Marketers spend a crazy amount of time acquiring and nurturing potential buyers before they’re handed off to sales and ultimately customer success. The lifecycle of a customer can oftentimes be disjointed, but there are easy fixes to circumvent this with content. In this presentation, Uberflip and BrightTALK discuss how to incorporate content throughout the entire buyer’s journey - from identifying prospects to securing renewals.

1. @uberflip#uberwebinar
How Content Fuels the Entire
Buyer’s Journey
Hana Abaza
VP Marketing, Uberflip
@hanaabaza
Dallas Jessup
Content Marketing Manager, BrightTALK
@Dallas_Jessup

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Join in on
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)

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David
CMO, Mid-40s
Decision-maker

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Insert SiriusDecisions’
Demand Gen Waterfall
[not included on purpose]

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+/-15 people
are involved in the
decision-making process.

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3.7 million employees
work from home
half the time.

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Purchase
Business
problem

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Customer
Decision

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Content Marketing Evolution

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Video
Infographic
Blog Posts
Guide
Webinar
White paper
Podcasts
Social Posts
Repurposing 1.0

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Repurposing 2.0
VideoBlog
Webinar
Case Study
Top of funnel
Mid Funnel
End of Funnel
White paper
Free trial
Calculator

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Repurposing 3.0
Best practicesQuarterly Updates
Customer
Sales
Marketing
eBook
Industry report Webinar
eBook Webinar

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Acquiring your best prospects

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Junior level professionals
have more influence
than ever before.
48.80%
17.10%
34.10%
Q: What part of the purchasing process are you involved in?
Approve
Influence but not approve
No involvement

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Junior staff
Solve project-related challenges
Gain technical and soft skills quickly
Get promoted

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Mid Management
Solve project-related challenges
Become an established expert
Get promoted

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Senior Executives
Deepen expertise in defined areas
Lead in broad + technical areas
Mentor early- and mid-career talent

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Senior Executives
Deepen expertise in defined areas
Lead in broad + technical areas
Mentor early- and mid-career talent

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Closing with content
92% of buyers engage if the professional
is known as a thought leader.
- LinkedIn

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Tailoring Content for Different Stages

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ABM, Sales Enablement, Customers

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Account Based Marketing
Sales Enablement
Customer Marketing
Tailoring Content for Different Stages

26. @Uberflip @HanaAbaza

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Forget Coffee. Content is for Closers.

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76% of Content
Marketers Forget
About Sales
Enablement (!)

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62% of Sales
Reps Say They
Can’t Find
Content to Send
Prospects

30. Your Content
Top of the
Funnel
Middle of the
Funnel
Bottom of the
Funnel
By Topic By Type
What Most People Do

31. Your
Content
Top of the
Funnel
Middle of
the Funnel
Bottom of
the Funnel
By Type By Topic By Vertical By Segment By Persona By Account
Tailoring the Experience

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But how do we create a
relevant and tailored content
experience?

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Content
Context
Experience

36. @uberflip @HanaAbaza

37. @hanaabaza @r_lefkowitz

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Content for the Customer

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Your customers don’t
want to engage. They
want to do their jobs.

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It costs 5x more to attract
a new customer than to
keep an existing one. Gartner

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Condense product, marketing, etc into a single medium
2
3
2
1
3
Give them a chance to opt down, rather than opt-out
Provide real value

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Action items?

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Start content hubs for
the entire buyer’s journey

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65% of content
goes unused.
“ — Kapost
FACT

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180% more
subscribers if you
have 21-50 pieces
144 455
905
4186
128
605
1195
2884
334
692
1939
2548
1 to 5 6 to 20 21 to 50 51+
2013
2014
2015

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55.60%
61.50%
65.50%
60 days 80 days 100 days
Content hubs =
repeat engagement

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Nurturing prospects

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Sales enablement

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Client success

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RESOURCES
Mapping B2B Content to Each Stage of the Funnel
http://go.brighttalk.com/mapping-B2B-content-to-each-stage-of-the-funnel.html
How to Populate a Content Hub
http://go.brighttalk.com/Guide-TurnYourBrightTALKChannelintoaLeadGenMachine.html

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QUESTION TIME!
Dallas Jessup
Content Marketing Manager, BrightTALK
@Dallas_Jessup
hub.uberflip.com
Hana Abaza
VP Marketing, Uberflip
@hanaabaza

52. @uberflip#uberwebinar