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Web It to Win It: Why Webification Is the Holy Grail of Driving Revenue

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Chris Schreiber
CMO at Brandcast
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Global Growth Marketing Conference 2019
December 10, 2019, San Francisco, USA
Global Growth Marketing Conference 2019
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About the talk

One of the biggest roadblocks to maximizing ROI is that too many organizations rely on outdated content formats, such as PDFs, slide decks, and other downloadable documents, that either doesn’t provide engagement data or deliver insights that sit separately from marketing dashboards. But thankfully, it’s a roadblock you can get over. In this session, you’ll learn how to “webify” your content for every touchpoint on the buyer journey, so you can manage them all efficiently, close the marketing-sales data gap, and optimize your customer insights quickly so you can start hitting the ROI numbers you deserve.

00:01 Introduction

00:34 B2B buyer journey

01:39 #1 Challenge for marketers

02:18 How we understand buyers now

03:13 How we need to understand buyers

03:45 Webify all of your content

05:15 Website platforms

08:47 Connect your marketing systems to content across the funnel

09:10 Create workflows that drive buyers further

10:11 PDF vs Web content

11:38 Why webifying drives better results

12:42 Q&A

About speaker

Chris Schreiber
CMO at Brandcast

Chris leads all Marketing for Brandcast and has worked in high growth technology companies for over 12 years in San Francisco and Silicon Valley. Chris previously worked for Google, where he worked on marketing and communications for the consumer apps suite, and also ran Marketing for Sharethrough, where helped transform the company into a leader in native advertising technology.

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Armon and Trey Schreiber hear from Brandon kastman. Beginning a presentation today on weather for caitian, not really expanding your web content, real estate how you can drive faster growth. I threw that Brick House were based here in San Francisco. Web content platform, originally funded by Marc benioff up in Salesforce a vision of how to make a much faster to create premium web content. Help marketing teams. Get more results from their from their digital content. Awesomeness can talk about some transfers zoom out to start off with a lot of

things that pretty much everyone has for his grace. And I are with the first just thinking about today's by our journey, we're just getting on B2B, we're just seeing a chef for a more sales lead process. Too much more self-directed Journey, you see a lot of data like this, you know, over two-thirds of the content really drives. A lot of my purchasing decisions, really started my starting point for know, if I even want to go down the path that all of the company, I don't have to, I really

won't be able to self Edge cave, really drive my own Journey. In terms of food, dyes interactive sales reps at one point is interesting study from from demand, Jen seeing about you, a roughly 50% of buyer saying like I want to have digested, at least a three piece of the content before I'm going to engage in a conversation. Even know if it's worth my time to interact with you on a legitimate sales conversation. I'm so just get to challenge for us as marketers. Do we have more on our shoulders than ever before in terms of the responsibility of contents to drive out comes not

just to drive top-of-funnel but to really help drive from the selling motion and you're totally ripped off of the pallet. We just came off of really understanding, you know, your visitors, your buyers intent as they're going down and she is one of the number one challenges for marketer us from Big

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