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How NBC Sports Next Medaled in Olympic Content for Kids

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How NBC Sports Next Medaled in Olympic Content for Kids

Around 2016, NBCUniversal acquired a Minnesota-based sports digital platform that connected young players with local teams.

If you’re wondering what attracted the entertainment behemoth to the scrappy startup (then called Sports Ngin), think next generation.

“If you look at the research, the more kids play and participate in sports, the more they want to watch it,” says Rob Bedeaux, director of consumer engagement and content strategy at NBC Sports Next, the division that now houses SportsEngine (as it was rebranded).

NBCUniversal saw the business as a bridge to connect with youth audiences. Rob, who moved into content from product marketing around the time of the acquisition, spun that opportunity into gold. His work on a project to interest young viewers in the Olympics earned him a spot on the list of finalists for 2022 B2C Content Marketer of the Year.

A content marketing gold mine

NBC’s purchase of SportsEngine included SportsEngine HQ, its software product, and SportsEngine.com, the world’s largest directory of youth sports programs. The sports management relationship software is an operations platform that helps amateur and youth sports organizations manage registrations, custom gear orders, and ticket sales. The app lets teams track stats and scores and lets players’ parents communicate with each other.

Partnering with sports management relationship clients through SportsEngine HQ, Rob and his content team have direct access to the players and their parents who have signed up for a sport, a league, or the app. They publish and share content around training, equipment, and how to keep kids involved in sports.

In short, SportsEngine is content marketing gold for NBC.

The more kids participate in sports, the more they want to watch it, says Rob Bedeaux, who spun this idea into #ContentMarketing gold for @NBCSports Next via @AnnGynn @CMIContent. Click To Tweet

Preparing to shine for the Olympics

But the Olympics allowed the NBC Sports Next content marketing team to shine for NBCUniversal.

During the first games after the acquisition – the 2018 Olympic Winter Games in Pyeongchang (South Korea) – Rob and the creative team worked to figure out their place in the world of the Olympics and within NBC. They started brainstorming ways to create long-term value (NBC owns the broadcast rights through 2032.)

They had their answer by the time of the pandemic-delayed Tokyo Games in 2021.

Their brainstorming included a team member’s recollection of trading cards in the 1990s featuring a Muppet on one side and an NHL player on the back with stats and other details.

That nugget prompted the team to consider creating a one-pager: The front would feature the Olympic Games, and the back would offer details about an individual Olympic sport. That idea eventually morphed into the Kids Guide to the Olympic & Paralympic Winter Games, which debuted as a 122-page guide for the Tokyo games.

Actualizing the creative concept

It took a creative village to realize Kids Guide to the Olympics. Rob worked closely with a creative director on his team to develop and refine the concept. Then, they had to get buy-in and approval.

Starting with the consumer engagement team at NBC Sports division, Rob presented the concept to the division leaders and eventually to Jenny Storms, CMO for sports and entertainment at NBCUniversal. She loved the idea and socialized it all the way up to NBCUniversal CEO Jeff Shell.

Why so much executive attention on an Olympics guide for children? The piece used branding marks from NBC and the International Olympics Committee, which is notoriously protective of its intellectual property.

Rob’s team got the green light in late 2018 and began creating the guide in earnest in 2019. The first completed section (about gymnastics) made the executive rounds again to make sure everyone liked how it was coming together.

“Once we got approval for it, we just buckled down,” Rob says. He did most of the writing and brought in copywriters to help finish the guide. Research analysts and editors from NBC Sports reviewed and fact-checked everything.

The front half of the guide focused on the Olympics generally – the history of the Games, its flag, the participating countries, etc. The second half broke out each sport (their original concept).

It took a creative village to realize the Kids Guide to the Olympics, says @Ann Gynn via @CMIContent. Click To Tweet

Adding fun for all ages

The guide needed to be educational and fun. So Rob searched for interesting tidbits and creative outlets to entertain both parents and children.

For example, the swimming section included some of the sport’s basic rules so parents and children watching the sport together would know what was happening and why. But it also included games in case the kids got bored while watching.

For the skateboarding page, Rob found a maze online and got the creator’s approval to include it (he only wanted credit in the guide.)

“It really makes it that interactive family experience,” Rob says.

Holding (up) the course

By March 2020, the early version of the guide was ready. Then, the pandemic hit, the Olympics got put on hold, and so did the youth guide. The Summer Olympic Games’ new dates – July 2021 – were announced in November 2020, and the kids’ guide returned to production.

At this point, the content had to go through an even more rigorous review and approval process. Each sport’s governing body had to review its page this time, and the U.S. Olympic Committee had to check all the sports.

“There was a lot of back and forth externally as well as internally in the review process,” Rob says, noting how long that review took surprised him. But, now that he knows, it can be built better in the production schedule.

The Kids’ Guide to the Summer Olympics came out in June 2021.

Given the pandemic delays, the timing of Tokyo meant Rob’s team had only 4.5 months to produce the guide for the 2022 Winter Olympics in Beijing.

Fortunately, he says, they could repurpose the Games history and overview from the summer guide with just a few tweaks. They also created new pages for the sports, which are fewer in number than the Summer Olympics.

Repurposing #content helped the @NBCSports Next team create a Kids Guide to the Olympics for the Beijing games in less than five months, says @AnnGynn via @CMIContent. Click To Tweet

Promoting the guide

Of course, great content requires excellent marketing. So, Rob and his team members Kelsey Erwin and Keaton McAuliffe had to figure out how to get the word out.

They added a landing page to the SportsEngine site to collect email addresses pre-launch. They offered the guide by email to 15 million families in their youth sports network. They reached people who downloaded SportsEngine HQ via the app.

But Rob and Kelsey also looked outside their business line to use the NBC Sports and NBCUniversal assets. They placed inserts in the NBC Sports Olympics newsletter that went out three times a week leading up to the Games. The guide got mentioned in the regular emails sent by the Today Show, Universal Kids, and Peacock (NBC’s streaming service).

They also got a bump mention (a short video clip/mention before or after traditional on-air programming) on the Today Show. During Olympic Trials, a sportscaster mentioned the guide, which also showed on the lower third of the screen with a QR code that brought viewers to the landing page.

“It’s kind of fun because depending on what’s happening, [sportscasters] can make that organic in the conversation. They could do that read through and then tie it to an athlete playing by explaining how that person started in the sport,” Rob says.

Interestingly, the best converting channel wasn’t one of NBC’s mega properties. It was the message bar appearing at the top of the websites of the youth sports organizations that were clients of SportsEngine HQ.

Awaiting the scores

The best feedback Rob received came from kids who enjoyed the guides. Rob explains: “That was one of my biggest worries. It was a total passion project for me. I thought it was super interesting, but is it going to be interesting to an 8-year-old, a 12-year-old?”

His answer came in the form of social media posts with kids holding up their guides.

One child who’d received a print copy at an event requested a second copy so they could write in one and save the other. The team also got direct feedback: One family shared that they sat down with the guide and picked out the athletes they wanted to watch. Once the Olympics kicked off, one of the children kept asking, “Is it time for swimming yet? Is it time for swimming yet?”

“That was very fulfilling,” Rob says.

And it’s the kind of result NBCUniversal had in mind when it first backed the team all those years ago.

HANDPICKED RELATED CONTENT:

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Cover image by Joseph Kalinowski of the Content Marketing Institute



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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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Why The Sales Team Hates Your Leads (And How To Fix It)

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Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.

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via GIPHY

To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

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Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

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So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

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  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

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So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

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The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.


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