Bet on Bingeing: Why Content Consumption is the Key to Better Conversion

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

Email

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