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Accommoda'ng  &  Iden'fying  Your  Fastest  Moving  Buyers    

with  Always-­‐On  Nurturing  

Presented By: Elle Woulfe, VP of Marketing, LookBookHQ Chris Vandermarel, Demand Generation Manager, LookBookHQ

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Cooking for Chefs

§  Director of Marketing Programs, Eloqua

§  Sr. Director of Demand Generation, Lattice Engines

§  Serial #MKTGnerd

Elle Woulfe VP of Marketing

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The Always-On Content Engagement Platform

#1  Personalized  content  

experiences  

#2  Post-­‐click    

engagement  metrics  

#3  Omni-­‐channel  orchestra'on  

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What’s a Content Experience?

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And we can do cool stuff like this…

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Awareness  

Educa'on  

Considera'on  

Purchase  

•  88% of B2B marketers use “content marketing”

•  51% will increase their spend on content in the next year (already 28% of budget)

•  10 pieces of content are consumed per persona before a purchasing decision is made

Source:  CMI  /  Marke/ngProfs;  Google  “Zero  Moment  of  Truth”  

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The Challenge for Marketers

Quality

Quantity

Did Bob read the content?

Is he sufficiently educated to move on to the next stage?

How do I get Bob’s attention 8 more times?

How do I move him through all 8 content assets?

Narrow engagement metrics

Low CTRs and 1:1 content experiences

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Do More with the Moment! All visitors to LookBooks

33% consume more

than 1asset

7% consume

every asset

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•  Limit engagement

•  No engagement metrics

•  Not personalized

•  Not convenient

Say goodbye to the old school…

Vendor-Centric:

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Customer-Centric?

•  Let them binge!

•  Real engagement data

•  Highly Personalized

•  Super convenient

And hello to the new era of content engagement.

Buyer-Centric:

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Make it Easy to Binge

White paper Web pageThird-party

reportVideo

We captured Bob’s attention & he’s ready to engage!

Give him an orchestrated sequence of related content while we’ve got him!

+ + +

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Take Action on the Binge

Sales Readiness = HIGH

Sales Readiness = MEDIUM

Sales Readiness = LOW

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1.  Define the Demand Funnel: A lead management framework that supports both inbound/warm (primary) and outbound/cold demand (secondary);

2.  Technology Optimization: Re-architected marketing & sales infrastructure (MAP & CRM) to support the new lead management process;

3.  Develop Messaging Framework: A messaging framework that supports all customer facing materials and channels – collateral, website, etc.;

4.  Define the Buyer’s Journey: The optimal path to purchase for our ideal customers (ICP) supported by lead nurturing;

5.  Fill the Funnel: The LookBook marketing mix, tested and optimized for the best (volume + quality) yield.

2015-2016 Marketing Goals

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Give  Me  The  Good  Stuff    

Hands-on ways to use engagement data to supercharge everything in your MAP

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I Immediately left the page : (

Clicks are really just proxies for views!

*Click!*

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They  both    clicked.  

click

To  read  your    content….  

click

0  min  

But  their  behavior  was  very  different.  

3  min  

Whitepaper  

2  min  

Analyst  Report  

5  min  

VideoUse  Case  Video  

Whitepaper  

Whitepaper  

Clicks are really just proxies for views!

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How to pass engagement data into your

MAP?

Exact Time Spent on

Each Asset?

2m42s

Total Time Spent in The

Session?

10m8s

What do you do with people who engage for 2 minutes, 5 minutes, 8 minutes?

There has to be an easier

way!

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How LookBookHQ Handles This

Assign a Score Threshold to each asset inside of a LookBook Content Experience

Make user session’s engagement score and individual assets views actionable in your MAP

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Single Asset CTA

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In Marketo – Campaigns

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In Eloqua Custom Data Objects Campaign Canvas – Cloud Decision

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In Marketo – Interesting Moments

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In Marketo – Scoring

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Thanks!  

Questions?