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.

Marketing

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

@HanaAbaza #liveMKTG
More Content
Better Content

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

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

@HanaAbaza #liveMKTG
CONTEN
T
ENVIRONMEN
T
COMPLE
X

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

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

@HanaAbaza #liveMKTG
Consumers are creating
more content than ever

@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

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

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

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

@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.

VideoSocial
Blog
eBooks &
Whitepapers
YOUR CONTENT

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

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

@HanaAbaza Live 2016
MARKETING
AT UBERFLIP

@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

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

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

@HanaAbaza #liveMKTG
HOW DO WE
LEVEL UP?

@HanaAbaza #liveMKTG
LIVE ENGAGEMENT
IS A NATURAL EVOLUTION

@HanaAbaza #liveMKTG
And maybe, some
new customers?

@HanaAbaza #liveMKTG
THE ONE THING
WE AGONIZED OVER…

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

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

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

@HanaAbaza #liveMKTG
Source:
Forrester
Powered by:

@HanaAbaza #liveMKTG
IDENTIFY
RELEVANT
TOPICS

@HanaAbaza #liveMKTG
CREATE A
CONTENT
WATERFALL

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

@HanaAbaza #liveMKTG
INFLUENCERS
& ADVOCATES

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

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

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

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

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

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Resumé Karina Perez | Digital Strategist

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Email marketing is a low-cost and effective marketing strategy. It is an excellent way to generate leads, convert visitors to customers, and build engagement. However, you could miss many opportunities to turn profits without exploring the best email marketing practices. Whether you’re a beginner, intermediate, or expert email marketer, everyone wants the same – a high open and click-through rate. We want to see subscribers engaging with our email campaigns, open, and take action on the CTA. https://cybernaira.com/email-marketing-best-practices/

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It’s never been easier to get your Google Shopping Ads campaigns up and running…but there’s also never been this much competition. So how can you ensure you’re maximizing ROI on your ad spend? Let us help. Watch this panel discussion tailored for retailers and brands eager to elevate their ecommerce strategy through Google Shopping Ads. You’ll hear the ways to craft compelling product listings using Google Merchant Center Next, strategically bid on keywords, and leverage audience targeting to reach the right customers at the right time. We’ll show you: - How to reduce costs while maximizing ROI using the entire Google Ads ecosystem. - The ways to target new shoppers with keyword bidding while maintaining engagement with your current audience. - How to set up Google Shopping feeds flawlessly with Google Merchant Center Next. In this engaging session, Bryan Butler, Joshua Young, and Ben Riggle will unpack the ways to create powerful product listings and measure your success using best-in-class metrics. If you’re an ecommerce brand or retailer using Google Shopping Ads, you won’t want to miss this discussion.

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Instant digital issuance (IDI) creates a pre-activated digital version of a new or reissued card before physical card delivery. These digital cards, available for immediate use in a digital wallet for online shopping, are highly popular with consumers, especially younger, tech-savvy cardholders. The right customer communications for Instant Digital Issuance (IDI) can boost engagement and spend. Our card marketing experts have assembled an IDI overview with definitions and best practices for the critical first touch, including examples from Chase, SoFi, Venmo, Affirm, Bank of America and Chime.

Instant Digital Issuance: An Overview With Critical First Touch Best Practices

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Resumé Karina Perez | Digital Strategist

10 Email Marketing Best Practices to Increase Engagements, CTR, And ROI

Best 5 Graphics Designing Course In Chandigarh

2024 Social Trends Report V4 from Later.com

The Art of sales from fictional characters.

How consumers use technology and the impacts on their lives

[Expert Panel] New Google Shopping Ads Strategies Uncovered

The Impact Of Social Media Advertising.pdf

Crypto Quantum Leap - Digital - membership area

Distribution Ad Platform_ The Role of Distribution Ad Network.pdf

Instant Digital Issuance: An Overview With Critical First Touch Best Practices

The seven principles of persuasion by Dr. Robert Cialdini

Elevating Your Digital Presence by Evitha.pdf

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Live Events and Content: The Perfect Pair

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

50.

51.

52.

53.

54.

55. @HanaAbaza #liveMKTG CREATE A CONTENT WATERFALL

56.

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

58.

59.

60.

61.

62.

63. @HanaAbaza #liveMKTG

64. @HanaAbaza #liveMKTG INFLUENCERS & ADVOCATES

65.

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

67.

68.

69. THIS IS CALLED AN ADVOCATE

70. THIS IS CALLED AN ADVOCATE

71. THIS IS CALLED AN ADVOCATE

72. THIS IS CALLED AN ADVOCATE

73.

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

Live Events and Content: The Perfect Pair

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