MARKETINGINNOVATION
SUMMITFOR B2B
presented by
BET ON BINGEING: WHY CONTENT CONSUMPTION IS THE KEY TO BETTER CONVERSION Nick Edouard President & CMO
Hello! Nice to meet you
Nick Edouard Co-Founder, President & CMO LookBookHQ • Run Product & Engineering, Client
Success, Data & Marketing
• Ex-strategy consultant (Arthur D. Little) • British. Obviously.
Happy 90th Birthday Her Majesty!
Queen’s 90th Birthday today!
LookBookHQ
Mission Customers Partners
We help B2B marketers cultivate more informed, sales-ready buyers faster
How? By ensuring they
always see the next most relevant content asset
wherever and whenever they engage.
>70
Enterprise & Mid-Market Customers
Content Marketing Automation
Automating Post Click
Personalized Content Journeys
Information Exchange
LookBookHQ Recommend
LookBookHQ Target
Genius Mix / Playlist
Curated Playlist
Personalized Content Experiences
Content
Promotion
Conversion
Co
nte
nt
Scie
nc
e™
Our session today:
1. How are we using content today?
2. The importance of Content Bingeing
3. Results
4. The ACB of ABM
How are we using content today?
And why is it so wrong…?
“Content fuels modern marketing” – and B2B prospects need a lot of it
Awareness
Education
Consideration
Purchase
• 88% of B2B marketers use “content marketing”
• 51% will increase their spend on content in the next year (already 28% of budget)
• 10 pieces of content are consumed per persona before a purchasing decision is made
Source: CMI / MarketingProfs; Google “Zero Moment of Truth”
Content is really an information exchange
B2B Prospect B2B Marketer Content Transaction
= Information Exchange
Awesome White Paper
Information
Information
Information about their problem, your space, your solution, etc.
Information about them, their sales readiness, etc. (explicit & implicit)
No real engagement metrics
Everyone looks the same! Did they engage with the content? Are they educated?
We’re ALL in the Attention Business
And attention is a gift
Average # of Business Emails Received Per Day 88
1,707
62
56
Average # of Banner Ads the Typical Internet User is Served Per Month
Average # of meetings a typical employee attends per month
Average # of “interruptions” an employee experiences per day
Sources: The Radicati Group, 2014-2018 Email Statistics Report, Comscore, 7 Interruptions
The challenge for marketers
Quality
Quantity
Did Bob read the content?
Is he sufficiently educated to move on to the next stage?
How do I get Bob’s attention 8 more times?
How do I move him through all 8 content assets?
Narrow engagement metrics
Low CTRs and 1:1 content experiences
Which is why…
• 60-70% of content goes unused (SiriusDecisions)
• Only 21% of B2B organizations are successful at tracking the ROI of their content marketing (CMI / MarketingProfs)
• 30% of B2B marketers rating their use of content marketing as “effective” (down from 42% in 2014) (CMI / MarketingProfs)
• 97% of B2B prospects recommend that marketers package content together (DemandGen Report)
And (most damningly) this:
94% of MQLs
never close Source: SiriusDecisions
Pretty sure I haven’t consumed
10 pieces of content…
B2B’s content use model is broken
Marketers are delivering content today like Blockbuster (RIP)
Vendor-Centric:
• Limit engagement
• No engagement metrics
• Not personalized
• Not convenient
We need a new intelligent model
Buyer-Centric:
• Let them binge!
• Real engagement data
• Highly Personalized
• Super convenient Marketers need to deliver content like Netflix – programmatically
Content Bingeing
It’s all the rage.
Everyone is bingeing!
How do you research & buy?
Piecemeal
You read a piece of content about X every 2 weeks
Concentrated
You research X in bursts of attention – 20 mins at a time
A. B.
Do More with the Moment
All visitors to LookBooks
33% consume more
than 1asset
7% consume
every asset
Content engagement is an indicator of sales readiness
Source: Analysis of client data (LookBook visitors and non-LookBook visitors progress through MAP and CRM lead stages)
Prospects that binge are 2.4X more likely to be sales accepted
Make it easy to binge on content
We captured Bob’s attention & he’s ready to engage!
White paper Web pageThird-party
reportVideo
Give him an orchestrated sequence of related content while we’ve got him!
Like this – aggregated
Like this – sequenced
#C2C16
click
click
0 min
3 min
Whitepaper
2 min
Analyst Report
5 min
VideoUse Case Video
Whitepaper
Whitepaper
Who engaged with what?
Sales Readiness Configuration
FAST Moving Buyers
Sales Readiness = High
AVERAGE Moving Buyers
Sales Readiness = Medium
SLOW Moving Buyers
Sales Readiness = Low
HIGH Content Engagement
MEDIUM Content Engagement
LOW Content Engagement
Take action on the binge
Sales Readiness = HIGH
Sales Readiness = MEDIUM
Sales Readiness = LOW
Treat content as a first class object
CONTENT JOURNEY
Web
Social
Display
Results
Show me the money.
Our marketing
Email sent from our MAP with clear call to action drives to…
…Flow LookBookHQ content experience
Our marketing
Evaluate in Marketo Fire Sales Alert Track FMB Cohort in SFDC
Delivering real business value – with fast time to value (1-2 months)
Source: All results from Q1 2016 from new customers in Q4 2015
34% increase in sales opportunities & $74K in new pipeline from single LookBook content experience
300 MQLs from one campaign – unprecedented volume & quality; re-upped with LookBookHQ for 4X
MRR
3X higher close rate (5% to 15%) on MQLs on first two campaigns – rolling out across all campaigns
Delivering real business value – improving MQL to SQL conversion rates
CMO at Mid-Market Technology Company
• Single action content downloads: converted to SQL at <1% (well below… 0.2-0.3%)
• LookBook Bingers: converted to SQL at 6%
• When accelerated nurture on LookBook Bingers: converted to SQL at 12-15%
“Today our marketing and our triggers are based on individual discrete actions – clicks, form fills, etc. LookBooks fundamentally change that – they allow us to look at intensity and engagement across a sequenced content journey holistically”
Cetera – X2 marketing’s impact on revenue
2x #1
Prospects That Binge Are 2.4X More Likely to Be Accepted by Sales
Increase in Marketing Sourced Revenue
Source of Qualified Leads
Back-to-Back Markies
Demandbase – use of LookBooks
Use suppor.ng short form assets to drive faster moving buyer through journey
Bubble up fast moving buyers to sales for real-‐.me follow up, in-‐the-‐moment
Promote long form assets via binge consump.on and prescribed buyers’ journey
The buyer’s nurtured journey
The impact of content journeys
Engagement
Deal Velocity
Pipeline Influence
ACV
+300%
+50%
+300%
+13%
Average time engaging with collateral in LookBook journey vs. time consuming messaging on our website (single journey comparison)
Period over period comparison – before using LookBook journeys and after (Q215-Q315 vs. Q415-Q116)
Period over period comparison – before using LookBook journeys and after (Q215-Q315 vs. Q415-Q116)
Difference in ACV for deals influenced by LookBook journey vs NOT influenced during a single period (Q215-Q116)
The ACB of ABM
Account Content
Bingeing
ABM Leadership Alliance: ABM takes a village
• ABM is an approach & philosophy, not a single piece of tech
• It affects your entire tech stack – hence the Alliance
• Content engagement remains key – as at prospect level marketing
Content Engagement & ABM
• ABM at scale needs Content Marketing Automation
• We’re ABM’s “Conversion Story”
• Content Engagement Data per Account (e.g. known & anon, by content experience & assets, trend data, etc.)
• Sales Readiness Configuration by Account
Integration with Demandbase [WIP]
Key Takeaways
What have we learned?
Key Takeaways
1. Engaged prospects want to binge on content
2. We need to measure real engagement – intensity not just intent
3. Content engagement is an excellent indicator of sales readiness
4. Content marketing automation delivers ABM at scale
Questions?
Don’t be shy, get in touch
Nick Edouard, LookBookHQ [email protected] / 647-241-2407 / @nickedouard Stop by our booth today!
www. lookbookhq.com Come find us at:
Ø Oracle’s MME Ø Marketo Summit Ø SiriusDecisions Summit
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