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HOW BLACKBAUD BOOSTEDLEAD GENERATION THROUGHTHEIR CONTENT EXPERIENCE
Andria MullaneySr. Digital Marketing Manager, Blackbaud
Yoav SchwartzCo-founder & CEO,
Uberflip
What do you think of when I say Resource Center?
GRAVEYARD
Doesn’t have to be that way!
It’s the content, stupid.“ experience>
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The Content Marketing Process is a Cycle
CREATION DISTRIBUTION INSIGHTS
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The Content Marketing Process is a Cycle
CREATION DISTRIBUTION INSIGHTS
FLAWED
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The 4 Pillars of Content Marketing
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
7 elements of a kick ass
Easy to browse your content
Easy to navigate (menu structure)
Easy to find stuff (search ability)
1. MAKE IT EASY
Learn from Ikea!
Where should people go next?
Recommended content
Call-to-actions
2. CREATE AN ENGAGEMENT PATH
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No distinct call to action
No recommended content
Nowhere to subscribe
No images or videos
No links to learn more
AVOID THIS!
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Call to action
Recommend contentUseful image
Discoverable
Easy to Share
3. INCLUDE
Dynamic
Contextual
CALL-TO-ACTIONS
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4. PERSONALIZETHE EXPERIENCE
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Generic
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Tailored
5. OPTIMIZEPREMIUM CONTENT
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Should I gate it, or gift it?
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What is your goal?
More leads
Increase awareness and reach
Is the content high value? Yes!
Not gated No
NoDo you have a large enough
audience?Yes! Gated content
Create content
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HOW TO GATE CONTENT:2 APPROACHES
(1) LANDING PAGES
(2) OVERLAY CTAs
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A few examples:LANDING PAGES
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Only two fields (higher conversion?)
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Number of fields weeds out “fake” leads
Images
Responsive
Descriptive (highlighting the value and explaining the purpose)
Clear call-to-action
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Smart fields and Progressive Profiling
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A few examples:OVERLAY CTAs
Limited fields (using progressive profiling)
ResponsiveCompelling messaging
Eliminating steps
6. TRACK& MEASURE PERFORMANCE Establish benchmarks
Align key metrics with goals
Iterate based on results
Testing can make a huge impact…
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Landing Page
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Landing Page CTA Overlay
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250% increase in conversion
Landing Page CTA Overlay
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250% increase in conversion
Landing Page CTA Overlay
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7.YOUR MARKETING ECOSYSTEMThink of your Marketing Stack as an integrated system of
tools. It should work together to provide a seamless
experience for your audience and your team.
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~3,500 VENDORS!!
Ok, so how do you choose?
introducing...
grademystack.com
Uberflip’s Stack on
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KEY TAKEAWAYS Make it Easy
Create an Engagement Path
Keep CTAs Contextual
Tailor Content
Optimize Premium Content
Track and Measure Performance
Create a Marketing Ecosystem
How Blackbaud Boosted Lead Generation by 740%
Through Their Content Experience
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• A proven market leader with more than 35,000 satisfied customers today
• Solving for the needs of the philanthropic market for over 30 years
Exclusively serving the philanthropic market
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• We market 10+ products to private schools.
• We target multiple buyers within a school with
different messages.
• “The holy grail” - our products helps connect the
entire school: Fundraising, Admissions, Marketing,
Academics, Learning and more.
• Our prospects and customers are Internet savvy.
• We needed a better way for schools to experience
our diverse content mix online and move them
through the funnel to generate leads.
A Look at the K-12 Private School Vertical
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We’re a Content Creation Engine
Thought Leadership Content
Product Content
Sales Enablement Content
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We needed a better way to manage our content assets and reach our busy school audience.
Blog Posts
Videos, Recorded Webinars & Upcoming Events
Infographics
Podcasts
eBooks, White Papers & Tip Sheets
Product Datasheets
Customer Stories & Slide Decks
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The Second Pillar: Experience
CustomBuild?
ContentExperiencePlatform?
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Uberflip has given us a
Central, Optimized, Experiential Hub for all ofour ContentWhy does that matter?
Increased Return VisitorsImproved Lead NurturingEmpowers Marketing TeamIncreased Time on PageIncreased Content EngagementReduced Outbound TrafficEmpowers Sales TeamIncreased # of DownloadsKeeps Leads Moving Through the FunnelIncreased Lead ConversionBuilt Better Lead ProfilesIncreased # Page Views
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Experience: Management
Content Organized by Type AND Topic
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Experience: ManagementMarketing, Communications and Content Management
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Experience: Engagement
Our Content Hub
k12hub.blackbaud.com
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Experience: Engagement
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Powerful Engagement Points
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Experience: Engagement
ContentBy Author
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Experience: Lead Generation
Content Gating That Doesn’t Disrupt the Experience
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Enabling Sales with Easily Accessible Content
This has proved to be a powerful way to educate and nurture potential customers and expedite the sales cycle.
Customer Story Blog Post & Video Blog Post Product Datasheet
Experience: Sales Enablement
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Annual UserConference
Uberflip and Blackbaud Use Cases: Events & Webinars
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Upcoming Events & Webinars
Uberflip and Blackbaud Use Cases: Events & Webinars
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Advisory BoardUberflip and Blackbaud Use Cases: Advisory Board
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Uberflip and Blackbaud Use Cases: Ecosystem
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Insights: Knowing What’s Working & What’s Not
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Results Since Launch (11.20.15)
3 WeeksLaunched
New Hub
1,000+Pieces of Content
Migrated& Sorted
740%Marketing Qualified
Leads Increased
Blackbaud’s Stack on
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“Uberflip’s onboarding process and customer success team blew me away! I was amazed at the personal dedication and partnership our launch was given.
I felt like we were Uberflip’s only client”
Onboarding with a World-Class Team
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“This was a great experience. I watched a video in your hub mentioned in a K–12 email.
Within seconds a follow-up email arrived connecting me even more with your
products.
… Is this something we could set up at Hackley?”
From a Blackbaud Customer
- Waits May, Hackley School
Thank You!
