The One Metric That Identifies Qualified Buyers

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TheOneMetricThatIdentifiesQualifiedBuyers

(Hint:It'sNotClicksorFormFills)

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#Bii17DemandGenReport:@DG_ReportKlaudia Tirico:@klaudiatiricoLookBookHQ:@lookbookhqElleWoulfe:@ellehwoulfe

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PanelistsMODERATOR:Klaudia TiricoFeaturesEditorDemandGenReport

ElleWoulfeVicePresidentofMarketingLookBookHQ

@ellehwoulfe

I

The one metric you need to identify sales ready buyers

Elle Woulfe, VP of Marketing

I Nice to Meet You!

• Demand Gen Marketer at Heart

• Marketing Nerd

• Native New Englander

• Honorary Canadian J

I The LookBookHQ Intelligent Content Platform

Next Best Content Asset(s) In-Session

Real Content Engagement Analytics

1

2

Self-NurtureFaster prospect education

Click QualityWas the marketing consumed?

The Funnel is Broken L

What It’s Really All About

I

MQLMarketingQualified

Lead

II Revenue Forecast

4% What all your hard

work will amount to.

I

That’s so depressing.

I But seriously… what a waste

I

Qualified (the “Q” in MQL)Officially recognized as being trained to perform a particular job; certified.

IShouldn’t qualification mean something?

I What is a qualified buyer?

A prospect that has been trained to have a meaningful conversation with sales and potentially advance to the

next stage.

I We’re doing it wrong

+ + + + + + +

I Your marketing automation can’t tell the difference

I Quantity is not a proxy for quality

+ + + + + + +

3 sec 0 sec 15 sec 0 sec 3 sec 20 sec 8 sec 0 sec

I Quantity is not a proxy for quality

+ + + + + + +

1 min 3 min 30 sec 2 min 1 min 45 sec 2 min 3 min

I A primitive step in the right direction

I Which one would your sales team like better?

I The actual job of marketing

What people do on the destination side of the click is more important than the click itself.

You know what their fingers did.

But what did their brains do?

That’s a lot.

I Was Your Marketing Consumed?

I

That’s a lot.

[Visitor] Who is engaging?

[Account] Which are ready to buy?

[Content] What content is working for me?

[Channel] What’s moving the needle?

The transformative dataset for B2B marketing

I The Power of Post-Click Engagement Data

I

Do you consume a lot of content about

things you have no intention of buying?

I Content Bingers Are Better Buyers!

2.4XMore likely to be sales accepted

2.3XFaster

through the funnel

2.4XHigher

ACV

I

That’s a lot.

Ensure that your

marketing is being

consumed

Understand how your marketing is being consumed

Intelligent Content Delivery

I Always deliver the next best content asset

I Curate your buyer’s education

I Make every click the start of a journey

II

2.3X 45x 74%

Some stats could belong here

Faster Conversions

“Using LookBookHQ, we can better educate and engage buyers. We’ve

seen $100K in monthly recurring revenue that we would never have realized

otherwise.”

Pipeline

“LookBookHQ gives us real content engagement metrics that we can

tie to lead score rather than qualifying based on clicks.”

Higher Lead to Opportunity Conversion

“LookBookHQ allows us to move more prospects through the

funnel to the opportunity stage faster.”

Intelligent Content Delivery Made It Possible

I

Thank You!

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Q&A/PanelistsMODERATOR:Klaudia TiricoFeaturesEditorDemandGenReport

ElleWoulfeVicePresidentofMarketingLookBookHQ

@ellehwoulfe

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