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Vice President, Marketing, Uberflip
In the past, content marketing platform Uberflip struggled to understand the impact that its conference, The Content Experience, had on the path to purchase. But after implementing multitouch attribution, the company can now paint a clearer picture of how leads from events move through the purchase funnel. Shannon Dougall, Uberflip’s vice president of marketing, spoke with eMarketer’s Jillian Ryan about how Uberflip connects the dots and increases pipeline acceleration with its event strategy.
eMarketer: Uberflip has been hosting its annual user conference for just two years. How has the event contributed to your larger marketing goals?
Shannon Dougall: At the most basic level, The Content Experience is an opportunity to share thought leadership. We get curious minds together with informative presentations that share knowledge and educate.
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