Uberflip is the backbone of Blackbaud’s content amplification strategy and the online hub for all of its thought leadership content. The company also integrates social media feeds and its user conference content to add personality to the site. Blackbaud’s partnership with Uberflip has allowed it to optimize its monthly lead and demand generation activities.
Check out this presentation to learn how easy integration with Marketo marketing automation enables Blackbaud to drive prospects from its email campaigns directly to its Hub and to track interactions once prospects are on the site.
Distribution Ad Platform_ The Role of Distribution Ad Network.pdf
How Blackbaud Boosted Lead Generation Through Their Content Experience (SiriusDecisions Summit)
1. @yostar
HOW BLACKBAUD BOOSTED
LEAD GENERATION THROUGH
THEIR CONTENT EXPERIENCE
Andria Mullaney
Sr. Digital Marketing
Manager, Blackbaud
Yoav Schwartz
Co-founder & CEO,
Uberflip
2. What do you think
of when I say
Resource Center?
25. @yostar
What is
your goal?
More leads
Increase
awareness
and reach
Is the content
high value?
Yes!
Not gated No
No
Do you have a
large enough
audience?
Yes! Gated content
Create
content
26. @yostar
HOW TO GATE CONTENT:
2 APPROACHES
(1) LANDING
PAGES
(2) OVERLAY
CTAs
29. @yostar
Number of fields
weeds out “fake”
leads
Images
Responsive
Descriptive
(highlighting the value
and explaining the
purpose)
Clear call-to-action
41. @yostar
7.YOUR MARKETING
ECOSYSTEM
Think of your Marketing Stack as an integrated system of
tools. It should work together to provide a seamless
experience for your audience and your team.
49. @yostar
• 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
50. @yostar
• 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
51. @yostar
We’re a Content Creation Engine
Thought Leadership Content
Product Content
Sales Enablement Content
52. @yostar
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
55. @yostar
Uberflip has given us a
Central,
Optimized,
Experiential
Hub for all of
our Content
Why does that matter?
Increased Return Visitors
Improved Lead Nurturing
Empowers Marketing Team
Increased Time on Page
Increased Content Engagement
Reduced Outbound Traffic
Empowers Sales Team
Increased # of Downloads
Keeps Leads Moving Through the Funnel
Increased Lead Conversion
Built Better Lead Profiles
Increased # Page Views
62. @yostar
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
70. @yostar
“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
71. @yostar
“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.
… Is this something we could set up at Hackley?”
From a Blackbaud Customer
- Waits May, Hackley School