Elle Woulfe: Delivering Content in an ABM World: 3 Changes You Need to Make

1. I
Delivering Content
in an ABM World:
3 Changes You
Need to Make
Elle Woulfe, VP of Marketing
June 7, 2017

2. I Traditional Demand Gen & ABM

3. I Same types of channels. Same types of offers.

4. I We sell to companies…
But we market to people.

5. I What we know…
Pieces of content
are consumed per persona before
a purchasing decision is made10
# of people involved in technology
purchase decision:
Enterprise: 17
SMB: 6
67% of the buyer’s journey is now done digitally. (SiriusDecisions)

6. II So why are we making it so hard?
Offer Interest DownloadConversion
click
Done

7. I We need to transform how we deliver content.

8. II Revenue Forecast
The 3
changes
you need to
make
(the short version)
• PERSONALIZE the journey.
• NURTURE every click.
• RETHINK sales readiness.

9. II Revenue Forecast
#1
Personalizing the door is
not enough.

10. I You served a targeted offer…
The Tax Technology Revolution is Here
Read the
article now!

11. I Tailor the
content
experience on
the other side
of the door

12. II Revenue Forecast
#2
Your known contacts
aren’t the only ones that
need to be nurtured.

13. I You got them to your website…

14. I Deliver relevant content recommendations.

15. I You got them to click on your ad…

16. I Allow them to self nurture.

17. II Revenue Forecast
#3 A click is just a click.

18. I You did all the right things…

19. I Know if it actually worked.

20. I And understand sales readiness at the account level.

21. I
That’s a lot.
Ensure
that your
marketing is
being
consumed
Understand
how your
marketing is
being
consumed
Change the way you deliver content. Change the outcome.

22. I
That’s a lot.
I Intelligent Content Delivery for ABM
Next Best
Content Asset(s)
In-Session
Real Content
Engagement
Analytics
1
2
Self Nurturing
Faster prospect
education
Click Quality
Was the marketing
consumed?

23. I
That’s a lot.
[Visitor] Who is engaging?
[Account] Which are ready to buy?
[Content] What content is working for me?
[Channel] What’s moving the needle?
The transformative
dataset for B2B marketing
I The Power of Post-Click Engagement Data

24. I
• Contribution to revenue
• Increased efficiency
21%
“Bingeing builds
momentum.
Momentum
builds results.”
3x 6x
increase in
closed won
influenced
opportunity
$
the number
of influenced
opportunities
closed won
influenced
opportunities
Maureen Tusim
Director, Lead Center
Cultivate better educated, more qualified buyers

25. Fast track your most engaged buyersI
“LookBookHQ
allows us to move
more prospects
through the funnel
to the opportunity
stage faster.”
Mervyn Alamgir
Sr. Director, Marketing
increase
in SQLs
higher lead to
opportunity
conversion
rate
92% 74%
• Higher conversion rates
• Funnel velocity
• Improved content
engagement
improvement
in lead
velocity
40%

26. Deliver better content engagementI
“LookBookHQ gives
us real content
engagement
metrics that we can
tie to lead score
rather than qualifying
based on clicks.”
Bharath Srinivasan
Director, Marketing Operations
New customer
pipeline
combined
pipeline
25x 45x
• Contribution to revenue
• Improved content
engagement

27. I
Thank You!