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#Bii17
TheOneMetricThatIdentifiesQualifiedBuyers
(Hint:It'sNotClicksorFormFills)
SPONSORED BY:
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#Bii17DemandGenReport:@DG_ReportKlaudia Tirico:@klaudiatiricoLookBookHQ:@lookbookhqElleWoulfe:@ellehwoulfe
#Bii17
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AboutDemandGenReport
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HowAreWeDoing?
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PanelistsMODERATOR:Klaudia TiricoFeaturesEditorDemandGenReport
ElleWoulfeVicePresidentofMarketingLookBookHQ
@ellehwoulfe
I
The one metric you need to identify sales ready buyers
Elle Woulfe, VP of Marketing
I Nice to Meet You!
• Demand Gen Marketer at Heart
• Marketing Nerd
• Native New Englander
• Honorary Canadian J
I The LookBookHQ Intelligent Content Platform
Next Best Content Asset(s) In-Session
Real Content Engagement Analytics
1
2
Self-NurtureFaster prospect education
Click QualityWas the marketing consumed?
The Funnel is Broken L
What It’s Really All About
I
MQLMarketingQualified
Lead
II Revenue Forecast
4% What all your hard
work will amount to.
I
That’s so depressing.
I But seriously… what a waste
I
Qualified (the “Q” in MQL)Officially recognized as being trained to perform a particular job; certified.
IShouldn’t qualification mean something?
I What is a qualified buyer?
A prospect that has been trained to have a meaningful conversation with sales and potentially advance to the
next stage.
I We’re doing it wrong
+ + + + + + +
I Your marketing automation can’t tell the difference
I Quantity is not a proxy for quality
+ + + + + + +
3 sec 0 sec 15 sec 0 sec 3 sec 20 sec 8 sec 0 sec
I Quantity is not a proxy for quality
+ + + + + + +
1 min 3 min 30 sec 2 min 1 min 45 sec 2 min 3 min
I A primitive step in the right direction
I Which one would your sales team like better?
I The actual job of marketing
What people do on the destination side of the click is more important than the click itself.
You know what their fingers did.
But what did their brains do?
That’s a lot.
I Was Your Marketing Consumed?
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
I
Do you consume a lot of content about
things you have no intention of buying?
I Content Bingers Are Better Buyers!
2.4XMore likely to be sales accepted
2.3XFaster
through the funnel
2.4XHigher
ACV
I
That’s a lot.
Ensure that your
marketing is being
consumed
Understand how your marketing is being consumed
Intelligent Content Delivery
I Always deliver the next best content asset
I Curate your buyer’s education
I Make every click the start of a journey
II
2.3X 45x 74%
Some stats could belong here
Faster Conversions
“Using LookBookHQ, we can better educate and engage buyers. We’ve
seen $100K in monthly recurring revenue that we would never have realized
otherwise.”
Pipeline
“LookBookHQ gives us real content engagement metrics that we can
tie to lead score rather than qualifying based on clicks.”
Higher Lead to Opportunity Conversion
“LookBookHQ allows us to move more prospects through the
funnel to the opportunity stage faster.”
Intelligent Content Delivery Made It Possible
I
Thank You!
#Bii17
HowAreWeDoing?
#Bii17
Q&A/PanelistsMODERATOR:Klaudia TiricoFeaturesEditorDemandGenReport
ElleWoulfeVicePresidentofMarketingLookBookHQ
@ellehwoulfe
#Bii17
ThankYouForAttendingRegisterformoresessionsnowthruJuly28th!
PleaseJoinOurNextSessionTodayat3PMET/12PMPT
http://webinars.demandgenreport.com/buyer-insights-and-intelligence-series/2017/