[case study] enabling content bingeing with lookbookhq

Enabling Content Bingeing with LookBookHQ: How Intel Security is Crushing Conversion Rates With a New Approach to Lead Nurturing

LookBookHQ

Idea Customers Partners

Deliver more value from every click

>70

Enterprise & Mid-Market Customers

Content Marketing Automation

Automating Post Click

Personalized Content Experiences

Information Exchange

LookBookHQ Recommend

LookBookHQ Target

Genius Mix / Playlist

Curated Playlist

What is a Content Experience?

Content

Promotion

Conversion

Manual or Programmatic (Content Science™)?

What content (e.g. by type, format,

third party, etc.)?

How A to B (e.g. flat vs. sequenced, time,

message, etc.)?

What conversion (e.g. engagement,

form fill, share, etc.)?

Who’s clicking?

•  Known vs. Anon

•  Persona •  Key Account

“Content fuels modern marketing”

Awareness

Education

Consideration

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 / MarketingProfs; Google “Zero Moment of Truth”

Content = an information exchange

B2B Prospect B2B Marketer Content Transaction

= Information Exchange

Awesome White Paper

Information

Information

Information about their problem, your space, your solution, etc.

Information about them, their sales readiness, etc. (explicit & implicit)

No real engagement metrics

Everyone looks the same! Did they engage with the content? Are they educated?

We’re ALL in the Attention Business

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

B2B’s content use model is broken

Marketers are delivering content today like Blockbuster (RIP)

Vendor-Centric:

•  Limit engagement

•  No engagement metrics

•  Not personalized

•  Not convenient

We need a new intelligent model

Buyer-Centric:

•  Let them binge!

•  Real engagement data

•  Highly Personalized

•  Super convenient Marketers need to deliver content like Netflix – programmatically

How do you research & buy?

Piecemeal

You read a piece of content about X every 2 weeks

Concentrated

You research X in bursts of attention – 20 mins at a time

A. B.

Do More with the Moment

All visitors to LookBooks

33% consume more

than 1asset

7% consume

every asset

Make it easy to binge on content

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

White paper Web pageThird-party

reportVideo

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

Like this – aggregated

Like this – sequenced

Like this – data-driven

Like this – website experience

click

click

0 min

3 min

Whitepaper

2 min

Analyst Report

5 min

VideoUse Case Video

Whitepaper

Whitepaper

Who engaged with what?

Content engagement = sales readiness

Source: Analysis of client data (LookBook visitors and non-LookBook visitors progress through MAP and CRM lead stages)

Prospects that binge are 2.4X more likely to be sales accepted

Delivering real business value (fast!)

34% increase in sales opportunities from single LookBook

300 MQLs from one campaign – unprecedented volume & quality

300% increase in pipeline & 50% in velocity; 13% increase in ACV

6X higher close rate (SAVs <1%; Bingers 6%; Nurtured Bingers 12-15%)

2X increase in marketing’s contribution to revenue

Mid Market Technology Company

Halftime Analysis: Key Takeaways

1.  Engaged prospects (anon & known) want to binge on content

2.  We need to measure real engagement – intensity not just intent

3.  Content engagement is an excellent indicator of sales readiness

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Long List of Challenges

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Too Much Content?

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•  Whitepapers •  3rd Party Reports •  Blogs •  Articles •  Webinars •  Studies •  Case Studies •  Solution Briefs •  Technical reviews •  …

Not enough Consumers?

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Storytelling

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•  Help potential customer understand their challenges

•  Help potential customer solve their problems

•  Help potential customer selecting your solutions

•  Move from Product to Solutions

•  Dead-end nurturing campaigns

How to tell a story with 1 eMail & 1 Asset?

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MAP Integration & Production

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•  Time consuming development

•  Limited “digital” analysis

•  Slow “go to market”

•  Not flexible & scalable

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Nurture Flow 1.0

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Ø  Less than 5% of Contacts Opened all emails

Ø  Less than 1% of Contacts Downloaded 2+ Assets

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How we solved them?

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Nurture Flow 2.0

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Problems Solved and more…

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Too Much Content?

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Access all assets at once •  Line up various assets – even external content

Let the user choose the pace

Let the user choose what they want to consume •  Infographics

•  Videos….

Not a problem anymore

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Storytelling

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Content Capsule •  Create a dedicated space for your product/

solution

Full Experience

•  Doesn’t matter catchup point

Full Experience doesn’t matter catchup point

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MAP Integration & Production

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Integration •  Custom Object

•  Lead Scoring Integration

Production •  Full integrated experience

•  Mobile Friendly

Easy as 1,2,3

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Integration

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Real Life Metrics

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Questions?