a look at lookbookhq for twin cities eloqua user group - 082614

Content Engagement for Modern Marketers LookBook Overview Prepared for Twin Cities Eloqua User Group RelationshipOne, 26th August 2014

Big thing you want to say… Agenda

1.  Why LookBooks?

2.  What is a LookBook?

3.  How can you use LookBooks?

4.  Making a LookBook & integration with Eloqua

Big thing you want to say…

Why LookBooks?


Are you playing…

…with your prospects?


Leading publishers & platforms don’t.


Source: http://www.orchardspethospital.com/dog-bones/


So why are marketers?


There’s more to engagement than clicks.


Clicks don’t make someone buy.

Your content does.


Source: http://www.slideshare.net/abelniak/20140401-mass-tlccontentworkshop20140403finalforslideshare


So we need to:

a) Get someone to the content / the content to them


b) Get them to engage with the content


c) Know they’ve actually engaged


Particularly because the buyer’s journey has changed*.

* SiriusDecisions: 67% of the buyer’s journey happens digitally


Where are your prospects in the funnel when they put up their hand?


And with prospects self-educating, the content experience is critical.


LookBooks increase content engagement.


And track it.

Amongst other things ;)


What is a LookBook?

Big thing you want to say… LookBooks are new. And therefore not the easiest to describe…

•  Engaging content experience – “Simple idea, well executed”

•  Publishing layer for distributed content (including earned media & 3rd party content)

•  Storytelling tool for busy audiences

•  Super easy-to-make microsite (no IT / coding)

•  “LookBooks are the content experience version of Ikea” – which is apparently a good thing (!)

Big thing you want to say… LookBooks = Conversion Engine for Content

Don’t “Waste The Click”

If someone engages with A, get them to engage with B, C & D while you have their attention

Use across all your channels – wherever you generate clicks

Big thing you want to say… LookBooks let marketers aggregate and sequence the right pieces of content to the right audience

And / or sequence the content so you make it clear exactly what it is

you want your prospects to engage with next (clear signposts)

Aggregate the right pieces of content you need your audience to engage

with into a single, engaging experience – pages from your website, your blog,

third party websites, white papers, videos, use cases, etc.

Big thing you want to say… Like this:

Big thing you want to say… LookBooks can be experienced via / used as destinations across multiple channels

Targeted Ads Email Web Page Social

Door for Persona

A Door for Persona

B

Website Email Ads Social Networks

Drive prospects to either the Tiled view…

…or take them directly to content and sequence the rest of the Tiles

Destination = LookBook

Big thing you want to say… LookBooks track engagement in aggregate (i.e. per content asset) and per prospect per content asset

Big thing you want to say… Higher engagement – however you generate a click

Source: LookBookHQ analysis of 100 LookBooks used by LookBookHQ customers in prospect-facing campaigns during Q4 2013

That’s nearly 5 minutes engagement per LookBook

And average time with piece of content = 1 minute 19 seconds

The average LookBook visitor engages with 3.7 pieces of content

Big thing you want to say… Selected customer results – increasing content engagement & more!

•  Used multiple LookBooks in emails & as destinations from ads in product launch – a) pilot & b) national

•  Tested content performance & messaging in pilot for national launch

•  LookBooks embedded in emails = 600% increase in email CTR

•  Average of 3m 19s per LookBook visitor across 3.4 content assets

•  Used LookBook engagement data for X5 increase in MQLs passed to Sales

“LookBooks have increased engagement with our newsletter

content from mere seconds to several minutes on average.

LookBooks help us turn a single “click” into engagement with multiple pieces of content and, because LookBooks track how long prospects spend reading or

watching each piece of content, we can better align our follow up nurture

emails to get the right content in front of the people who are most likely to

respond.”

Big thing you want to say… Selected customer results – increasing content engagement & more!

•  Email: 100% increase in CTR

•  Ads: x2-3 higher conversions using LBs & time-based forms

•  “The beauty of LookBooks is that they look very complex and innovative, but in fact they are extremely easy to use”

•  Positive ROI in 6 weeks – based on email production efficiencies alone!

•  Great feedback from sales

•  Using LookBooks widely in email marketing (newsletters, lead nurturing, product launches, existing customer education & cross/up-sell)

•  Emails with embedded LookBooks have a 58%+ CTR vs. emails without

•  Increased content engagement by x3 over 6 months

•  Turned round the performance of their partner / channel newsletter


Case Study:

Merrill Corp – Lenore Kolar


How can you use LookBooks?

Big thing you want to say… How could you use LookBooks?

•  Demand Generation (e.g. ads)

•  Lead Nurturing (e.g. welcome emails, acceleration)

•  Sales Enablement

•  Targeted Account Selling

•  Content Experiences per Audience Segment

•  Customer on-boarding & cross/up-sell

•  PR & Corporate Communications

•  Inform content strategy

•  Inform buyer persona development

•  Map content to buyer’s journey

•  Improve storytelling - and use of existing content & earned media / third party

•  Free up resource (e.g. web services)

•  Integrate engagement data into MQL definition

•  Improve / demonstrate marketing’s ROI

Improve Performance Support Internal Activities


Email

Big thing you want to say… There are multiple ways you can use LookBooks as part of your email communications

Full Embed Image / Template Text Links

CTR increase (50%+) Increase in content engagement per “clicker” (Avg clicks in email = 1.1 vs. Avg LookBook clicks = 3.7)

Destination = LookBook

Big thing you want to say… [Status Quo] Email nurture track today

•  Slow (e.g. 12 weeks)!

•  Inefficient – multiple emails with single offers (e.g. 1 email / offer per week)!

•  Typically low CTRs (& decline over nurture track)!

•  Assumes your prospect is ready to engage when you email them!

!•  No allowance for prospects

that want to “go fast”!

Big thing you want to say… [LookBooks] Accelerated lead nurture tracks

•  Accelerated / condensed!

•  Fewer emails, more efficient!

•  No single offers; rather content paths where prospect can choose!

!•  Re-use of content assets!

•  Improved data, not just CTRs!

•  Faster, better, more MQLs!


Ads & Search

Big thing you want to say… Use LookBooks as engaging content destinations rather than standalone offers

•  Create engaging content experiences

•  Use time-based forms to generate x3 “good” completes

•  Know prospects are actually engaging with your content (rather than intending to…)


Website

Big thing you want to say… You can create content experiences on your website using our HTML embed…

Your Website “Door” on website that links through to a specific content

journey in LookBook

Big thing you want to say… …or our JS embed to keep people on the page in an overlay


Social

Big thing you want to say… We’ve done our integration with the social networks so you don’t have to

•  Make your feeds more visual & engaging!

•  Use time-based forms to generate leads

•  Social Media 411 - share third party content that’s integrated as part of your story


Third Party Sites

Big thing you want to say… Use LookBooks JS embed to control the content experience on 3rd party sites

•  LookBook JS embedded on 3rd party site

•  Extension of native advertising?

•  You control the content experience on their site

•  Your prospects can transact / convert on third party sites


Making a LookBook & integration with Eloqua

Big thing you want to say… LookBooks are super easy and intuitive to make

“The beauty of LookBooks is that they look very complex and innovative, but in fact they are extremely easy to use”

Nathania MacGregor – Director, Marketing IMAGINiT Technologies

Big thing you want to say… LookBooks are fully integrated with Eloqua

Add a LookBook To an email or landing page

Capture engagement data

Data is sent to Eloqua

Supercharge your lead scoring, workflows, segmentation and insight

Better leads, faster

Big thing you want to say… And our integration is super simple

Integrating your LookBook account with your instance of Eloqua

= 10 seconds

You can push LookBooks to Eloqua

so that they’re available for you to drag & drop

into Eloqua emails

Your HQ*

Big thing you want to say… LookBook engagement data is published in aggregate & per prospect in your HQ and in Eloqua

Eloqua Profiler LookBook Analytics Custom

Objects Your Instance of Eloqua

Aggregate & Per Prospect Per Prospect

Big thing you want to say… Custom Object Record – contains the LookBook engagement data per prospect

Big thing you want to say… LookBook engagement data can be used to move your prospects through the funnel better and faster

Data Tools

Segmentation

Lead Scoring Reporting

Advanced: CRM

Programs

Campaigns

LookBook Engagement Data

Content Scoring

Big thing you want to say… LookBooks are fully integrated with Eloqua Engage & Profilers for sales enablement

Sales can run marketing-approved mini content campaigns using

LookBooks in Engage…

…and see exactly how their prospects engage with the content

in Profiler


Roadmap

Big thing you want to say… LookBooks Summary

•  LookBooks are a “conversion engine” for content

•  LookBooks make sure that marketers “don’t waste the click” – LookBook maximize content engagement while you have attention

•  LookBooks allow marketers to aggregate & sequence content to create controlled, engaging experiences / paths through your content

•  LookBooks track exactly how your prospects engage – not just what they click but how long they spend reading & watching content

•  All of this prospect engagement data gets automatically pushed back into Eloqua so it can be used for lead scoring, segmentation, etc.


LookBooks = the easiest & smartest tool

to add to 2015’s marketing budget!

Big thing you want to say… As you can tell, I like to talk. And I’d love to talk to you. Let’s chat!

Nick Edouard – Co-Founder, EVP Business Development

[email protected] (647) 241-2407 http://lookbookhq.com


Q&A

174 Spadina Avenue Suite 204

Toronto, ON M5T 2C2

1.844.224.1655 | 416.304.9400

www.lookbookhq.com