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MARKETINGINNOVATION
SUMMITFOR B2B
presented by
BET ON BINGEING: WHY CONTENT CONSUMPTION IS THE KEY TO BETTER CONVERSION Nick Edouard President & CMO
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Hello! Nice to meet you
Nick Edouard Co-Founder, President & CMO LookBookHQ • Run Product & Engineering, Client
Success, Data & Marketing
• Ex-strategy consultant (Arthur D. Little) • British. Obviously.
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Happy 90th Birthday Her Majesty!
Queen’s 90th Birthday today!
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LookBookHQ
Mission Customers Partners
We help B2B marketers cultivate more informed, sales-ready buyers faster
How? By ensuring they
always see the next most relevant content asset
wherever and whenever they engage.
>70
Enterprise & Mid-Market Customers
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Content Marketing Automation
Automating Post Click
Personalized Content Journeys
Information Exchange
LookBookHQ Recommend
LookBookHQ Target
Genius Mix / Playlist
Curated Playlist
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Personalized Content Experiences
Content
Promotion
Conversion
Co
nte
nt
Scie
nc
e™
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Our session today:
1. How are we using content today?
2. The importance of Content Bingeing
3. Results
4. The ACB of ABM
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How are we using content today?
And why is it so wrong…?
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“Content fuels modern marketing” – and B2B prospects need a lot of it
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”
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Content is really 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)
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No real engagement metrics
Everyone looks the same! Did they engage with the content? Are they educated?
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We’re ALL in the Attention Business
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And attention is a gift
Average # of Business Emails Received Per Day 88
1,707
62
56
Average # of Banner Ads the Typical Internet User is Served Per Month
Average # of meetings a typical employee attends per month
Average # of “interruptions” an employee experiences per day
Sources: The Radicati Group, 2014-2018 Email Statistics Report, Comscore, 7 Interruptions
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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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Which is why…
• 60-70% of content goes unused (SiriusDecisions)
• Only 21% of B2B organizations are successful at tracking the ROI of their content marketing (CMI / MarketingProfs)
• 30% of B2B marketers rating their use of content marketing as “effective” (down from 42% in 2014) (CMI / MarketingProfs)
• 97% of B2B prospects recommend that marketers package content together (DemandGen Report)
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And (most damningly) this:
94% of MQLs
never close Source: SiriusDecisions
Pretty sure I haven’t consumed
10 pieces of content…
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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
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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
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Content Bingeing
It’s all the rage.
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Everyone is bingeing!
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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.
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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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Content engagement is an indicator of 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
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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!
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Like this – aggregated
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Like this – sequenced
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#C2C16
click
click
0 min
3 min
Whitepaper
2 min
Analyst Report
5 min
VideoUse Case Video
Whitepaper
Whitepaper
Who engaged with what?
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Sales Readiness Configuration
FAST Moving Buyers
Sales Readiness = High
AVERAGE Moving Buyers
Sales Readiness = Medium
SLOW Moving Buyers
Sales Readiness = Low
HIGH Content Engagement
MEDIUM Content Engagement
LOW Content Engagement
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Take action on the binge
Sales Readiness = HIGH
Sales Readiness = MEDIUM
Sales Readiness = LOW
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Treat content as a first class object
CONTENT JOURNEY
Web
Social
Display
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Results
Show me the money.
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Our marketing
Email sent from our MAP with clear call to action drives to…
…Flow LookBookHQ content experience
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Our marketing
Evaluate in Marketo Fire Sales Alert Track FMB Cohort in SFDC
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Delivering real business value – with fast time to value (1-2 months)
Source: All results from Q1 2016 from new customers in Q4 2015
34% increase in sales opportunities & $74K in new pipeline from single LookBook content experience
300 MQLs from one campaign – unprecedented volume & quality; re-upped with LookBookHQ for 4X
MRR
3X higher close rate (5% to 15%) on MQLs on first two campaigns – rolling out across all campaigns
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Delivering real business value – improving MQL to SQL conversion rates
CMO at Mid-Market Technology Company
• Single action content downloads: converted to SQL at <1% (well below… 0.2-0.3%)
• LookBook Bingers: converted to SQL at 6%
• When accelerated nurture on LookBook Bingers: converted to SQL at 12-15%
“Today our marketing and our triggers are based on individual discrete actions – clicks, form fills, etc. LookBooks fundamentally change that – they allow us to look at intensity and engagement across a sequenced content journey holistically”
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Cetera – X2 marketing’s impact on revenue
2x #1
Prospects That Binge Are 2.4X More Likely to Be Accepted by Sales
Increase in Marketing Sourced Revenue
Source of Qualified Leads
Back-to-Back Markies
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Demandbase – use of LookBooks
Use suppor.ng short form assets to drive faster moving buyer through journey
Bubble up fast moving buyers to sales for real-‐.me follow up, in-‐the-‐moment
Promote long form assets via binge consump.on and prescribed buyers’ journey
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The buyer’s nurtured journey
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The impact of content journeys
Engagement
Deal Velocity
Pipeline Influence
ACV
+300%
+50%
+300%
+13%
Average time engaging with collateral in LookBook journey vs. time consuming messaging on our website (single journey comparison)
Period over period comparison – before using LookBook journeys and after (Q215-Q315 vs. Q415-Q116)
Period over period comparison – before using LookBook journeys and after (Q215-Q315 vs. Q415-Q116)
Difference in ACV for deals influenced by LookBook journey vs NOT influenced during a single period (Q215-Q116)
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The ACB of ABM
Account Content
Bingeing
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ABM Leadership Alliance: ABM takes a village
• ABM is an approach & philosophy, not a single piece of tech
• It affects your entire tech stack – hence the Alliance
• Content engagement remains key – as at prospect level marketing
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Content Engagement & ABM
• ABM at scale needs Content Marketing Automation
• We’re ABM’s “Conversion Story”
• Content Engagement Data per Account (e.g. known & anon, by content experience & assets, trend data, etc.)
• Sales Readiness Configuration by Account
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Integration with Demandbase [WIP]
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Key Takeaways
What have we learned?
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Key Takeaways
1. Engaged prospects 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
4. Content marketing automation delivers ABM at scale
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Questions?
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Don’t be shy, get in touch
Nick Edouard, LookBookHQ [email protected] / 647-241-2407 / @nickedouard Stop by our booth today!
www. lookbookhq.com Come find us at:
Ø Oracle’s MME Ø Marketo Summit Ø SiriusDecisions Summit