Few marketers are really able to gauge how engaged prospects are with their content. Clicks, fills and downloads are easy enough to measure, but what about the engagement level and time spent viewing content? Tracking the intensity of the behavior can set would-be buyers apart from casual clickers. Listen to LookBookHQ's Elle Woulfe and Oracle Marketing Cloud's David Johnson in this #LLS16 webinar to learn how to tap into the content needs and preferences of your buyers: http://dg-r.co/2bbiFqq
2. #LLS16
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#LLS16Demand Gen Report: @DG_Report
Andrew Gaffney: @agaffney
LookBookHQ: @lookbookhq
Elle Woulfe: @ellehwoulfe
Oracle Marketing Cloud: @OracleMktgCloud
David Johnson: david.e.johnson@oracle.com
4. #LLS16
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5. #LLS16
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21. Do you really want to treat these clicks the same?
3 min 2 min 5 min
0 min
eBook
Report Video
eBook
Blog Post
22. Marketers have a big data gap…
THIS IS HOW TEXT LOOKS
OVER A PHOTO
Behavior Intent
Engagement
23. The missing link for better conversion
Content Engagement = Sales Readiness
24. The challenge for marketers
Quality
Quantity
Did Bob read the content?
Is he educated enough to
move on to the next stage?
How do I get Bob’s attention
8 more times?
Will he consume all the
relevant content?
Narrow
engagement
metrics
Low CTRs
and 1:1 content
experiences
Bob
30. You can’t know what you don’t track
Sales Readiness =
HIGH
Sales Readiness =
HIGH
Sales Readiness =
MEDIUM
Sales Readiness =
LOW
bob.buyer@abc.com
elle@lookbookhq.com
sallly@g3.com
All Visitors
33% = more
than 1 asset
7% =
every asset
33. Putting engagement
data to work!
Bob the Buyer
at ABC Company
• Augment Lead Scores
• Fast Track Engaged Leads
• Trigger Sales Alerts
• Route to Specific Campaigns
Engagement Threshold Met = +10 points!
36. And knowing when your buyer is truly engaged
Prospects that binge are 2.4X more likely
to be sales accepted
37. But don’t take my word for it
3X higher close rate on MQLs from
LookBookHQ content experiences
Reduced sales cycle by 45 days &
2X marketing contribution to revenue
39. #LLS16
Q&A / Panelists
MODERATOR:
Andrew Gaffney
Editorial Director
Demand Gen Report
Elle Woulfe
Vice President of
Marketing
LookBookHQ
@ellehwoulfe
David Johnson
Director of Product
Marketing
Oracle Marketing Cloud
david.e.johnson@oracle.com
40. #LLS16
Thank You For Attending
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