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HOW BLACKBAUD BOOSTEDLEAD GENERATION THROUGHTHEIR CONTENT EXPERIENCE

Andria MullaneySr. Digital Marketing Manager, Blackbaud

Yoav SchwartzCo-founder & CEO,

Uberflip

What do you think of when I say Resource Center?

GRAVEYARD

Doesn’t have to be that way!

It’s the content, stupid.“ experience>

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The Content Marketing Process is a Cycle

CREATION DISTRIBUTION INSIGHTS

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The Content Marketing Process is a Cycle

CREATION DISTRIBUTION INSIGHTS

FLAWED

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The 4 Pillars of Content Marketing

CREATION DISTRIBUTION INSIGHTSEXPERIENCE

7 elements of a kick ass

Easy to browse your content

Easy to navigate (menu structure)

Easy to find stuff (search ability)

1. MAKE IT EASY

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!

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Call to action

Recommend contentUseful image

Discoverable

Easy to Share

3. INCLUDE

Dynamic

Contextual

CALL-TO-ACTIONS

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4. PERSONALIZETHE EXPERIENCE

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Generic

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Tailored

5. OPTIMIZEPREMIUM CONTENT

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Should I gate it, or gift it?

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What is your goal?

More leads

Increase awareness and reach

Is the content high value? Yes!

Not gated No

NoDo you have a large enough

audience?Yes! Gated content

Create content

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HOW TO GATE CONTENT:2 APPROACHES

(1) LANDING PAGES

(2) OVERLAY CTAs

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A few examples:LANDING PAGES

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Only two fields (higher conversion?)

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Number of fields weeds out “fake” leads

Images

Responsive

Descriptive (highlighting the value and explaining the purpose)

Clear call-to-action

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Smart fields and Progressive Profiling

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A few examples:OVERLAY CTAs

Limited fields (using progressive profiling)

ResponsiveCompelling messaging

Eliminating steps

6. TRACK& MEASURE PERFORMANCE Establish benchmarks

Align key metrics with goals

Iterate based on results

Testing can make a huge impact…

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Landing Page

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Landing Page CTA Overlay

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250% increase in conversion

Landing Page CTA Overlay

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250% increase in conversion

Landing Page CTA Overlay

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7.YOUR MARKETING ECOSYSTEMThink of your Marketing Stack as an integrated system of

tools. It should work together to provide a seamless

experience for your audience and your team.

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~3,500 VENDORS!!

Ok, so how do you choose?

introducing...

grademystack.com

Uberflip’s Stack on

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KEY TAKEAWAYS Make it Easy

Create an Engagement Path

Keep CTAs Contextual

Tailor Content

Optimize Premium Content

Track and Measure Performance

Create a Marketing Ecosystem

How Blackbaud Boosted Lead Generation by 740%

Through Their Content Experience

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• A proven market leader with more than 35,000 satisfied customers today

• Solving for the needs of the philanthropic market for over 30 years

Exclusively serving the philanthropic market

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• We market 10+ products to private schools.

• We target multiple buyers within a school with

different messages.

• “The holy grail” - our products helps connect the

entire school: Fundraising, Admissions, Marketing,

Academics, Learning and more.

• Our prospects and customers are Internet savvy.

• We needed a better way for schools to experience

our diverse content mix online and move them

through the funnel to generate leads.

A Look at the K-12 Private School Vertical

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We’re a Content Creation Engine

 Thought Leadership Content

Product Content

Sales Enablement Content

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We needed a better way to manage our content assets and reach our busy school audience.

Blog Posts

Videos, Recorded Webinars & Upcoming Events

Infographics

Podcasts

eBooks, White Papers & Tip Sheets

Product Datasheets

Customer Stories & Slide Decks

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The Second Pillar: Experience

CustomBuild?

ContentExperiencePlatform?

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Uberflip has given us a

Central, Optimized, Experiential Hub for all ofour ContentWhy does that matter?

Increased Return VisitorsImproved Lead NurturingEmpowers Marketing TeamIncreased Time on PageIncreased Content EngagementReduced Outbound TrafficEmpowers Sales TeamIncreased # of DownloadsKeeps Leads Moving Through the FunnelIncreased Lead ConversionBuilt Better Lead ProfilesIncreased # Page Views

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Experience: Management

Content Organized by Type AND Topic

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Experience: ManagementMarketing, Communications and Content Management

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Experience: Engagement

Our Content Hub

k12hub.blackbaud.com

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Experience: Engagement

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Powerful Engagement Points

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Experience: Engagement

ContentBy Author

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Experience: Lead Generation

Content Gating That Doesn’t Disrupt the Experience

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Enabling Sales with Easily Accessible Content

This has proved to be a powerful way to educate and nurture potential customers and expedite the sales cycle.

Customer Story Blog Post & Video Blog Post Product Datasheet

Experience: Sales Enablement

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Annual UserConference

Uberflip and Blackbaud Use Cases: Events & Webinars

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Upcoming Events & Webinars

Uberflip and Blackbaud Use Cases: Events & Webinars

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Advisory BoardUberflip and Blackbaud Use Cases: Advisory Board

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Uberflip and Blackbaud Use Cases: Ecosystem

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Insights: Knowing What’s Working & What’s Not

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Results Since Launch (11.20.15)

3 WeeksLaunched

New Hub

1,000+Pieces of Content

Migrated& Sorted

740%Marketing Qualified

Leads Increased

Blackbaud’s Stack on

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“Uberflip’s onboarding process and customer success team blew me away! I was amazed at the personal dedication and partnership our launch was given.

I felt like we were Uberflip’s only client”

Onboarding with a World-Class Team

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“This was a great experience. I watched a video in your hub mentioned in a K–12 email.

Within seconds a follow-up email arrived connecting me even more with your

products.

… Is this something we could set up at Hackley?”

From a Blackbaud Customer

- Waits May, Hackley School

Thank You!