“We started working more on ABM because we knew the content hub would be more of a long-term play in terms of generating demand, while developing ABM pages would almost immediately influence SQA and pipeline,” said Gerber. “We decided to focus on ABM while we built out a plan for the rest of the experiences around content.”

The Challenge: Shifting From A Lead-Focused Mindset To ABM-Centric

Mindtickle had a lead-focused (MQL) mindset, so Gerber had to flip the script and shift the teams over to an account-based model where leads still mattered, but in a completely different context. Identifying and targeting in-market accounts, engaging them with unique and personalized experiences and handing off a marketing qualified “account” (MQA) to sales was very new to the organization.

As Gerber shifted the focus of the Hushly implementation delivering account-based experiences. She had to scale a 1:1 ABM approach and a 1:Many approach, which meant dynamically creating experiences for any in-market accounts at a particular buying stage. Sales reps were split on the new system: While some account executives loved the automation features, others were uncomfortable with stage-based ABM on their behalf without them knowing.

“We were trying to shift the organization’s perception of what it means to work in an account-based model and programs,” said Gerber. “We really wanted the team to understand the accounts to pick, leverage the predictive and intent models we built out with 6sense and build off of it to move accounts through the buying stages and engage with sales.”

The Solution: Leveraging Hushly’s ABM Platform To Build Stage-Based Models & Custom LPs

Utilizing Hushly’s ABM platform, Mindtickle built a stage-based model that dynamically put web visitors into personalized experiences with relevant content based on what stage of the buying journey (awareness, consideration, decision, purchase) that company was in. Gerber explained that she was transparent with the sales teams and opened lines of communication so she could understand their likes and dislikes with the new processes and systems. After a lot of “negotiations and give-and-takes,” Gerber ultimately united the team with a “we can do this” mindset by listening to their concerns and working to address them.

“With Hushly operationalizing those predicative and intent signals, my time was now spent focused on the message and refining the look and feel of the experiences,” said Gerber. “I was not worried about whether the technology worked.”

On the account experience side, Hushly enabled the Mindtickle team to present the unique account experience for their 1:1 target accounts and Hushly solved the problem of scaling to thousands of in-market accounts with automation.

“We built a template in Hushly with the target accounts and told our account reps, ‘Here are your accounts; we’re going to give you personalized account links — you need to put whatever headline and description message you want that account to see,’” said Gerber. “Obviously sales reps aren’t the strongest writers, so we had our copy editor go through and ‘massage’ the copy to clean it up. And then we uploaded them all into the system so they could preview it.”

The account-based landing pages customized by the sales reps featured the usual header and description, but also included a section with a video message customized to the account. The page was loaded with relevant content that was aligned to different stages of the account’s journey.

“On an account’s initial visit, the landing page served them more top-of-funnel content such as targeted reports, blog posts and thought leadership videos,” said Gerber. “Once they returned to the page, the content automatically swapped for more targeted content, such as product videos, buyer’s guides and data sheets.”    

Along with that, if a visitor showed up from a late-stage account for the first time, the Hushly platform would detect that and change the entire experience from the graphics, all the way down to the content in real-time.

“It’s sort of like a traffic cop saying, ‘This is who you are, here’s what stage you’re in — here’s not only your page, but here’s your content that has multiple dimensions based on the signal we saw,’” Gerber explained. “While we were previously able to do that, we created a better experience with the pages by dropping someone in and out of different pages and experiences, and swapping graphics, texts and imagery based on who the account was and what stage they were in.”

The Results: More Than $2.2M Generated In Pipeline In Under 8 Weeks

Gerber successfully leveraged Hushly to “blow out” Mindtickle’s ABM project. Mindtickle didn’t forget about its content hub, either, as the organization plans on leveraging Hushly’s AI recommendations to serve the right content to visitors while they browse. In fact, the company launched a new website that features embedded content on every solution page to direct visitors and accounts to the appropriate content.

“There were a ton of learnings,” said Gerber. “We learned how clean data has to be to run an account-based model, and that made us realize we had internal data issues. We learned the best ways to track within Hushly when intent insights came from each of the different channels and how we needed to report it to the sales team. We realized that we could make our content better in the long run by analyzing the account and visitor-level activities on the pages at different stages.”

Specific results include:

• An average of two assets consumed per page, with an average page viewing time of 90 seconds to two minutes;
• Out of 100 accounts, sales reps booked 34 meetings, which generated 25 opportunities and more than $2.2 million in pipeline in just under eight weeks; and
• 25% conversion rate with 100 accounts.

“You can only do so much with technology — it can help you build and scale, but you also need to take the time to engage and personalize because technology can’t fully take that off your plate,” said Gerber. “Our Hushly program was successful as a pilot so now we have a model to work off. We have so much more tech; we have chatbots now and Alyce gifting. We took the time and went through the growing pains to figure out what the best way to leverage this technology is.”

The post Mindtickle Generated More Than $2.2M In Pipeline In Under 8 Weeks With Account-Based Experience appeared first on Demand Gen Report.

Back-Of-The-Box Details

The Sitecore Content Hub is designed to provide users with solutions in digital asset management, product content management, marketing resource management and content marketing platform capabilities. These solutions include AI and video capabilities, as well as integrations from third-party solutions.

Version 3.4 of the platform now includes:

• Content AI, which is designed to analyze images for similarity to other images and provides brands with access to alternatives;
• The ability to generate metadata and video transcripts via AI analysis from Microsoft Azure Cognitive Services;
• Enhanced Web to Print capabilities designed to simplify and automate graphic production across digital and print publishing; and
• Smarter navigation and mass edit templates for on-the-fly tagging.

Who It’s For

The Sitecore Content Hub is designed for brands, marketers and content stakeholders looking to manage every aspect of marketing content in all channels from one solution.

What Makes It Special

The unified platform aims to help marketers work as a unified force, empowering them facilitate collaboration, streamline internal processes and gain feedback on the effectiveness of their content.

Contact

Sitecore
101 California Street, Floor 16
San Francisco, CA 94111

The post Sitecore Content Hub Aims To Help Manage Content Creation & Distribution appeared first on Demand Gen Report.

The Content Hub is designed as an all-in-one solution, allowing businesses to automatically highlight relevant content for optimal distribution. This will also allow marketers to help buyers make an informed decision by tailoring the content to individuals’ needs.

The solution aims to provide:

• Sales and demand generation content managed in one location that’s automatically shared across different channels;
• Personalized content based on buyer behavior signals and firmographics provided by 6sense; and
• Detailed analytics about buyer content consumption, providing a holistic view of page views, time spent on each page, shares and more.

The Content Hub positions marketers to optimize their content and generate better prospects for sales and boost revenue for their businesses.

“Until now, sales enablement platforms largely supported buyer engagement later in the sales process, after buyers conducted their own research and consequently, formed their own brand opinions,” said Carson Conant, CEO of Mediafly, in a statement. “With Content Hub, Mediafly solves for the disjointed and incongruous sales content experience with rich, interactive sales content that connects buyers and sellers with the most personalized, dynamic, engaging, consistent sales content experience during the entire journey. In an increasingly remote landscape, companies that recognize the value of content in the totality of the buyer journey will close more deals and win against the competition.”

The post Mediafly Launches Hub To Personalize The Content Experience appeared first on Demand Gen Report.

The company said Content Gateway will house on-demand webinars, videos, white papers and podcasts in a centralized platform where customers can explore relevant content on their own terms. The hub also has a Content Gateway Management Service that automatically refreshes with new material. ON24 added that every single interaction is tracked and integrated to a user’s CRM and marketing automation system.

“To win the 74% of modern business buyers who self-service their research, we must make our content easy to find, consume and engaging enough to captivate our customers’ attention,” said Mark Bornstein, VP of Content Strategy for ON24, in a statement. “ON24 Content Gateway extends engagement even further by creating an on-demand experience for webinars and other content. Not only does this ensure your customers and prospects can access your most impactful assets, it translates that engagement into data that helps identify your best leads.”

The post ON24 Launches Digital Content Hub appeared first on Demand Gen Report.

Contently Live leverages content marketing metrics such as attention time, page views and social shares along with other content marketing tools for SEO, email capture, lead generation and conversion measurement, according to the company. This enables users to plan, create, publish, amplify and analyze content from a single platform.

“Other systems are fine for publishing content, but it’s a much more involved process for a marketer, especially if you want to track your lead funnel and optimize for conversions,” said Paul Fredrich, VP of Product at Contently, in a statement. “Contently Live is built for the marketer who wants to have everything set up and optimized for lead generation.”

The company stated that Contently Live can enhance lead generation initiatives with:

• Custom call-to-action pop-ups and slide-ups that integrate with marketing automation, CRM, and email marketing platforms;
• Built-in Document Analytics for embedding and optimizing lead forms in downloadable content like white papers and E-books;
• Smart ad units that recommend relevant content to visitors; and
• Analytics that track lead captures and conversions back to successful content assets.

The post Contently Unveils Content Hub To Optimize Content Marketing Initiatives appeared first on Demand Gen Report.

Uberflip is designed to help create, manage and optimize content experiences to help marketers accomplish their goals, whether that is lead generation or brand engagement.

FEATURES/FUNCTIONALITY

Uberflip creates Content Hubs, which can be used for resource centers, knowledge bases or sales libraries. The Uberflip Hub enables users to organize their content into channels and segment their content by type, topic, vertical, persona or custom groupings. Uberflip is also designed for sales enablement, allowing sales reps to send content to leads and prospects.

TARGETED USERS

Uberflip is targeted towards members of the marketing team, such as content and demand gen managers working in B2B tech companies.

COMPATIBLITY

Uberflip integrates with marketing automation platforms such as Marketo, HubSpot, Eloqua, Pardot and Act-On. Form CTAs built on Uberflip are designed to connect to these platforms to pass on lead information.

DELIVERY/PRICING MODELS

Uberflip offers a range of functionalities, including basic or advanced marketing automation integration, additional streams and Hubs and customized options. Packages start at $750.

CURRENT CLIENTS/USERS

Uberflip’s clients range from startups to major enterprises, such as Blackbaud, Insight, Microsoft, Amity, Cloudwords, Everstring and General Electric.

COMPETITIVE POSITIONING

Uberflip focuses on the third pillar of content marketing: experience. The company is positioned to allow customers to create a better experience around their content and integrate with the tools they are already using.

CONTACT INFO

The post Uberflip Offers Hub To Organize Content By Channel appeared first on Demand Gen Report.