How Data and Design Work Together to Close Deals [Podcast]

May 18, 2017 Randy Frisch

Oli Gardner, Co-Founder of Unbounce, joins the Content Pros Podcast to discuss how data, design, and content work together to convert leads and close deals.

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In This Episode:

  • How a lack of cohesion and data leads to tension on the marketing team
  • Why a winning design means validating the data first
  • How focusing on conversion rate optimization leads to irrelevant content and decreasing conversions
  • Why motivating content means including your product, even if you don't want it to be too sales-y

Quotes From This Episode:

“I see a lot of problems in marketing teams between the different people in the team… There’s a lot of tension. There’s a lot of broken processes that go into that.” —@oligardner

 “What I’m trying to do is take these design trends looking back over history, and especially what’s coming out now, and trying to figure out what data we need to analyze them and to validate them.” —@oligardner

“At the end of the day, optimization is just making something better from whatever metric you happen to be caring about at the time.” —@oligardner

“When you have that optimization lens as you go through life you become a better marketer, a better designer.” —@oligardner


About the Author

Randy Frisch

Randy Frisch is the CMO and Co-Founder of Uberflip, a content experience platform that empowers marketers to create content experiences at every stage of the buyer’s journey. He has defined and led this movement, prompting marketers to think beyond content creation and truly put their customers first by focusing on the experience. This movement has fuelled an annual conference, Conex: The Content Experience, that brings together 750+ passionate marketers, and a North American-wide Conex Tour. Randy is also the host of The Marketer’s Journey podcast, was named one of the Top 50 Fearless Marketers in the world by Marketo, and is the best-selling author of F#ck Content Marketing: Focus on Content Experience (yeah, he swears sometimes).

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