2017 Planning: Using Attention-Based Marketing to Boost Conversion

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LaunchPoint Webinar Series 2017 Planning: Using Attention Based Marketing to Boost Conversion November 16, 2016

Transcript of 2017 Planning: Using Attention-Based Marketing to Boost Conversion

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LaunchPoint Webinar Series 2017 Planning: Using Attention Based Marketing to Boost ConversionNovember 16, 2016

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EngagementMarketingPlatform

• This webinar is being recorded! The slides and recording will be sent to you after the webinar.

• Enter your questions in the chat – there will be a Q&A section at the end of the webinar

• Posting to social? Make sure to use #mktgnation or tweet @marketo or @lookbookhq

Housekeeping

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2017 Planning: Using Attention Based Marketing to Boost Conversion

Anca PopoviciDirector of Global Demand Generation at RES

Baker EgertonVP Global Marketing & Communications at RES

Heather FoehVP Customer Experience at LookBookHQ

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It’s coming…

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We’re ALL in the Attention Business

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Competing with…

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And to add insult to injury…

8.25sAverage Online Attention Span

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Attention is a gift

“Attention is something that can't be refunded or

recalled.

Once it's gone, it's gone.”

Seth Godin (July 9, 2016)

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What are we doing with it?

Offer Interest AssetConversion

That’s cool but I’d like to learn

more.

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MQLs need a volume of content

Awareness

Education

Consideration

PurchaseSource: Google “Zero Moment of Truth” Study

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How do you research & buy?

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Click icon to add chart

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Make it easy to binge on content

We captured Bob’s attention & he’s ready to engage!

Give him an orchestrated sequence of related content while we’ve got him!

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So, what do we do?

Make Every Moment Matter

LookBookHQ builds software that accelerates purchase

decisions

Our Customers

Partnership

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Anca PopoviciDirector of Global Demand Generation

Baker EgertonVP Global Marketing & Communications

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Who We Are

Used by IT to secure, manage & automate digital workspacesCheck us out @ RES.com

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Our Marketing Team

25 team members

Implemented Marketo 3 years ago9 time zones

(US & Europe)

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Our Challenge?

We Needed More SALs

Inquiry

Marketing Qualification

Sales Qualification

WON

Typical Waterfall Model RES Waterfall Model

Low MQL to SAL %

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Our Status

The Good• Large volume of content –

and more when we need it• Content mapped to the buyer

journey

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What We Needed…

More people

More content

Longer periods of

timeviewing for

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Our Solution

Simplifies content sharing

More opportunities to share relevant content in a shorter period of time

Faster campaign setup

Insight into buyer journey

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RES Timeline

June: Project Team

July:Purchase

August:Nurture

Social MediaEvent Follow-ups

September:

Content Syndication

AdWords

October:Customer Kit

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Implementation

Important Milestones• Executive Sponsorship• Technical Implementation• Content Audit• Training• Adoption

The RES Core Implementation Team

Tracey MustacchioChief Marketing Officer

Baker EgertonVP Global Marketing

Varinder KaurSr. Manager, Global Mktg. Ops

Anca PopoviciDirector, GDC

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Early Indicators

30

%More asset views

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A view from Marketo

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Insights in Marketo & Salesforce.com

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Example Content Experience

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A New Experience

Offer InterestAsset

ConversionConversion

Asset

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RES Use Case #1 - Nurture

Background:3 regions x 4 use cases x 4 stages = 48 Streams

The Challenge:Complex set-up & Diminishing returns

Solution:- Packaged Relevant Content - Remove Friction- Simplify Streams

~70%

More views of assets

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RES Use Case #2 – Content Syndication

Background:- Centralized, real-time, integrated set-

up- Reliable way to scale TOF

Challenge:MQL rates are lower

Solution:Replace single asset with LookBook experience

34%

Consume more than 1asset

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RES Use Case #3 – Customer Welcome Kit

Background:RES has 2,500 customers across the world

The Challenge:Various locations for customer resources

SolutionPackage resources in a customer welcome kit

“This is great, I’m sure I was just one of many

voices asking for something like

this…..thanks for listening to your customers and

continuing to deliver great value!”

- RES Customer

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Sample Results

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Partner LookBooksTech Partners, Alliance Partner, Channel Partners

Lead Score IntegrationLeverage LookBook scoring within current RES scoring model

Content OptimizationLeverage Engagement Data for Content Optimization

1. 2. 3. 4.

Website IntegrationResources Section, Solution Pages, etc.

In Store for 2017

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Your Takeaways

• Executive buy-in• It’s all about content• Fast and easy deployment• Immediate results

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Questions?

Anca PopoviciDirector of Global Demand Generation at RES

Baker EgertonVP Global Marketing & Communications at RES

Heather FoehVP Customer Experience at LookBookHQ

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Thank You