Selling Content to the C-Suite

Yoav SchwartzCo-founder & CEOUberflip

Justin GonzalesSenior Marketing ManagerDouble Dutch

WE NOW LIVE IN THE NETFLIX ERA

But they still get thisBuyers expect this

But, when it comes to content marketing…

An engaging, tailored and intuitive experience

A generic, static and alphabetized experience

ORGANIZATIONS HAVEN’T EVOLVED

Poor Buyer Experience

Cumbersome Processes

Lack of Personalizatio

n

5

Marketers are under more pressure than ever before.

BUT WE LACK INFRASTRUCTURETO CREATE, TAILOR AND CONTROL

CONTENT EXPERIENCES.

6

THE STATUS QUO IS BROKEN

STATUS QUO

Limited ability to optimize - sacrificing

conversation and engagement

PAINFUL PROCESSES

NOTSCALABLE

HOMOGENOUS EXPERIENCE

LIMITED CONTENT ROI

Long redesigns, project

management and IT bottlenecks

Difficult to create multiple experiences for other use cases.

Spending major dollars to send

people to the same experience.

EVOLVE & ADAPT

Gain the control to manage and optimize experiences for your

goals.

BECOMEAGILE

SCALE YOUR CONTENT

CUSTOMIZE EXPERIENCES

GAINCONTROL

Move quickly and avoid cumbersome

processes and bottlenecks.

Leverage content marketing across the entire buyer journey.

Tailor experiences for different use cases,

buyers and audience segments.

Justin Gonzalez,Senior Marketing Manager@ DoubleDutch

@justinSF | #SDTechX

Selling Content to the C-Suite: You Have to Find Your Window

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

I come to you as a fellow…marketerstorytellerdreamer

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

I aspire to become a CMO.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

And I’m excited to share my story with you.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

2012Head of MKTG

Get s*** done.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

What is DoubleDutch?

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

Request DemoTalk to SalesExplore the AppContact UsLet’s Get In Touch

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

Email performance started tanking.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

I had to find my window.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

Events

Paid

SEO

PR

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

Content impacts every marketing channel.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

I had to convince leadership that

content could solve our problem.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

It had to be cheap & easy.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

Sitemap:HomepageProduct OverviewDemo RequestAbout UsBlog

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

Sitemap:HomepageProduct OverviewDemo RequestAbout UsBlog

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

Sitemap:HomepageProduct OverviewDemo RequestAbout UsBlog

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

How to Build Social Buzz at Events

5 Benefits of Going Mobile at Events

The Power of Mobile and Internal Meetings

Boost Your Sales Kickoffs with a Mobile App

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

It worked. It worked really well.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

2013Demonstrate program success.

Director

Events

Events

Design

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

+

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

With Marketo, our conversion path looked something like this…

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

Receive the email.Open the email.Read the email.Click the link in the email.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

Go to the landing page.Read the landing page.Complete the form.Click submit.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

And then…

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

Be taken to the success page.Read the success page.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

Go back to her email.Open the success email.Read the success email.Download the PDF.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

SUCCESS

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

It wasn’t perfect, but it worked.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

And my role shifted to marketing communications.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

Now, I could focus on producing content at scale.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

I built a library of resources, but had no actual library.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

And no budget to build a library.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

So, I built one.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

2014Build efficiencies.

Director

Events

Events

Digital ProductDesign

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

Marketing’s growthrelied on paid channels.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

Our team needed to decrease our cost-per-lead (CPL).

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

I had to find another window.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

My theory was easy:increase organic (unpaid) traffic, decrease CPL.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

We were in the middle of a website redesign with a focus on high-value SEO pages.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

Pickles + Whiskey =Content + SEO

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

I had to convince leadership using hard numbers.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

Pickles + Whiskey =Content + SEO Paid

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

I was able to demonstrate investing in content could increase site traffic and decrease CPL.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

I got my first resource center.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

Done is better than perfect.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

2015Take the damn market.

Director

Events

Events

Demand Gen

Product

Design Analytics

ProductInterns

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

I could produce content at scale,

but kept hitting roadblocks.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

And I still needed a seat at the strategy table.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

PROBLEM 1:Our web team couldn’t keep up.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

And, remember our conversion path?

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

PROBLEM 2:Our database was was dropping off.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

PROBLEM 3:Success was defined by leads, not by engagement.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

I had to find another window.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

One day, I was chatting with our head of product marketing.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

A light bulb went off.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

I had 3 Problems:

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

I had 3 Problems:Uploading new resourcesIncrease engagementDemonstrate success

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

Armed with this information I was able to project content’s impact on our business.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

I got my own budgetand a seat at the strategy table.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

I became aCenter of Excellence.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

2016Create a new category.

CMO

Events

Events

Demand Gen

Product

Design Analytics

ProductSocialOps

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

Now, every program begins with the message, and ends with the delivery.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

Not just in marketing, but across the entire org.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

I recently sat down with my CEO.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

What I’ve learned is…

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

It’s not just about finding your window.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

It’s about using data…

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

…and building relationships.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

And if we can do that, I believe we will illuminate a new path to the c-suite.

@justinSF | #SDTechXSelling Content to the C-Suite:You Have to Find Your Window

Thank you.

@justinSF | #SDTechX

Selling Content to the C-Suite: You Have to Find Your Window

WHAT DOES CONTENT LOOK LIKE AT SCALE? Resource

Center

Account-BasedMarketing

Campaigns& Microsites

KnowledgeBase

TailoredContent Hub

AccountManagement

Prospecting& ABS

PipelineAcceleration

DATA FROM

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