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

1. What is the
LookBookHQ
Visitor
Framework?
An Introduction to the LookBookHQ Visitor Framework
April 2016

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. Background
B2B prospects
are in control –
and self-nurturing
on their schedule

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. 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. 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. 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. 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. 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. 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. Our Approach & Methodology
LookBook
Visitor
Framework

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. EXAMPLE: LookBookHQ’s own Visitor
Framework in action
Evaluate in Marketo Fire Sales Alert Track FMB Cohort in SFDC

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. EXAMPLE: LookBookHQ’s own Visitor
Framework in action
LookBook visitors broken down by
content engagement
>600 engaged with 3+ content assets

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. 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. 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. Appendix
Supporting Slides

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. 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. 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. 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. 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. 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