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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
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More ContentBetter Content
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More ContentBetter ContentContent for Everyone!
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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
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CONTENT
ENVIRONMENT
COMPLEX
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Over 841,000 Mind-Blowing Marketing Posts
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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
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?9
Too many to count.
@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?10
@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?11
@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
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@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
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@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
19CONTENT, DEMAND, EVENTS, PROUCT 19
because its irrelevant
Source: Forrester
@HanaAbaza#liveMKTG
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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
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VideoSocialBlogeBooks & Whitepapers
YOUR CONTENT
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VideoSocialBlogeBooks & Whitepapers
Resource CenterContent LibrarySales EnablementABM/CampaignsEvent Hubs
YOUR EXPERIENCES
YOUR CONTENT
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CONTENT
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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
28CONTENT, DEMAND, EVENTS, PROUCT 28
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
31CONTENT, DEMAND, EVENTS, PROUCT 31
BUT WHAT ABOUTBRAND?
@HanaAbaza#liveMKTG
32CONTENT, DEMAND, EVENTS, PROUCT 32
WE WANT TO CHANGE HOWYOU THINK ABOUT CONTENT MARKETING
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HOW DO WELEVEL UP?
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LIVE ENGAGEMENTIS A NATURAL EVOLUTION
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ENTER UFX
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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
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Category AwarenessBrand AwarenessTopical Focus (content)Targeted audience (marketers)
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fix37
And maybe, somenew customers?
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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?
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EXPERIENCE
2-day, single track, top-notch speakersCUSTOMERS
Workshops anddinnersBRAND
Look, feel, activities, socialUFX OVERVIEW
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Split into three slides?40
THE ONE THINGWE AGONIZED OVER
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41EVOVED, INTEGRATED, IMPACTFUL ITS CONTENT! AND ITS ABOUT MUCH MORE THAN THE EVENT ITSELF 41
CONTENT.
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42EVOVED, INTEGRATED, IMPACTFUL ITS CONTENT! AND ITS ABOUT MUCH MORE THAN THE EVENT ITSELF 42
Speakers & TopicsIn App ContentPre-Event ContentPost-Event ContentAudio (music)
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CONTENT HELPED US BUILD THE FRAMEWORK FOR UFX
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44EVOVED, INTEGRATED, IMPACTFUL ITS CONTENT! AND ITS ABOUT MUCH MORE THAN THE EVENT ITSELF 44
THE RELATIONSHIPIS DYNAMICAND BI-DIRECTIONAL
@HanaAbaza#liveMKTG
45EVOVED, INTEGRATED, IMPACTFUL ITS CONTENT! AND ITS ABOUT MUCH MORE THAN THE EVENT ITSELF 45
@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
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@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
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Source: Forrester
Powered by:
@HanaAbaza#liveMKTG
48EVOVED, INTEGRATED, IMPACTFUL ITS CONTENT! AND ITS ABOUT MUCH MORE THAN THE EVENT ITSELF 48
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.
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.
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.
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.
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?
Uberflip UFX encore podcast / 4 pillars
Uberflip UFX encore podcast / 4 pillars
Uberflip UFX encore podcast / 4 pillars
Uberflip UFX encore podcast / 4 pillars
@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
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.
STORYTELLING SUPERHERO
Top rated speakerUberflip case study (!)
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.
THIS IS CALLED AN ADVOCATE
THIS IS CALLED AN ADVOCATE
THIS IS CALLED AN ADVOCATE
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