The One Metric That Identifies Qualified Buyers
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Watch this #Bii17 Webinar on demand: http://dg-r.co/2uhZRMe No one likes to admit that they’ve been doing something wrong, but do you ever feel like the metrics you have relied on since the dawn of marketing automation and “digital body language” just don’t work as well as you thought?
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The One Metric That Identifies Qualified Buyers
- 3. #Bii17 Register & Attend To Win A Ticket To B2BMX • Earn 1 automatic entry when you register. • And a second entry when you attend live. • Register & tune-in to all #Bii17 live sessions for the best chance to win. • Winners announced each day of the series. Register For & Attend #Bii17 Webinars For More Chances To Win Free Entry to #B2BMX
- 4. #Bii17 • Tracking strategies & solutions in lead generation & marketing tech since 2007 • Daily news and analysis, special reports, original research and live events • Newsletter reaches 45,000 readers • Additional resources at: demandgenreport.com/resources @DG_Report http://linkd.in/DG_Specialists About Demand Gen Report
- 8. I The one metric you need to identify sales ready buyers Elle Woulfe, VP of Marketing
- 9. I Nice to Meet You! • Demand Gen Marketer at Heart • Marketing Nerd • Native New Englander • Honorary Canadian J
- 10. I The LookBookHQ Intelligent Content Platform Next Best Content Asset(s) In-Session Real Content Engagement Analytics 1 2 Self-Nurture Faster prospect education Click Quality Was the marketing consumed?
- 11. The Funnel is Broken L
- 12. What It’s Really All About
- 14. II Revenue Forecast 4% What all your hard work will amount to.
- 16. I But seriously… what a waste
- 17. I Qualified (the “Q” in MQL) Officially recognized as being trained to perform a particular job; certified.
- 19. I What is a qualified buyer? A prospect that has been trained to have a meaningful conversation with sales and potentially advance to the next stage.
- 20. I We’re doing it wrong + + + + + + +
- 21. I Your marketing automation can’t tell the difference
- 22. I Quantity is not a proxy for quality + + + + + + + 3 sec 0 sec 15 sec 0 sec 3 sec 20 sec 8 sec 0 sec
- 23. I Quantity is not a proxy for quality + + + + + + + 1 min 3 min 30 sec 2 min 1 min 45 sec 2 min 3 min
- 24. I A primitive step in the right direction
- 25. I Which one would your sales team like better?
- 26. I The actual job of marketing
- 27. What people do on the destination side of the click is more important than the click itself.
- 28. You know what their fingers did. But what did their brains do?
- 29. That’s a lot. I Was Your Marketing Consumed?
- 30. I That’s a lot. [Visitor] Who is engaging? [Account] Which are ready to buy? [Content] What content is working for me? [Channel] What’s moving the needle? The transformative dataset for B2B marketing I The Power of Post-Click Engagement Data
- 31. I Do you consume a lot of content about things you have no intention of buying?
- 32. I Content Bingers Are Better Buyers! 2.4X More likely to be sales accepted 2.3X Faster through the funnel 2.4X Higher ACV
- 33. I That’s a lot. Ensure that your marketing is being consumed Understand how your marketing is being consumed Intelligent Content Delivery
- 34. I Always deliver the next best content asset
- 35. I Curate your buyer’s education
- 36. I Make every click the start of a journey
- 37. II 2.3X 45x 74% Some stats could belong here Faster Conversions “Using LookBookHQ, we can better educate and engage buyers. We’ve seen $100K in monthly recurring revenue that we would never have realized otherwise.” Pipeline “LookBookHQ gives us real content engagement metrics that we can tie to lead score rather than qualifying based on clicks.” Higher Lead to Opportunity Conversion “LookBookHQ allows us to move more prospects through the funnel to the opportunity stage faster.” Intelligent Content Delivery Made It Possible
- 38. I Thank You!