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Dgr lls16 look_bookhq-finaldeck

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Few marketers are really able to gauge how engaged prospects are with their content. Clicks, fills and downloads are easy enough to measure, but what about the engagement level and time spent viewing content? Tracking the intensity of the behavior can set would-be buyers apart from casual clickers. Listen to LookBookHQ's Elle Woulfe and Oracle Marketing Cloud's David Johnson in this #LLS16 webinar to learn how to tap into the content needs and preferences of your buyers: http://dg-r.co/2bbiFqq

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Dgr lls16 look_bookhq-finaldeck

  1. 1. #LLS16 Tracking Content Engagement: The Key to Finding & Accelerating Your Most Qualified Leads SPONSORED BY:
  2. 2. #LLS16 Follow This Webinar On Twitter #LLS16Demand Gen Report: @DG_Report Andrew Gaffney: @agaffney LookBookHQ: @lookbookhq Elle Woulfe: @ellehwoulfe Oracle Marketing Cloud: @OracleMktgCloud David Johnson: david.e.johnson@oracle.com
  3. 3. #LLS16 From TOFU to MOFU to BOFU to Close www3.demandgenreport.com/lls16
  4. 4. #LLS16 About Demand Gen Report • Tracking strategies and solutions in lead generation and marketing technology since 2007 • Daily news and analysis, special reports, original research and live events • Newsletter reaches 40,000 readers • Additional resources at: demandgenreport.com/resources @DG_Report http://linkd.in/DG_Specialists
  5. 5. #LLS16 Questions, Tweets & Resources Submit your questions here Download today’s resources Join the conversation #LLS16
  6. 6. #LLS16 Panelists MODERATOR: Andrew Gaffney Editorial Director Demand Gen Report Elle Woulfe Vice President of Marketing LookBookHQ @ellehwoulfe David Johnson Director of Product Marketing Oracle Marketing Cloud david.e.johnson@oracle.com
  7. 7. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 7 In Digital World, Life is a Sequence of Micro-Moments 2%Of marketers have the ability to identify, deliver, and measure how effectively they serve customers in micro-moments - Forrester Oracle Confidential - Restricted 7Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
  8. 8. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 8 The View of Your Ideal Customer Is Complex 11% Of marketers have high confidence that they’re targeting the right audience - Nielsen
  9. 9. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 9 Content and Execution Tied to Channels Oracle Confidential - Restricted 9Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 93% Of marketers report silos by channel. -eConsultancy
  10. 10. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 10Oracle Confidential – Internal/Restricted/Highly Restricted10 81% of non-C- suiters have a say in purchase decisions. -Google/Millward Brown Digital The Buying Process Extends Beyond Individuals
  11. 11. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 11Oracle Confidential – Internal/Restricted/Highly Restricted11 On average, 5.4 people are involved in today’s B2B purchase decisions. -CEB B2B Purchase Decisions Are Complex
  12. 12. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 12 The Concept of Adaptive Marketing Build an ID Graph That Spans Anonymous and Known Data Intelligently Orchestrate Micro-Moments Make Content Collaboration Channel Agnostic Test & Optimize the Customer Experience
  13. 13. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 13 Build an ID Graph That Spans Anonymous and Known Data Oracle Confidential - Restricted 13Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 13Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Age: 29 In Market: Casual Urban Wear Offline Purchase: Jeans ANONYMOUS KNOWN TV SEARCH DISPLAY VIDEO SMS EMAIL WEB SOCIAL
  14. 14. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 14 Intelligently Orchestrate Micro-Moments with Both Behavioral and Purchase Interactions Oracle Confidential - Restricted 14Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
  15. 15. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 15 Incorporate Account-Based Marketing Strategies Grow Leverage engagement and conversion data to find customers that look like your ideal ones. Engage Engage prospects with contextualized experiences. Convert Drive funnel conversions by delivering timely content. Acquire Deliver new customer acquisition through on- going nurture.
  16. 16. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 16 Make Content Collaboration Channel Agnostic Oracle Confidential - Restricted 16Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
  17. 17. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 17Oracle Confidential – Internal/Restricted/Highly Restricted17 A 760% increase in email revenue came from segmented emails in 2013, up from 55% in 2012. - DMA's National Client Email Survey 2014 Fast Track the Buying Process with Engaging, Appropriate Content
  18. 18. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 18Oracle Confidential - Restricted 18Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Thank You David Johnson Blog: https://blogs.oracle.com/marketingcloud/
  19. 19. If no one was around to hear it… Did it really make a sound?
  20. 20. These are proxies for engagement
  21. 21. Do you really want to treat these clicks the same? 3 min 2 min 5 min 0 min eBook Report Video eBook Blog Post
  22. 22. Marketers have a big data gap… THIS IS HOW TEXT LOOKS OVER A PHOTO Behavior Intent Engagement
  23. 23. The missing link for better conversion Content Engagement = Sales Readiness
  24. 24. The challenge for marketers Quality Quantity Did Bob read the content? Is he educated enough to move on to the next stage? How do I get Bob’s attention 8 more times? Will he consume all the relevant content? Narrow engagement metrics Low CTRs and 1:1 content experiences Bob
  25. 25. How do you research major purchases?
  26. 26. B2B buyers are no different Piecemeal A piece of content every 2 weeks Concentrated Bursts of attention 20+ minutes at a time vs.
  27. 27. We don’t make it easy for buyers to binge Offer Interest Asset That’s cool but I’d like to learn more. Conversion
  28. 28. Treat every click as the start of journey
  29. 29. Treat every click as the start of journey
  30. 30. You can’t know what you don’t track Sales Readiness = HIGH Sales Readiness = HIGH Sales Readiness = MEDIUM Sales Readiness = LOW bob.buyer@abc.com elle@lookbookhq.com sallly@g3.com All Visitors 33% = more than 1 asset 7% = every asset
  31. 31. Don’t leave engagement on the table Sales Readiness = HIGH
  32. 32. And easily understand the impact Sales Readiness = HIGH
  33. 33. Putting engagement data to work! Bob the Buyer at ABC Company • Augment Lead Scores • Fast Track Engaged Leads • Trigger Sales Alerts • Route to Specific Campaigns Engagement Threshold Met = +10 points!
  34. 34. Our focus has been on generating attention
  35. 35. It needs to be on keeping it…
  36. 36. And knowing when your buyer is truly engaged Prospects that binge are 2.4X more likely to be sales accepted
  37. 37. But don’t take my word for it  3X higher close rate on MQLs from LookBookHQ content experiences Reduced sales cycle by 45 days & 2X marketing contribution to revenue
  38. 38. We hope you’ve enjoyed the show Thank You!
  39. 39. #LLS16 Q&A / Panelists MODERATOR: Andrew Gaffney Editorial Director Demand Gen Report Elle Woulfe Vice President of Marketing LookBookHQ @ellehwoulfe David Johnson Director of Product Marketing Oracle Marketing Cloud david.e.johnson@oracle.com
  40. 40. #LLS16 Thank You For Attending Register for more sessions now thru July 27th! Please Join Our Next Session Today at 2PM ET / 11AM PT www3.demandgenreport.com/lls16

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