Upload
lookbookhq
View
111
Download
0
Embed Size (px)
Citation preview
Enabling Content Bingeing with LookBookHQ: How Intel Security is Crushing Conversion Rates With a New Approach to Lead Nurturing
LookBookHQ
Idea Customers Partners
Deliver more value from every click
>70
Enterprise & Mid-Market Customers
Content Marketing Automation
Automating Post Click
Personalized Content Experiences
Information Exchange
LookBookHQ Recommend
LookBookHQ Target
Genius Mix / Playlist
Curated Playlist
What is a Content Experience?
Content
Promotion
Conversion
Manual or Programmatic (Content Science™)?
What content (e.g. by type, format,
third party, etc.)?
How A to B (e.g. flat vs. sequenced, time,
message, etc.)?
What conversion (e.g. engagement,
form fill, share, etc.)?
Who’s clicking?
• Known vs. Anon
• Persona • Key Account
“Content fuels modern marketing”
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 = 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
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
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
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
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
Like this – data-driven
Like this – website experience
click
click
0 min
3 min
Whitepaper
2 min
Analyst Report
5 min
VideoUse Case Video
Whitepaper
Whitepaper
Who engaged with what?
Content engagement = 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
Delivering real business value (fast!)
34% increase in sales opportunities from single LookBook
300 MQLs from one campaign – unprecedented volume & quality
300% increase in pipeline & 50% in velocity; 13% increase in ACV
6X higher close rate (SAVs <1%; Bingers 6%; Nurtured Bingers 12-15%)
2X increase in marketing’s contribution to revenue
Mid Market Technology Company
Halftime Analysis: Key Takeaways
1. Engaged prospects (anon & known) 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
Title Line
Subtitle Line
Top of Content Box Line
Top of Footer Line
Left Margin Line Right Margin Line
Top of Footer Line
Top of Content Box Line
Subtitle Line
Title Line
Right Margin Line Left Margin Line
.
Title Line
Subtitle Line
Top of Content Box Line
Top of Footer Line
Left Margin Line Right Margin Line
Top of Footer Line
Top of Content Box Line
Subtitle Line
Title Line
Right Margin Line Left Margin Line
.
Long List of Challenges
24
Title Line
Subtitle Line
Top of Content Box Line
Top of Footer Line
Left Margin Line Right Margin Line
Top of Footer Line
Top of Content Box Line
Subtitle Line
Title Line
Right Margin Line Left Margin Line
.
Too Much Content?
25
• Whitepapers • 3rd Party Reports • Blogs • Articles • Webinars • Studies • Case Studies • Solution Briefs • Technical reviews • …
Not enough Consumers?
Title Line
Subtitle Line
Top of Content Box Line
Top of Footer Line
Left Margin Line Right Margin Line
Top of Footer Line
Top of Content Box Line
Subtitle Line
Title Line
Right Margin Line Left Margin Line
.
Storytelling
26
• Help potential customer understand their challenges
• Help potential customer solve their problems
• Help potential customer selecting your solutions
• Move from Product to Solutions
• Dead-end nurturing campaigns
How to tell a story with 1 eMail & 1 Asset?
Title Line
Subtitle Line
Top of Content Box Line
Top of Footer Line
Left Margin Line Right Margin Line
Top of Footer Line
Top of Content Box Line
Subtitle Line
Title Line
Right Margin Line Left Margin Line
.
MAP Integration & Production
27
• Time consuming development
• Limited “digital” analysis
• Slow “go to market”
• Not flexible & scalable
Title Line
Subtitle Line
Top of Content Box Line
Top of Footer Line
Left Margin Line Right Margin Line
Top of Footer Line
Top of Content Box Line
Subtitle Line
Title Line
Right Margin Line Left Margin Line
.
Nurture Flow 1.0
28
Title Line
Subtitle Line
Top of Content Box Line
Top of Footer Line
Left Margin Line Right Margin Line
Top of Footer Line
Top of Content Box Line
Subtitle Line
Title Line
Right Margin Line Left Margin Line
.
Ø Less than 5% of Contacts Opened all emails
Ø Less than 1% of Contacts Downloaded 2+ Assets
29
Title Line
Subtitle Line
Top of Content Box Line
Top of Footer Line
Left Margin Line Right Margin Line
Top of Footer Line
Top of Content Box Line
Subtitle Line
Title Line
Right Margin Line Left Margin Line
.
How we solved them?
30
Title Line
Subtitle Line
Top of Content Box Line
Top of Footer Line
Left Margin Line Right Margin Line
Top of Footer Line
Top of Content Box Line
Subtitle Line
Title Line
Right Margin Line Left Margin Line
.
31
Title Line
Subtitle Line
Top of Content Box Line
Top of Footer Line
Left Margin Line Right Margin Line
Top of Footer Line
Top of Content Box Line
Subtitle Line
Title Line
Right Margin Line Left Margin Line
.
Nurture Flow 2.0
32
Title Line
Subtitle Line
Top of Content Box Line
Top of Footer Line
Left Margin Line Right Margin Line
Top of Footer Line
Top of Content Box Line
Subtitle Line
Title Line
Right Margin Line Left Margin Line
.
33
Title Line
Subtitle Line
Top of Content Box Line
Top of Footer Line
Left Margin Line Right Margin Line
Top of Footer Line
Top of Content Box Line
Subtitle Line
Title Line
Right Margin Line Left Margin Line
.
Problems Solved and more…
34
Title Line
Subtitle Line
Top of Content Box Line
Top of Footer Line
Left Margin Line Right Margin Line
Top of Footer Line
Top of Content Box Line
Subtitle Line
Title Line
Right Margin Line Left Margin Line
.
Too Much Content?
35
Access all assets at once • Line up various assets – even external content
Let the user choose the pace
Let the user choose what they want to consume • Infographics
• Videos….
Not a problem anymore
Title Line
Subtitle Line
Top of Content Box Line
Top of Footer Line
Left Margin Line Right Margin Line
Top of Footer Line
Top of Content Box Line
Subtitle Line
Title Line
Right Margin Line Left Margin Line
.
Storytelling
36
Content Capsule • Create a dedicated space for your product/
solution
Full Experience
• Doesn’t matter catchup point
Full Experience doesn’t matter catchup point
Title Line
Subtitle Line
Top of Content Box Line
Top of Footer Line
Left Margin Line Right Margin Line
Top of Footer Line
Top of Content Box Line
Subtitle Line
Title Line
Right Margin Line Left Margin Line
.
MAP Integration & Production
37
Integration • Custom Object
• Lead Scoring Integration
Production • Full integrated experience
• Mobile Friendly
Easy as 1,2,3
Title Line
Subtitle Line
Top of Content Box Line
Top of Footer Line
Left Margin Line Right Margin Line
Top of Footer Line
Top of Content Box Line
Subtitle Line
Title Line
Right Margin Line Left Margin Line
.
Integration
38
Title Line
Subtitle Line
Top of Content Box Line
Top of Footer Line
Left Margin Line Right Margin Line
Top of Footer Line
Top of Content Box Line
Subtitle Line
Title Line
Right Margin Line Left Margin Line
.
39
Title Line
Subtitle Line
Top of Content Box Line
Top of Footer Line
Left Margin Line Right Margin Line
Top of Footer Line
Top of Content Box Line
Subtitle Line
Title Line
Right Margin Line Left Margin Line
.
Real Life Metrics
40
Title Line
Subtitle Line
Top of Content Box Line
Top of Footer Line
Left Margin Line Right Margin Line
Top of Footer Line
Top of Content Box Line
Subtitle Line
Title Line
Right Margin Line Left Margin Line
.
41
Title Line
Subtitle Line
Top of Content Box Line
Top of Footer Line
Left Margin Line Right Margin Line
Top of Footer Line
Top of Content Box Line
Subtitle Line
Title Line
Right Margin Line Left Margin Line
.
42
Title Line
Subtitle Line
Top of Content Box Line
Top of Footer Line
Left Margin Line Right Margin Line
Top of Footer Line
Top of Content Box Line
Subtitle Line
Title Line
Right Margin Line Left Margin Line
.
43
Title Line
Subtitle Line
Top of Content Box Line
Top of Footer Line
Left Margin Line Right Margin Line
Top of Footer Line
Top of Content Box Line
Subtitle Line
Title Line
Right Margin Line Left Margin Line
.
Questions?