Featured Uberflip Hub: terminus.com/terminal
As a Content Experience Explorer (EXPY) Award nominee, Lauren 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, Lauren has proven to be an innovator who, with experience, talent, and skill, has advanced the practice of content marketing. Read on below to learn the hard-won insights of how she's improving the way content is experienced.
Putting the Content Experience First
It’s a brave new world when it comes to account-based marketing (ABM). As Terminus is trying to take an ABM approach to our content marketing efforts, it requires us to think more strategically about the way we present content to contacts across multiple channels. Thanks to Uberflip, we can do ABM content marketing at scale.
I’ve really started to think of content marketing, particularly thought leadership content, as if I was selling bacon. If you were marketing bacon, you wouldn’t say, “buy my bacon,” but educate people on the benefits and traits of best-in-class bacon. You’d point out that it’s crispy and delicious, and say, “here’s how to properly cook it.”
For ABM, we take a similar approach. Instead of saying “Buy Terminus for ABM,” we aggregate videos, blog posts, eBooks, and much more using Uberflip to educate our target contacts in accounts about how to be successful with account-based marketing.
In Q2 2016, when Terminus was an early startup and I was an “army of one” for our content marketing, Uberflip made it possible to curate an awesome resource section. What would have taken days, or maybe even weeks, to handpick content assets was made flippin’ easy by Uberflip (pun intended)!
Using the Content Experience to Establish Meaningful Relationships
We are using Uberflip for targeted streams for our sales reps, especially our account executives trying to upsell within enterprise accounts, and we're about to start using it for customer marketing to help with onboarding our clients and adoption.
Future Explorations in Content Experience
The future of B2B marketing is account-based. Taking an account-based approach to our content means thinking about our entire content narrative from beginning, to middle, and end. We’re looking at the account’s journey from prospect, to opportunity, to customer, and what content we can offer to make sure the story is a fun one.