T H E I M P L E M E N TAT I O N I W H AT W E B U I LT

TA K E A C L O S E R L O O K

N U R T U R E C A M PA I G N F L O W

T H E S T R AT E GY

P R O T I P

L O O K B O O K H Q ’ S N U R T U R E P R O G R A M

Examples, best practices, and results.

T H E F I R S T S I X M O N T H S

I N T R O D U C T I O N

LookBookHQ has built a best practice lead nurture program using its own content marketing automation platform to educate and identify sales-ready leads. Here’s a deep dive into what we built, how we did it and the results we’ve seen

to date along with pro-tips for building your own killer nurture program.

Once we had a master plan, we started building the emails & LookBookHQ content experiences, determining the nurture campaign flow and defining engagement thresholds for identifying

fast moving buyers and for lead scoring. The nurture looks like this:

I D E N T I F Y I N G FA S T M O V I N G B U Y E R SAKA Hot Leads

DY N A M I C N U R T U R E C A D E N C E

U S I N G T I M E - B A S E D F O R M S

L O O K B O O K H Q ’ S N U R T U R E P R O G R A M

N U R T U R E P R O G R A M G O A L S

We designed and implemented our first multi-touch email nurture program to serve five key goals:

The marketing team kicked off the new nurture by getting in a room together for 2 hours to map out the email touches, flow and cadence, brainstorm subject lines and group related content assets into

content experiences that would encourage prospects to binge.

You don’t have to build every single email and

piece of content before you launch your nurture. Build as you go and add

new touches and assets as they become available. As

our VP of Marketing is fond of saying, “Don’t let

perfection trump progress.”

Re-engage with a cold lead databaseA large segment of stale leads had not received or responded to a marketing touch in quite a while.

Create a standard entry point for net new leadsWelcome new prospects to LookBookHQ and begin to warm them up with top-of-funnel content.

Drive quarterly MQL goals & improve lead quality

Remove friction from the buyer education process and expedite qualified leads to sales.

When a user clicks on an offer in a nurture email, instead of taking them to a landing page with single asset download, they are taken to a LookBookHQ content experience with multiple assets. Here we’ve taken them to a Flow experience,

starting with the Netflix Infographic offered in the email, with related assets in the sidebar to encourage bingeing.

1. Sent nurture email A pointing to a LookBookHQ content experience

2. Wait a week and send nurture email B with an alternate subject line pointing to the content experience from the previous week, excluding prospects who had engaged with the initial asset.

Fol lowing up

• Second asset in the same LookBook as the previous week

• Sent to prospects who didn't make it to engaging with that asset last week

• FMB alerts with an engagement score threshold of 2

• The engagement time threshold for each asset ranged from 20 - 60 seconds

• Dismissible time-based “Talk to Sales” form on assets deeper in the LookBookHQ content experience (“rewards” visitors who binge)

A neat feature of LookBookHQ content experiences is that you can pop a timed form after a set number of seconds, allowing visitors to preview your content before asking them to fill out a form to continue reading or watching.

Some visitors will never fill out a form, but that doesn’t mean they aren’t engaged. With LookBookHQ, you can track what content people are reading or watching and for how long – including third-party content – and use

content engagement metrics to inform and supercharge your lead scoring.

We tailored the pace or cadence of our nurture communication based on the level of the visitor’s engagement with our offers and content. Rather than make all visitors move at the pace of the slowest buyer, we create

fast lanes for engaged buyers who want to consume more content right now.

Card Promoters ensure that you can always show your next best asset(s) and keep prospects reading or watching.

PROMOTER

Here we can promote other related assets of interest while we have a visitor’s attention.

FLOWSIDE BAR

This is the main window where your content asset is read or viewed.

MAIN ASSET

Track Real Content EngagementTrigger an FMB Alert to marketing and sales when your user-defined content engagement thresholds are met:

FA S T M O V I N G B U Y E R

fast mo•və•ing buy•ər

Buyers move at different speeds. Fast-moving buyers binge on B2B content as they self-educate, consuming as much relevant content as they can in a short period of time. The ability to classify visitors based on how they engage with our content (e.g. do they binge? How well do they binge?) allows us to identify our most sales-ready leads.

PDF PDF PDF PDF

We set our engagement threshold so the visitor must engage with at least 2 assets to be flagged as a fast-moving buyer (FMB).

2 or more assetsWe defined that visitors must engage with each asset for at least 20-60 seconds depending on asset type and length to be flagged as an FMB. This is defined per asset.

20 - 60 seconds

THRESHOLD 1

# OF ASSETS VIEWED

THRESHOLD 2

TIME SPENT WITH ASSET

FMB IS TRIGGERED & SALES IS ALERTED

T H E F U T U R E

1 W E E K

F M BFast Moving Buyer Email #2 is sent

Email #1 is sent

Email #2 is sentA M B

Average Moving Buyer

S M BSlow Moving Buyer Email #2 is sent

2 W E E K S

4 W E E K S

Email 6 I eBook Email 4 I eBookEmail 5 I Checklist

Email 7 I Infographic Email 8 I Infographic Email 9 I eBook

Email 1 I Video Email 2 I Follow-up Email 3 I Infographic

Maximize the use of existing content Repurpose content to nurture leads and increase the shelf-life and ROI of assets.

Allow prospects to consume more content per touch

Enable prospects to self-educate at their own pace by packaging content together & promoting the next best assets.

Place conversion points and CTAs at natural places within your content experience.

Forms can be user-dismissible or hard-gated for high value content.

No need to take time and effort to

create and code landing pages!

T E S T I N G , T E S T I N G , 1 2 3 . . .

Because we had never deployed a nurture program before, we had a lot of testing to do – both up-front and ongoing – to optimize our nurture. The good news is that between Marketing Automation and the engagement analytics captured by the LookBookHQ platform, we were able to accurately measure our nurture performance.

Time of day email sends – A/B testing with a 50/50 list split – 10:30 am and 2:30 pm

TIME OF DAY

We revised our emails with CTAs focused on the customer value – less self-serving

EMAIL COPYEmails coming from VP of Marketing not LookBookHQ for that personal touch

PERSON TO PERSON2 new subject lines through A/B tests

SUBJECT LINES

P R O T I P

Test Everything!We A/B tested everything on our initial

point-in-time nurture stream and used it to optimize our on-going nurture stream for net new leads.

P R O T I P

Keep It Conversational.We see our nurture program as an opportunity to speak to people like people (as opposed to those emails that

sound as though they were written by a robot!).

Time-based form timing – moved the form 10 seconds earlier to boost conversion

FORM TIMING

Tested what days worked best for our audience

DAY OF WEEKbumped up to 60 seconds and 30 seconds to improve quality of leads passed to sales (with lower thresholds, we were sending too many)

ENGAGEMENT THRESHOLDS

A B

Building on the success and lessons learned from our first 6 months, we are already working on Nurture Version 2.0!

Whereas the first nurture focused on top-of-funnel, our new nurture will be more aligned with where individuals are in

the funnel, delivering personalized middle and bottom funnel content experiences and more sophisticated

behavior-driven dynamic cadences.

LookBookHQ is the only content marketing automation platform that helps B2B marketers cultivate more informed, sales-ready buyers faster by ensuring they always see the next most relevant content asset wherever and whenever they engage.

Do more with the moment

www.LookBookHQ.com

T H E R E S U LT S

T H E I M PA C T O F N U T U R E O N O U R F U N N E L

Since we sent our first nurture email in January 2016, the ongoing program has enabled us to capture and convert the attention of net new leads, as well as re-engage existing leads in our database that had gone stale. To date, it

has resulted in impressive content engagement and a measurable impact on qualified demand.

69%

Discovery Calls

69% of FMBs from nurture had discovery calls sched-uled during the period of the nurture campaign.

7%

Opportunities

7% of individual FMBs were named to an opportunity during the period of the nurture.

10%

Target – Q2

10% of MQLs in Q2 were a direct result of the nurture campaign.

16%

Target – Q216% of MQLs in Q2 interacted with the nurture campaign.

18%

ABM Target Accounts

18% of FMBs were on LookBookHQ’s ABM target account lists.

27%

Revenue Attribution(Q1 – Full Circle Top 10)

27% of Q1 revenue was attributed to the nurture campaign.

37%

Worked Pre-Nurture

37% of visitors had already been touched prior to the nurture campaign and then went on to become FMBs.

Past Lost Opportunities26% of FMBs had been named to a past lost opportunity prior to the start of the nurture.

26%

THIS IS A GREAT RE-ENGAGEMENT STORY!

The nurture allowed us to mine our database for hidden gold by re-engaging a segment of inactive leads and converting them to FMBs.

E M A I L

1234

2

4

C T R

1 . 1 %

1 . 6 %

2 . 1 %

3 . 1 %

M Q L

S A L

S Q L

S Q O

73%

Overall Target

Lead meets minimum demographic & engagement score of 50 points.

10%BDR has accepted the lead, acknowledging it is valid & is actively working.

45%Lead has passed minimum qualification threshold & a meeting is scheduled.

13%AE has completed the meeting, converted the lead to an opportunity.

Our BD team was 2x more effective at booking meetings with FMBs than the baseline (10% vs 20%)

AEs were (nearly) 2x more effective at creating opps for FMBs than the baseline (45% vs 79%).