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Get More Value From Every Click & Content Asset In 2016 - #SPS2015

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Demand Gen Report's Strategy & Planning Series session presented by LookBookHQ

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Get More Value From Every Click & Content Asset In 2016 - #SPS2015

  1. 1. #SPS2015 Get More Value From Every Click & Content Asset In 2016 SPONSORED BY:
  2. 2. #SPS2015 Follow This Webinar on LinkedIn & Twi5er #SPS2015 Demand Gen Report: @DG_Report Andrew Gaffney: @agaffney LookBookHQ: @lookbookhq Elle Woulfe: @ellehwoulfe
  3. 3. #SPS2015 Register & A5end To Win An Apple Watch •  Earn 1 AutomaMc Entry When You Register And Second Entry When You AQend Live •  Register & Tune-In To All #SPS2015 Live Sessions For The Best Chance To Win Register For & AQend #SPS2015 Webinars For More Chances To Win An Apple Watch
  4. 4. #SPS2015 About Demand Gen Report •  Tracking best pracIces in lead generaIon since 2007 •  Newsle5er has grown to more than 30,000 readers •  Offering a menu of research and best pracIces reports •  New audio/video podcasts at DemandGenReport.com @DG_Report hQp://linkd.in/DG_Specialists
  5. 5. #SPS2015 QuesIons, Tweets & Resources Submit your quesMons here Download today’s resources Join the conversaMon #SPS2015
  6. 6. #SPS2015 Panelists Elle Woulfe VP of MarkeIng LookBookHQ @ellehwoulfe MODERATOR: Andrew Gaffney Editor, Demand Gen Report
  7. 7. Get More Value from Every Click & Conversion in 2016 Elle Woulfe, VP of Marketing November 17, 2015
  8. 8. Serial #MKTGnerd •  Demand Gen roles for Eloqua & Lattice Engines •  Obsessed with the power (and necessity) of nurturing •  Honorary Canadian •  New England native
  9. 9. The always-on content engagement platform Personalized content experiences Post-click engagement metrics Omni-channel orchestration
  10. 10. We’re all in the attention business…
  11. 11. And business is pretty slow. 8.25 Seconds
  12. 12. The Struggle is Real…
  13. 13. Competing in the Race for Attention
  14. 14. The evolution of attention getting Traditional Marketing Attention Economy Marketing Long form content Traditional content types Insertion orders Horizontal marketing One size fits all “Snackable” content Explosion of video Programmatic advertising Account based marketing Personalization
  15. 15. But what about attention keeping?
  16. 16. How can we get more value… from every click?
  17. 17. Think about your last considered purchase
  18. 18. The making of a qualified prospect All Buyers Pieces of content are consumed per persona before a purchasing decision is made10 # of people involved in technology purchase decision – 17 in enterprise, 6 in SMB Pieces of content are consumed per persona before a purchasing decision is made7 Sources: Google “Zero Moment of Truth” Study Sources: IDG Enterprise “Role & Influence of the Technology Decision-Maker — 2014” Research Report Technology Buyers
  19. 19. Engaged prospects want to binge! All visitors to LookBooks 33% consume more than the first asset 7% consume every asset 75% of TV Viewers Admit to Binge Watching
  20. 20. But can you identify & accommodate them? click 3 min 2 min 5 min click 0 min Video eBook Report Video eBook Blog Post
  21. 21. An educated prospect is a qualified prospect! 94% of MQLs never close Source: SiriusDecisions
  22. 22. Part 1: Identify your fast moving buyer Sales Readiness = HIGH Sales Readiness = HIGH Sales Readiness = MEDIUM Sales Readiness = LOW
  23. 23. Part 2: Accommodate their behavior Sales Readiness = HIGH White paper Web page Third-party report Video HOORAY! We captured Bob’s attention & he’s ready to engage! Give him an orchestrated sequence of related content while we’ve got him!
  24. 24. Send Email #1 Content Offer A WAIT 1 WEEK Send Email #2 Content Offer B WAIT 1 WEEK Send Email #3 Content Offer C WAIT 1 WEEK Send Email #4 Content Offer D 96% of B2B marketers use email to nurture Typical cadence 46% every other week 33% weekly Source: Demand Gen Report 2014 Lead Nurturing Benchmarking Study Traditional Nurturing Doesn’t Accommodate FMBs
  25. 25. Make every click the start of a journey
  26. 26. Deliver better content experiences…
  27. 27. And develop deeper insights
  28. 28. Always-On Nurturing in Action Show me the money.
  29. 29. The Destination for 70% of Clicks Better brand & content experience Increased Marketing’s contribution to revenue: 23% to 46% Marketing #1 source of leads 2x 2x#1 Back-to-Back Markies 2014 Best Lead Nurture 2015 Best Cross Channel Marketing
  30. 30. Focus on Fast Moving Buyers GOAL: Heat Up the Database & Activate Latent Demand
  31. 31. Conversion Impact Delivered: 24,145 Emails Clicked: 465 Explicit Actions: 35 FMBs: 37 Opps: 2 (TD) Vital Stats: Overlap = 2 Unique Qualified Leads = 70 Newly Identified Leads = 35 7.5% 15%
  32. 32. Bringing it home… Faster Nurture Higher Conversions Better Data Deliver content journeys Personalized content experiences & time-based CTAs Visibility into real content engagement
  33. 33. Do More with the Moment
  34. 34. Any questions?
  35. 35. #SPS2015 Q&A Panelists Elle Woulfe VP of MarkeIng LookBookHQ @ellehwoulfe MODERATOR: Andrew Gaffney Editor, Demand Gen Report
  36. 36. #SPS2015 Thank You For A5ending Register for more sessions now thru November 20th! Please Join Our Next Session Today at 2PM ET / 11AM PT www3.demandgenreport.com/sps15 Chris Lynch Oracle MarkeIng Cloud

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