How  To  Turn  Your  Resource  Center  Into  A  Demand  Gen  Machine  

#DGMachine  

#DGMachine  

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Demand  Gen  Report:   @DG_Report  

Uberflip:   @Uberflip  

Dana  Harder:   @DanaHarder  

Hana  Abaza:   @HanaAbaza  

#DGMachine  

About  Demand  Gen  Report  

@DG_Report http://linkd.in/DG_Specialists

•  Launched  in  2007  to  track  best  pracHces  in  lead  generaHon  

•  Newsle:er  has  grown  to  more  than  26,000  readers  

•  We  also  offer  a  menu  of  research  and  best  pracHces  reports    

•  New  audio/video  podcasts  at  DemandGenReport.com  

#DGMachine  

Panelists  

Dana  Harder  VP  of  Client  Strategy    Content4Demand  

MODERATOR:  Kim  Zimmermann  Managing  Editor,    Demand  Gen  Report  

Hana  Abaza  Director  of  MarkeHng      Uberflip  

HANA ABAZA Director of Marketing, Uberflip

HOW TO TURN YOUR RESOURCE CENTER INTO A LEAD GEN MACHINE

What do you think of when I say Resource Center?

GRAVEYARD

Doesn’t have to be that way!

It’s the content, stupid. “ experience����������� ������������������  

5 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

§  No distinct call to action

§  No recommended content

§  Nowhere to subscribe

§  No images or videos

§  No links to learn more

AVOID THIS!

L

Call to action

Recommend content

Useful image

Discoverable

J

3. INCLUDE

§  Dynamic

§  Contextual

CALL-TO-ACTIONS

L

J

4. Easy to update and modify Should be owned by Marketing, not IT!

5. TRACK & MEASURE PERFORMANCE §  Content marketing software that

provides insights, not just metrics

§  Uberflip (shameless plug )

§  Marketing automation integration

CASE STUDY

Powered by

MONETATE’S CONTENT STRATEGY

§  Build credibility and thought leadership

§  Content that aligns with buyer interest

§  Content that aligns with Monetate’s offering

MONETATE’S CONTENT MARKETING CHALLENGES

§  Understanding what’s working and which content converts §  Improving sales enablement §  Creating a better customer experience §  Giving the marketing team more control

Monetate’s Content Hub!

250% increase in conversion

RESULTS

Landing Page

Integrates with Marketo

CTA Overlay

250% increase in conversion

RESULTS

Landing Page

Integrates with Marketo

CTA Overlay

250% increase in conversion

RESULTS

Landing Page CTA Overlay

CASE STUDY

Powered by

EXPERIENCE MATTERS

TARGETING MATTERS

CONTROL MATTERS

CTAs MATTER

#DGMachine  

Q&A    //    Panelists  

Dana  Harder  VP  of  Client  Strategy    Content4Demand  

MODERATOR:  Kim  Zimmermann  Managing  Editor,  Demand  Gen  Report  

Hana  Abaza  Director  of  MarkeHng      Uberflip  

#DGMachine  

Thanks  for  a:ending!  

Download  &  view  this  webinar  and  deck  at:  

h:p://dg-­‐r.co/dgmachine