Accelerating the buyer journey with bingeable experiences - CMWorld 2020

Audio Transcript Auto-generated

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  now, one way or another, whether you're all in on

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  a B m or you're still believing hard corn in

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  and down.

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  One way or another, it comes down to the importance

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  of personalization.

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  All of these strategies, more and more to it today

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  are expected to be personalized.

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  We expect our buyers as buyers.

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  We expect personalization, but personalization is hard.

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  Don't get me wrong.

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  Is that same study that we did with Heinz Marketing?

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  I showed you earlier, and these were some of the

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  things that that we as marketers struggle with, right.

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  So unless it just, it feels like it's going to

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  take too many resources.

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  Too much time our text acts.

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  Not gonna work for the level personalization that we want.

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  We did another research study recently with Walker Sands.

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  We found that for most people, when we define personalization,

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  what do we mean?

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  Right as marketers we talked about like, Well, I know

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  your name, right?

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  I know that your name is Steve, and I'm gonna

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  put that into the email, be like, hey, Steve, and

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  you're gonna be wowed.

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  And I was wowed in 2000 and 10.

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  That was pretty cool, but it is 2020 and first

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  name is not so cool anymore.

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  It's table stakes, mashed potatoes.

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  You need to give me the content you need to

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  feed me in a way where Netflix does think about

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  these emails that you get from Netflix 12 times a

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  week. I know how often I get them anymore.

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  It's really cool when I get that in my inbox

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  and says, Hey, Randy, we've got a movie for you

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  tonight. Now they get me Thio pay attention by saying

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  that they know my name, but I also know they

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  just know my name from a database.

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  What's really cool is that when I opened up that

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  email, all of the content inside of that email is

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  gonna be personalized, right?

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  They're gonna know the movies that I cared about because

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  I told you earlier I watch stranger things that weekend,

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  so they're going to suggest something other from a sci

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  fi perspective or that takes him back to the eighties.

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  Right? Anyways, you get the idea here.

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  It's this idea that they can deliver relevant content.

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  That's the degree of personalization that we need to figure

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  out how to accomplish, and not only do we have

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  to accomplish?

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  We have to do this at scale.

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  We have to do it the way you saw these

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  companies doing so earlier, so that every I'd links to

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  a experience handpicked for that buyer.

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  So the way to do this is what I call

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  the content experience framework.

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  This is something that I've worked on for quite a

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  few years.

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  I'll lead to this little later, but I wrote a

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  book that really helps walk you through this in a

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  lot more detail.

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  But there's five steps to this framework.

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  The first step is about centralizing the content, finding all

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  the blawg assets, videos, guides, all that content that you've

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  created and making sure it lives in one place that

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  is so important.

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  Most of us are contents scattered all over the place.

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  It's really hard to find it, right?

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  Not only that, but when you think about the impact

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  there, it's so important that we that we can have

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  content at our fingertips.

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  I'm gonna walk you through.

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  Each of these steps will start with centralized.

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  We'll work through organized, personalized, distribute and generating results, so

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  let's jump in a little bit deeper into the idea

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  of centralizing, but I'm gonna use a company that we

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  get to work with here.

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  Do we flip called snowflake?

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  Of how they're doing this in such a slick way?

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  Okay, step number one for them is this Is that

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  centralization of content?

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  Think about it this way.

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  In your team.

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  Maybe you've only been there three months.

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  Six months?

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  Or maybe there's someone new on your team.

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  Do they know what content was created?

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  Six months?

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  Nine months ago?

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  Do you?

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  Even if you've been there, it's hard to remember all

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  this stuff when we have content centralized.

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  We now have access to everything that's ever been created.

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  It's not living out there in different Web pages, different

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  systems. It's in one system.

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  This is what you know.

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  You could do this in a spreadsheet.

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  You can also do this in uber flip.

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  I'm going to showcase as we go through this.

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  A little smiley face up there.

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  That's our uber flip logo.

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  I'm gonna show you how we do this in uber

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  flip. But think about hacky ways to do this.

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  If you're not yet there in terms of buying a

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  c e p.

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  Okay, Next step here is organizing that content, getting all

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  that content together in tagging that content again.

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  You can use this in the spreadsheet.

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  If you have a C P.

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  It's going into each asset and putting the tags on

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  there. Now when we think about tags, don't just think

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  about buyer persona.

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  Think also about stage.

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  Think about your internal stakeholders and how they're looking for

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  content. My team.

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  We actually tied by salesforce opportunity stage.

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  So we know content that works really well at 60%

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  persons content.

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  That's really for that final Leggett 90% to get you

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  over the line.

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  You know, we're tagging content in different ways, and the

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  key to this, as you see on the right hand

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  side here right over here is that allows me to

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  create these tailored experiences because we leverage the tags.

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  We either do that in a way that leverages personalization

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  through a I or, you know, if we want research

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  with tags and filters to surface the right content to

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  show to our buyer, and that's how we start to

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  personalize content experiences.

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  I'm going to show you how we do this specifically

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  for a B m.

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  I'm going to show you what a zai said.

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  That how we do it, how snowflake did it in

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  this case.

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  So they went through and they did all that personalization

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  for the buyers that we're gonna buy one toe one.

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  So in this case, snowflake, as you can see, was

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  signed to this company Definitive.

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  They built a page dedicated to riff initiative with the

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  right content, the right C.

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  T s to link YouTube and sales reps working on

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  that account.

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  Then they made sure from a distributions perspective, which is

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  step forward here from a distribution perspective, it every single

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  stage here, every touch point linked to content that was

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  personalized. So here you can see in the footer of

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  an email from a sales wrap, you click on that

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  ad, you click on that little signature, the fancy signature,

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  and you're dropped.

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  In this case, there's something to Publix in the grocery

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  space. They're linking to content that feels handpicked for that

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  buyer, same type of thing when they're doing these odds.

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  You know, we talked about different channels that we use

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  ads targeting epic games, personalized destination yet again, this one

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  I find really cool back to definitive what I like

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  about this one.

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  Why don't you think about this?

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  Is they did a personalized ad and they got the

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  CEO of the company they were targeting toe like that,

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  Right? Like, how often do we get the CEOs attention?

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  So back to accelerating the buyer journey?

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  If we actually succeed, gain the CEO toe like the

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  at and potentially click through to a piece of content

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  there. Well, we better make sure that CEO convinced because

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  we're not going to get that CEOs attention too often

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  we got to accelerate that buyer journey.

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  We gotta push them all the way through.

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  And this is where we start to see the results

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  and Snowflakes case.

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  Look at this two times as likely to close a

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  deal where they add this level of personalization and three

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  times the deal size.

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  No wonder they're in the midst of the most successful

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  AIPO we've ever seen.

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  All right, so when it comes to personalize content experiences,

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  this is the recipe for winning this framework.

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  If you want to check out as I said earlier,

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  you can get this.

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  You can go to uber flip and check out the

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  curriculum that we've actually built around this, but also, you

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  can just download my book, which has a little less

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  uber flip, you know, throughout the book.

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  Of course.

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  All right, so you know, you're at this digital experience.

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  Normally you're in Cleveland one way or another, you've got

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  to go back to the office or call someone up

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  on zoom after this and figure out how to change

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  priorities. So I wanna army a bit with just some

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  some stats that throw around in the office, get people

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  to kind of, like, you know, perk up now for

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  one. This that I actually don't believe.

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  I can't believe it's this low that Onley 80% of

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  us expect a personalized buying experience.

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  I mean, that's like, How is that possible?

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  We've talked today about the reality that there's platforms like

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  Netflix that are built completely on being personally like when

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  I'm on Netflix.

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  It is personalized for me, not just my name, the

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  content. When I'm on Pelt on working out in my

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  basement, right, that is completely personalized to me.

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  When I opened up Amazon on my phone, it's completely

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  personalized to me.

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  All these channels are personalized to me.

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  and you're telling me somehow we don't expect personalized buying

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  experiences and b two b.

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  We absolutely do.

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  Whether we whether we admit it or not, the question

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  is whether you're living up to it.

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  The question is whether or not you're reaping the results.

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  88% of people there seeing a lift when they start

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  to add levels of personalization.

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  And I'm willing to bed that sometimes that's just knowing

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  the first name.

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  Imagine if you start toe, add that content personalization into

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  there as well.

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  Now, just because I say make it a prior doesn't

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  mean it's always easy.

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  Most of us say we're going to do personalization, and

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  we're not happy with the results.

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  It's because we're not going beyond that first name.

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  We're not going beyond to really make sure that the

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  entire experience matters.

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  Let me sum it up for you a little bit

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  like this.

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  From a marketing perspective.

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  Forget about marketing.

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  Actually, from a business perspective, your entire business is built

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  on a number of pillars of investment, right?

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  One of them is where, as marketers where his businesses

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  were investing in data and it makes a lot of

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  sense toe to investigate.

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  In fact, my team investing data, there's great platforms out

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  there, like six cents and demand, based on Bambara and

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  others that help us understand buyer intent today.

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  That's really important, especially because, as we said, we're gonna

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  spend a lot of money and distributing right getting eyeballs

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  to our brand to our content, getting them to flow

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  in cost dollars.

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  It's a big part of our spend.

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  It's that channel umbrella that you saw earlier in my

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  presentation today.

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  The third one here is our salespeople.

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  A zay said.

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  I love a good salesperson.

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  If I could get my sales people in front of

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  buyers, they're going to close deals and I got good

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  sales people.

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  And but salespeople cost a lot of money.

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  For most of us on our P and L salespeople,

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  head count is one of our most expensive line items.

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  Now everything here makes sense, right?

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  We spend big money on data, big on distribution, big

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  on sales people.

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  Here is the problem.

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  We spend all that money, but then we dropped the

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  ball. When it comes to the experience, we pull them

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  in. We've got their attention, but we give them a

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  terrible experience, right?

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  We give them something that looks like this.

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  Yes, I bought it.

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  But it's apple.

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  Are you Apple?

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  Are you going to get away with this?

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  This isn't even apples content.

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  They've got other people creating content about that.

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  That's power, right?

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  When Apple, when you buy from Apple is a great

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  experience, right?

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  They're focused on the experience.

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  As much as they're focused on their product on their

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  data on everything that they're doing.

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  That's where we need to put our focus.

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  We need to invest in the experience, a content marketing

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  world. I want you to think about that, right?

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  If your content marketer, if you're a demand marketer, I

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  want you to invest in the experience.

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  And if you're not willing to do that, if your

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  organization is not doing it, you may want to question

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  spending any of those other dollars, right?

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  There's no point in flushing money down on data on

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  sales people on distribution.

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  If we drive people to a terrible experience, I thank

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  you for tuning in.

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  I know this isn't a regular world.

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  I wish I was here with you.

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  Uh, you know, sporting some more orange to I kind

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  of got a bit of an orange tint on one

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  of these bottles as I look back behind me, but

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  I hope you enjoyed today If you enjoyed hearing me

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  talk, have a have a listen to my book.

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  Either is an audio format.

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  Grab the book on Amazon.

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  Wherever you you enjoy consuming that type of content the

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  most. I could go to my site down there.

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  Be dash ran dot com.

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  I thank you for joining me on this acceleration of

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  bio journey.

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  One big thanks again to the team of president.

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  Pretty cool format.

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  Thank them for playing this together.

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  Thank my friends.

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  A content marketing world for inviting me to be part

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  of this until next time I hope to see you

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  in Cleveland.

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  A content marketing world.

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  2020 What?