The Rise of Attention Based Marketing: How to Turn Attention into Meaningful Engagement with Your Content
•
0 j'aime•748 vues
Nick Edouard, President & CMO of LookBookHQ, talks about the *other* ABM – attention based marketing. He discusses how to stand out among the noise and grab your customer's attention.
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (20)
Similaire à The Rise of Attention Based Marketing: How to Turn Attention into Meaningful Engagement with Your Content
Similaire à The Rise of Attention Based Marketing: How to Turn Attention into Meaningful Engagement with Your Content (20)
Plus de Uberflip
Plus de Uberflip (20)
Dernier
Dernier (20)
The Rise of Attention Based Marketing: How to Turn Attention into Meaningful Engagement with Your Content
- 1. #ufx2016
- 2. NICK EDOUARD
- 3. @crestodina #ufx2016 The Rise of Attention Based Marketing How to Turn Attention into Meaningful Engagement with Your Content Nick Edouard President & CMO LookBookHQ
- 4. Let’s talk about (ahem) ABM! A TTENTION ASEDB M ARKETING
- 5. We’re ALL in the Attention Business
- 7. And to add insult to injury… 8.25s Average Online Attention Span
- 8. It’s hard to get someone’s attention Email Website Display Social 2-3% AverageCTR (B2B SMBs) 80% Of visitors abandon a site in <5 seconds 0.07% AverageCTR (US Q2 2016) 0.35% Avg CTR Promoted Account Tweets Sources: MailChimp, Demandbase, DoubleClick, Salesforce (Q3 2015 Advertising Index)
- 9. Attention is a gift “Attention is something that can't be refunded or recalled. Once it's gone, it's gone.” Seth Godin (July 09, 2016)
- 10. What are we doing with it? Offer Interest AssetConversion click That’s cool but I’d like to learn more. Is this optimal? Is a “one & done” content experience fit for purpose?
- 11. How do you research & buy?
- 12. How do you research & buy?
- 13. Your prospects are no different 97% Agree! "Marketers need to do a better job of packaging related content to makeit easier for buyers to find all the information they need to make purchase decisions." Demand Gen Report 2015 Content Preferences Survey
- 14. Content Engagement = Sales Readiness Content bingers are 2.4X more likely to be sales accepted
- 15. What conversion? Your MVP – The Content Experience Content Promotion Conversion Manual or Programmatic (Content Science™) What content? How A to B? Who’s clicking? • Known vs. Anon • Persona • Key Account
- 16. Every click = on-demand journey
- 17. Every click = on-demand journey
- 18. Turn attention into engagement
- 19. Using content to engage Content Management System Optimized Content Experiences Content Types Content Hub Nurture 2.0“Stops on the journey” - Powered by Content Science™ - Do More with the Moment
- 20. Results – AlienVault • Multi-asset content experiences behind Marketo forms • All content types (formats, 1st & 3rd ) • Accommodate & identify fast moving,sales ready buyers • 28% of visitors binged on content (8% consumed 3 or more assets) • 34% increase in opportunities(multi- asset content experience vs. standard hosted PDF download)
- 21. Results – Content Bingers 2.4X More likely to be sales accepted 2.3X Faster through the funnel 2.4X Higher ACV Source: LookBookHQ analysis of customer results
- 22. A question for you: Can you get more value from every click you generate?
- 24. Want to find out more? Stop by our booth Email or call me!www.lookbookhq.com 1 2 3 nick@lookbookhq.com 647-241-2407