how to turn your resource center into a demand gen machine
DESCRIPTION
Learn how to put your resource center to work for you in just 30 mins with Uberflip and Content4Demand! #DGMachineTRANSCRIPT
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How To Turn Your Resource Center Into A Demand Gen Machine
#DGMachine
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#DGMachine
Follow this webinar on LinkedIn & Twi:er
Demand Gen Report: @DG_Report
Uberflip: @Uberflip
Dana Harder: @DanaHarder
Hana Abaza: @HanaAbaza
#DGMachine
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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
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#DGMachine
Panelists
Dana Harder VP of Client Strategy Content4Demand
MODERATOR: Kim Zimmermann Managing Editor, Demand Gen Report
Hana Abaza Director of MarkeHng Uberflip
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HANA ABAZA Director of Marketing, Uberflip
HOW TO TURN YOUR RESOURCE CENTER INTO A LEAD GEN MACHINE
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What do you think of when I say Resource Center?
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GRAVEYARD
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Doesn’t have to be that way!
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It’s the content, stupid. “ experience����������� ������������������
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5 elements of a kick ass
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§ Easy to browse your content
§ Easy to navigate (menu structure)
§ Easy to find stuff (search ability)
1. MAKE IT EASY
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§ 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!
L
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Call to action
Recommend content
Useful image
Discoverable
J
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3. INCLUDE
§ Dynamic
§ Contextual
CALL-TO-ACTIONS
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L
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J
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4. Easy to update and modify Should be owned by Marketing, not IT!
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5. TRACK & MEASURE PERFORMANCE § Content marketing software that
provides insights, not just metrics
§ Uberflip (shameless plug )
§ Marketing automation integration
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CASE STUDY
Powered by
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MONETATE’S CONTENT STRATEGY
§ Build credibility and thought leadership
§ Content that aligns with buyer interest
§ Content that aligns with Monetate’s offering
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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
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Monetate’s Content Hub!
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250% increase in conversion
RESULTS
Landing Page
Integrates with Marketo
CTA Overlay
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250% increase in conversion
RESULTS
Landing Page
Integrates with Marketo
CTA Overlay
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250% increase in conversion
RESULTS
Landing Page CTA Overlay
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CASE STUDY
Powered by
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EXPERIENCE MATTERS
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TARGETING MATTERS
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CONTROL MATTERS
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CTAs MATTER
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#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
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#DGMachine
Thanks for a:ending!
Download & view this webinar and deck at:
h:p://dg-‐r.co/dgmachine