1.
Optimizing Your Digital Content for Global,
Mobile and Social Users
Greg Ott, CMO, DemandBase
Jeff Freund, GM and CTO of SaaS, Limelight Networks

2.
#digitalpresence LLNW survey: 28% of marketing
leaders manage 6 to 10 regional websites, while
32% managed more: http://t.co/SbOy0aoV
What is a digital
presence?
It’s how customers and prospects
are engaging with your company.
It’s where they are engaging with
your company.
It’s what content they are
engaging with.

3.
Q: So in a crowded market,
how do you make sure A: Digital Presence -
Make sure your content is
prospects can find and
everywhere
engage with you?

4.
#digitalpresence SiriusDecisions: 70% of the
Buyer’s journey is complete before it gets to Sales
Community Content
Content in today’s
Solution Overviews
Podcasts/Videos
buyer’s journey
Social Networks
Search Engines
Press Releases
Analyst Repost
Product Specs
Case Studies
Testimonials
The right content to the right
Webinars
people at the right time in the
Blogs
right format….
Loosening the Status Quo
Committing to Change
Explore Solutions
Commit to a Solution
Justify the Decision
Make a Selection

5.
What is your digital
presence?
‣ Content: How much? Who
creates it?
‣ Management: How is it
published and in what format?
‣ Distribution: Where is it?
‣ Engagement: Is it reaching your
prospect?
‣ Conversion: How engaging is it
and what’s its ROI?

6.
#digitalpresence IBM CMO Study: the digital
revolution is providing unprecedented
opportunities to engage with customers.
Why Is Achieving a Good
Digital Presence So Hard?

7.
10 Consistent, User-centric design Repeat business &
repeatable content Published by Multi-pronged optimized for sales brand trust through
development business user via distribution funnel Social Advocacy
standard workflow
9
Focused on user Anonymous visitor Engaged users with
personas and ID and progressive relevant content &
Digital presence
profiles profiling data tracking
community
Dynamic and static
8 content
Complete social Consistent brand
Multi-variate - A/B
media plan and promotion and
testing adopted
updates Targeted social control
7
media channels
Role-based
publication across Flexible/adaptable
Consistent content Active social media
multiple sites low-cost, high-value
6 creation program engagement
interactions
Consistent content
creation program
Active community & Anonymous visitor
5 Social media
online customer ID and progressive
accounts Taxonomy, workflow
support profiling
and search
Integrated CRM with
4 marketing and PR
User data available
Multimedia content Some repeatable UX
but not effectively
for one-time use flow
utilized
IT-reliance for
3 publication Digital PR and
marketing efforts Undefined audience,
Print materials
limited content Anonymous users
delivered digitally
engagement
2
Manual Limited presence UX unfunded and Low conversion,
Limited content
non-strategic static landing pages
1
Content Management Distribution Engagement Conversion

8.
#digitalpresence 53% of marketers say
social content brings highest ROI
Internal processes and http://tinyurl.com/8utca6q
systems are killing us
‣ Content Development
• Un-coordinated business processes for
content development (marketing,
agencies, IT, business units, product
teams)
‣ Content Management
• Reliance on IT for web and content
updates
‣ Content Distribution
• Inability to do targeted social media
channel distribution consistently
‣ Engagement
• Inability to do anonymous visitor
identification and progressive profiling
‣ Conversion
• Inability to effectively harness user into
actionable programs that better engage
users and determine higher engagement
content

9.
“A focus on digital content means
rethinking the way business is
done.”
“
Ernst & Young, “Digital Content Faces Its Challenges”
9

10.
Move From Generic to Personalized
#digitalpresence personalization can reduce
bounce rates by 25%
0

11.
ROI is achieved only when messages connect
to real people -- not just impressions or clicks
From this To this
#digitalpresence Target PEOPLE NOT
PAGES

12.
Better Data Integration = Smarter
Messaging
Right Person
Right Message
Right Time
Relevance + Consistency
12

13.
Print TV Display Search Social Print TV Display Search Social
$ $ $ $ $
ROI ROI ROI ROI ROI
57% of marketers measure each of their channels, but only 28%
measure the influence of one interactive channel on another
Moving Beyond
Swimming Lanes
13

14.
Content Development and Management
Drive organizational
People Process Implementing agreed-
change, breakdown Cross-functional workflow Governance guidelines upon content
silos, and improving development guidelines,
Executive sponsorship Digital strategic support
collaboration and practices and standards
communication Management structure Measurement across the business
Digital Presence
Readiness
Technology
Investing in unified
Integrated platforms platforms or integration
#digitalpresence Video is easy to do, between platforms ensure
hard to do right! Nowhere is this more consistent content delivery
obvious than the intersection of video and distribution
and content management systems.

15.
When it all comes together…
• Web, Mobile and Social managed • Efficient workflow processes and
as one digital presence. empowered marketing team.
• Seamless reuse of content.
• Cross channel brand, campaign
and content strategy.

16.
The B2B mobile web experience
• Repurpose rich content from
desktop website.
• Automatic formatting of web and
video content for mobile devices.
• Fast, easy, intuitive navigation to
product and solution information.
• Social tools to drive influence in
buying cycle.

17.
Summary: Optimizing Your Digital Content for the
Connected User
1 Users are multi-screeners.
You need to be able to 4 To do digital presence
management well, you
reach them at anytime, need to first need to do a
anywhere and on any baseline assessment of
device. your company’s digital
presence maturity.
2 Users are driven by
context: where they are, 5 You have to move from
generic data analysis to
what information they need personalized data
or want to do, and the analysis in order to
amount of time they have. deliver relevant content
at right time in buying
cycle.
3 Today’s buyers will use a
combination of channels
6 Integrate data analysis
across all your marketing,
to gather information so social medial and CRM
it’s crucial for your platforms.
organization to evaluate,
modify, and manage all
digital touch points.

18.
Questions?
Jeff Freund, GM and CTO, Limelight Networks
info@llnw.com
602-850-5000
Greg Ott, CMO, DemandBase
info@demandbase.com
415.683.2660