What is the LookBookHQ Visitor Framework?

An Introduction to the LookBookHQ Visitor Framework April 2016

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

Background

B2B prospects are in control –

and self-nurturing on their schedule

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

Fast moving buyers like Bob need a volume of the right content – NOW!

Send Email #1

Content Offer A

WAIT1 WEEK

Send Email #2

Content Offer B

WAIT1 WEEK

Send Email #3

Content Offer C

White paper Web pageThird-party

reportVideo

Relevant Content in the Same Session

Single content asset per rare click (low CTR)

BINGE Multiple content assets,

same session

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.

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

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

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

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

Our Approach & Methodology

LookBook Visitor Framework

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?

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 %

of D

ata

ba

se

Likeliho

od

to C

lose

HIGH Content

Engagement

MEDIUM Content

Engagement

LOW Content

Engagement

Average Moving Buyer Fast Moving Buyer Slow 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%

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

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”

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

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

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)

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)

EXAMPLE: LookBookHQ’s own Visitor Framework in action

Email sent from our MAP with clear call to action drives to…

…Flow LookBookHQ content experience

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

EXAMPLE: LookBookHQ’s own Visitor Framework in action

Evaluate in Marketo Fire Sales Alert Track FMB Cohort in SFDC

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

EXAMPLE: LookBookHQ’s own Visitor Framework in action

LookBook visitors broken down by content engagement

>600 engaged with 3+ content assets

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

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”

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?

Appendix

Supporting Slides

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

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

Ab

solu

te N

um

be

rs &

%s

Known Anon Known Anon Known

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

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)?

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

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