Thanks for registering for Grow Camp! Here's the presentation by Randy Frisch, CMO and President of Uberflip.

1. #UFculture

2. @uberflip

3. @uberflip
How to Personalize
Content Experiences at Scale
Randy Frisch
CMO & Co-Founder at Uberflip

4. @uberflip@uberflip@uberflip

5. @uberflip@uberflip@uberflip

6. @uberflip
What is a
content experience?

7. @uberflip

8. @uberflip

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Nostalgic? Yes!
Workable? No

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People increasingly expect a
personalized experience.
The
Effect

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What do we
expect today?

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Curated lists

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Content by topic

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Tailored to
expectations

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AI Powered
Streams

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Share with Key
Contacts

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Has more than
100 million users
& 30 million songs

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What does this mean
for marketers?

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B2B marketers need to
align their marketing journeys
with consumer expectations.

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of North American B2B marketers
indicate they will increase their
content spending through 201739% — 2017 Benchmarks, Budgets, and Trends—North America, 2017 Content Marketing Institute
What does this mean for marketers?

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Buyers Weighing in
and ABM is on the rise6.8 —Gartner (CEB)
What does this mean for marketers?

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The average number of assets
downloaded before making a
purchasing decision7.0 — IDG 2017 Customer Engagement Research
What does this mean for marketers?

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more sales opportunities
when leads are nurtured with personalized
content20% —Demand Gen Report
What does this mean for marketers?

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Spotify Marketers
Amount of Content 30 million + Content Marketing → A lot!
Audiences 100 million + ABM → A lot!
Requirements Personalized Streams of Content Personalized Streams of Content
What’s Needed? Infrastructure Infrastructure
Personalizing Content Experiences at
Scale

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In our world
not everything will be Spotified
Marketers need to put the right
mix of content in front of
audiences at the right time.
Ability to execute makes or
breaks The Content Experience.

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— DJ Mikey Da Roza
The best DJs are able to read their audience. They have to be able
to know what track to play to engage them… and then how to lead
them on a journey to where you want them to be. Essentially DJ’s
have to be experts at empathy.
— DJ Mikey Da Roza

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But how do we remix a relevant
and tailored content experience
— at scale?

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What does
content look like
at scale?
Who owns it?
Who’s the DJ??
Resource
Center
Account-Based
Marketing
Campaigns
& Microsites
Knowledge
Base
Tailored
Content Hub
Account
Management
Prospecting
& ABS
Pipeline
Acceleration

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Audit your content
Create your experiences
Personalize the delivery
1
2
3
How to
remix your
content
experience

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Audit Existing Content
• Find: Collect your assets
• Tag: Identify and tag content based on industry, persona, role,
account, stage, and individuals
• Where to start: Case studies, customer stories, eBooks
Audit Your
Content
1

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How we did it How you could do it1

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Audit your content
Create your experiences
Personalize the delivery
1
2
3

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Create your Content Experience
• Own the Experience: Easy for us (Uberflip) maybe not for others
• Know your stakeholders: Who in the org needs content and where
do they need content to live?
• Where to start: Organize it to be more easily found by industry,
persona, role, account, stage, and individual
• Out of the gate: Build a stream of content for a key account (1:1),
key segment (1:few), your thesis (1:many)
Create Your Experiences2

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Your Content
A simple view of content we create
Create Your Experiences2

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Your Content
Top of the
Funnel
Middle of the
Funnel
Bottom of the
Funnel
Some get to this point...
Let’s focus here today
Create Your Experiences2

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By Topic By Type
But most people stop somewhere like this...
Create Your Experiences2
Your Content
Top of the
Funnel
Middle of the
Funnel
Bottom of the
Funnel

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By Topic By Type By Vertical By Persona By Account
Today, we need to get really personalized...
Create Your Experiences2
Your Content
Top of the
Funnel
Middle of the
Funnel
Bottom of the
Funnel

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Create Your Experiences2

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Create Your Experiences2

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Create Your Experiences2

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Audit your content
Create your experiences
Personalize the delivery
1
2
3

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5 channels to effectively remix your content and drive revenue
1 2 3 4 5
Paid
DemandGen
Email
Email Marketers
Social
Social Marketer
Sales
SDRs
Organic
Digital

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Organic1
● Automatically serve up personalized content recommendations based on a visitor’s intent and
previous web browsing history.

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Paid2
● Increase engagement by personalizing your paid advertising and driving
to hand-selected content.

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Email3 ● Structure your content to deliver a personzlied experience to the right audience and drive
conversions.

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Social4
● Show your key accounts you’re focused on them! Add personalized messaging to your social content
relevant to your recipients’ interests and pain points!

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● Connect with your prospects better by sending targeted selections of content to leads and
opportunities.Sales5

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● No matter who sends an email to targeted ABM accounts, they receive account-specific content.
Sigstr ‘listens’ to the recipient email domain and dynamically inserts a CTA in the sender’s email
signature.
Sales5
+

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Key Takeaways
Personalizing Content at Scale:
Audit Your Content
Create Your Experiences
Personalize the Delivery
1
2
3

50. @uberflip
Randy Frisch
CMO & Co-Founder at Uberflip
@randyfrisch
ubrflp.in/randyfrisch
conex.uberflip.com
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