[Case Study] Enabling Content Bingeing with LookBookHQ
1 like318 views
The document discusses how Intel Security is using a new approach called LookBookHQ to improve conversion rates through content bingeing or binge consumption of content. LookBookHQ automates personalized content experiences after website visitors click on content. It sequences and recommends related content to keep visitors engaged and moving through the purchase funnel. Data shows prospects that binge on content through LookBookHQ are 2.4 times more likely to become sales accepted leads. One campaign generated 300 marketing qualified leads, an unprecedented volume and quality. LookBookHQ delivers real business value by increasing pipeline velocity and marketing's revenue contribution.
[Case Study] Enabling Content Bingeing with LookBookHQ
- 1. Enabling Content Bingeing with LookBookHQ: How Intel Security is Crushing Conversion Rates With a New Approach to Lead Nurturing
- 2. LookBookHQ Idea Customers Partners Deliver more value from every click >70 Enterprise & Mid-Market Customers
- 3. Content Marketing Automation Automating Post Click Personalized Content Experiences Information Exchange LookBookHQ Recommend LookBookHQ Target Genius Mix / Playlist Curated Playlist
- 4. What is 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
- 5. “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”
- 6. 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)
- 7. No real engagement metrics Everyone looks the same! Did they engage with the content? Are they educated?
- 8. We’re ALL in the Attention Business
- 9. 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
- 10. 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
- 11. 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
- 12. 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.
- 13. Do More with the Moment All visitors to LookBooks 33% consume more than 1asset 7% consume every asset
- 14. 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!
- 15. Like this – aggregated
- 16. Like this – sequenced
- 17. Like this – data-driven
- 18. Like this – website experience
- 19. click click 0 min 3 min Whitepaper 2 min Analyst Report 5 min VideoUse Case Video Whitepaper Whitepaper Who engaged with what?
- 20. 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
- 21. Delivering real business value (fast!) 34% increase in sales opportunities from single LookBook 300 MQLs from one campaign – unprecedented volume & quality 300% increase in pipeline & 50% in velocity; 13% increase in ACV 6X higher close rate (SAVs <1%; Bingers 6%; Nurtured Bingers 12-15%) 2X increase in marketing’s contribution to revenue Mid Market Technology Company
- 22. 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
- 23. .
- 24. . Long List of Challenges 24
- 25. . Too Much Content? 25 • Whitepapers • 3rd Party Reports • Blogs • Articles • Webinars • Studies • Case Studies • Solution Briefs • Technical reviews • … Not enough Consumers?
- 26. . Storytelling 26 • Help potential customer understand their challenges • Help potential customer solve their problems • Help potential customer selecting your solutions • Move from Product to Solutions • Dead-end nurturing campaigns How to tell a story with 1 eMail & 1 Asset?
- 27. . MAP Integration & Production 27 • Time consuming development • Limited “digital” analysis • Slow “go to market” • Not flexible & scalable
- 29. . Ø Less than 5% of Contacts Opened all emails Ø Less than 1% of Contacts Downloaded 2+ Assets 29
- 30. . How we solved them? 30
- 31. . 31
- 33. . 33
- 34. . Problems Solved and more… 34
- 35. . Too Much Content? 35 Access all assets at once • Line up various assets – even external content Let the user choose the pace Let the user choose what they want to consume • Infographics • Videos…. Not a problem anymore
- 36. . Storytelling 36 Content Capsule • Create a dedicated space for your product/ solution Full Experience • Doesn’t matter catchup point Full Experience doesn’t matter catchup point
- 37. . MAP Integration & Production 37 Integration • Custom Object • Lead Scoring Integration Production • Full integrated experience • Mobile Friendly Easy as 1,2,3
- 38. . Integration 38
- 39. . 39
- 41. . 41
- 42. . 42
- 43. . 43
- 44. .
- 45. Questions?