In this webinar, Uberflip's Senior Content Marketing Manager Christine Otsuka explores how you can build engaging, immersive, multi-channel (think outside-the-inbox) experiences that work together and are optimized for content consumption. This way, your prospects can self-nurture and convert to sales-ready leads that much faster!

1. @uberflip
How to Build High-Converting
Demand Experiences
Christine Otsuka
Senior Content Marketing Manager
Uberflip

2. @uberflip | #fastfwd18
Zombies, heads up!
Recording + Slides will be
emailed to you.

3. @uberflip
Why do we nurture leads?

4. @uberflip
They don’t
know us.

5. @uberflip
Hi, nice to meet you.
Want to get married?

6. Nurture Experience Playbook
We don’t
know them.

7. @uberflip
61% of B2B marketers send all leads
directly to sales, despite only 27% of
those leads being qualified.
Shocking Fact:

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Yay…
MQLs...

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When do we nurture leads?

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● Post-download
● Post-webinar
● Post-event
● Email subscription
● Re-engagement campaign
● Email drip course
● Close lost
Pre-Sale Post-Sale
● Customer onboarding
● Product adoption
● Renewal campaign
● Re-engagement campaign
● New feature release
● Customer education / drip
course
● Customer engagement
● Customer advocacy
● Win back

11. @uberflip
How do we build
high-converting demand
experiences?

12. Multi-Channel
Cadence
(ie. Weekly, Monthly, Bi-Monthly)
- How many emails, ads, direct
mail, social messages are you
using, and at what cadence?
Personalized
Content
(ie. Persona, Funnel stage, Job
function)
- What qualities trigger certain
content to be delivered?
Focus on
Experience
(ie. Nurture destination,
Recommended content, CTAs)
- What’s next?
Measuring
Success
(ie. Demo request, Event
registration, MQL conversion)
- What does success look like?
Keys to
Building High
Engagement

13. A Multi-Channel
Cadence

14. @uberflip
What We
Often See

15. What Should Happen
Report
download
Thank you
and call out
pages
Follow-up
related
content
Follow-up
related
content
Follow-up
related
content
Follow-up
related
content
TOFU
TOFU MOFU BOFU

16. @uberflip
Outside the Inbox:
Multi-Channel Demand Experience
Report
download
Post-download
email sequence
Retargeting ad
campaign
Dynamic
website
content
Prompted
chatbots
Content recos
Direct mail
offer

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Report
download
BOFU
Outside the Inbox:
Multi-Channel Demand Experience

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Personalized
Content

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What We
Often See

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What Should Happen
Direct them
into the most
relevant
sequence
Enters your
database
PERSONA FUNNEL STAGE TECHNOGRAPHY

21. @uberflip
PERSONA
TOFU MOFU BOFU
FUNNEL STAGE TECHNOGRAPHY
What Should Happen

22. High-Converting Experiences
Where are we sending leads?

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Make the
click count.

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The way you gate content matters.
Putting a CTA overtop of your content
has a 17 percent conversion rate!
(That’s 7x the conversion rate of a
traditional landing page)
The Content Experience Report, 2018

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What
about
ungated
content?

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Power
personalized
content
recommendations
through AI

27. @uberflip
Contextualize
your CTAs

28. And experiment!
We’ve been doing our own
experimentation...

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We call them
nurture
destinations

30. Email

32. pages
per visit6.74

33. If the goal of a nurture is to
increase content consumption
and do it faster…

34. ...then a nurture destination is
one way to accomplish that.

35. How Did We Get Those Results?
Consistent,
cohesive branding.
The creative
elements connect
visual experience of
asset with nurture.
Personalized
messaging.
Image of actual
person the nurture
email comes from
in the banner. Copy
is written as if that
person is talking
directly to the
nurtured lead.
Contained
experience.
Leads see content
we’ve hand selected
for them; no
irrelevant
recommendations;
CTA leads them
back to the
destination.
Binge-worthy
content.
Serial content like
the Marketing Tips
videos was net new,
short, and easy to
consume.

36. Measuring Success
What does success mean?

37. @uberflip
M
E
T
R
I
C
S
Channel Engagement Metrics
● Email - Open rates, click-through rates, unsubscribe rates
● Ads - Impressions, view-throughs, click-throughs
● Social - Retweets, likes, comments, click-throughs
● Chatbot - Conversation length, click-throughs
Revenue Metrics
● Marketing qualified leads
● Sales qualified leads
● Influenced opportunities
● Pipeline
● Closed won
● Closed lost

38. @uberflip
Multi-channel cadence +
Personalized content experiences
=
INFLUENCED REVENUE

40. @uberflip | #conex
@christineotsuka
ubrflp.in/christine
@uberflip | #conex
Christine Otsuka
Senior Content Marketing Manager
Uberflip