Uber for Business needed to scale their webinar program—but lacked resources to consistently deliver high-quality content to business decision-makers.
We developed a comprehensive overhaul of their webinar program, working with them on everything from topic selection to pre-webinar promotion, live broadcast support, and post-webinar follow-up for more than twelve events a year.
Keep reading for the full story of how we delivered these results.
Everyone knows Uber. Whether you use the company for rides to the airport, midnight snacks, or commutes to work while your car’s in the shop, there’s a good chance you have a solid idea of what Uber offers.
Something you may not know is that there’s a corporate side to Uber, too. Uber for Business empowers organizations to streamline business travel, reimagine employee wellbeing, and elevate the customer experience—all while enabling employees to effortlessly leverage the Uber they love and trust in their professional lives. The internal marketing team has been building that growth through all the channels you’d expect to find in a B2B marketing program, including webinars.
Early efforts to develop a consistent webinar program showed promising results, suggesting this channel could become a cornerstone of their demand generation strategy. However, scaling a high-quality and high-effort program that could consistently deliver relevant, actionable content to business decision-makers required significant time and resources—resources their team needed for other strategic initiatives.
That’s entirely understandable—webinars are a lot of work. Creating a regular webinar program that could deliver results required a team that could not only manage the technical aspects of webinar production but also bring strategic insight to content development and program optimization. Most importantly, they needed an agency that could extend their efforts to help build a distinctive B2B brand within a global consumer organization.
"Building a B2B brand within a globally recognized consumer brand comes with both unique opportunities and challenges. It often requires partnering with agencies that can seamlessly integrate with our team while bringing specialized expertise to the table."
– Arianna Etemadieh, Marketing Lead, Uber for Business
Over the last few years, we’ve worked with Uber for Business to develop an ongoing webinar program that connects with multiple audience segments. Our collaboration has covered a variety of areas—here are the highlights.
Program management and strategy. Getting one webinar up and running can be a challenge. Doing them on a consistent basis can be a struggle for any in-house team. We worked with Uber for Business to develop a content strategy that would keep content fresh for both their prospects, customers, and their internal experts while rotating topics across audience segments. That allowed them to spread the SME lift among their internal teams while keeping the production lift on our shoulders. This resulted in a monthly webinar series that was sustainable for everyone.
Promotional/demand gen content. Did you really do a webinar if no one showed up? Uber for Business turned to Iron Horse to help make sure the new webinars were getting the promotion they deserved, which meant engaging audiences on a monthly basis and tapping into strategic industries. We brought our expertise in webinar promotion to Uber for Business’s email and social media campaigns—writing and designing content that could quickly be dropped into their promotional calendars. By matching their existing tone and design guidelines, we helped create a seamless experience for their target audiences.
Webinar presentation. With topics and a panel of experts that changed from webinar to webinar, a new question arose: how do we make sure it all feels like Uber for Business? We developed a consistent structure for the webinars—and a repeatable process for bringing those webinars to life. Rather than creating new processes for each group of speakers, we developed a framework that allowed each expert to bring themselves to the webinar, while giving enough structure to let internal stakeholders sign off confidently. (We see you, legal, and we’ve got your back.) Add in help with speaker selection and coaching, and Iron Horse developed a consistent, repeatable process that generated webinars that speak to the Uber for Business audience, with enough room for each speaker to bring their own personality.
Webinar set-up and operations. Good webinars feel as personable and straightforward as a Zoom call, but there’s a lot that goes on behind the scenes. From handling registrations to making sure the video quality matches the high-quality content, so much relies on the performance of your webinar platform. During our work with Uber for Business, we’ve helped them transition from a legacy webinar platform to one that meets their needs better—and worked with that new platform to get bugs fixed and features added to their product roadmap, specifically with Uber for Business in mind. We were able to have those hyper-technical conversations with the provider on behalf of Uber for Business, translating the needs they have into improvement requests for the platform. (Our experts really enjoy these conversations, but we’re very aware that “normal” people just want to see the end product.)
Live webinar broadcast support. After all of that strategy, management, and production has happened…the webinar actually goes live. Iron Horse has served as Uber for Business’s hands-on support team during the broadcast, answering questions from customers, both about the webinar and the product. With experts from the Uber for Business team available if needed, we keep things moving (and let those experts keep doing their actual jobs), while funneling the sales-adjacent questions into Uber for Business’s CRM. Instead of relying on the hosts or guests to wade through the chat while they’re on the webinar, we manage those conversations for them. Best of all, instead of letting the chat disappear after the webinar was done, we’ve turned that conversation into a great tool that helps Uber for Business determine which of the newly-created leads in each webinar are ready to be moved further down the sales funnel.
"When selecting agency partners, I prioritize those who act as true extensions of my team and demonstrate mastery in their domain. Iron Horse exemplified this from the start. Their expertise in webinars was immediately evident, and what stood out even more was their adaptability—whether navigating Uber's complex processes, aligning with our operational style, or tailoring their communication to fit our needs."
– Arianna Etemadieh, Marketing Lead, Uber for Business