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Live Events and Content: The Perfect Pair

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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.

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Live Events and Content: The Perfect Pair

  1. 1. Live Events and Content: The Perfect Pair Hana Abaza, Head of Strategy at Uberflip
  2. 2. Content is the atomic particle of all digital marketing. - Rebecca Lieb “
  3. 3. @HanaAbaza #liveMKTG More Content
  4. 4. @HanaAbaza #liveMKTG More Content Better Content
  5. 5. @HanaAbaza #liveMKTG More Content Better Content Content for Everyone!
  6. 6. @HanaAbaza #liveMKTG will produce more content than they did in 2015 77%of B2C marketers 76 % of B2B marketers
  7. 7. @HanaAbaza #liveMKTG CONTEN T ENVIRONMEN T COMPLE X
  8. 8. @HanaAbaza #liveMKTG Over 841,000 “Mind-Blowing” Marketing Posts
  9. 9. @HanaAbaza #liveMKTG Almost 563,000 Ultimate Guides to Marketing
  10. 10. @HanaAbaza #liveMKTG Too many to count.
  11. 11. @HanaAbaza #liveMKTG
  12. 12. @HanaAbaza #liveMKTG
  13. 13. @HanaAbaza #liveMKTG Consumers are creating more content than ever
  14. 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. 15. @HanaAbaza #liveMKTG
  16. 16. @HanaAbaza #liveMKTG
  17. 17. @HanaAbaza #liveMKTG DESPITE THE NOISE
  18. 18. @HanaAbaza #liveMKTG CONTENT IS STILL THE FOUNDATION OF OUR STRATEGY Build a brand, generate leads, nurture prospects, persuade buyers, and empower advocates.
  19. 19. @HanaAbaza #liveMKTG BUT ONLY THE MOST RELEVANT MESSAGE WILL HAVE IMPACT
  20. 20. @HanaAbaza #liveMKTG because it’s irrelevant Source: Forrester
  21. 21. @HanaAbaza #liveMKTG HOW WE DO CONTENT HAS CHANGED Targeted, relevant and engaging content experiences online and IRL.
  22. 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. 23. VideoSocial Blog eBooks & Whitepapers YOUR CONTENT
  24. 24. VideoSocial Blog eBooks & Whitepapers YOUR CONTENT
  25. 25. VideoSocial Blog eBooks & Whitepapers Resource Center Content Library Sales Enablement ABM/Campaigns Event Hubs YOUR EXPERIENCESYOUR CONTENT
  26. 26. CONTENT
  27. 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. 28. @HanaAbaza Live 2016 MARKETING AT UBERFLIP
  29. 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. 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. 31. @HanaAbaza #liveMKTG MARKETING KPIS o Lead generation (MQLs) o 95% + leads are marketing sourced o MQL > OPP Conversation
  32. 32. @HanaAbaza #liveMKTG BUT WHAT ABOUT BRAND?
  33. 33. @HanaAbaza #liveMKTG WE WANT TO CHANGE HOW YOU THINK ABOUT CONTENT MARKETING
  34. 34. @HanaAbaza #liveMKTG HOW DO WE LEVEL UP?
  35. 35. @HanaAbaza #liveMKTG LIVE ENGAGEMENT IS A NATURAL EVOLUTION
  36. 36. @HanaAbaza #liveMKTG ENTER UFX
  37. 37. @HanaAbaza #liveMKTG Category Awareness Brand Awareness Topical Focus (content) Targeted audience (marketers)
  38. 38. @HanaAbaza #liveMKTG And maybe, some new customers?
  39. 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. 40. @HanaAbaza #liveMKTG EXPERIENCE 2-day, single track, top-notch speakers CUSTOMERS Workshops and dinners BRAND Look, feel, activities, social UFX OVERVIEW
  41. 41. @HanaAbaza #liveMKTG THE ONE THING WE AGONIZED OVER…
  42. 42. @HanaAbaza #liveMKTG CONTENT.
  43. 43. @HanaAbaza #liveMKTG Speakers & Topics In App Content Pre-Event Content Post-Event Content Audio (music) 
  44. 44. @HanaAbaza #liveMKTG CONTENT HELPED US BUILD THE FRAMEWORK FOR UFX
  45. 45. @HanaAbaza #liveMKTG THE RELATIONSHIP IS DYNAMIC AND BI-DIRECTIONAL
  46. 46. @HanaAbaza #liveMKTG CONTEN T UFX
  47. 47. @HanaAbaza #liveMKTG CONTENT UFX
  48. 48. @HanaAbaza #liveMKTG Source: Forrester Powered by:
  49. 49. @HanaAbaza #liveMKTG IDENTIFY RELEVANT TOPICS
  50. 50. @HanaAbaza #liveMKTG CREATE A CONTENT WATERFALL
  51. 51. @HanaAbaza #liveMKTG Repurposed Into An Online Experience Video | Slides | Takeaways
  52. 52. @HanaAbaza #liveMKTG
  53. 53. @HanaAbaza #liveMKTG INFLUENCERS & ADVOCATES
  54. 54. STORYTELLING SUPERHERO o Top rated speaker o Uberflip case study (!)
  55. 55. THIS IS CALLED AN ADVOCATE
  56. 56. THIS IS CALLED AN ADVOCATE
  57. 57. THIS IS CALLED AN ADVOCATE
  58. 58. THIS IS CALLED AN ADVOCATE
  59. 59. @HanaAbaza #liveMKTG TARGETED MESSAGING
  60. 60. @HanaAbaza #liveMKTG Thanks for coming! Here's all the content! Wanna buy Uberflip? WHAT USUALLY HAPPENS
  61. 61. @HanaAbaza #liveMKTG HOW CAN WE GET MORE STRATEGIC? Targeted Messaging Based On Content Enhance Nurture & Lead Scoring Accelerate velocity and enhance sales message
  62. 62. @HanaAbaza #liveMKTG THE MILLION DOLLAR QUESTION: WHAT’S THE ROE?
  63. 63. @HanaAbaza #liveMKTG A dozen active opps 200K in pipeline influence Accelerated 2 deals (closed 4 weeks post UFX)
  64. 64. @HanaAbaza #liveMKTG Brand awareness Stronger relationships Insights that fuel marketing
  65. 65. @HanaAbaza #liveMKTG

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