Demand Gen Report's Strategy & Planning Series session presented by LookBookHQ

1. #SPS2015
Get More Value From Every Click
& Content Asset In 2016
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Demand Gen Report: @DG_Report
Andrew Gaffney: @agaffney
LookBookHQ: @lookbookhq
Elle Woulfe: @ellehwoulfe

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About Demand Gen Report
• Tracking best pracIces in lead
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Panelists
Elle Woulfe
VP of MarkeIng
LookBookHQ
@ellehwoulfe
MODERATOR:
Andrew Gaffney
Editor, Demand Gen Report

7. Get More Value
from Every Click &
Conversion in 2016
Elle Woulfe, VP of Marketing
November 17, 2015

8. Serial #MKTGnerd
• Demand Gen roles for Eloqua &
Lattice Engines
• Obsessed with the power (and
necessity) of nurturing
• Honorary Canadian
• New England native

9. The always-on
content engagement platform
Personalized content
experiences
Post-click
engagement metrics
Omni-channel
orchestration

10. We’re all in the attention business…

11. And business is pretty slow.
8.25 Seconds

12. The Struggle is Real…

13. Competing in the Race for Attention

14. The evolution of attention getting
Traditional Marketing Attention Economy Marketing
Long form content
Traditional content types
Insertion orders
Horizontal marketing
One size fits all
“Snackable” content
Explosion of video
Programmatic advertising
Account based marketing
Personalization

15. But what about attention keeping?

16. How can we get more value…
from every click?

17. Think about your last considered purchase

18. The making of a qualified prospect
All Buyers
Pieces of content
are consumed per persona before
a purchasing decision is made10
# of people involved in technology
purchase decision –
17 in enterprise, 6 in SMB
Pieces of content
are consumed per persona before
a purchasing decision is made7
Sources: Google “Zero Moment of Truth” Study
Sources: IDG Enterprise “Role & Influence of the
Technology Decision-Maker — 2014” Research Report
Technology Buyers

19. Engaged prospects want to binge!
All visitors to LookBooks
33%
consume more
than the
first asset
7%
consume
every asset
75% of TV
Viewers Admit to
Binge Watching

20. But can you identify & accommodate them?
click
3 min 2 min 5 min
click
0 min
Video
eBook
Report Video
eBook
Blog Post

21. An educated prospect is a
qualified prospect!
94%
of MQLs
never close
Source: SiriusDecisions

22. Part 1:
Identify your fast moving buyer
Sales Readiness =
HIGH
Sales Readiness =
HIGH
Sales Readiness =
MEDIUM
Sales Readiness =
LOW

23. Part 2:
Accommodate their behavior
Sales Readiness =
HIGH
White paper Web page
Third-party
report
Video
HOORAY!
We captured Bob’s attention
& he’s ready to engage!
Give him an orchestrated
sequence of related content
while we’ve got him!

24. Send Email #1
Content
Offer A
WAIT
1 WEEK
Send Email #2
Content
Offer B
WAIT
1 WEEK
Send Email #3
Content
Offer C
WAIT
1 WEEK
Send Email #4
Content
Offer D
96% of B2B marketers use email to nurture
Typical
cadence
46% every other week 33% weekly
Source: Demand Gen Report 2014 Lead Nurturing Benchmarking Study
Traditional Nurturing Doesn’t Accommodate FMBs

25. Make every click the start of a journey

26. Deliver better content experiences…

27. And develop deeper insights

28. Always-On Nurturing in Action
Show me the
money.

29. The Destination for 70% of Clicks
Better brand &
content experience
Increased Marketing’s
contribution to revenue:
23% to 46%
Marketing #1
source of leads
2x 2x#1
Back-to-Back Markies
2014 Best Lead Nurture
2015 Best Cross
Channel Marketing

30. Focus on Fast Moving Buyers
GOAL:
Heat Up the
Database
&
Activate Latent
Demand

31. Conversion Impact
Delivered: 24,145 Emails
Clicked: 465
Explicit Actions: 35
FMBs: 37
Opps: 2
(TD)
Vital Stats:
Overlap = 2
Unique Qualified
Leads = 70
Newly Identified
Leads = 35
7.5%
15%

32. Bringing it home…
Faster Nurture Higher Conversions Better Data
Deliver content
journeys
Personalized content
experiences &
time-based CTAs
Visibility into real
content engagement

33. Do More
with the Moment

34. Any questions?

35. #SPS2015
Q&A Panelists
Elle Woulfe
VP of MarkeIng
LookBookHQ
@ellehwoulfe
MODERATOR:
Andrew Gaffney
Editor, Demand Gen Report

36. #SPS2015
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Oracle
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