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

#ufx2016

Justin gonzaleZ

@justinSF | #ufx2016

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


I come to you as a fellow…marketerstorytellerdreamer


I aspire to become a CMO.


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


2012Head of MKTG

Get s*** done.


What is DoubleDutch?


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


Email performance started tanking.


I had to find my window.


Events

Paid

SEO

PR


Content impacts every marketing channel.


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


It had to be cheap & easy.


Sitemap:HomepageProduct OverviewDemo RequestAbout UsBlog


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


It worked. It worked really well.


2013Demonstrate program success.

Director

Events

Events

Design


+


With Marketo, our conversion path looked something like this…


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


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


And then…


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


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


SUCCESS


It wasn’t perfect, but it worked.


And my role shifted to marketing communications.


Now, I could focus on producing content at scale.


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


And no budget to build a library.


So, I built one.


2014Build efficiencies.

Director

Events

Events

Digital ProductDesign


Marketing’s growthrelied on paid channels.


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


I had to find another window.


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


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


Pickles + Whiskey =Content + SEO


I had to convince leadership using hard numbers.


Pickles + Whiskey =Content + SEO Paid


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


I got my first resource center.


Done is better than perfect.


2015Take the damn market.

Director

Events

Events

Demand Gen

Product

Design Analytics

ProductInterns


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


And I still needed a seat at the strategy table.


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


And, remember our conversion path?


PROBLEM 2:Our database waswas dropping off.


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


I had to find another window.


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


A light bulb went off.


I had 3 Problems:


I had 3 Problems:Visibility into performanceIncrease engagementUploading new resources


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


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


I became aCenter of Excellence.


2016Create a new category.

CMO

Events

Events

Demand Gen

Product

Design Analytics

ProductDigitalOps

Intl.


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


Not just in marketing, but across the entire org.


I recently sat down with my CEO.


What I’ve learned is…


It’s not just about finding your window.


It’s about using data…


…and building relationships.


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


Thank you.


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

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

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