John Dering, Director of Marketing Programs at Demandbase explains how Demandbase is using LookBookHQ to accommodate and identify highly engaged accounts with deeper content engagement strategies.
Making Account Based Marketing Work: Aligning ABM with the Buyer’s Journey
1. Making Account-Based Marketing Work:
Aligning ABM with the Buyer Journey
Nick Edouard
President & CMO
LookBookHQ
John Dering
Director, Marketing Programs
Demandbase
2. Hello! Nice to meet you
Nick Edouard
Co-Founder, President & CMO
LookBookHQ
• Run Product & Engineering, Client
Success, Data & Marketing
• Ex-strategy consultant (Arthur D.
Little)
• British. Obviously.
3. LookBookHQ
Mission Customers OMC
We help B2B marketers
cultivate more informed,
sales-ready buyers faster
How? By ensuring they
always see the next most
relevant content asset
wherever and whenever
they engage.
>70
Enterprise & Mid-Market
Customers
• Leading AppCloud
partner
• Super tight integration
with Oracle Eloqua
• Scoping BlueKai and
Maxymizer
integrations
6. How are we using content today?
The Broken
Buyer’s Journey
7. “Content fuels modern marketing”
Awareness
Education
Consideration
Purchase
• 88% of B2B marketers use “content
marketing”
• 51% will increase their spend on
content in the next year (already 28%
of budget)
• 10 pieces of content are consumed
per persona before a purchasing
decision is made
Source: CMI / MarketingProfs; Google “Zero Moment of Truth”
8. Content = an information exchange
B2B Prospect B2B Marketer
Content Transaction
= Information Exchange
Awesome
White
Paper
Information
Information
Information about their problem,
your space, your solution, etc.
Information about them, their sales
readiness, etc. (explicit & implicit)
9. No real engagement metrics
Everyone looks the
same!
Did they engage
with the content?
Are they educated?
11. And attention is a gift
Average # of Business Emails
Received Per Day88
1,707
62
56
Average # of Banner Ads the Typical
Internet User is Served Per Month
Average # of meetings a typical
employee attends per month
Average # of “interruptions” an employee
experiences per day
Sources: The Radicati Group, 2014-2018 Email Statistics Report, Comscore, 7 Interruptions
12. The challenge for marketers
Quality
Quantity
Did Bob read the content?
Is he sufficiently educated to
move on to the next stage?
How do I get Bob’s attention
8 more times?
How do I move him through
all 8 content assets?
Narrow
engagement metrics
Low CTRs and 1:1 content
experiences
13. Which is why… L
94%
of MQLs
never close
Source: SiriusDecisions
Pretty sure I
haven’t consumed
10 pieces of
content…
14. B2B’s content use model is broken
Marketers are delivering content
today like Blockbuster (RIP)
Vendor-Centric:
• Limit engagement
• No engagement metrics
• Not personalized
• Not convenient
15. We need a new intelligent model
Buyer-Centric:
• Let them binge!
• Real engagement data
• Highly Personalized
• Super convenientMarketers need to deliver content like
Netflix – programmatically
16. Welcome to the new buyer’s journey
Content
Bingeing.
it’s all the rage.
17. How do you research & buy?
Piecemeal
You read a piece of content
about X every 2 weeks
Concentrated
You research X in bursts of
attention – 20 mins at a time
A. B.
18. Do More with the Moment
All visitors to
LookBooks
33%
consume more
than 1asset
7%
consume
every asset
19. Make it easy to binge on content
We captured Bob’s attention &
he’s ready to engage!
White paper Web page
Third-party
report
Video
Give him an orchestrated
sequence of related content
while we’ve got him!
25. Content engagement = 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
26. Anatomy of a Content Experience
Content
Promotion
Conversion
Manual or Programmatic
(Content Science™)?
What content (e.g.
by type, format,
third party, etc.)?
How A to B (e.g. flat
vs. sequenced, time,
message, etc.)?
What conversion
(e.g. engagement,
form fill, share, etc.)?
Who’s
clicking?
• Known vs.
Anon
• Persona
• Key Account
27. Treat content as a first class object
CONTENT
JOURNEY
Email
Web
Social
Display
28. Delivering real business value (fast!)
34% increase in sales opportunities from single LookBook
300 MQLs from one campaign – unprecedented volume & quality
3X higher close rate (5% to 15%) on MQLs on first two campaigns
6X higher close rate (SAVs <1%; Bingers 6%; Nurtured Bingers 12-15%)
2X increase in marketing’s contribution to revenue
Mid Market Technology
Company
29. Content Bingeing & ABM
1. Create highly customized scalable micro
campaigns for individual accounts
2. Fast track the education and qualification
of contacts within target accounts
3. Easily assess account-level engagement,
interest and sales-readiness metrics
4. Tailor follow-ups based on individuals’
interests (what content for how long)
ABM at scale needs Content Marketing Automation
30. Halftime Analysis: Key Takeaways
1. Engaged prospects (anon &
known) want to binge on content
2. We need to measure real
engagement – intensity not just
intent
3. Content engagement is an
excellent indicator of sales
readiness
4. Content marketing automation
delivers ABM at scale