Few marketers are really able to gauge how engaged prospects are with their content. Clicks, fills and downloads are easy enough to measure, but what about the engagement level and time spent viewing content? Tracking the intensity of the behavior can set would-be buyers apart from casual clickers. Listen to LookBookHQ's Elle Woulfe and Oracle Marketing Cloud's David Johnson in this #LLS16 webinar to learn how to tap into the content needs and preferences of your buyers: http://dg-r.co/2bbiFqq

1. #LLS16
Tracking Content Engagement:
The Key to Finding & Accelerating Your
Most Qualified Leads
SPONSORED BY:

2. #LLS16
Follow This Webinar On Twitter
#LLS16Demand Gen Report: @DG_Report
Andrew Gaffney: @agaffney
LookBookHQ: @lookbookhq
Elle Woulfe: @ellehwoulfe
Oracle Marketing Cloud: @OracleMktgCloud
David Johnson: david.e.johnson@oracle.com

3. #LLS16
From TOFU to MOFU to BOFU to Close
www3.demandgenreport.com/lls16

4. #LLS16
About Demand Gen Report
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generation and marketing technology
since 2007
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5. #LLS16
Questions, Tweets & Resources
Submit your
questions here
Download
today’s resources
Join the conversation
#LLS16

6. #LLS16
Panelists
MODERATOR:
Andrew Gaffney
Editorial Director
Demand Gen Report
Elle Woulfe
Vice President of
Marketing
LookBookHQ
@ellehwoulfe
David Johnson
Director of Product
Marketing
Oracle Marketing Cloud
david.e.johnson@oracle.com

7. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 7
In Digital World, Life is a Sequence of Micro-Moments
2%Of marketers have the ability to identify, deliver, and measure how effectively they serve customers in micro-moments
- Forrester
Oracle Confidential - Restricted 7Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |

8. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 8
The View of Your Ideal Customer Is Complex
11%
Of marketers have high confidence that they’re targeting the right audience
- Nielsen

9. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 9
Content and Execution Tied to Channels
Oracle Confidential - Restricted 9Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
93%
Of marketers report silos by
channel.
-eConsultancy

10. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 10Oracle Confidential – Internal/Restricted/Highly Restricted10
81% of non-C-
suiters have a
say in purchase
decisions.
-Google/Millward Brown Digital
The Buying Process Extends Beyond Individuals

11. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 11Oracle Confidential – Internal/Restricted/Highly Restricted11
On average, 5.4
people are involved
in today’s B2B
purchase decisions.
-CEB
B2B Purchase Decisions Are Complex

12. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 12
The Concept of Adaptive Marketing
Build an ID Graph That Spans Anonymous and Known Data
Intelligently Orchestrate Micro-Moments
Make Content Collaboration Channel Agnostic
Test & Optimize the Customer Experience

13. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 13
Build an ID Graph That Spans Anonymous and Known Data
Oracle Confidential - Restricted 13Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 13Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Age: 29
In Market: Casual Urban Wear
Offline Purchase: Jeans
ANONYMOUS
KNOWN
TV
SEARCH
DISPLAY
VIDEO
SMS
EMAIL
WEB
SOCIAL

14. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 14
Intelligently Orchestrate Micro-Moments with Both Behavioral and
Purchase Interactions
Oracle Confidential - Restricted 14Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |

15. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 15
Incorporate Account-Based Marketing Strategies
Grow
Leverage engagement and
conversion data to find
customers that look like
your ideal ones.
Engage
Engage prospects with
contextualized
experiences.
Convert
Drive funnel conversions
by delivering timely
content.
Acquire
Deliver new customer
acquisition through on-
going nurture.

16. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 16
Make Content Collaboration Channel Agnostic
Oracle Confidential - Restricted 16Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |

17. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 17Oracle Confidential – Internal/Restricted/Highly Restricted17
A 760% increase in email
revenue came from
segmented emails in 2013,
up from 55% in 2012.
- DMA's National Client Email Survey 2014
Fast Track the Buying Process with Engaging, Appropriate
Content

18. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 18Oracle Confidential - Restricted 18Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Thank You
David Johnson
Blog:
https://blogs.oracle.com/marketingcloud/

19. If no one was around to hear it…
Did it really
make a
sound?

20. These are proxies for engagement

21. Do you really want to treat these clicks the same?
3 min 2 min 5 min
0 min
eBook
Report Video
eBook
Blog Post

22. Marketers have a big data gap…
THIS IS HOW TEXT LOOKS
OVER A PHOTO
Behavior Intent
Engagement

23. The missing link for better conversion
Content Engagement = Sales Readiness

24. The challenge for marketers
Quality
Quantity
Did Bob read the content?
Is he educated enough to
move on to the next stage?
How do I get Bob’s attention
8 more times?
Will he consume all the
relevant content?
Narrow
engagement
metrics
Low CTRs
and 1:1 content
experiences
Bob

25. How do you research major purchases?

26. B2B buyers are no different
Piecemeal
A piece of content
every 2 weeks
Concentrated
Bursts of attention
20+ minutes at a time
vs.

27. We don’t make it easy for buyers to binge
Offer Interest Asset
That’s cool
but I’d like
to learn
more.
Conversion

28. Treat every click as the start of journey

29. Treat every click as the start of journey

30. You can’t know what you don’t track
Sales Readiness =
HIGH
Sales Readiness =
HIGH
Sales Readiness =
MEDIUM
Sales Readiness =
LOW
bob.buyer@abc.com
elle@lookbookhq.com
sallly@g3.com
All Visitors
33% = more
than 1 asset
7% =
every asset

31. Don’t leave engagement on the table
Sales Readiness =
HIGH

32. And easily understand the impact
Sales Readiness =
HIGH

33. Putting engagement
data to work!
Bob the Buyer
at ABC Company
• Augment Lead Scores
• Fast Track Engaged Leads
• Trigger Sales Alerts
• Route to Specific Campaigns
Engagement Threshold Met = +10 points!

34. Our focus has been on generating attention

35. It needs to be on keeping it…

36. And knowing when your buyer is truly engaged
Prospects that binge are 2.4X more likely
to be sales accepted

37. But don’t take my word for it 
3X higher close rate on MQLs from
LookBookHQ content experiences
Reduced sales cycle by 45 days &
2X marketing contribution to revenue

38. We hope you’ve enjoyed the show
Thank
You!

39. #LLS16
Q&A / Panelists
MODERATOR:
Andrew Gaffney
Editorial Director
Demand Gen Report
Elle Woulfe
Vice President of
Marketing
LookBookHQ
@ellehwoulfe
David Johnson
Director of Product
Marketing
Oracle Marketing Cloud
david.e.johnson@oracle.com

40. #LLS16
Thank You For Attending
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