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Panelists

ElleWoulfeVPofMarkeIngLookBookHQ

@ellehwoulfe

MODERATOR:AndrewGaffneyEditor,DemandGenReport

Get More Value from Every Click & Conversion in 2016

Elle Woulfe, VP of Marketing November 17, 2015

Serial #MKTGnerd

•  Demand Gen roles for Eloqua & Lattice Engines

•  Obsessed with the power (and necessity) of nurturing

•  Honorary Canadian

•  New England native

The always-on content engagement platform

Personalized content experiences

Post-click engagement metrics

Omni-channel orchestration

We’re all in the attention business…

And business is pretty slow.

8.25 Seconds

The Struggle is Real…

Competing in the Race for Attention

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

But what about attention keeping?

How can we get more value… from every click?

Think about your last considered purchase

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

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

But can you identify & accommodate them?

click

3 min 2 min 5 min

click

0 min

Video

eBook

Report Video

eBook

Blog Post

An educated prospect is a qualified prospect!

94% of MQLs

never close Source: SiriusDecisions

Part 1: Identify your fast moving buyer

Sales Readiness = HIGH

Sales Readiness = HIGH

Sales Readiness = MEDIUM

Sales Readiness = LOW

Part 2: Accommodate their behavior

Sales Readiness = HIGH

White paper Web pageThird-party

reportVideo

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

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

Send Email #1

Content Offer A

WAIT1 WEEK

Send Email #2

Content Offer B

WAIT1 WEEK

Send Email #3

Content Offer C

WAIT1 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

Make every click the start of a journey

Deliver better content experiences…

And develop deeper insights

Always-On Nurturing in Action

Show me the money.

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

Focus on Fast Moving Buyers

GOAL:

Heat Up the Database

&

Activate Latent Demand

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%

Bringing it home…

Faster Nurture Higher Conversions Better Data

Deliver content journeys

Personalized content experiences &

time-based CTAs

Visibility into real content engagement

Do More with the Moment

Any questions?

#SPS2015

Q&A\\Panelists

ElleWoulfeVPofMarkeIngLookBookHQ

@ellehwoulfe

MODERATOR:AndrewGaffneyEditor,DemandGenReport

#SPS2015

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ChrisLynchOracleMarkeIngCloud