#SPS2015 Get More Value From Every Click & Content Asset In 2016 SPONSORED BY:
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
#SPS2015
GetMoreValueFromEveryClick&ContentAssetIn2016
SPONSORED BY:
#SPS2015
FollowThisWebinaronLinkedIn&Twi5er
#SPS2015
DemandGenReport:@DG_ReportAndrewGaffney:@agaffneyLookBookHQ:@lookbookhqElleWoulfe:@ellehwoulfe
#SPS2015
Register&A5endToWinAnAppleWatch
• Earn1AutomaMcEntryWhenYouRegister
AndSecondEntryWhenYouAQendLive
• Register&Tune-InToAll#SPS2015LiveSessionsForTheBestChanceToWin
RegisterFor&AQend#SPS2015WebinarsForMoreChancesToWinAnAppleWatch
#SPS2015
AboutDemandGenReport• TrackingbestpracIcesinlead
generaIonsince2007
• Newsle5erhasgrowntomorethan30,000readers
• OfferingamenuofresearchandbestpracIcesreports
• Newaudio/videopodcastsatDemandGenReport.com
@DG_ReporthQp://linkd.in/DG_Specialists
#SPS2015
QuesIons,Tweets&Resources
SubmityourquesMonshere
Downloadtoday’sresources
JointheconversaMon#SPS2015
#SPS2015
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
ThankYouForA5endingRegisterformoresessionsnowthruNovember20th!
PleaseJoinOurNextSessionTodayat2PMET/11AMPT
www3.demandgenreport.com/sps15
ChrisLynchOracleMarkeIngCloud
Related Documents
