View
321
Download
0
Category
Preview:
Citation preview
#C2C16
Bingeing for B2B Marketers! How to Increase Engagement by 300%
with “in-the-now” Content Marketing
Presented By:Elle Woulfe, VP of Marketing, LookBookHQJohn Dering, Director of Marketing Programs, Demandbase
#C2C16
Cooking for Chefs Director of Marketing Programs, Eloqua Sr. Director of Demand Generation, Lattice Engines Serial #MKTGnerd
Elle Woulfe VP of Marketing
#C2C16
The Always-On Content Engagement Platform
#1Personalized content
experiences
#2Post-click
engagement metrics
#3Omni-channel orchestration
#C2C16
What’s a Content Experience?
#C2C16
And we can do cool stuff like this…
#C2C16
And we can do cool stuff like this…
#C2C16
And this…
#C2C16
We’re ALL in the Attention Business…
#C2C16
And attention is a Gift.Average # of Business Emails
Received Per Day
*The Radicati Group, 2014-2018 Email Statistics Report, Comscore, 7 Interruptions
88
1,707
62
56Average # 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
#C2C16
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”
#C2C16
An Educated Prospect is a Qualified Prospect
94%of MQLs never closeSource: SiriusDecisions
Pretty sure I haven’t consumed
10 pieces of content
#C2C16
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?
Narrowengagement metrics
Low CTRs and 1:1 content experiences
#C2C16
• Limit engagement
• No engagement metrics
• Not personalized
• Not convenient
Say goodbye to the old school…
Vendor-Centric:
#C2C16
Customer-Centric?
• Let them binge!
• Real engagement data
• Highly Personalized
• Super convenient
And hello to the new era of content engagement.
Buyer-Centric:
#C2C16
Do More with the Moment!All visitors to
LookBooks
33% consume more
than 1asset
7% consume
every asset
#C2C16
Make it Easy to Binge
We captured Bob’s attention & he’s ready to engage!
Give him an orchestrated sequence of related content while we’ve got him!
+ + +
#C2C16
Take Action on the BingeSales Readiness =
HIGH
Sales Readiness = MEDIUM
Sales Readiness = LOW
#C2C16
Be Wildly Successful!
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
#C2C16
Case Study
John DeringDirector, Marketing Programs
#C2C16
Director, Marketing Programs @Demandbase Held Demand Gen & Sales
roles past 15+ years Fun facts:
Demandbase customer prior to joining
Favorite part of job is working with marketers
Introductions
John
#C2C16
Market to the Accounts That Matter the Most Across the Funnel
Web Visitor69.38.209.30
ENTERPRISE
SAN JOSE, CA
PROSPECT
IT/TECHNICAL
DID: X3249D12
10 Billion+ impressions
4 Billion+ IP addresses
2 Billion+ website visits
1 Million+ conversions
EACH MONTH:
Advertising Account-Based RTB
PersonalizationCMS, A/B Testing
ConversionMAS, CRM, Chat
Measurement Analytics, Perf. Manager
Data & Audience Management
Real-Time Identification Engine
Technology
companies know:data is a valuable asset.
#C2C16
Leading, innovative brands use Demandbase
#C2C16
DigitalAnalytics
Adobe®
Analytics
Analytics Ad Exchanges
Adobe®
TargetAdobe®
ExperienceManager
CMS, Optimization/Testing
Adobe®
Campaign
MAS, CRM, Chat
ADVERTISINGAccount-Based Advertising
Account-Based Retargeting
[Display, Mobile, Video, Social]
PERSONALIZATIONWebsite Personalization
Content Optimization
CONVERSIONForms
Sales Accelerator
Live Chat
MEASUREMENTPeformance Manager Web Analytics
Data
DemandbasePlatform
Solutions
Third Party Ad/Marketing
Tech
Audience Classification
Business Identity
Customer Relationships
Behavioral Insights
Device Identity
+
Data & Audience Management
Real-Time Identification
Engine
B2B Ad Tech (RTB/DSP)
Marketing Tech/CRM Connectors
Analytics & Predictive Insights+ + +
Demandbase Marketecture
#C2C16
#C2C16
Account-Based MarketingIdentify the companies most likely to buy, and then market to them
#C2C16
Account-Based MarketingIdentify the companies most likely to buy, and then market to them
#C2C16
More marketers are
having
SUCCESSwith ABM
of B2B marketers employing ABM stated they are aligned with sales.
91%
of B2B companies said Account-Based Marketing has an impact on marketing’s success.
96%
#C2C16
Focuses on best opportunities
Delivers customer-centric experience
Supports Sales reality
Connects Marketing to revenue
Why Account-BasedMarketing?
#C2C16
The Challenge – Getting ROI on Assets
Limited number of accounts to sell to on list
Have to drive deeper engagement with ABM education to scale
New assets not getting great traction in target accounts
#C2C16
What assets resonate with our audiences?
Case Study16%
eBook41%
Webinar13%
Whitepaper30%
Overall Distribution (All Audiences)
Customers Prospects0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Assets by Audience
Case Study eBook Webinar Whitepaper
Prospects have broader asset consumption appetite than customers
#C2C16
Buyer’s Journey
Exploratory Phase
Decision Phase
Purchase Phase
1-2 Responses/mo
nth
5-7 responses/mo
nth
7-9 responses/mo
nth
Webinars, Events, Content
Field Marketing &
Contact Me/Demo
Field Marketing,
Events
eBooks, Webinars,
White Papers, Infographics,
Video
Case Studies
Case Studies, Solution Sheets
#C2C16
Content Promotion Plan w/ LookBookHQ
Use supporting short form assets to drive faster moving buyer through journey
Bubble up fast moving buyers to sales for real-time follow up, in-the-moment
Promote long form assets via binge consumption and prescribed buyers’ journey
#C2C16
The Buyer’s Nurtured Journey
#C2C16
Results – 300% Increase in Engagement
#C2C16
Thank You!
Questions?
Recommended