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What is the
LookBookHQ
Visitor
Framework?
An Introduction to the LookBookHQ Visitor Framework
April 2016
Drumroll please… Introducing the
LookBookHQ Visitor Framework
•  We’ve developed the LookBookHQ Visitor Framework (LVF) ba...
Background
B2B prospects
are in control –
and self-nurturing
on their schedule
Meet Bob & Sally! They’re both in your
database and look the same but…
Very different states of sales readiness!
BOB
Techn...
Fast moving buyers like Bob need a
volume of the right content – NOW!
Send Email #1
Content
Offer A
WAIT
1 WEEK
Send Email...
If they’re not getting the information
they need from you…
Are you giving them the volume they need now?
Then they’re goin...
White paper Web page Third-party
report
Video
Bob Clicked!
That’s why you use LookBooks
Delivering the right content exper...
But who engaged with what?
LookBook Engagement Data can tell us!
They both
clicked.
click
To read your
content….
3 min 2 m...
How do we spot fast moving buyers
and assess sales readiness?
Sales Readiness =
LOW
Sales Readiness =
HIGH
Sales Readiness...
Good news! Content engagement is
an indicator of sales readiness
Source: Analysis of client data (LookBook visitors and no...
Our Approach & Methodology
LookBook
Visitor
Framework
Time to put the pieces together
LookBook Engagement Data = Your Building Blocks
Who looked at multiple assets (“binged”)?
...
What do the different behaviors mean?
Content Engagement is an indicator of Velocity & Sales Readiness
FAST Moving Buyers
...
Average Moving Buyer Fast Moving BuyerSlow Moving Buyer
How should we think about the types of
visitors to our LookBook(s)...
What do we need to do for our LVF?
In the first instance, only 2 things!
Agree the LookBook visitor type definitions
•  We...
Agree the LookBook visitor type
definitions [Guidance]
Recommendation
Use the LookBook Engagement Score (per LB or cumulat...
TEMPLATE: LookBook Visitor Framework
Visitor Type Definition Treatment
Fast Moving
Buyers
LookBook Engagement Score of >=3...
Configure your visitors’ Sales Readiness
per LookBook / platform default
Configure FMBs and AMBs using their
LookBook Enga...
EXAMPLE: Treatment of a FMB within
Eloqua
•  Use LookBook Cloud Decision app on
Campaign Canvas to trigger an alert
within...
EXAMPLE: Treatment of a FMB within
Marketo
•  Using LookBook engagement data
sync via Marketo integration,
Marketo can tak...
EXAMPLE: LookBookHQ’s own Visitor
Framework in action
Email sent from our MAP with clear
call to action drives to…
…Flow L...
EXAMPLE: LookBookHQ’s own Visitor
Framework in action
Visitor Type Definition Treatment
Fast Moving
Buyers
LookBook Engage...
EXAMPLE: LookBookHQ’s own Visitor
Framework in action
Evaluate in Marketo Fire Sales Alert Track FMB Cohort in SFDC
EXAMPLE: LookBookHQ’s own Visitor
Framework in action
What it all means… Our Dashboard.
Roughly 1 in 3 LookBook visitors a...
EXAMPLE: LookBookHQ’s own Visitor
Framework in action
LookBook visitors broken down by
content engagement
>600 engaged wit...
EXAMPLE: LookBookHQ’s own Visitor
Framework in action
And LookBook visitors broken down by our Sales Readiness Configurati...
Some things to think about…
•  What are your key marketing objectives and KPIs? Is your
LVF aligned with these? For exampl...
Some things to think about…
•  Can we use a single LVF across all our LookBooks? Or do we
need a LVF per LookBook / campai...
Appendix
Supporting Slides
NOW! Like sales, marketers can’t let
fast moving buyers die on the vine…
The odds of qualifying
a lead in 5 minutes
versus...
How should we think about the types of
visitors to our LookBook(s)?
All LookBook Visitors
Anon
Non Bingers
Single Asset Vi...
Using the LookBook Engagement
Score – agree reading thresholds
Top of Funnel Middle of Funnel Bottom of Funnel
White paper...
Incrementing the lead score – agree
on the rules
•  How do we add LookBook content engagement into your lead
score model? ...
Incremental Content Engagement
Total Content
Asset Views
What is the value of this incremental content engagement?
•  Clic...
How do we spot fast moving buyers
and assess sales readiness?
Content Engagement:
Assess Quality & Quantity => Intensity
F...
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LookBookHQ Visitor Framework - April 2016

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We’ve developed the LookBookHQ Visitor Framework (LVF) based on our work with our customers and their use of LookBooks. The LVF is designed to help our customers realize maximum value from their LookBooks – and to be able to clearly identify this value

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LookBookHQ Visitor Framework - April 2016

  1. 1. What is the LookBookHQ Visitor Framework? An Introduction to the LookBookHQ Visitor Framework April 2016
  2. 2. Drumroll please… Introducing the LookBookHQ Visitor Framework •  We’ve developed the LookBookHQ Visitor Framework (LVF) based on our work with our customers and their use of LookBooks •  It’s primarily based on three important factors: 1.  LookBook visitors engage with the content in different ways – some binge, some don’t 2.  How they engage with content is an excellent indicator of their sales readiness and velocity 3.  Based on their engagement, we should treat LookBook visitors differently both within our marketing processes and systems •  The LVF is designed to help our customers realize maximum value from their LookBooks – and to be able to clearly identify this value
  3. 3. Background B2B prospects are in control – and self-nurturing on their schedule
  4. 4. Meet Bob & Sally! They’re both in your database and look the same but… Very different states of sales readiness! BOB Technical Buyer Company A SALLY Technical Buyer Company B •  Just agreed to recommend a VBR solution at meeting in 2 weeks •  FAST MOVING BUYER •  Needs a VOLUME of content now •  Agreed to have a look at VBR in early 2017; higher priorities in 2016 •  SLOW MOVING BUYER •  Wants to slowly educate
  5. 5. Fast moving buyers like Bob need a volume of the right content – NOW! Send Email #1 Content Offer A WAIT 1 WEEK Send Email #2 Content Offer B WAIT 1 WEEK Send Email #3 Content Offer C White paper Web page Third-party report Video Relevant Content in the Same Session Single content asset per rare click (low CTR) BINGE Multiple content assets, same session
  6. 6. If they’re not getting the information they need from you… Are you giving them the volume they need now? Then they’re going to get it from somewhere else. Like your competitors.
  7. 7. White paper Web page Third-party report Video Bob Clicked! That’s why you use LookBooks Delivering the right content experience And let them decide how much content they want to engage with. Sally Clicked! They both clicked on the email you sent them. Now what? Ideally we want to move them through a volume of content while we have their attention
  8. 8. But who engaged with what? LookBook Engagement Data can tell us! They both clicked. click To read your content…. 3 min 2 min 5 min click 0 min But their behavior was very different. VideoWhitepaper Analyst Report Use Case Video Whitepaper Whitepaper
  9. 9. How do we spot fast moving buyers and assess sales readiness? Sales Readiness = LOW Sales Readiness = HIGH Sales Readiness = MEDIUM Content Engagement: Assess Quality & Quantity => Intensity Next Gen Metrics
  10. 10. Good news! Content engagement is an indicator of 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
  11. 11. Our Approach & Methodology LookBook Visitor Framework
  12. 12. Time to put the pieces together LookBook Engagement Data = Your Building Blocks Who looked at multiple assets (“binged”)? Who only looked at one? How much additional content were we able to promote per session? How much additional time did we get our prospects to spend with us? What impact does this have on our funnel?
  13. 13. What do the different behaviors mean? Content Engagement is an indicator of Velocity & Sales Readiness FAST Moving Buyers Sales Readiness = High AVERAGE Moving Buyers Sales Readiness = Medium SLOW Moving Buyers Sales Readiness = Low %ofDatabase LikelihoodtoClose HIGH Content Engagement MEDIUM Content Engagement LOW Content Engagement
  14. 14. Average Moving Buyer Fast Moving BuyerSlow Moving Buyer How should we think about the types of visitors to our LookBook(s)? 841 LookBook Visitors 633 Single Asset Viewers 208 Multi Asset Viewers (“Bingers”) 120 2 Content Assets (58%) 87 3+ Content Assets (42%) Increment Lead Score; Accelerate Pass to Sales (Tele-qualify) Increment Lead Score; Advance to next Nurture track 25%75% 10%15%
  15. 15. What do we need to do for our LVF? In the first instance, only 2 things! Agree the LookBook visitor type definitions •  We identify 3 types of visitors – Fast Moving Buyers, Average Moving Buyers and Slow Moving Buyers •  These can be defined by the volume and / or quality of content engagement •  Choose the right content engagement metrics* and thresholds – e.g. FMB = LookBook Engagement Score of >=4 Agree how we treat each LookBook visitor type within our MAP and / or CRM •  Should we be passing FMBs directly to Sales? •  Should we increment the lead score? If so, how (e.g. more for “binge”)? •  There’s a host of options as to how we can make whatever you want to happen within your MAP and / or CRM – let’s discuss! * Not all content engagement metrics are available in all MAPs
  16. 16. Agree the LookBook visitor type definitions [Guidance] Recommendation Use the LookBook Engagement Score (per LB or cumulatively) Alternative Use the # of content assets and / or content engagement time (per LB or cumulatively) Advantage The LookBook Engagement Score already includes reading thresholds per content assets – so you know that people have engaged with a volume of content in the way you wanted Simplest Just using the # of content assets with no consideration of individual engagement time per content asset is the equivalent of just considering “clicks”
  17. 17. TEMPLATE: LookBook Visitor Framework Visitor Type Definition Treatment Fast Moving Buyers LookBook Engagement Score of >=3 Pass to Sales - and remove from nurture, etc. Average Moving Buyers LookBook Engagement Score of 2 Increment lead score based on agreed rules Slow Moving Buyers Single asset viewers (per LB) Increment lead score based on agreed rules Complete this table for each LVF you’re using
  18. 18. Configure your visitors’ Sales Readiness per LookBook / platform default Configure FMBs and AMBs using their LookBook Engagement Score… …or based on the number of content assets viewed and total engagement time per LookBook…. …or set the default for all LookBooks under Analytics => Settings and overwrite per LookBook as necessary
  19. 19. EXAMPLE: Treatment of a FMB within Eloqua •  Use LookBook Cloud Decision app on Campaign Canvas to trigger an alert within Eloqua that gets sent directly to Inside Sales •  Inside Sales can see the LookBook content engagement within Profiler (if applicable) •  Advantage: Fast! Doesn’t need to wait for the LookBook engagement data to make it to the Eloqua Custom Object (~1 hour). Desired Result Pass FMBs directly to Inside Sales (definition based on LookBook Engagement Score)
  20. 20. EXAMPLE: Treatment of a FMB within Marketo •  Using LookBook engagement data sync via Marketo integration, Marketo can take action on and make decisions on prospects by looking for data value changes. •  This can be used to fire alerts to sales people, even before a prospect scores as an MQL and track fast moving buyers as a separate cohort. •  Sales can also view LookBook engagement data in Marketo Sales Insight Desired Result Pass FMBs directly to Inside Sales (definition based on LookBook Engagement Score)
  21. 21. EXAMPLE: LookBookHQ’s own Visitor Framework in action Email sent from our MAP with clear call to action drives to… …Flow LookBookHQ content experience
  22. 22. EXAMPLE: LookBookHQ’s own Visitor Framework in action Visitor Type Definition Treatment Fast Moving Buyers LookBook Engagement Score of >=3 Pass to Inside Sales; accelerate nurture (next touch); remove if become an Opportunity in SFDC Average Moving Buyers LookBook Engagement Score of 2 Increment lead score based on agreed rules Slow Moving Buyers Single asset viewers (per LB) Increment lead score based on agreed rules For this particular campaign & LookBookHQ content experience, we agreed the following LVF and implemented in LookBookHQ and our MAP Content Asset Engagement Scores – 1 point per asset if spend more than: A – 1m, B – 20s, C – 45s, D – 2m
  23. 23. EXAMPLE: LookBookHQ’s own Visitor Framework in action Evaluate in Marketo Fire Sales Alert Track FMB Cohort in SFDC
  24. 24. EXAMPLE: LookBookHQ’s own Visitor Framework in action What it all means… Our Dashboard. Roughly 1 in 3 LookBook visitors are Bingers and >600 are FMBs
  25. 25. EXAMPLE: LookBookHQ’s own Visitor Framework in action LookBook visitors broken down by content engagement >600 engaged with 3+ content assets
  26. 26. EXAMPLE: LookBookHQ’s own Visitor Framework in action And LookBook visitors broken down by our Sales Readiness Configuration We’re actually going to increase our FMB configuration thresholds to lower the overall volume but increase the quality
  27. 27. Some things to think about… •  What are your key marketing objectives and KPIs? Is your LVF aligned with these? For example: –  “I need to pass more qualified leads to sales” –  I need to improve conversion of the MQLs we pass to sales” –  “I need to give sales better insight into target account behavior / engagement”
  28. 28. Some things to think about… •  Can we use a single LVF across all our LookBooks? Or do we need a LVF per LookBook / campaign / channel / etc.? •  Which LookBooks and / or content assets within LookBooks should be excluded from the LVF or particular treatments (e.g. newsletter LBs)? •  Is our LVF correct? We should regularly review and revise our LVF(s) – e.g. too many FMBs? Let’s increase the configuration threshold •  Do you have the skill sets in-house to implement the treatment of the visitor types within your MAP / CRM or can we help?
  29. 29. Appendix Supporting Slides
  30. 30. NOW! Like sales, marketers can’t let fast moving buyers die on the vine… The odds of qualifying a lead in 5 minutes versus 30 minutes drop 21 times And from 5 minutes to 10 minutes the dial to qualify odds decrease 4 times
  31. 31. How should we think about the types of visitors to our LookBook(s)? All LookBook Visitors Anon Non Bingers Single Asset Viewers Bingers Multiple Asset Viewers Average Moving Buyers (e.g. 2-X Content Assets) Fast Moving Buyers (e.g. >X Content Assets) Increment Lead Score; Accelerate Pass to Sales Increment Lead Score; Nurture AbsoluteNumbers&%s Known Anon KnownAnon Known
  32. 32. Using the LookBook Engagement Score – agree reading thresholds Top of Funnel Middle of Funnel Bottom of Funnel White paper: 1 point, 20 sec Video & Webcast: 1 point, 30 sec Infographic: 2 point, 20 sec Blog: 2 point, 20 sec White paper: 2 points, 30 sec Video & Webcast: 2 points, 1 minute Infographic: 1 point, 20 sec 3rd Party Review: 1 point, 20 sec Blog: 1 point, 20 sec Case Study: 2 point, 30 sec Product Spec: 2 point, 30 sec White paper: 2 points, 50 sec Video & Webcast: 2 points, 1.5 minute 3rd Party Review: 1 point, 30 sec Case Study: 1 point, 30 sec Product Spec: 2 points, 40 seconds
  33. 33. Incrementing the lead score – agree on the rules •  How do we add LookBook content engagement into your lead score model? Let’s establish some rules! •  Factors to consider: –  Score per LookBook Engagement Score per LookBook (e.g. +30 for a LookBook Engagement Score of >=4)? –  Score per content asset (e.g. +10 for a white paper, +5 for a third party article, etc.)? –  Additional score to reflect a “binge” / intensity of content engagement (e.g. +20 if more than 3 content assets in the same session)? –  Automatic trip to MQL for FMBs (e.g. +100 – if MQL threshold = 100 – for anyone that meets FMB criteria)?
  34. 34. Incremental Content Engagement Total Content Asset Views What is the value of this incremental content engagement? •  Clicks / moments of attention that don’t need to be generated (Effective CTR?) •  What’s the price per click (e.g. $5)? Price per minute of content engagement? Total Visitors Incremental Content Asset Views Total Content Engagement Time First Asset Content Engagement Time Incremental Content Engagement Time Content Assets Content Engagement Time
  35. 35. How do we spot fast moving buyers and assess sales readiness? Content Engagement: Assess Quality & Quantity => Intensity Fast Moving Buyer Binge – engages with multiple (>3) content assets of different type in same session to >Y minutes => Pass to Sales ASAP Average Moving Buyer Moderate Binge – engages with 2 content in same session; slight self-acceleration in nurture program => Increment Lead Score; Accelerate Nurture Slow Moving Buyer No Binge – single asset engagement => Increment Lead Score; Continue to Nurture Next Gen Metrics

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