C2C 2016 LookBookHQ Behind the Scenes Session
•
0 likes•290 views
1) The document discusses how LookBookHQ helps companies create always-on content experiences that nurture buyers through the sales funnel. It allows companies to personalize content, track post-click engagement metrics, and orchestrate content delivery across channels. 2) LookBookHQ helps marketers move beyond traditional one-to-one content experiences by enabling buyers to binge on related content. It also provides real engagement data on how long buyers spend with each content asset. 3) The platform assigns an engagement score to buyers based on how they interact with content assets. These scores can then be passed to marketing automation platforms to trigger personalized follow-up campaigns.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (14)
Similar to C2C 2016 LookBookHQ Behind the Scenes Session
Similar to C2C 2016 LookBookHQ Behind the Scenes Session (20)
More from LookBookHQ
More from LookBookHQ (7)
Recently uploaded
Recently uploaded (20)
C2C 2016 LookBookHQ Behind the Scenes Session
- 1. #C2C16 Accommoda'ng & Iden'fying Your Fastest Moving Buyers with Always-‐On Nurturing Presented By: Elle Woulfe, VP of Marketing, LookBookHQ Chris Vandermarel, Demand Generation Manager, LookBookHQ
- 2. #C2C16 Cooking for Chefs § Director of Marketing Programs, Eloqua § Sr. Director of Demand Generation, Lattice Engines § Serial #MKTGnerd Elle Woulfe VP of Marketing
- 3. #C2C16 The Always-On Content Engagement Platform #1 Personalized content experiences #2 Post-‐click engagement metrics #3 Omni-‐channel orchestra'on
- 4. #C2C16 What’s a Content Experience?
- 5. #C2C16 And we can do cool stuff like this…
- 6. #C2C16 Awareness Educa'on Considera'on 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 / Marke/ngProfs; Google “Zero Moment of Truth”
- 7. #C2C16 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
- 8. #C2C16 Do More with the Moment! All visitors to LookBooks 33% consume more than 1asset 7% consume every asset
- 9. #C2C16 • Limit engagement • No engagement metrics • Not personalized • Not convenient Say goodbye to the old school… Vendor-Centric:
- 10. #C2C16 Customer-Centric? • Let them binge! • Real engagement data • Highly Personalized • Super convenient And hello to the new era of content engagement. Buyer-Centric:
- 11. #C2C16 Make it Easy to Binge White paper Web page Third-party report Video We captured Bob’s attention & he’s ready to engage! Give him an orchestrated sequence of related content while we’ve got him! + + +
- 12. #C2C16 Take Action on the Binge Sales Readiness = HIGH Sales Readiness = MEDIUM Sales Readiness = LOW
- 13. #C2C16 1. Define the Demand Funnel: A lead management framework that supports both inbound/warm (primary) and outbound/cold demand (secondary); 2. Technology Optimization: Re-architected marketing & sales infrastructure (MAP & CRM) to support the new lead management process; 3. Develop Messaging Framework: A messaging framework that supports all customer facing materials and channels – collateral, website, etc.; 4. Define the Buyer’s Journey: The optimal path to purchase for our ideal customers (ICP) supported by lead nurturing; 5. Fill the Funnel: The LookBook marketing mix, tested and optimized for the best (volume + quality) yield. 2015-2016 Marketing Goals
- 14. #C2C16 Give Me The Good Stuff Hands-on ways to use engagement data to supercharge everything in your MAP
- 15. #C2C16 I Immediately left the page : ( Clicks are really just proxies for views! *Click!*
- 16. #C2C16 They both clicked. click To read your content…. click 0 min But their behavior was very different. 3 min Whitepaper 2 min Analyst Report 5 min VideoUse Case Video Whitepaper Whitepaper Clicks are really just proxies for views!
- 17. #C2C16 How to pass engagement data into your MAP? Exact Time Spent on Each Asset? 2m42s Total Time Spent in The Session? 10m8s What do you do with people who engage for 2 minutes, 5 minutes, 8 minutes? There has to be an easier way!
- 18. #C2C16 How LookBookHQ Handles This Assign a Score Threshold to each asset inside of a LookBook Content Experience Make user session’s engagement score and individual assets views actionable in your MAP
- 19. #C2C16
- 20. #C2C16
- 22. #C2C16
- 23. #C2C16
- 24. #C2C16
- 25. #C2C16 In Marketo – Campaigns
- 26. #C2C16 In Eloqua Custom Data ObjectsCampaign Canvas – Cloud Decision
- 27. #C2C16 In Marketo – Interesting Moments
- 28. #C2C16 In Marketo – Scoring