Upload
marketo
View
1.540
Download
0
Embed Size (px)
Citation preview
LaunchPoint Webinar Series 2017 Planning: Using Attention Based Marketing to Boost ConversionNovember 16, 2016
EngagementMarketingPlatform
• This webinar is being recorded! The slides and recording will be sent to you after the webinar.
• Enter your questions in the chat – there will be a Q&A section at the end of the webinar
• Posting to social? Make sure to use #mktgnation or tweet @marketo or @lookbookhq
Housekeeping
2017 Planning: Using Attention Based Marketing to Boost Conversion
Anca PopoviciDirector of Global Demand Generation at RES
Baker EgertonVP Global Marketing & Communications at RES
Heather FoehVP Customer Experience at LookBookHQ
It’s coming…
We’re ALL in the Attention Business
Competing with…
And to add insult to injury…
8.25sAverage Online Attention Span
Attention is a gift
“Attention is something that can't be refunded or
recalled.
Once it's gone, it's gone.”
Seth Godin (July 9, 2016)
What are we doing with it?
Offer Interest AssetConversion
That’s cool but I’d like to learn
more.
MQLs need a volume of content
Awareness
Education
Consideration
PurchaseSource: Google “Zero Moment of Truth” Study
How do you research & buy?
Click icon to add chart
Make it easy to binge on content
We captured Bob’s attention & he’s ready to engage!
Give him an orchestrated sequence of related content while we’ve got him!
So, what do we do?
Make Every Moment Matter
LookBookHQ builds software that accelerates purchase
decisions
Our Customers
Partnership
Anca PopoviciDirector of Global Demand Generation
Baker EgertonVP Global Marketing & Communications
Who We Are
Used by IT to secure, manage & automate digital workspacesCheck us out @ RES.com
Our Marketing Team
25 team members
Implemented Marketo 3 years ago9 time zones
(US & Europe)
Our Challenge?
We Needed More SALs
Inquiry
Marketing Qualification
Sales Qualification
WON
Typical Waterfall Model RES Waterfall Model
Low MQL to SAL %
Our Status
The Good• Large volume of content –
and more when we need it• Content mapped to the buyer
journey
What We Needed…
More people
More content
Longer periods of
timeviewing for
Our Solution
Simplifies content sharing
More opportunities to share relevant content in a shorter period of time
Faster campaign setup
Insight into buyer journey
RES Timeline
June: Project Team
July:Purchase
August:Nurture
Social MediaEvent Follow-ups
September:
Content Syndication
AdWords
October:Customer Kit
Implementation
Important Milestones• Executive Sponsorship• Technical Implementation• Content Audit• Training• Adoption
The RES Core Implementation Team
Tracey MustacchioChief Marketing Officer
Baker EgertonVP Global Marketing
Varinder KaurSr. Manager, Global Mktg. Ops
Anca PopoviciDirector, GDC
Early Indicators
30
%More asset views
A view from Marketo
Insights in Marketo & Salesforce.com
Example Content Experience
A New Experience
Offer InterestAsset
ConversionConversion
Asset
RES Use Case #1 - Nurture
Background:3 regions x 4 use cases x 4 stages = 48 Streams
The Challenge:Complex set-up & Diminishing returns
Solution:- Packaged Relevant Content - Remove Friction- Simplify Streams
~70%
More views of assets
RES Use Case #2 – Content Syndication
Background:- Centralized, real-time, integrated set-
up- Reliable way to scale TOF
Challenge:MQL rates are lower
Solution:Replace single asset with LookBook experience
34%
Consume more than 1asset
RES Use Case #3 – Customer Welcome Kit
Background:RES has 2,500 customers across the world
The Challenge:Various locations for customer resources
SolutionPackage resources in a customer welcome kit
“This is great, I’m sure I was just one of many
voices asking for something like
this…..thanks for listening to your customers and
continuing to deliver great value!”
- RES Customer
Sample Results
Partner LookBooksTech Partners, Alliance Partner, Channel Partners
Lead Score IntegrationLeverage LookBook scoring within current RES scoring model
Content OptimizationLeverage Engagement Data for Content Optimization
1. 2. 3. 4.
Website IntegrationResources Section, Solution Pages, etc.
In Store for 2017
Your Takeaways
• Executive buy-in• It’s all about content• Fast and easy deployment• Immediate results
Questions?
Anca PopoviciDirector of Global Demand Generation at RES
Baker EgertonVP Global Marketing & Communications at RES
Heather FoehVP Customer Experience at LookBookHQ
Thank You