Hana
Abaza
Director
of
MarkeHng
Uberflip

5. HOW TO TURN YOUR
RESOURCE CENTER
INTO A LEAD GEN
MACHINE
HANA ABAZA
Director of Marketing, Uberflip

6. What do you think
of when I say
Resource Center?

7. GRAVEYARD

8. Doesn’t have
to be that way!

9. It’s “ the content, stupid. experience

13. 5 elements of a kick ass

14. 1. MAKE IT EASY
§ Easy to browse your content
§ Easy to navigate (menu structure)
§ Easy to find stuff (search ability)

15. 2. CREATE AN
ENGAGEMENT PATH
§ Learn from Ikea!
§ Where should people go next?
§ Recommended content
§ Call-to-actions

16. L
AVOID THIS!
§ No distinct call to action
§ No recommended content
§ Nowhere to subscribe
§ No images or videos
§ No links to learn more

17. Call to action
Recommend
content
J
Discoverable
Useful image

18. 3. INCLUDE
CALL-TO-ACTIONS
§ Dynamic
§ Contextual

19. L

20. J

21. 4. Easy to update
and modify
Should be owned by Marketing, not IT!

22. 5. TRACK
MEASURE
PERFORMANCE
§ Content marketing software that
provides insights, not just metrics
§ Uberflip (shameless plug )
§ Marketing automation integration

23. CASE STUDY
Powered by

24. MONETATE’S CONTENT STRATEGY
§ Build credibility and thought leadership
§ Content that aligns with buyer interest
§ Content that aligns with Monetate’s offering

25. MONETATE’S CONTENT
MARKETING CHALLENGES
§ Understanding what’s working and which content converts
§ Improving sales enablement
§ Creating a better customer experience
§ Giving the marketing team more control

27. Monetate’s
Content Hub!

28. RESULTS
250% increase in conversion
Landing Page
Integrates
with Marketo
CTA Overlay

29. RESULTS
250% increase in conversion
Landing Page
Integrates
with Marketo
CTA Overlay

30. RESULTS
250% increase in conversion
Landing Page CTA Overlay

31. CASE STUDY
Powered by

33. EXPERIENCE MATTERS

34. TARGETING MATTERS

35. CONTROL MATTERS

36. CTAs MATTER

38. #DGMachine
QA
//
Panelists
Dana
Harder
VP
of
Client
Strategy
Content4Demand
MODERATOR:
Kim
Zimmermann
Managing
Editor,
Demand
Gen
Report
Hana
Abaza
Director
of
MarkeHng
Uberflip

39. #DGMachine
Thanks
for
a:ending!
Download
view
this
webinar
and
deck
at:
h:p://dg-­‐r.co/dgmachine