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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

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Cooking for Chefs Director of Marketing Programs, Eloqua Sr. Director of Demand Generation, Lattice Engines Serial #MKTGnerd

Elle Woulfe VP of Marketing

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The Always-On Content Engagement Platform

#1Personalized content

experiences

#2Post-click

engagement metrics

#3Omni-channel orchestration

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What’s a Content Experience?

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And we can do cool stuff like this…

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And we can do cool stuff like this…

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And this…

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We’re ALL in the Attention Business…

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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

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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”

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An Educated Prospect is a Qualified Prospect

94%of MQLs never closeSource: SiriusDecisions

Pretty sure I haven’t consumed

10 pieces of content

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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

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• Limit engagement

• No engagement metrics

• Not personalized

• Not convenient

Say goodbye to the old school…

Vendor-Centric:

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Customer-Centric?

• Let them binge!

• Real engagement data

• Highly Personalized

• Super convenient

And hello to the new era of content engagement.

Buyer-Centric:

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Do More with the Moment!All visitors to

LookBooks

33% consume more

than 1asset

7% consume

every asset

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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!

+ + +

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Take Action on the BingeSales Readiness =

HIGH

Sales Readiness = MEDIUM

Sales Readiness = LOW

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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

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Case Study

John DeringDirector, Marketing Programs

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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

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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.

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Leading, innovative brands use Demandbase

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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

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Account-Based MarketingIdentify the companies most likely to buy, and then market to them

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Account-Based MarketingIdentify the companies most likely to buy, and then market to them

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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%

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Focuses on best opportunities

Delivers customer-centric experience

Supports Sales reality

Connects Marketing to revenue

Why Account-BasedMarketing?

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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

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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

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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

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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

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The Buyer’s Nurtured Journey

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Results – 300% Increase in Engagement

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Thank You!

Questions?