Live events play a huge role in engaging prospects at every stage of the customer journey—but marketers rarely consider that these events also serve as a wellspring of ideas and behavioral insights from your buyer’s that can impact an entire content marketing program. Learn how Hana Abaza, Head of Strategy at Uberflip, and her team measure the impact of their event content, uncover a wealth of new ideas, and inform their entire marketing strategy with actionable insights drawn from their inaugural event: The Uberflip Experience.

1. Live Events and Content: The Perfect Pair
Hana Abaza, Head of Strategy at Uberflip

2. Content is the atomic
particle of all digital
marketing.
- Rebecca Lieb
“

3. @HanaAbaza #liveMKTG
More Content

4. @HanaAbaza #liveMKTG
More Content
Better Content

5. @HanaAbaza #liveMKTG
More Content
Better Content
Content for Everyone!

6. @HanaAbaza #liveMKTG
will produce more content than they did in 2015
77%of B2C
marketers 76
%
of B2B
marketers

7. @HanaAbaza #liveMKTG
CONTEN
T
ENVIRONMEN
T
COMPLE
X

8. @HanaAbaza #liveMKTG
Over 841,000 “Mind-Blowing” Marketing Posts

9. @HanaAbaza #liveMKTG
Almost 563,000 Ultimate Guides to Marketing

10. @HanaAbaza #liveMKTG
Too many to count.

11. @HanaAbaza #liveMKTG

12. @HanaAbaza #liveMKTG

13. @HanaAbaza #liveMKTG
Consumers are creating
more content than ever

14. @HanaAbaza #liveMKTG
IN 2007 CONSUMER
GENERATED CONTENT
OVERTOOK BUSINESS
GENERATED CONTENT FOR THE
FIRST TIME IN HISTORY Mathew Sweezey,
Principle of Marketing
Insights at Salesforce
@msweezey

15. @HanaAbaza #liveMKTG

16. @HanaAbaza #liveMKTG

17. @HanaAbaza #liveMKTG
DESPITE THE NOISE

18. @HanaAbaza #liveMKTG
CONTENT IS STILL
THE FOUNDATION
OF OUR
STRATEGY
Build a brand, generate
leads, nurture prospects,
persuade buyers, and
empower advocates.

19. @HanaAbaza #liveMKTG
BUT ONLY THE
MOST RELEVANT
MESSAGE WILL
HAVE IMPACT

20. @HanaAbaza #liveMKTG
because it’s irrelevant
Source:
Forrester

21. @HanaAbaza #liveMKTG
HOW WE DO
CONTENT HAS
CHANGED
Targeted, relevant and
engaging content
experiences online and IRL.

22. @HanaAbaza #liveMKTG
UBERFLIP FACILITATES
THE CREATION OF
TAILORED CONTENT
EXPERIENCES
ACROSS THE ENTIRE
BUYER JOURNEY
Starting with marketing
and expanding to sales
and customer success.

23. VideoSocial
Blog
eBooks &
Whitepapers
YOUR CONTENT

24. VideoSocial
Blog
eBooks &
Whitepapers
YOUR CONTENT

25. VideoSocial
Blog
eBooks &
Whitepapers
Resource Center
Content Library
Sales Enablement
ABM/Campaigns
Event Hubs
YOUR EXPERIENCESYOUR CONTENT

26. CONTENT

27. IN OUR DNA
Content is the foundation
of our marketing strategy.
o Hundreds of webinars
o Thousands of blog posts
o Tens of thousands of leads
o Millions in pipeline

28. @HanaAbaza Live 2016
MARKETING
AT UBERFLIP

29. @HanaAbaza #liveMKTG
• Product, messaging,
collateral
PRODUCT
MARKETING
• Content,
communications, social
CONTENT
MARKETING
• Sponsored events,
Uberflip hosted events
EVENT
MARKETING
4 CORE FUNCTIONS
Opportunity
Customer
Sales Qualified
Leads
Sales Accepted Leads
Marketing Qualified Leads
Leads
DEMAND GENERATION

30. @HanaAbaza #liveMKTG
• Product, messaging,
collateral
PRODUCT
MARKETING
• Content,
communications, social
CONTENT
MARKETING
• Sponsored events,
Uberflip hosted events
EVENT
MARKETING
4 CORE FUNCTIONS
Opportunity
Customer
Sales Qualified
Leads
Sales Accepted Leads
Marketing Qualified Leads
Leads
DEMAND GENERATION

31. @HanaAbaza #liveMKTG
MARKETING KPIS
o Lead generation (MQLs)
o 95% + leads are marketing
sourced
o MQL > OPP Conversation

32. @HanaAbaza #liveMKTG
BUT WHAT
ABOUT
BRAND?

33. @HanaAbaza #liveMKTG
WE WANT TO CHANGE HOW
YOU THINK ABOUT CONTENT
MARKETING

34. @HanaAbaza #liveMKTG
HOW DO WE
LEVEL UP?

35. @HanaAbaza #liveMKTG
LIVE ENGAGEMENT
IS A NATURAL EVOLUTION

36. @HanaAbaza #liveMKTG
ENTER UFX

37. @HanaAbaza #liveMKTG
Category Awareness
Brand Awareness
Topical Focus (content)
Targeted audience (marketers)

38. @HanaAbaza #liveMKTG
And maybe, some
new customers?

39. @HanaAbaza #liveMKTG
UFX GOALS
VALUE
Walk away with actionable
insights and takeaways
CUSTOMERS
Connect prospects and
customers with Uberflippers
BRAND
Does it looks and sound
like Uberflip‘s brand IRL?

40. @HanaAbaza #liveMKTG
EXPERIENCE
2-day, single track,
top-notch speakers
CUSTOMERS
Workshops and
dinners
BRAND
Look, feel, activities,
social
UFX OVERVIEW

41. @HanaAbaza #liveMKTG
THE ONE THING
WE AGONIZED OVER…

42. @HanaAbaza #liveMKTG
CONTENT.

43. @HanaAbaza #liveMKTG
Speakers & Topics
In App Content
Pre-Event Content
Post-Event Content
Audio (music) 

44. @HanaAbaza #liveMKTG
CONTENT HELPED US
BUILD THE
FRAMEWORK FOR UFX

45. @HanaAbaza #liveMKTG
THE RELATIONSHIP
IS DYNAMIC
AND BI-DIRECTIONAL

46. @HanaAbaza #liveMKTG
CONTEN
T
UFX

47. @HanaAbaza #liveMKTG
CONTENT UFX

48. @HanaAbaza #liveMKTG
Source:
Forrester
Powered by:

49. @HanaAbaza #liveMKTG
IDENTIFY
RELEVANT
TOPICS

55. @HanaAbaza #liveMKTG
CREATE A
CONTENT
WATERFALL

57. @HanaAbaza #liveMKTG
Repurposed Into
An Online Experience
Video | Slides | Takeaways

63. @HanaAbaza #liveMKTG

64. @HanaAbaza #liveMKTG
INFLUENCERS
& ADVOCATES

66. STORYTELLING
SUPERHERO
o Top rated speaker
o Uberflip case study (!)

69. THIS IS CALLED AN ADVOCATE

70. THIS IS CALLED AN ADVOCATE

71. THIS IS CALLED AN ADVOCATE

72. THIS IS CALLED AN ADVOCATE

74. @HanaAbaza #liveMKTG
TARGETED MESSAGING

75. @HanaAbaza #liveMKTG
Thanks for
coming!
Here's all the
content!
Wanna buy
Uberflip?
WHAT USUALLY HAPPENS

76. @HanaAbaza #liveMKTG
HOW CAN WE GET MORE STRATEGIC?
Targeted Messaging
Based On Content
Enhance Nurture &
Lead Scoring
Accelerate velocity and
enhance sales message

77. @HanaAbaza #liveMKTG
THE MILLION DOLLAR
QUESTION: WHAT’S THE ROE?

78. @HanaAbaza #liveMKTG
A dozen active opps
200K in pipeline influence
Accelerated 2 deals (closed 4
weeks post UFX)

79. @HanaAbaza #liveMKTG
Brand awareness
Stronger relationships
Insights that fuel marketing

80. @HanaAbaza #liveMKTG