Karan Kacala

Featured Uberflip Hub: discovery.illumina.com
As a Content Experience Explorer (EXPY) Award nominee, Karan is recognized as a marketer who takes the concept of content experience from beyond buzzword, to proving its impact on revenue. By focusing on the content experience for prospects and customers, Karan has proven to be an innovator who, with experience, talent, and skill, has advanced the practice of content marketing. Read on below to learn her own hard-won insights on how she's improving the way content is experienced.

How We’re Putting the Content Experience First

At Illumina, content is a critical part of the buyer’s journey—whether you are trying to cross-sell or up-sell to your existing customer base, or educating new prospects. We use content as a key deliverable across our campaigns, from demand generation to customer experience, and understand that it is a crucial component to success.

Using the Content Experience to Establish Meaningful Relationships

As new customers of Uberflip, we are only in the beginning stages of exploring new ways to deliver content.  Historically, we have used landing pages and email as a medium for delivering content, as well as our website.  We are excited at the possibility of using Uberflip to enhance the customer and prospect experience, and look forward to evolving our current strategies for additional insight.

Creating Amazing Content Experiences Along the Entire Journey

As a global organization, we have used our marketing automation platform to create campaign experiences that can be adapted across our regions, to include content created either by corporate and/or the regions.  We also use Seismic for our sales organization to share content in support of and to enhance their sales conversations.

Future Explorations in Content Experience

We are excited about the analytics that Uberflip and Marketo will provide in regard to content consumption across our campaigns. From our prospects to customers, we look forward to the insights Uberflip will provide, so that we can actively optimize the content we create, to enhance our campaigns and user experience.

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Hillary Lupo
Hillary Lupo

Marketing Campaigns, Manager | Fortinet

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Katrina Munsell
Katrina Munsell

Group Manager, Content Marketing | Microsoft U.S. Central Marketing Organization

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