CAB June 17th, 2021 Meeting Minutes

June 3, 2021

Alyana Ladha

Introductions

Welcome to all of our new and returning CAB Members
Review of the agenda
Uberflip team attendees: Randy Frisch, Yoav Schwartz, Mike Waldron, Josh Gladstone, Beth Wanner, Upasna Chandna, Alyana Ladha
Sharing roses + thorns of the past year, a great variety from each attendee, some highlights of roses included focussing in on content strategies, starting new roles, opportunities for rebranding and rebuilding content strategy
Some common thorns that the board faced included onboarding virtually, absorbing and deconstructing teams based on budget and goal changes, pains of managing teams remotely, seeing room for improvement as campaigns are running (kind of a rose!)

Time to Scale: Companies are starting to come out of conversation mode and aggressively increase headcount and budgets
Speed Wins: Those companies first to market will more often than not capture the most mindshare and maximize their opportunity potential
Enable Sales: Marketing’s responsibility is about empowering sales to continue the conversation in a seamless and personalized way
Prime Time ABM: ABM is no longer an experimental strategy, technology is allowing us to be hyper targeted with little extra effort
Retention and Expansion: Demand and content marketers are being asked to support retention and expansion efforts more than ever before
Unified Journey: Marketers are prioritizing technology, hiring and processes on building the ultimate customer journey
Customer Experience: identify data, attract through channels and engage your audience!
Pain points: speed to market, personalization at scale, empowering sales - Mike reviews how we can tackle these challenges with Uberflip.

Randy opens the floor asking what our customers are currently using for sales enablement? Responses include Uberflip, Guru
What’s holding you back from using SalesAssist? Learning & development, competency, client certification, etc. Sales assist vs. sales streams
Manpower Group is going to be running a pilot ABM test and will be defining it as an A/B test for tracking content consumption vs. not
Personalization at scale True personalization is fantastic but is hard to do at scale - how can we go further than names and logos?
Being relevant and showing the right content can be more important than personalization; are you providing value every single time?

Save time, elevate accuracy and enhance reporting via Audience Segmentation, Identifying Tags, Auditing Content and Configuring Automations
Training/Education: Continued education on the marketing tactics and methodologies that support organizational goals and processes.
Technical Configuration: Guidance and assistance building a sound content experience foundation and campaign construction.
Strategic Planning: Support overall marketing strategy to drive pipeline and increase content engagement.
Case study: Without clear alignment between content and segments, some assets were missing from critical locations, other assets were incorrectly placed, and in general reporting content topics was cumbersome. There was an operational lag. UES helped segment audiences, audit content and assign tags. Then, Smart Filters were configured to drive operational efficiency.

Follow up question: How many of those members actually log in to Uberflip? Range from 2-30+
What are some roles you’re trying to push into the platform? Getting content marketers in there, product marketing for ICP streams, demand gen team
How can we help more people log in? Individual permissions (allowing team members to see but not change items), having ways of creating security around changing code

Goals with Uberflip: build personalized content experiences to support ABM initiatives, accelerate engagement, increase conversions, optimize content performance, provide global alignment and support localization needs
Anticipated ROI: Increased productivity, increase organic search traffic and website engagement, having a platform to support ABM and campaign framework
Core use cases: resource centres, regional campaign hubs, event destinations
Key challenges being faced: lots of time, people, manual work to create landing pages, duplicated work across regions, high bounce, low conversion rates, limited options for sorting, dead ends for customers, only capturing prospects with interest, not generating interest, no further areas to engage on website, lack of SEO to bring traffic to the site, no analytics beyond a “form fill.”
Uberflip was able to support event destinations, global campaign framework and ABM.

Goals with Uberflip: driving pipeline and revenue, expansion and retention, creating engaging campaign destinations quickly and easily
Key challenges: market realities of personalization, buyer’s journey, limitations around insights, noise. Team realities of having fewer resources, being overly reliant on web ops or other parties, content is all over the place and landing pages aren’t engaging enough.
Execution strategy: Efficiently created and deployed cohesive, multi-touch campaigns using a variety of tech tools, reached new and existing target audiences with relevant content and calls to action, accelerated the overall buyer journey with engaging destinations

The vision is to be able to show a content map of what routes people are taking on your website.
Improving onbrand experience with more robust and customizable themes
Making pushes in analytics to not only see how content is performing but which individuals are taking what actions and how they are engaging
Expanding the content platform integration list Automatically generating tags for content Import and build new audiences
Mapping out the journey with content and identify the gaps easily and quickly
Automatically building streams Promote content from wherever - getting real time notifications
Unlocking analytics enrichment to see how accounts engage and which content is driving growth for business

We are here to support your content experience journey in the 2H of the year
UberEats gift cards have been sent out to all attendees - dinner is on us!
We would love it if you could leave us reviews with full marks on the G2 and TrustRadius platforms.
Customer referral bonuses are available to our customers! Inquire with your CSM for more information.

If you have any questions, please feel free to reach out to our Customer Marketing Team:

Upasna Chandna, Director of Customer Marketing upasna.chandna@uberflip.com | +1 647-964-8396

Alyana Ladha, Customer Marketing Lead alyana.ladha@uberflip.com | +1 647 994 9443