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A Look at LookBookHQ for Twin Cities Eloqua User Group - 082614
1. Content Engagement for
Modern Marketers
LookBook Overview
Prepared for Twin Cities Eloqua User Group
RelationshipOne, 26th August 2014
2. Big thing you want to say…
Agenda
1. Why LookBooks?
2. What is a LookBook?
3. How can you use LookBooks?
4. Making a LookBook & integration with Eloqua
20. Big thing you want to say…
LookBooks are new. And therefore not the easiest to
describe…
• Engaging content experience –
“Simple idea, well executed”
• Publishing layer for distributed
content (including earned media &
3rd party content)
• Storytelling tool for busy
audiences
• Super easy-to-make microsite (no
IT / coding)
• “LookBooks are the content
experience version of Ikea” –
which is apparently a good thing (!)
21. Big thing you want to say…
LookBooks = Conversion Engine for Content
Don’t “Waste The Click”
If someone engages with A, get
them to engage with B, C & D
while you have their attention
Use across all your channels –
wherever you generate clicks
22. Big thing you want to say…
LookBooks let marketers aggregate and sequence
the right pieces of content to the right audience
And / or sequence the content so
you make it clear exactly what it is
you want your prospects to engage
with next (clear signposts)
Aggregate the right pieces of content
you need your audience to engage
with into a single, engaging experience
– pages from your website, your blog,
third party websites, white papers,
videos, use cases, etc.
24. Big thing you want to say…
LookBooks can be experienced via / used as
destinations across multiple channels
Targeted
Ads
Email
Web
Page
Social
Door for
Persona
A
Door for
Persona
B
Website
Email
Ads
Social Networks
Drive
prospects to
either the Tiled
view…
…or take them
directly to
content and
sequence the
rest of the Tiles
Destination = LookBook
25. Big thing you want to say…
LookBooks track engagement in aggregate (i.e. per
content asset) and per prospect per content asset
26. Big thing you want to say…
Higher engagement – however you generate a click
Source: LookBookHQ analysis of 100 LookBooks used by LookBookHQ customers in prospect-facing campaigns during Q4 2013
That’s nearly 5 minutes engagement per LookBook
And average time with piece of content = 1 minute
19 seconds
The average LookBook visitor engages with 3.7
pieces of content
27. Big thing you want to say…
Selected customer results – increasing content
engagement & more!
• Used multiple LookBooks in emails &
as destinations from ads in product
launch – a) pilot & b) national
• Tested content performance &
messaging in pilot for national launch
• LookBooks embedded in emails =
600% increase in email CTR
• Average of 3m 19s per LookBook
visitor across 3.4 content assets
• Used LookBook engagement data for
X5 increase in MQLs passed to Sales
“LookBooks have increased
engagement with our newsletter
content from mere seconds to several
minutes on average.
LookBooks help us turn a single “click”
into engagement with multiple pieces of
content and, because LookBooks track
how long prospects spend reading or
watching each piece of content, we can
better align our follow up nurture
emails to get the right content in front
of the people who are most likely to
respond.”
28. Big thing you want to say…
Selected customer results – increasing content
engagement & more!
• Email: 100% increase in CTR
• Ads: x2-3 higher conversions using
LBs & time-based forms
• “The beauty of LookBooks is that they
look very complex and innovative, but
in fact they are extremely easy to use”
• Positive ROI in 6 weeks – based on
email production efficiencies alone!
• Great feedback from sales
• Using LookBooks widely in email
marketing (newsletters, lead nurturing,
product launches, existing customer
education & cross/up-sell)
• Emails with embedded LookBooks
have a 58%+ CTR vs. emails without
• Increased content engagement by x3
over 6 months
• Turned round the performance of their
partner / channel newsletter
29. Big thing you want to say…
Case Study:
Merrill Corp – Lenore
Kolar
30. Big thing you want to say…
How can you use
LookBooks?
31. Big thing you want to say…
How could you use LookBooks?
• Demand Generation (e.g. ads)
• Lead Nurturing (e.g. welcome emails,
acceleration)
• Sales Enablement
• Targeted Account Selling
• Content Experiences per Audience
Segment
• Customer on-boarding & cross/up-sell
• PR & Corporate Communications
• Inform content strategy
• Inform buyer persona development
• Map content to buyer’s journey
• Improve storytelling - and use of existing
content & earned media / third party
• Free up resource (e.g. web services)
• Integrate engagement data into MQL
definition
• Improve / demonstrate marketing’s ROI
Improve Performance
Support Internal Activities
33. Big thing you want to say…
There are multiple ways you can use LookBooks as
part of your email communications
Full Embed
Image / Template
Text Links
CTR increase (50%+)
Increase in content engagement per “clicker”
(Avg clicks in email = 1.1 vs. Avg LookBook clicks = 3.7)
Destination = LookBook
34. Big thing you want to say…
[Status Quo] Email nurture track today
• Slow (e.g. 12 weeks)!
• Inefficient – multiple emails
with single offers (e.g. 1
email / offer per week)!
• Typically low CTRs (&
decline over nurture track)!
• Assumes your prospect is
ready to engage when you
email them!
!
• No allowance for prospects
that want to “go fast”!
35. Big thing you want to say…
[LookBooks] Accelerated lead nurture tracks
• Accelerated / condensed!
• Fewer emails, more
efficient!
• No single offers; rather
content paths where
prospect can choose!
!
• Re-use of content assets!
• Improved data, not just
CTRs!
• Faster, better, more
MQLs!
37. Big thing you want to say…
Use LookBooks as engaging content destinations
rather than standalone offers
• Create engaging content experiences
• Use time-based forms to generate x3
“good” completes
• Know prospects are actually engaging with
your content (rather than intending to…)
39. Big thing you want to say…
You can create content experiences on your website
using our HTML embed…
Your Website
“Door” on website that links
through to a specific content
journey in LookBook
40. Big thing you want to say…
…or our JS embed to keep people on the page in an
overlay
42. Big thing you want to say…
We’ve done our integration with the social networks
so you don’t have to
• Make your feeds more
visual & engaging!
• Use time-based forms
to generate leads
• Social Media 411 -
share third party
content that’s
integrated as part of
your story
44. Big thing you want to say…
Use LookBooks JS embed to control the content
experience on 3rd party sites
• LookBook JS embedded on 3rd
party site
• Extension of native advertising?
• You control the content experience
on their site
• Your prospects can transact /
convert on third party sites
45. Big thing you want to say…
Making a LookBook &
integration with Eloqua
46. Big thing you want to say…
LookBooks are super easy and intuitive to make
“The beauty of LookBooks is that they look very complex and
innovative, but in fact they are extremely easy to use”
Nathania MacGregor – Director, Marketing IMAGINiT Technologies
47. Big thing you want to say…
LookBooks are fully integrated with Eloqua
Add a LookBook
To an email or
landing page
Capture
engagement data
Data is sent to Eloqua
Supercharge your lead scoring, workflows,
segmentation and insight
Better leads, faster
48. Big thing you want to say…
And our integration is super simple
Integrating your
LookBook account with
your instance of Eloqua
= 10 seconds
You can push
LookBooks to Eloqua
so that they’re available
for you to drag & drop
into Eloqua emails
49. Your HQ*
Big thing you want to say…
LookBook engagement data is published in
aggregate & per prospect in your HQ and in Eloqua
Eloqua
Profiler
LookBook Analytics
Custom
Objects
Your Instance of Eloqua
Aggregate & Per Prospect
Per Prospect
50. Big thing you want to say…
Custom Object Record – contains the LookBook
engagement data per prospect
51. Big thing you want to say…
LookBook engagement data can be used to move your
prospects through the funnel better and faster
Data Tools
Segmentation
Lead Scoring
Reporting
Advanced:
CRM
Programs
Campaigns
LookBook
Engagement Data
Content
Scoring
52. Big thing you want to say…
LookBooks are fully integrated with Eloqua Engage &
Profilers for sales enablement
Sales can run marketing-approved
mini content campaigns using
LookBooks in Engage…
…and see exactly how their
prospects engage with the content
in Profiler
54. Big thing you want to say…
LookBooks Summary
• LookBooks are a “conversion engine” for content
• LookBooks make sure that marketers “don’t waste the click” –
LookBook maximize content engagement while you have attention
• LookBooks allow marketers to aggregate & sequence content to
create controlled, engaging experiences / paths through your content
• LookBooks track exactly how your prospects engage – not just what
they click but how long they spend reading & watching content
• All of this prospect engagement data gets automatically pushed back
into Eloqua so it can be used for lead scoring, segmentation, etc.
55. Big thing you want to say…
LookBooks = the
easiest & smartest tool
to add to 2015’s
marketing budget!
56. Big thing you want to say…
As you can tell, I like to talk. And I’d love to talk to
you. Let’s chat!
Nick Edouard – Co-Founder,
EVP Business Development
nick@lookbookhq.com
(647) 241-2407
http://lookbookhq.com
