Randy Frisch - Marketing Your Content

That's what your platform does. So what are your top tips for marketers trying to use content in an ABM sense? Yeah, absolutely. I think first of all ABM is a buzzword and a lot of us get overwhelmed with buzzwords as to what it means. You know, there's a lot of different aspects to prepping for an ABM strategy. The one that we help marketers with is how do you actually engage your audience at the end of the day? You know, once you've figured out these are our target accounts that we want to go after. How are you going to personalize at scale for all of those? And we have some customers who would, you know, really try to narrow that down to, okay, here's the dozen that we're gonna create some custom content experiences for. The challenge there is that a lot of us we have to deal with our CMS, which is just not built for managing content at that type of scale. So the customers we work with, companies like Version 1 you'll hear from, Snowflake, those ones are what they've started to do is organize their content. So that's my first tip for marketers is organize all that content you have, tag it in the right ways, and then the next step within there is actually start to build out experiences based on those tags that you create before that. The last piece is actually market the content. You know, get it into your retargeted ads, get it into your email campaigns, just start to change from that generic drip to something that's actually personalized. Obviously we're a video marketing platform. Have you seen any successful ABM with using video recently? Absolutely. You know, video I think has got so much potential for personalization in a number of ways. I always think about macro personalization and micro personalization. So to me macro personalization is more around the topics and themes that people are interested in. So if you're creating a lot of video marketing assets, back to our point, make sure that you organize that content. So whether that's by stage of the funnel, top, middle, bottom, or whether it's industry, making sure that you're going to serve up the right video assets to your audience. The last thing we want to do is send everyone to this one page that has all of our videos and tell them to find the videos that matter to them. People want the content delivered to them. Even Marketo talks that way if you look at their content AI. It's not quite video personalization. That's where we would come in more. It's more like how do you put the right messaging to that audience at the right time. How does UberFlip use... So I know you guys are good at using content across the entire bio industry, right? We talk a lot about that and marketers need to start doing video and using not just at the top of the funnel on Facebook or YouTube, but thinking about how a webinar or video case study can engage people. Have you guys started doing that? What's your experience with using video across the entire bio industry? Absolutely. We definitely do a lot of that inbound top of funnel type of strategy. I think video is a great way to capture people's attention in a quick, concise manner. But for those same reasons, it's really effective lower down the funnel. One of the stats that I love, it's an old CD stat that's now part of Gartner, where they talk about the number of people who are going to touch your buying process along the way. The number is up these days to 6.8. So that means 6.8 different people are going to weigh in. So even though you may be into the buying cycle, think about the impact of doing a custom video for some of those people that are going to get involved at different stages of the buying process. Now, the key is how do you have to relate? Now, maybe there's a CFO at the end who needs to sign off. Think about the impact of recapping for that person through a short, concise video that can help them get over the line. Sometimes we can have really polished inbound assets, but we can also have really hacky video assets that help appeal to that target audience. So obviously you guys focus on content creation, right? Building good content? Are you planning on that? Not quite. And measurement as well, right? I would say it's actually a big misconception with content marketing, which is the term content marketing came out five, ten years ago. And on day one, we all associated the content marketing meant creating content. Makes sense. If you think about it, content marketers became old journalists or editors and things like that. And their mandate is, go create content for our organization. We actually try and distance ourselves a bit from the term content marketing, because we're more about how do you leverage the content that you have. And it's wild. There's a great stat by Sirius Decisions that says 60 to 70% of the content being created by organizations sits unused. So it gets created, we toss it up on our blog, or we create a great video, maybe we get a dozen watches, and we're on to the next asset. Versus how do we start to again organize those assets in a repository so that we understand what we can use at different stages. That's where Uberflow comes in. It's about marketing your content. So how does video fit into that? We kind of think of video as the forgotten child. You just throw it up on YouTube and hope it gets 10,000 views, but you don't really measure it. How do you guys view video fitting into that organization, and how can you use it? So first of all, I think anyone who's forgetting about video is completely living under a shell. Get out of that rock type of mindset. Video is such an impactful way to connect with your audiences. I think there's no more emotional way to do so, in fact. That said, I don't think it's about one format of content. When is the last time someone came to a website, think of yourself, going to a website, getting there and saying, I'm going to figure out what these guys do because I'm going to watch a video, or I'm going to read an e-book, or whatever. No. I say, I have a problem. We're all at Marketo Summit right now. Marketo is all about lead gen and conversion, and ABM perhaps. Those are the things as a marketer that I would be struggling with. When I came to Marketo, those are the things I would question. Now, if I was coming to 23's website, I'd say, okay, well, I want to understand how video can increase engagement for me, or I want to understand how video can increase conversion or accelerate pipeline. Those are the challenges that I care about. So when I get to your site, deliver me content, irrespective of format, that addresses around those topics. The reality is, everyone likes content in different ways. There's value in having a mix of video, blog, perhaps long form e-book. Awesome. That's great. So just kind of wrapping up, just kind of give us your thoughts on the future of video in 2018 and content and chat. Sure. I would say that it's all about personalization right now. I think that there's some really cool things that I've seen with video platforms out there where you can interject this idea of personalization into that video. That's what's going to capture my eye. That's what's going to help me pull that together. I think the other aspect is the ease of putting that video together quickly. You look at user generated content out there on the web, we're all competing with those UGC assets. So the question is, how do we keep up? Yes, sometimes we're going to do that polished asset on our homepage that we're going to slave over for three to six months. We're going to be really proud of it. But every day there's an opportunity to interact, whether that's in social, whether it's the emails that are going out from our marketing team or our sales reps. These are all opportunities to interject content, interject video. But our viewers expect a personalized experience.