the uberflip experience 2016: yoav schwartz

WELCOME TO

2012

Choosing a Brand

Flipbound

Tabuki

UBERFLIP

Flipboard

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

email

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.

20

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

26

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