Live Events and Content: The Perfect Pair

PowerPoint Presentation

Live Events and Content: The Perfect PairHana Abaza, Head of Strategy at Uberflip

Content is the atomic particle of all digital marketing.

- Rebecca Lieb

Content marketing has gotten is hard. But the reality is that we need to figure it out. Clearly content matters. But how do we avoid the trap of simply churning out more content? How can we get strategic about the business of content.

More Content

@HanaAbaza#liveMKTG

Q

More ContentBetter Content

@HanaAbaza#liveMKTG

Q

More ContentBetter ContentContent for Everyone!

@HanaAbaza#liveMKTG

Q

will produce more content than they did in 201577%of B2Cmarketers76%of B2Bmarketers

@HanaAbaza#liveMKTG

1. http://contentmarketinginstitute.com/wp-content/uploads/2015/09/2016_B2B_Report_Final.pdf2. https://webdam.com/blog/brand-marketing-infographic3. (CISCO) https://webdam.com/blog/brand-marketing-infographic

6

CONTENT

ENVIRONMENT

COMPLEX

@HanaAbaza#liveMKTG

Q

Over 841,000 Mind-Blowing Marketing Posts

@HanaAbaza#liveMKTG

Screenshots or articles, mind-blowing articles, the ultimate ultimate guides, listicles etc etc etc. buzzfeed, upworthyHow do you cut through the clutter?How do you get in front of your audience?How do you hold their attention?Content shockBuzfeedworthy?8

Almost 563,000 Ultimate Guides to Marketing

@HanaAbaza#liveMKTG


Too many to count.

@HanaAbaza#liveMKTG


@HanaAbaza#liveMKTG


@HanaAbaza#liveMKTG

Contently reported that digital media consumption has increased by 50% since 2013 12

Consumers are creating more content than ever

@HanaAbaza#liveMKTG

Onslaught of consumer content

IN 2007 CONSUMER GENERATED CONTENT OVERTOOK BUSINESS GENERATED CONTENT FOR THE FIRST TIME IN HISTORYMathew Sweezey, Principle of Marketing Insights at Salesforce@msweezey

@HanaAbaza#liveMKTG

14

14

@HanaAbaza#liveMKTG

1. http://contentmarketinginstitute.com/wp-content/uploads/2015/09/2016_B2B_Report_Final.pdf2. https://webdam.com/blog/brand-marketing-infographic3. (CISCO) https://webdam.com/blog/brand-marketing-infographic

15

@HanaAbaza#liveMKTG

You better believe that these kinds of messages have a 100% open rate.. 16

DESPITE THE NOISE

@HanaAbaza#liveMKTG

17CONTENT, DEMAND, EVENTS, PROUCT 17

CONTENT IS STILL THE FOUNDATION OF OUR STRATEGYBuild a brand, generate leads, nurture prospects, persuade buyers, and empower advocates.

@HanaAbaza#liveMKTG

18Build a brand, generate leads, persuade buyers, nurture prospects, advocates 18

BUT ONLY THE MOST RELEVANT MESSAGE WILL HAVE IMPACT

@HanaAbaza#liveMKTG


because its irrelevant

Source: Forrester

@HanaAbaza#liveMKTG

Q

HOW WE DOCONTENT HAS CHANGEDTargeted, relevant and engaging content experiences online and IRL.

@HanaAbaza#liveMKTG

21Build a brand, generate leads, persuade buyers, nurture prospects, advocates 21

UBERFLIP FACILITATESTHE CREATION OF TAILORED CONTENT EXPERIENCES ACROSS THE ENTIRE BUYER JOURNEY

Starting with marketingand expanding to salesand customer success.

@HanaAbaza#liveMKTG

Tailored vs. Personalized22

VideoSocialBlogeBooks & Whitepapers

YOUR CONTENT

23


YOUR CONTENT

24


Resource CenterContent LibrarySales EnablementABM/CampaignsEvent Hubs

YOUR EXPERIENCES

YOUR CONTENT

25

CONTENT

26

IN OUR DNA

Content is the foundationof our marketing strategy.Hundreds of webinarsThousands of blog postsTens of thousands of leadsMillions in pipeline

ABOUT UBERFLIP SLIDE27

MARKETINGAT UBERFLIP

@HanaAbazaLive 2016


4 CORE FUNCTIONS

Opportunity

Customer

Sales Qualified Leads

Sales Accepted Leads

Marketing Qualified Leads

LeadsDEMAND GENERATION

@HanaAbaza#liveMKTG

Partner marketing, PR, analyst relations

4 CORE FUNCTIONS

Opportunity

Customer

Sales Qualified Leads

Sales Accepted Leads

Marketing Qualified Leads

LeadsDEMAND GENERATION

@HanaAbaza#liveMKTG

Partner marketing, PR, analyst relations

MARKETING KPIS

Lead generation (MQLs)95% + leads are marketing sourcedMQL > OPP Conversation

@HanaAbaza#liveMKTG


BUT WHAT ABOUTBRAND?

@HanaAbaza#liveMKTG


WE WANT TO CHANGE HOWYOU THINK ABOUT CONTENT MARKETING

@HanaAbaza#liveMKTG

33

33

HOW DO WELEVEL UP?

@HanaAbaza#liveMKTG

34

34

LIVE ENGAGEMENTIS A NATURAL EVOLUTION

@HanaAbaza#liveMKTG

35

35

ENTER UFX

@HanaAbaza#liveMKTG

36Event marketing has evolvedLive engagement has emerged Its no longer siloed, its integrated Its no longer a black hole, its measurable Its no longer antiquated, its modern, expressive and can be a true reflection of your brand that provides real value to your audience

36

Category AwarenessBrand AwarenessTopical Focus (content)Targeted audience (marketers)

@HanaAbaza#liveMKTG

fix37

And maybe, somenew customers?

@HanaAbaza#liveMKTG

fix38

UFX GOALSVALUE

Walk away with actionable insights and takeaways CUSTOMERS

Connect prospects and customers with UberflippersBRAND

Does it looks and sound like Uberflips brand IRL?

@HanaAbaza#liveMKTG

EXPERIENCE

2-day, single track, top-notch speakersCUSTOMERS

Workshops anddinnersBRAND

Look, feel, activities, socialUFX OVERVIEW

@HanaAbaza#liveMKTG

Split into three slides?40

THE ONE THINGWE AGONIZED OVER

@HanaAbaza#liveMKTG

41EVOVED, INTEGRATED, IMPACTFUL ITS CONTENT! AND ITS ABOUT MUCH MORE THAN THE EVENT ITSELF 41

CONTENT.

@HanaAbaza#liveMKTG


Speakers & TopicsIn App ContentPre-Event ContentPost-Event ContentAudio (music)

@HanaAbaza#liveMKTG

fix43

CONTENT HELPED US BUILD THE FRAMEWORK FOR UFX

@HanaAbaza#liveMKTG


THE RELATIONSHIPIS DYNAMICAND BI-DIRECTIONAL

@HanaAbaza#liveMKTG


@HanaAbaza#liveMKTG

Event marketing has evolvedLive engagement has emerged Its no longer siloed, its integrated Its no longer a black hole, its measurable Its no longer antiquated, its modern, expressive and can be a true reflection of your brand that provides real value to your audience

46

@HanaAbaza#liveMKTG

Event marketing has evolvedLive engagement has emerged Its no longer siloed, its integrated Its no longer a black hole, its measurable Its no longer antiquated, its modern, expressive and can be a true reflection of your brand that provides real value to your audience

47

Source: Forrester

Powered by:

@HanaAbaza#liveMKTG


IDENTIFYRELEVANT TOPICS

@HanaAbaza#liveMKTG

49Content marketers = product marketers (customer dev for content), smarter editorial calendar 49

Identify popular content and topics that resonate most with attendees. Repurpose this information into marketing campaigns, such as email campaigns, blogs, ebooks, and collateral. Get data on top content such as sessions, speakers, photos, status updates, documents and more - via an overall engagement score or deep dive into ratings, bookmarks, collateral downloads, status updates attached to each item.





CREATE ACONTENT WATERFALL

@HanaAbaza#liveMKTG

55Video content, UFX encore, podcast, contributed content, social content, UGC55

Uberflip UFX encore podcast / 4 pillars

Repurposed IntoAn Online Experience

Video | Slides | Takeaways

@HanaAbaza#liveMKTG

Screenshot of the UFX encore (wasnt ready when I made these slides )

https://hub.uberflip.com/the-uberflip-experience -- gif that scrolls down?





@HanaAbaza#liveMKTG

https://hub.uberflip.com/the-uberflip-experience -- gif that scrolls down?

INFLUENCERS& ADVOCATES

@HanaAbaza#liveMKTG

64Content marketers = product marketers (customer dev for content)64


STORYTELLING SUPERHERO

Top rated speakerUberflip case study (!)


THIS IS CALLED AN ADVOCATE




TARGETED MESSAGING

@HanaAbaza#liveMKTG

74Demand and sales follow up, uberflip74

WHAT USUALLY HAPPENS

@HanaAbaza#liveMKTG

Nurture flow based on topics

HOW CAN WE GET MORE STRATEGIC?Targeted Messaging Based On ContentEnhance Nurture & Lead ScoringAccelerate velocity and enhance sales message

@HanaAbaza#liveMKTG

THE MILLION DOLLAR QUESTION: WHATS THE ROE?

@HanaAbaza#liveMKTG

77Demand and sales follow up, uberflip77

A dozen active opps200K in pipeline influenceAccelerated 2 deals (closed 4 weeks post UFX)

@HanaAbaza#liveMKTG

Half a dozen active opps, directly or indirectly influenced 100K in pipeline so far, accelerated 2 opps that closed 4 weeks post-UFX78

Brand awarenessStronger relationshipsInsights that fuel marketing

@HanaAbaza#liveMKTG

Half a dozen active opps, directly or indirectly influenced 100K in pipeline so far, accelerated 2 opps that closed 4 weeks post-UFX79

@HanaAbaza#liveMKTG

Live Events and Content: The Perfect Pair

Marketing

Transcript of Live Events and Content: The Perfect Pair