The document discusses how marketers can better nurture prospects by focusing on always-on engagement rather than one-time interactions. It notes that prospects are overwhelmed with marketing messages daily and have short attention spans. Traditional nurturing via weekly emails is ineffective as it catches prospects' attention but then releases them. The document advocates taking cues from Netflix, which maximizes ongoing engagement by personalizing recommendations to keep users continuously engaged on its platform. It proposes an approach of always-on nurturing to better hold prospects' attention across channels over time.

1. Accelerate
the
Buyer’s
Journey
with
Always-­‐
On
Nurturing
#AlwaysNurture

2. #AlwaysNurture
Follow
this
webinar
on
LinkedIn
&
Twi:er
#AlwaysNurture
Demand
Gen
Report:
@DG_Report
lookbookhq:
@LookBookHQ
Nick
Edouard:
@nickedouard

3. #AlwaysNurture
About
Demand
Gen
Report
@DG_Report
h:p://linkd.in/DG_Specialists
• Launched
in
2007
to
track
best
pracIces
in
lead
generaIon
• Newsle:er
has
grown
to
more
than
28,000
readers
• We
also
offer
a
menu
of
research
and
best
pracIces
reports
• New
audio/video
podcasts
at
DemandGenReport.com

4. #AlwaysNurture
Panelists
Nick
Edouard
EVP
Business
Development
&
MarkeIng
LookBook
HQ
MODERATOR:
Andrew
Gaffney
Editor,
Demand
Gen
Report

5. DGR
Webinar
11th
June
2015
Accelerate
the
Buyers
Journey
with
Always
on
Nurturing

6. How
we
nurture
today
–
and
why
it’s
a
problem
1.
Nurturing
in
the
Nelix
era
2.
Always
On
Nurturing
3.
Agenda
Cetera
case
study
4.

7. Marketers
have
an
a:enIon
problem.
How
we
nurture
today
–
and
why
it’s
a
problem

8. What
are
we
trying
to
achieve
with
nurturing
today?
Move
your
prospects
through
your
markeIng
funnel
Awareness,
EducaIon,
ConsideraIon,
Purchase
Awareness
Education
Consideration
Purchase
Use
content
to
do
this
(ideally
mapped
the
buyer’s
journey
and
personas)
–
different
types
and
formats
Track
this
content
engagement
so
markeIng
can
hand
over
MQLs
to
sales
78%
of
B2B
marketers
want
to
use
nurture
to
generate
more
warm,
sales-­‐ready
leads
Source:
DGR
2014
Lead
Nurturing
Benchmarking
Study

9. We
have
to
get
prospects
to
engage
with
a
volume
of
content
General
Technology
buyers
#
of
people
involved
in
technology
purchase
decision
–
17
in
enterprise,
6
in
SMB
Pieces of content
are consumed per persona before
a purchasing decision is made10
More
at
large
enterprises
(8)
vs.
small-­‐
to
mid-­‐sized
organizaIons
(6)
Pieces of content
are consumed per persona before
a purchasing decision is made7
Sources:
Google
“Zero
Moment
of
Truth”
Study
Sources:
IDG
Enterprise
“Role
&
Influence
of
the
Technology
Decision-­‐Maker
—
2014”
Research
Report,
h:p://
www.markeIngcharts.com/online/it-­‐decision-­‐makers-­‐top-­‐
content-­‐needs-­‐49754/

10. …but
we’re
struggling
to
make
that
happen
60% to 70% of content
produced by B2B marketers
goes unused
8 out of 10 IT decision makers
find it “challenging” to locate
enough high quality content
DEMAND AND SUPPLY AREN’T MATCHED

11.
How
do
we
nurture
today?
Email!
Send Email #1
Content
Offer A
WAIT
1 WEEK
Send Email #2
Content
Offer B
WAIT
1 WEEK
Send Email #3
Content
Offer C
WAIT
1 WEEK
Send Email #4
Content
Offer D
96%
of
B2B
marketers
use
email
to
nurture
Typical
cadence
46%
every
other
week
33%
weekly
Source:
DGR
2014
Lead
Nurturing
Benchmarking
Study

12. Increasing
focus
on
omnichannel
–
be
where
our
prospects
are

13.
But
geung
a:enIon
is
hard…
Your
audience
is
busy.
Really
busy.
51%
of
white
collar
professionals
believe
they
are
almost
at
“breaking
point”
(LexisNexis)
? ?!
%$&*
People
are
being
bombarded!
The
average
person
sees
c.
5,000
markeIng
messages
per
day
–
maybe
as
high
as
30,000
(The
Futures
Company)
We’re
sending
too
many
emails.
1,0000000000
By
2017
there
will
be
206
billion
emails
sent
every
day
to
4.9
billion
email
accounts
(Oracle
MarkeIng
Cloud)
RESULT
–
LOW
CTRs

14.
Marketers work
really hard to get
someone to click
And we hope
they’ll click again
in a week’s time
And maybe we get
him or her to read
something or to fill
in a form
But then we let
them go...
1.
4.
2.
3.
Catch &
Release
We’re
playing
“a:enIon
catch
&
release”
with
our
prospects

15.
We’re
automaIng
“one-­‐and-­‐done
markeIng”
Send email to
10,000 at 10am on
Thursday.
We got a 1.2% CTR
including Bob’s click
– hurrah!
x 10,000
Bob fills in our
looooong form. Yay,
form submit!
Let’s add Bob to a
nurture track and
email him next week.
We have no idea if Bob
reads our white paper
– we’re not tracking
that.
We had Bob’s atten-
tion but we let him go…
?

16. So
maybe
it’s
no
surprise
that
lead
nurturing
isn’t
working….
94%
of MQLs
never close…
Source:
SiriusDecisions

17.
Nurture
tracks
Why?
What’s
wrong?
Content
offers
“One
&
Done”
MarkeIng
doesn’t
maximize
engagement
while
we
have
a:enIon
Slow
&
One
Speed
Not
measuring
real
engagement,
only
proxies
(clicks,
visits,
form
completes)
Data

18. What
the
success
of
Nelix
means
for
marketers
Nurturing
in
the
Nelix
era

19.
Digital
publishers
&
plaorms
hold
onto
a:enIon
READ THIS NOW!
DO THIS NEXT!
CLICK HERE!

20.
The
“Click”
web
is
becoming
the
“A:enIon”
web
“But
something
is
happening
to
the
click
web.
Spurred
by
new
technology
and
plummeIng
click-­‐through
rates,
what
happens
between
the
clicks
is
becoming
increasingly
important
and
the
media
world
is
scrambling
to
adapt.”
Tony
Haile,
CEO,
Chartbeat
Time.com:
“What
You
Think
You
Know
About
The
Web
Is
Wrong”
(March
2014)

21.
v
We’ve
entered
the
Nelix
era
of
markeIng
Keep
Watching?
Scheduling
is broken
Attention
comes in
bursts not
drips
Data
driven &
personalized

22.
Scheduling
is
broken
you’re
trying
to
impose
a
slow
“primeIme”
rhythm
of
content
consumpIon
on
an
audience
that
is
really
busy
and
doesn’t
want
to
wait.
Prime time TV
Time
of
day
You
can
watch
your
favourite
program:

23.
A:enIon
comes
in
bursts
not
drips.
Engaged prospects want to binge. Bursts of high activity result in lead scores
being generated in minutes.

24.
Data
driven
and
personalized
Based on these... We think you’ll enjoy these...
Things
Nelix
knows
about
Sally:
(And
uses
to
keep
her
engaged)
Watches a lot of
movies with
a female lead.
Says she likes
documentaries,
but reallywatches
comedies the most.
Likes horror
movies mostly
on weekends.
Watches on aver-
age for 3+ hours in
a sitting.
Doesn’t respond to
action movie
reccomendations. Sally

25. Next
generaIon
markeIng.
Always
On
Nurturing

26.
What
is
“always
on
nurturing”?
Marketers
must
be
ready
to
convert
and/or
nurture
with
the
right
combinaIon
of
relevant
content
whenever
and
wherever
they
generate
a
click

27. The
5
pillars
of
always
on
nurturing
Omnichannel
Personalized
Behavior
Driven
AcIonable
Data
Fully
Integrated
Consistent
content
experience
across
all
channels
Deliver
the
right
content
to
the
right
person
at
the
right
Ime
Ensure
that
your
markeIng
to
a
prospect
changes
based
on
the
way
in
which
they
are
engaging
with
you
Track
and
measure
real
engagement
data,
not
just
proxies
for
engagement
Full
markeIng
stack
must
be
working
in
perfect
alignment
–
MAP,
CRM,
channel
and
engagement
plaorms

28.
Shouldn’t
every
click
be
the
start
of
a
journey?
Prospects
choose
their
speed
as
they
“self-­‐nurture”
Traditional nurture track
Next Content
Asset in
500 miles
(1 week)
40km/hr
40km/hr
80km/hr
100km/hr
90km/hr
On-demand nurture track

29.
Why
so
important?
Because
your
prospects
are
ready
to
engage
All
visitors
to
LookBooks
33%
consume
more
than
the
first
asset
7%
consume
every
asset
Today
you
are
missing
out
on
these
prospects
3.4
assets/session
45
40
35
30
25
20
15
10
5
0
25 25-50 51-75 76-100
%
of
available
assets
consumed
%
of
visitors
Average
=

30.
Bingers
are
engaged
prospects
33%
of
your
audience
will
binge
(engage
with
2+
content
assets)
Average
bingeing
prospect:
#
of
Content
Assets
3
%
of
All
Assets
57%
Total
Time
4m
27s

31.
And
engagement
increases
with
subsequent
assets
Bingers
75%
Spend
more
Ime
on
a
secondary
asset
than
on
the
first
These
folks
are
not
going
to
wait
for
your
material
to
arrive
in
their
inbox!
104
seconds
Asset
number
Time
(s)
Average
reading/viewing
Ime
/asset
=
25%
Spend
more
Ime
on
TWO
secondary
assets
than
they
did
on
the
first
140
120
100
80
60
40
20
0
1 2 3 4 5 6 7 8

32.
If
you’re
not
always-­‐on
nurturing,
you’re
missing
out
33%
of
all
prospects
you
get
to
click
&
engage
are
ready
for
more
NOW
7%
of
your
prospects
want
to
engage
with
all
of
a
content
journey
NOW
These
engaged
prospects
are
your
next
MQLs

33. LookBooks
and
Always
On
Nurturing
IntroducIon
to
LookBooks

34.
What
do
LookBooks
do?
White paper Web page Third-party
report
Video
OpVmized
Content
Experience
in
ConVnuous
Session

35.
LookBooks
enable
“Always
On
Nurturing”
Personalized
content
experiences
across
all
channels
for
your
known
database
Turn
a
single
click
into
engagement
with
mulIple
pieces
of
the
right
content
Aggregate
&
sequence
content
–
including
earned
media
and
3rd
party
Personalize
for
known
prospects
using
your
database
informaIon
Define
audiences
&
behaviour
thresholds
to
turn
a:enIon
into
engagement
Time-­‐based
CTAs
to
increase
conversion
rates

36.
LookBooks
capture
acIonable
engagement
data
Real
engagement
data
Content
Performance/ROI

37.
How
can
you
use
this
data?
LookBook
Engagement
Data
=
Missing
Part
of
Digital
Body
Language
Be:er
SegmentaIon
Improved
Lead
Scoring
IdenIfy
Engaged
Prospects
AcceleraIon
&
Workflow
AutomaIon
Content
Performance
&
Strategy
1.
2.
3.
4.
5.

38.
LookBooks
idenIfy
&
accelerate
engaged
prospects
through
your
funnel
IdenIfy
engaged
prospects
Accelerate
through
funnel
3.7
3x
-­‐
14x
-­‐33%
2x
Pieces
of
content
per
session
–
improved
click
ROI
Increase
in
conversion
with
Ime-­‐based
CTA
ReducIon
in
sales
cycle
Increase
in
markeIng’s
contribuIon
to
revenue

39. Cetera
and
Always
On
Nurturing
Cetera
Case
Study

40.
Cetera’s
MarkeIng
Goals
Increase
the
number
&
velocity
of
MQLs
Increase
engagement
with
content
across
all
channels
Collect
more
data
about
every
interacIon
and
iterate
Evolve
markeIng
from
scheduled
to
behaviour-­‐
driven
1.
2.
3.
4.

41.
Best-­‐in-­‐class
mulI-­‐technology
soluIon
Bizo
Eloqua
LookBookHQ
Non-­‐email
nurturing
Campaign
Management
Data
Repository
Content
Experiences
Real
Engagement
Data
More,
Be:er,
Faster
MQLS

42.
Turn
clicks
into
content
journeys
–
and
maximize
engagement
while
we
have
a:enIon
DOORS
JOURNEY
Personalized
Website
Email
Landing
Page
Re-­‐targeIng/
PPC
Ads
click
click
click
click
White paper Web page
Third-party
report
Video
OpVmized
Content
Experience
in
ConVnuous
Session
DesVnaVon
for
70%
of
the
clicks
we
generate

43.
LookBook
engagement
data
–
be:er
than
forms
Track
who
is
reading
or
watching
what
for
how
long
The
data
is
automaIcally
pushed
back
into
Eloqua

44.
Use
of
the
LookBook
engagement
data
Be:er
SegmentaIon
Improved
Lead
Scoring
IdenIfy
Engaged
Prospects
AcceleraIon
&
Workflow
AutomaIon
Content
Performance
&
Strategy
Establish
rules
on
campaign
canvas
using
LookBook
engagement
data
e.g.
>
3
pieces
of
content
and
>
4m
reading
OR
>
2.5m
with
piece
of
content
D

45.
Every
interacIon
has
a
planned
reacIon
based
on
the
prospect’s
behavior
Behavior-­‐Driven
Logic,
NOT
Scheduled
MarkeIng

46.
2x
Achieved
all
of
Cetera’s
objecIves
–
and
drove
revenue
Always
on
nurturing
has
enabled
Cetera
to…
Give
their
prospects
a
be:er
experience
with
the
Cetera
brand
Double
markeIng’s
contribuIon
to
revenue
–
from
23%
to
46%
Boost
credibility
&
establish
markeIng
as
the
#1
source
of
leads
#1

47.
Back-­‐to-­‐back
Oracle
Markie
Winner
2015
Markie:
Best
cross-­‐channel
markeIng
program
2014
Markie:
Best
lead-­‐nurture
program

48.
Key
Takeaways...
What
have
we
learned?
THANK YOU

49. ABN
–
Always
Be
Nurturing
A:enIon
is
very
important
–
make
the
most
of
it
while
you’ve
got
it!
Engaged
prospects
will
binge
on
your
content
–
let
them!
End
“one
&
done”
&
scheduled
markeIng
–
move
to
behaviour-­‐
driven
markeIng
Take
an
omnichannel
approach
–
doors
&
journeys
Use
data
to
deliver
personalized
content
experiences
Accelerate
prospects
through
your
funnel
using
real
engagement
metrics

50.
LookBooks
enable
“Always
On
Nurture”
–
and
deliver
more,
be:er,
faster
MQL
Faster Nurture Higher Conversions Better Data
Faster
velocity
through
the
funnel
–
by
delivering
content
journeys
not
just
“one
&
done”
engagements
Personalized
content
experiences
&
Ime-­‐based
CTAs
to
increase
conversion
rates
Visibility
into
real
content
engagement
–
for
use
in
segmentaIon,
lead
scoring,
etc.

51.
Q
&
A
QuesIons?

52.
Please
get
in
touch!
Co-­‐Founder,
President
&
CMO
LookBookHQ
(647)
241-­‐2407
/
@nickedouard
nick@lookbookhq.com
Nick
Edouard
Want
more?
Check
out
our
new
White
Paper
on
the
Nelix
MarkeIng
Era
h:p://nurturenow.lookbookhq.com/nurturing-­‐in-­‐the-­‐nelix-­‐era-­‐f

53.
LookBook
data
from
last
years
30,000
journeys
Total
Reading
Time
10
mins
100
s
7
6
5
4
3
2
1
100
s
10
mins
20
mins
#
Of
Items
Read
10
s
Reading
Time
on
1st
Item

54.
And
the
people
that
binge…
%
of
Available
Assets
Viewed
%
of
Binging
Prospects
%
of
All
Prospects
<25%
16%
5%
26%-­‐50%
40%
13%
51%-­‐75%
23%
8%
>76%
22%
7%
Avg
#
Assets
Avg
%
Available
Assets
Avg
Total_Time
Avg
Time
per
Asset
2.04
22%
284
139
2.46
42%
330
134
3.16
69%
457
144
4.48
97%
746
166

55.
LookBookHQ
is
the
world’s
first
always-­‐on
nurture
plaorm
that
helps
marketers
turn
a
single
click
into
engagement
with
mulIple
pieces
of
content.
Wherever
and
whenever
your
prospects
click,
LookBooks
deliver
personalized
content
journeys
that
you
can
track
to
tell
who
is
reading
or
watching
what
for
how
long.
Why
make
your
audience
wait?
Nurture
now
with
LookBookHQ.
We
are
LookBookHQ.
www.lookbookhq.com
/
416.304.9400
/
@lookbookhq.com

56. Thanks
for
a:ending
this
webinar!
View
this
presentaIon
on-­‐demand
at:
h^p://dg-­‐r.co/alwaysnurture