#ufx2016

Justin gonzaleZ

@justinSF | #ufx2016

Selling Content to the C-Suite: You Have to Find Your Window

@justinSF | #ufx2016

I come to you as a fellow…marketerstorytellerdreamer

@justinSF | #ufx2016

I aspire to become a CMO.

@justinSF | #ufx2016

And I’m excited to share my story with you.

@justinSF | #ufx2016

2012Head of MKTG

Get s*** done.

@justinSF | #ufx2016

What is DoubleDutch?

@justinSF | #ufx2016

Request DemoTalk to SalesExplore the AppContact UsLet’s Get In Touch

@justinSF | #ufx2016

Email performance started tanking.

@justinSF | #ufx2016

I had to find my window.

@justinSF | #ufx2016

Events

Paid

SEO

PR

@justinSF | #ufx2016

Content impacts every marketing channel.

@justinSF | #ufx2016

I had to convince leadership that content could solve our problem.

@justinSF | #ufx2016

It had to be cheap & easy.

@justinSF | #ufx2016

Sitemap:HomepageProduct OverviewDemo RequestAbout UsBlog

@justinSF | #ufx2016

Sitemap:HomepageProduct OverviewDemo RequestAbout UsBlog

@justinSF | #ufx2016

Sitemap:HomepageProduct OverviewDemo RequestAbout UsBlog

@justinSF | #ufx2016

How to Build Social Buzz at Events

5 Benefits of Going Mobile at Events

The Power of Mobile and Internal Meetings

Boost Your Sales Kickoffs with a Mobile App

@justinSF | #ufx2016

@justinSF | #ufx2016

It worked. It worked really well.

@justinSF | #ufx2016

2013Demonstrate program success.

Director

Events

Events

Design

@justinSF | #ufx2016

+

@justinSF | #ufx2016

With Marketo, our conversion path looked something like this…

@justinSF | #ufx2016

Receive the email.Open the email.Read the email.Click the link in the email.

@justinSF | #ufx2016

Go to the landing page.Read the landing page.Complete the form.Click submit.

@justinSF | #ufx2016

And then…

@justinSF | #ufx2016

Be taken to the success page.Read the success page.

@justinSF | #ufx2016

Go back to her email.Open the success email.Read the success email.Download the PDF.

@justinSF | #ufx2016

SUCCESS

@justinSF | #ufx2016

@justinSF | #ufx2016

It wasn’t perfect, but it worked.

@justinSF | #ufx2016

And my role shifted to marketing communications.

@justinSF | #ufx2016

Now, I could focus on producing content at scale.

@justinSF | #ufx2016

I built a library of resources, but had no actual library.

@justinSF | #ufx2016

And no budget to build a library.

@justinSF | #ufx2016

So, I built one.

@justinSF | #ufx2016

@justinSF | #ufx2016

2014Build efficiencies.

Director

Events

Events

Digital ProductDesign

@justinSF | #ufx2016

Marketing’s growthrelied on paid channels.

@justinSF | #ufx2016

Our team needed to decrease our cost-per-lead (CPL).

@justinSF | #ufx2016

I had to find another window.

@justinSF | #ufx2016

My theory was easy:increase organic (unpaid) traffic, decrease CPL.

@justinSF | #ufx2016

We were in the middle of a website redesign with a focus on high-value SEO pages.

@justinSF | #ufx2016

Pickles + Whiskey =Content + SEO

@justinSF | #ufx2016

I had to convince leadership using hard numbers.

@justinSF | #ufx2016

Pickles + Whiskey =Content + SEO Paid

@justinSF | #ufx2016

I was able to demonstrate investing in content could increase site traffic and decrease CPL.

@justinSF | #ufx2016

I got my first resource center.

@justinSF | #ufx2016

@justinSF | #ufx2016

@justinSF | #ufx2016

Done is better than perfect.

@justinSF | #ufx2016

2015Take the damn market.

Director

Events

Events

Demand Gen

Product

Design Analytics

ProductInterns

@justinSF | #ufx2016

I could produce content at scale, but kept hitting roadblocks.

@justinSF | #ufx2016

And I still needed a seat at the strategy table.

@justinSF | #ufx2016

PROBLEM 1:Our web team couldn’t keep up.

@justinSF | #ufx2016

And, remember our conversion path?

@justinSF | #ufx2016

@justinSF | #ufx2016

PROBLEM 2:Our database waswas dropping off.

@justinSF | #ufx2016

PROBLEM 3:Success was defined by leads, not by engagement.

@justinSF | #ufx2016

I had to find another window.

@justinSF | #ufx2016

One day, I was chatting with our head of product marketing.

@justinSF | #ufx2016

A light bulb went off.

@justinSF | #ufx2016

@justinSF | #ufx2016

I had 3 Problems:

@justinSF | #ufx2016

I had 3 Problems:Visibility into performanceIncrease engagementUploading new resources

@justinSF | #ufx2016

@justinSF | #ufx2016

@justinSF | #ufx2016

@justinSF | #ufx2016

@justinSF | #ufx2016

@justinSF | #ufx2016

@justinSF | #ufx2016

@justinSF | #ufx2016

Armed with this information I was able to project content’s impact on our business.

@justinSF | #ufx2016

I got my own budgetand a seat at the strategy table.

@justinSF | #ufx2016

I became aCenter of Excellence.

@justinSF | #ufx2016

2016Create a new category.

CMO

Events

Events

Demand Gen

Product

Design Analytics

ProductDigitalOps

Intl.

@justinSF | #ufx2016

@justinSF | #ufx2016

Now, every program begins with the message, and ends with the delivery.

@justinSF | #ufx2016

Not just in marketing, but across the entire org.

@justinSF | #ufx2016

I recently sat down with my CEO.

@justinSF | #ufx2016

What I’ve learned is…

@justinSF | #ufx2016

It’s not just about finding your window.

@justinSF | #ufx2016

It’s about using data…

@justinSF | #ufx2016

…and building relationships.

@justinSF | #ufx2016

And if we can do that, I believe we will illuminate a new path to the c-suite.

@justinSF | #ufx2016

Thank you.

@justinSF | #ufx2016

Selling Content to the C-Suite: You Have to Find Your Window