Bet on Bingeing: Why content consumption is the key to better conversion.

1. MARKETING
INNOVATION
SUMMIT
FOR B2B
presented by
BET ON BINGEING:
WHY CONTENT CONSUMPTION IS THE KEY TO
BETTER CONVERSION
Nick Edouard
President & CMO

2. Hello! Nice to meet you
Nick Edouard
Co-Founder, President & CMO
LookBookHQ
• Run Product & Engineering, Client
Success, Data & Marketing
• Ex-strategy consultant (Arthur D. Little)
• British. Obviously.

3. Happy 90th Birthday Her Majesty!
Queen’s 90th Birthday today!

4. LookBookHQ
Mission Customers Partners
We help B2B marketers
cultivate more informed,
sales-ready buyers faster
How? By ensuring they
always see the next most
relevant content asset
wherever and whenever
they engage.
>70
Enterprise & Mid-Market
Customers

5. Content Marketing Automation
Automating
Post Click
Personalized
Content Journeys
Information
Exchange
LookBookHQ
Recommend
LookBookHQ
Target
Genius Mix /
Playlist
Curated Playlist

6. Personalized Content Experiences
Content
Promotion
Conversion
ContentScience™

7. Our session today:
1. How are we using content today?
2. The importance of Content Bingeing
3. Results
4. The ACB of ABM

8. How are we using content today?
And why is it
so wrong…?

9. “Content fuels modern marketing” –
and B2B prospects need a lot of it
Awareness
Education
Consideration
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 / MarketingProfs; Google “Zero Moment of Truth”

10. Content is really an information
exchange
B2B Prospect B2B Marketer
Content Transaction
= Information Exchange
Awesome
White
Paper
Information
Information
Information about their problem,
your space, your solution, etc.
Information about them, their sales
readiness, etc. (explicit & implicit)

11. No real engagement metrics
Everyone looks the
same!
Did they engage
with the content?
Are they educated?

12. We’re ALL in the Attention Business

13. And attention is a gift
Average # of Business Emails
Received Per Day88
1,707
62
56
Average # of Banner Ads the Typical
Internet User is Served Per Month
Average # of meetings a typical
employee attends per month
Average # of “interruptions” an employee
experiences per day
Sources: The Radicati Group, 2014-2018 Email Statistics Report, Comscore, 7 Interruptions

14. 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

15. Which is why…
• 60-70% of content goes unused (SiriusDecisions)
• Only 21% of B2B organizations are successful at tracking the ROI of their
content marketing (CMI / MarketingProfs)
• 30% of B2B marketers rating their use of content marketing as
“effective” (down from 42% in 2014) (CMI / MarketingProfs)
• 97% of B2B prospects recommend that marketers package content
together (DemandGen Report)

16. And (most damningly) this:
94%
of MQLs
never close
Source: SiriusDecisions
Pretty sure I
haven’t consumed
10 pieces of
content…

17. B2B’s content use model is broken
Marketers are delivering content
today like Blockbuster (RIP)
Vendor-Centric:
• Limit engagement
• No engagement metrics
• Not personalized
• Not convenient

18. We need a new intelligent model
Buyer-Centric:
• Let them binge!
• Real engagement data
• Highly Personalized
• Super convenientMarketers need to deliver content like
Netflix – programmatically

19. Content Bingeing
It’s all the
rage.

20. Everyone is bingeing!

21. How do you research & buy?
Piecemeal
You read a piece of content
about X every 2 weeks
Concentrated
You research X in bursts of
attention – 20 mins at a time
A. B.

22. Do More with the Moment
All visitors to
LookBooks
33%
consume more
than 1asset
7%
consume
every asset

23. 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

24. Make it easy to binge on content
We captured Bob’s attention &
he’s ready to engage!
White paper Web page
Third-party
report
Video
Give him an orchestrated
sequence of related content
while we’ve got him!

25. Like this – aggregated

26. Like this – sequenced

27. #C2C16
click
click
0 min
3 min
Whitepaper
2 min
Analyst Report
5 min
VideoUse Case Video
Whitepaper
Whitepaper
Who engaged with what?

28. Sales Readiness Configuration
FAST Moving Buyers
Sales Readiness = High
AVERAGE Moving Buyers
Sales Readiness = Medium
SLOW Moving Buyers
Sales Readiness = Low
HIGH Content
Engagement
MEDIUM Content
Engagement
LOW Content
Engagement

29. Take action on the binge
Sales Readiness =
HIGH
Sales Readiness =
MEDIUM
Sales Readiness =
LOW

30. Treat content as a first class object
CONTENT
JOURNEY
Email
Web
Social
Display

31. Results
Show me the
money.

32. Our marketing
Email sent from our MAP with clear call to
action drives to…
…Flow LookBookHQ
content experience

33. Our marketing
Evaluate in Marketo Fire Sales Alert Track FMB Cohort in SFDC

34. Delivering real business value – with fast
time to value (1-2 months)
Source: All results from Q1 2016 from new customers in Q4 2015
34% increase in sales opportunities & $74K in new
pipeline from single LookBook content experience
300 MQLs from one campaign – unprecedented
volume & quality; re-upped with LookBookHQ for 4X
MRR
3X higher close rate (5% to 15%) on MQLs on first two
campaigns – rolling out across all campaigns

35. Delivering real business value – improving
MQL to SQL conversion rates
CMO at Mid-Market Technology Company
• Single action content downloads: converted to SQL at <1% (well below… 0.2-0.3%)
• LookBook Bingers: converted to SQL at 6%
• When accelerated nurture on LookBook Bingers: converted to SQL at 12-15%
“Today our marketing and our triggers are based on individual discrete actions – clicks, form
fills, etc. LookBooks fundamentally change that – they allow us to look at intensity and
engagement across a sequenced content journey holistically”

36. Cetera – X2 marketing’s impact on
revenue
2x #1
Prospects That Binge
Are 2.4X More Likely to Be Accepted by Sales
Increase in Marketing
Sourced Revenue
Source of Qualified
Leads
Back-to-Back
Markies

37. Demandbase – use of LookBooks
Use
suppor.ng
short
form
assets
to
drive
faster
moving
buyer
through
journey
Bubble
up
fast
moving
buyers
to
sales
for
real-­‐.me
follow
up,
in-­‐the-­‐moment
Promote
long
form
assets
via
binge
consump.on
and
prescribed
buyers’
journey

38. The buyer’s nurtured journey

39. The impact of content journeys
Engagement
Deal Velocity
Pipeline Influence
ACV
+300%
+50%
+300%
+13%
Average time engaging with collateral in LookBook journey
vs. time consuming messaging on our website (single
journey comparison)
Period over period comparison – before using LookBook
journeys and after (Q215-Q315 vs. Q415-Q116)
Period over period comparison – before using LookBook
journeys and after (Q215-Q315 vs. Q415-Q116)
Difference in ACV for deals influenced by LookBook journey
vs NOT influenced during a single period (Q215-Q116)

40. The ACB of ABM
Account
Content
Bingeing

41. ABM Leadership Alliance:
ABM takes a village
• ABM is an approach &
philosophy, not a single piece
of tech
• It affects your entire tech
stack – hence the Alliance
• Content engagement remains
key – as at prospect level
marketing

42. Content Engagement & ABM
• ABM at scale needs Content Marketing
Automation
• We’re ABM’s “Conversion Story”
• Content Engagement Data per
Account (e.g. known & anon, by
content experience & assets, trend
data, etc.)
• Sales Readiness Configuration by
Account

43. Integration with Demandbase [WIP]

44. Key
Takeaways
What have we learned?

45. Key Takeaways
1. Engaged prospects want to binge on content
2. We need to measure real engagement – intensity not just intent
3. Content engagement is an excellent indicator of sales readiness
4. Content marketing automation delivers ABM at scale

46. Questions?

47. Don’t be shy, get in touch
Nick Edouard, LookBookHQ
nick@lookbookhq.com / 647-241-2407 /
@nickedouard
Stop by our booth today!
www. lookbookhq.com
Come find us at:
Ø Oracle’s MME
Ø Marketo Summit
Ø SiriusDecisions Summit