Featured Uberflip Hub: hcmresources.avanti.ca
As a Content Experience Explorer (EXPY) Award nominee, Wes is recognized as a marketer who takes the concept of content experience from beyond buzzword, to proving its impact on revenue. By focusing on the content experience for prospects and customers, Wes has proven to be an innovator who, with experience, talent, and skill, has advanced the practice of content marketing. Read on below to learn his own hard-won insights on how he's improving the way content is experienced.
How We’re Putting the Content Experience First
At Avanti Software, I’m creating, optimizing, and promoting content that's useful, helpful, usable, and engaging across the entire customer experience. I approach our customer experience as an infinity loop and I want to make sure that we can apply a great content experience at every stage.
Using the Content Experience to Establish Meaningful Relationships
A great example of using content to establish relationships is in how we use Sales Streams for sales enablement. Marketing and sales meet on a monthly basis, and almost every time, I'll have a new tip or feature to share when it comes to Sales Streams. Sales Streams are personalized libraries that not only educate prospects, but also put our project champion / primary contact to task. When a Sales Stream is created by sales team member, they notify the personalization wizard (me), where I will grab the prospect’s company logo and use CSS to personalize the Sales Stream’s author image and the logo.
The stream description’s messaging is always in the tone of an open dialogue. For example, it may read, “Here's your dedicated library on everything HR tech and Avanti. If there's something that you'd like to learn more about, let me know and I'll add it.” This encourages touchpoints and action from the prospect. We don't frontload the stream with too much content. We place a handful of resources at first. Because we know that there are typically multiple stakeholders in every deal, we give the prospect content that they can share with each stakeholder.
For integrations, we use a combination of the Outlook Extension and Marketo Send & Track, which makes the sales email engaging with tiles, and trackable for the salesperson to know when someone has engaged with the content. As the prospect progresses down the funnel, we add more relevant resources, based on previously consumed content and interactions or questions from the prospect. With any content experience, we always ask ourselves, “Is it helpful? Is it useful?”
Creating Amazing Content Experiences Along the Entire Journey
Our primary hub is known as our people management resource library. Our blog is the primary catch all for SEO goodness and opt-in conversions. Then we have the Netflix binging experience with our Uberflip Marketing Streams that are segmented by persona, where we personalize the experience right from the get go, with content that’s relevant to our target audience's role and their daily interactions with other stakeholders in their organization.
Our knowledge base is built in Uberflip and accessible directly from our software. Clients can self-educate themselves on the product and this helps to cut down on our support team’s call volumes. It empowers clients with actionable information, right from the software. With Sales Streams, we're actually looking to expand their use case from sales to customer success. In this way, once a prospect becomes a client, if we want to nurture them to adopt a feature or service they're not already using, they will have the same dedicated resource library, now packed with client facing resources aimed at educating them to add more great things from Avanti.
Future Explorations in Content Experience
At Avanti, we’re lucky to have users who really love our product. Some are fans, some are advocates, and others are self-proclaimed Avanti salespeople. When a former Avanti Payroll user moves on to another organization, they’ll grill their prospective employer on who they’re using for their payroll. So we’re looking at creating a Sales Stream known as the ‘Take Us With You’ package, where Avanti advocates have the resources they need to do the referral work for us.
On the flip side, to facilitate and empower our clients who need to get a new Avanti Payroll user up to speed, we’re looking to create a ‘Get Up to Speed’ resource library with all the product demos and manuals they need to hit the ground running in their role and with Avanti. This way, everyone wins. We get that chance to earn new business and while also helping our clients never miss a beat with onboarding their new hire.
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