2017 Planning: Using Attention-Based Marketing to Boost Conversion
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For modern marketers, attention is everything. Cat videos and Kim and Kanye are stealing it and, as a marketer, you need to earn it back and retain it. Join this webinar to learn how RES, a Gartner “Cool Vendor” for 2015, is meeting their goal of growing Sales Accepted Leads by making a simple change to how they serve up their content—without spending more on creating or promoting it. RES fights hard for the attention of their prospects, but they wanted to empower buyers to consume as much content as possible to make them more sales-ready faster. Hear how RES upgraded their nurture, content syndication, and welcome programs to deliver all the content an engaged prospect might want in a single session.
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2017 Planning: Using Attention-Based Marketing to Boost Conversion
- 1. LaunchPoint Webinar Series 2017 Planning: Using Attention Based Marketing to Boost Conversion November 16, 2016
- 2. Engagement Marketing Platform • This webinar is being recorded! The slides and recording will be sent to you after the webinar. • Enter your questions in the chat – there will be a Q&A section at the end of the webinar • Posting to social? Make sure to use #mktgnation or tweet @marketo or @lookbookhq Housekeeping
- 3. 2017 Planning: Using Attention Based Marketing to Boost Conversion Anca Popovici Director of Global Demand Generation at RES Baker Egerton VP Global Marketing & Communications at RES Heather Foeh VP Customer Experience at LookBookHQ
- 4. It’s coming…
- 5. We’re ALL in the Attention Business
- 7. And to add insult to injury… 8.25s Average Online Attention Span
- 8. Attention is a gift “Attention is something that can't be refunded or recalled. Once it's gone, it's gone.” Seth Godin (July 9, 2016)
- 9. What are we doing with it? Offer Interest AssetConversion That’s cool but I’d like to learn more.
- 10. MQLs need a volume of content Awareness Education Consideration Purchase Source: Google “Zero Moment of Truth” Study
- 11. How do you research & buy?
- 14. Make it easy to binge on content We captured Bob’s attention & he’s ready to engage! Give him an orchestrated sequence of related content while we’ve got him!
- 15. So, what do we do? Make Every Moment Matter LookBookHQ builds software that accelerates purchase decisions Our Customers Partnership
- 16. Anca Popovici Director of Global Demand Generation Baker Egerton VP Global Marketing & Communications
- 17. Who We Are Used by IT to secure, manage & automate digital workspaces Check us out @ RES.com
- 18. Our Marketing Team 25 team members Implemented Marketo 3 years ago9 time zones (US & Europe)
- 19. Our Challenge? We Needed More SALs Inquiry Marketing Qualification Sales Qualification WON Typical Waterfall Model RES Waterfall Model Low MQL to SAL %
- 20. Our Status The Good • Large volume of content – and more when we need it • Content mapped to the buyer journey
- 21. What We Needed… More people More content Longer periods of time viewing for
- 22. Our Solution Simplifies content sharing More opportunities to share relevant content in a shorter period of time Faster campaign setup Insight into buyer journey
- 23. RES Timeline June: Project Team July: Purchase August: Nurture Social Media Event Follow-ups September: Content Syndication AdWords October: Customer Kit
- 24. Implementation Important Milestones • Executive Sponsorship • Technical Implementation • Content Audit • Training • Adoption The RES Core Implementation Team Tracey Mustacchio Chief Marketing Officer Baker Egerton VP Global Marketing Varinder Kaur Sr. Manager, Global Mktg. Ops Anca Popovici Director, GDC
- 25. Early Indicators 30% More asset views
- 26. A view from Marketo
- 27. Insights in Marketo & Salesforce.com
- 29. A New Experience Offer Interest Asset Conversion Conversion Asset
- 30. RES Use Case #1 - Nurture Background: 3 regions x 4 use cases x 4 stages = 48 Streams The Challenge: Complex set-up & Diminishing returns Solution: - Packaged Relevant Content - Remove Friction - Simplify Streams ~70% More views of assets
- 31. RES Use Case #2 – Content Syndication Background: - Centralized, real-time, integrated set- up - Reliable way to scale TOF Challenge: MQL rates are lower Solution: Replace single asset with LookBook experience 34% Consume more than 1asset
- 32. RES Use Case #3 – Customer Welcome Kit Background: RES has 2,500 customers across the world The Challenge: Various locations for customer resources Solution Package resources in a customer welcome kit “This is great, I’m sure I was just one of many voices asking for something like this…..thanks for listening to your customers and continuing to deliver great value!” - RES Customer
- 33. Sample Results
- 34. Partner LookBooks Tech Partners, Alliance Partner, Channel Partners Lead Score Integration Leverage LookBook scoring within current RES scoring model Content Optimization Leverage Engagement Data for Content Optimization 1. 2. 3. 4. Website Integration Resources Section, Solution Pages, etc. In Store for 2017
- 35. Your Takeaways • Executive buy-in • It’s all about content • Fast and easy deployment • Immediate results
- 36. Questions? Anca Popovici Director of Global Demand Generation at RES Baker Egerton VP Global Marketing & Communications at RES Heather Foeh VP Customer Experience at LookBookHQ
- 37. Thank You
Notas del editor
- You’re looking at your looming goals for 2017 – they’re higher than this year and you already had to stretch yourself. How are you going to do it in 2017? No matter what your goals are (more MQLs, more expansion revenue, more demos booked, better conversion rates on your online ads) we all have one thing in common…
- We’re all in the attention business. Each of us needs to get the attention of our prospects. And not just get it, but KEEP it.
- We all know how hard this is. You’re competing with cat videos, Pokemon Go (or whatever the craze of the week is), and not to mention that little thing called the US election.
- To make it worse, people’s attention spans are getting shorter and shorter.
- So when someone does give you attention, it’s a GIFT. Thank you for giving me yours now. It’s on me to do something with it. To educate, delight and inform, maybe even inspire. You have the same burden.
- This is how most of traditionally get and use someone’s attention…
- But here’s the rub: Most prospects need to consume an average of 10 pieces of content before they make a buying decisions. So you have to go through that process of capturing attention 10 different times. And that’s just to get them to the MQL stage not to mention SQL!
- Is that really the best way? Capturing attention 10 different times? Think about the last time you made a big purchase – how did you research it? How did you find your 10 pieces of “content” or reviews or data to make your decision? In 10 different sessions? Or in a few bursts of concentrated research?
- When you’ve got Bob on your site, let him binge! He’s what we call a binge-er. And in his case, he’s also a Fast Moving Buyer. You’ll hear Anca talk about the stats of their own bingers
- We make software that connects people with the information they need [about your company / products or services] It’s designed to help [B2B] marketing & sales educate prospects & customers faster and more efficiently With attention at a premium, we make it easier for the right people to get the right content when they need it.
- But don’t just take it from me. Next you’re going to hear from Anca and Baker from RES about why they chose to implement LookBook to help them create and track more fast moving buyers.
- [Baker] RES creates software that’s used by IT to secure, manage and automate digital workspaces. We enable IT to choose how our workspaces should respond when we change devices, network access points, physical location and time of day. We were named a Gartner “Cool Vendor” in 2015. Sales Cycle: SMB to $$Mil Average Sales Cycle – 6 month Average Deal size – 6 figures
- [Baker] We began as a Dutch software company, but are now nationally diverse. There are 25 of us in Marketing: half in Product roles; the other half are mostly go-to-market. My team works in the US and Europe across 9 time zones. We implemented Marketo about three years ago and have since been progressively expanding its application. Today we are using most of that system’s capabilities.
- [Baker] Track funnel carefully against industry benchmarks (SD benchmark) Funnel analysis showed that our inquiry creation and conversion rates performed well against industry benchmarks (including customized benchmarks we worked out with SiriusDecisions). But we had a bottleneck with MQL to SAL conversions, and looked at ways of reducing that. Context: Complex use cases > campaign need to work more efficiently as we hand off leads to sales Long sales cycle We have lots of data, lots of content, how can we get more SLAs? [Anca] The goal > Increase SAL Obvious bottleneck = MQL to SAL conversion rate What’s causing this? messaging, sales, marketing mix, qualification process, delivering leads too early, quality of the leads, etc. Across the team, we started taking a closer look at these variables. There are multiple parallel projects… Within this context, we took a closer look at the content experience of the buyer. .
- When we looked at the funnel, we looked at the buyer journey and we understand what content type works better at each stage of the journey. What we found… + On the “plus” side, we have an enormous amount of content, and more is created every week: blogs, white papers, webinars, etc. + We also track content by asset type to understand what types work better through what channel, and at what buyer stage. However, we saw that most of our prospects consume one asset and it’s very hard to re-engage them. So, we needed to improve engagement…
- Tying it all together, we can offer a lot of content to our targets but we need better engagement: more people viewing more assets for a longer period of time. We wanted a more immersive environment that would emphasize our strength of content creation. This is what we concluded. Next step was to figure out how to do about this… [Hand to Baker]
- [Baker] Once we figured out what we wanted to achieve, we realized that we tried to solve the same problem on the website. We just launched the new website and deepend the content experience. We took a step back and evaluated how might we do the same think on the campaign side. We were already evaluating LB to help with the website experience. We disrupted that process and looked at it form a campaign standpoint. [Anca] In the end, we chose LookBook because we could package up our use cases and provide easy access to relevant resources it simplified the process of sharing content and opens up opportunities to serve more relevant content to prospects in a shorter period of time. LB simplifies internal set-up process as well. With the new set-up, we eliminated Landing Pages, and gave the visitor the ability to engage with the content before commiting (will talk about this more shortly) Greater insight into buyer journey> ability to leverage enagegment data to optimze content mix In summary, LB gave us the ability to put multiple pieces of content in front of partners, prospects and customers with each touch having the potential to convert them to qualified leads faster.
- Just to give you an idea of what the implementation looked like.. We’ll highlight some of these use cases in more detail. But one important lesson learned during the implementation was the importance of LookBook’s support team. They guided us step by step along the process, working along side with us on both the Marketo and LB side, always available. This was tremendous because it allowed us to have a very lean implementation team.
- [Baker] Executive Sponsorship > CMO – forward thinking and encouraging of an “experimentation” culture. She was very supportive of piloting LB. [Anca] Surprisingly, we spent the least amount of time on the technical implementation. We have a very strong Marketing Operations team, and Vari helped us hook the systems up. On her end, things were smooth and seamless. Basically, she had to add the tracking codes in our systems.
- Here is just a quick teaser of what type of results we’ve seen so far. Next we’ll look at the LB / Markeo to programs form inside out.
- Here is also a quick look at the Marketo set-up Literally the only difference for us is: Using custom urls Triggering off those urls To enable the field team we gave them this one-pager with the instructions to do these 2 simple steps. This effectively replaces their need to build landing pages!
- What the team has found valuable are the actionable insights.
- My favorite part though is the user experience!
- The experience for the visitor changes even before they reach the LB. We flipped the one and done experience. Now, let’s take a quick look at a few use cases…
- Nurture was our first pilot. We’d been running nurture for more than a year at this point and had a pretty complex structure. The challenge.. With LookBook, we could more easily package up the use cases to tell a cohesive story that starts with early stage content and build all the way to late stage content. This simplified our set up significantly, allowing us to be more agile, and most importantly, delivering a more complete content experience to our visitors. So far, we’ve seen that on average, our visitors engage with 70% more content within LookBooks.
- Next, we piloted LB within our Content Syndication programs.
- The third use case was a little different. How can we help customers easily access RES resources available to them? So what we did was simply wrap all relevant customer resources into a LookBook to build a customer welcome kit. It was so simple and customers loved it.
- So now that we have a few uses cases up and running, let’s take a look at the preliminary results. These are snapshots of the dashboard available directly in LookBook.
- [Baker] But we still haven’t gotten to our original use case, which was website integration. We still want to get We are in the process of implementing some of these. Our next project is integrating the LB experience on our website to optimze for demand generation. [Anca] By the end of the year we should have enough engagement data also in LB to start optimizing our content mix, and build profiles of our “ideal” prospects. Who are the people who exhibit meaningful engagement behavior? Partners are the cornerstone of our business. We work very closely with partners. The plan is to leverage LookBooks to tell our joint story, for example Citrix. Or we can use LBs to help partners execute joint marketing programs Also on the horizon is a closer integration with LB. We leverage basic LB data in our model but given the data we’re already seeing we can optimize this to fast track and prioritize hot leads based on engagement behavior. I’m excited for the possibilities ahead and encouraged by the preliminary results we’re seeing. Hope this has been helpful as you plan out your 2017 programs. If you have any questions or would like to dive deeper into the use cases please don’t hesitate to reach out. Thank you Marketo and LB for having us here today.
- It’s about velocity It’s about content – Delivering the right content, to the right people, at the right time > FAST Quick wins – implement and deploy fast. Results began as soon as we get it into market We do a lot of innovation – 2 a quarter – this one is a keeper