The Uberflip Experience 2016: Yoav Schwartz
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WELCOME TO
Transcript of The Uberflip Experience 2016: Yoav Schwartz
WELCOME TO
2012
Choosing a Brand
Flipbound
Tabuki
UBERFLIP
Uberflip has been all about giving marketers the control they need to create and leverage content experiences.
Since day 1
Content Marketing Evolved
CREATION
We’ve Embraced All 4 Pillars
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
We’ve Embraced All 4 Pillars
management
lead generation
sales enablement
engagement
ideation
curation
workflow
marketplace
social
paid
organic
analytics
ROI
reporting
scoring
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
EXPERIENCE
Experience is All About the Buyer Journey
CREATION DISTRIBUTION INSIGHTS
management
lead generation
sales enablement
engagement
EXPERIENCE
CONTENT
2016What did we accomplish so far this year?
14
API v2
15
16
Target Streams
www.grademystack.com
Highest Overall Value:
Content Creation
Most Popular:
Great Content Isn’t Enough…
You need a remarkable content experience to meet your goals.
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88% of B2B marketers are using content marketing
- TopRank
COMPANIES ARECREATING MORE
CONTENT THAN EVER
BUT THEY CAN’T MAKE IT WORK
¯\_(ツ)_/¯
79% of content marketers say they are unsuccessful at proving ROI
- cmo.com
Software Used by BucketANALYTICS
Most of software in Insights > Analytics M
ANAGEMENT
2nd mo st software in Experience > Management
ROI
Least software in Insights > ROI
Experience Software Findings…
We invest a lot in Experience software (2ndmost!)
We lack platforms to tie all these stages together
(most software are point solutions)
Hypothesis: what if the problem starts with management?
BUT, the further down the buyer journey we go, the less we have (most of investment in management, least in sales enablement)
How Do Leading CMSs Fair In Experience?
EXPERIENCE
management
lead generation
sales enablement
engagement
6.1(100% of responses)
-
-
-
Joomla/Adobe/Sitecore/Hippo
6.9 (75% of responses)
6(2% of responses)
-
6.7(24% of responses)
4.8(77% of responses)
4.0(7% of responses)
8.0(7% of responses)
4.0(7% of responses)
Who Tops Diversity in Content Experience?
7.8(44% of responses)
8.2(36% of responses)
6.6(8% of responses)
8.1(11% of responses)
7.5(43% of responses)
6.7(17% of responses)
7.3(21% of responses)
6.9(19% of responses)
EXPERIENCE
management
lead generation
sales enablement
engagement
The Buyer Journey: Content Experience
DISCOVERY
ENGAGEMENT
LEAD GEN
NURTURE
PROSPECT
OPPORTUNITY
CLOSED/WON
RETENTION
Landing PagesCMSs
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Roadmap2016 - 2017
Roadmap2016 - 2017
Better Control
Buyer Journey
More Customization
Roadmap: better control
CONTENT LIVES AT THE ACCOUNT
Dashboardv2
Roadmap: better control
Shout V2Let’s get personalized
Roadmap: Buyer Journey
Let’talk Urls
S
Roadmap: More customization
/h/hub.brand.com i/item-slug
Roadmap: More customization
/h/
Roadmap: More customization
Introducing…
CUSTOMIZABLE URL PATHS!
hub.brand.com /stream-title /item-title
Roadmap: More customization
Template Engine
Roadmap: More customization
