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Content Engagement for Modern Marketers LookBook Overview Prepared for Twin Cities Eloqua User Group RelationshipOne, 26th August 2014
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Big thing you want to say… Agenda
1. Why LookBooks?
2. What is a LookBook?
3. How can you use LookBooks?
4. Making a LookBook & integration with Eloqua
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Big thing you want to say…
Why LookBooks?
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Big thing you want to say…
Are you playing…
…with your prospects?
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Big thing you want to say…
Leading publishers & platforms don’t.
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Big thing you want to say…
Source: http://www.orchardspethospital.com/dog-bones/
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Big thing you want to say…
So why are marketers?
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Big thing you want to say…
There’s more to engagement than clicks.
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Big thing you want to say…
Clicks don’t make someone buy.
Your content does.
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Big thing you want to say…
Source: http://www.slideshare.net/abelniak/20140401-mass-tlccontentworkshop20140403finalforslideshare
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Big thing you want to say…
So we need to:
a) Get someone to the content / the content to them
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Big thing you want to say…
b) Get them to engage with the content
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Big thing you want to say…
c) Know they’ve actually engaged
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Big thing you want to say…
Particularly because the buyer’s journey has changed*.
* SiriusDecisions: 67% of the buyer’s journey happens digitally
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Big thing you want to say…
Where are your prospects in the funnel when they put up their hand?
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Big thing you want to say…
And with prospects self-educating, the content experience is critical.
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Big thing you want to say…
LookBooks increase content engagement.
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Big thing you want to say…
And track it.
Amongst other things ;)
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Big thing you want to say…
What is a LookBook?
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Big thing you want to say… LookBooks are new. And therefore not the easiest to describe…
• Engaging content experience – “Simple idea, well executed”
• Publishing layer for distributed content (including earned media & 3rd party content)
• Storytelling tool for busy audiences
• Super easy-to-make microsite (no IT / coding)
• “LookBooks are the content experience version of Ikea” – which is apparently a good thing (!)
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Big thing you want to say… LookBooks = Conversion Engine for Content
Don’t “Waste The Click”
If someone engages with A, get them to engage with B, C & D while you have their attention
Use across all your channels – wherever you generate clicks
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Big thing you want to say… LookBooks let marketers aggregate and sequence the right pieces of content to the right audience
And / or sequence the content so you make it clear exactly what it is
you want your prospects to engage with next (clear signposts)
Aggregate the right pieces of content you need your audience to engage
with into a single, engaging experience – pages from your website, your blog,
third party websites, white papers, videos, use cases, etc.
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Big thing you want to say… Like this:
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Big thing you want to say… LookBooks can be experienced via / used as destinations across multiple channels
Targeted Ads Email Web Page Social
Door for Persona
A Door for Persona
B
Website Email Ads Social Networks
Drive prospects to either the Tiled view…
…or take them directly to content and sequence the rest of the Tiles
Destination = LookBook
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Big thing you want to say… LookBooks track engagement in aggregate (i.e. per content asset) and per prospect per content asset
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Big thing you want to say… Higher engagement – however you generate a click
Source: LookBookHQ analysis of 100 LookBooks used by LookBookHQ customers in prospect-facing campaigns during Q4 2013
That’s nearly 5 minutes engagement per LookBook
And average time with piece of content = 1 minute 19 seconds
The average LookBook visitor engages with 3.7 pieces of content
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Big thing you want to say… Selected customer results – increasing content engagement & more!
• Used multiple LookBooks in emails & as destinations from ads in product launch – a) pilot & b) national
• Tested content performance & messaging in pilot for national launch
• LookBooks embedded in emails = 600% increase in email CTR
• Average of 3m 19s per LookBook visitor across 3.4 content assets
• Used LookBook engagement data for X5 increase in MQLs passed to Sales
“LookBooks have increased engagement with our newsletter
content from mere seconds to several minutes on average.
LookBooks help us turn a single “click” into engagement with multiple pieces of content and, because LookBooks track how long prospects spend reading or
watching each piece of content, we can better align our follow up nurture
emails to get the right content in front of the people who are most likely to
respond.”
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Big thing you want to say… Selected customer results – increasing content engagement & more!
• Email: 100% increase in CTR
• Ads: x2-3 higher conversions using LBs & time-based forms
• “The beauty of LookBooks is that they look very complex and innovative, but in fact they are extremely easy to use”
• Positive ROI in 6 weeks – based on email production efficiencies alone!
• Great feedback from sales
• Using LookBooks widely in email marketing (newsletters, lead nurturing, product launches, existing customer education & cross/up-sell)
• Emails with embedded LookBooks have a 58%+ CTR vs. emails without
• Increased content engagement by x3 over 6 months
• Turned round the performance of their partner / channel newsletter
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Big thing you want to say…
Case Study:
Merrill Corp – Lenore Kolar
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Big thing you want to say…
How can you use LookBooks?
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Big thing you want to say… How could you use LookBooks?
• Demand Generation (e.g. ads)
• Lead Nurturing (e.g. welcome emails, acceleration)
• Sales Enablement
• Targeted Account Selling
• Content Experiences per Audience Segment
• Customer on-boarding & cross/up-sell
• PR & Corporate Communications
• Inform content strategy
• Inform buyer persona development
• Map content to buyer’s journey
• Improve storytelling - and use of existing content & earned media / third party
• Free up resource (e.g. web services)
• Integrate engagement data into MQL definition
• Improve / demonstrate marketing’s ROI
Improve Performance Support Internal Activities
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Big thing you want to say…
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Big thing you want to say… There are multiple ways you can use LookBooks as part of your email communications
Full Embed Image / Template Text Links
CTR increase (50%+) Increase in content engagement per “clicker” (Avg clicks in email = 1.1 vs. Avg LookBook clicks = 3.7)
Destination = LookBook
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Big thing you want to say… [Status Quo] Email nurture track today
• Slow (e.g. 12 weeks)!
• Inefficient – multiple emails with single offers (e.g. 1 email / offer per week)!
• Typically low CTRs (& decline over nurture track)!
• Assumes your prospect is ready to engage when you email them!
!• No allowance for prospects
that want to “go fast”!
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Big thing you want to say… [LookBooks] Accelerated lead nurture tracks
• Accelerated / condensed!
• Fewer emails, more efficient!
• No single offers; rather content paths where prospect can choose!
!• Re-use of content assets!
• Improved data, not just CTRs!
• Faster, better, more MQLs!
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Big thing you want to say…
Ads & Search
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Big thing you want to say… Use LookBooks as engaging content destinations rather than standalone offers
• Create engaging content experiences
• Use time-based forms to generate x3 “good” completes
• Know prospects are actually engaging with your content (rather than intending to…)
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Big thing you want to say…
Website
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Big thing you want to say… You can create content experiences on your website using our HTML embed…
Your Website “Door” on website that links through to a specific content
journey in LookBook
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Big thing you want to say… …or our JS embed to keep people on the page in an overlay
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Big thing you want to say…
Social
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Big thing you want to say… We’ve done our integration with the social networks so you don’t have to
• Make your feeds more visual & engaging!
• Use time-based forms to generate leads
• Social Media 411 - share third party content that’s integrated as part of your story
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Big thing you want to say…
Third Party Sites
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Big thing you want to say… Use LookBooks JS embed to control the content experience on 3rd party sites
• LookBook JS embedded on 3rd party site
• Extension of native advertising?
• You control the content experience on their site
• Your prospects can transact / convert on third party sites
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Big thing you want to say…
Making a LookBook & integration with Eloqua
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Big thing you want to say… LookBooks are super easy and intuitive to make
“The beauty of LookBooks is that they look very complex and innovative, but in fact they are extremely easy to use”
Nathania MacGregor – Director, Marketing IMAGINiT Technologies
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Big thing you want to say… LookBooks are fully integrated with Eloqua
Add a LookBook To an email or landing page
Capture engagement data
Data is sent to Eloqua
Supercharge your lead scoring, workflows, segmentation and insight
Better leads, faster
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Big thing you want to say… And our integration is super simple
Integrating your LookBook account with your instance of Eloqua
= 10 seconds
You can push LookBooks to Eloqua
so that they’re available for you to drag & drop
into Eloqua emails
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Your HQ*
Big thing you want to say… LookBook engagement data is published in aggregate & per prospect in your HQ and in Eloqua
Eloqua Profiler LookBook Analytics Custom
Objects Your Instance of Eloqua
Aggregate & Per Prospect Per Prospect
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Big thing you want to say… Custom Object Record – contains the LookBook engagement data per prospect
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Big thing you want to say… LookBook engagement data can be used to move your prospects through the funnel better and faster
Data Tools
Segmentation
Lead Scoring Reporting
Advanced: CRM
Programs
Campaigns
LookBook Engagement Data
Content Scoring
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Big thing you want to say… LookBooks are fully integrated with Eloqua Engage & Profilers for sales enablement
Sales can run marketing-approved mini content campaigns using
LookBooks in Engage…
…and see exactly how their prospects engage with the content
in Profiler
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Big thing you want to say…
Roadmap
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Big thing you want to say… LookBooks Summary
• LookBooks are a “conversion engine” for content
• LookBooks make sure that marketers “don’t waste the click” – LookBook maximize content engagement while you have attention
• LookBooks allow marketers to aggregate & sequence content to create controlled, engaging experiences / paths through your content
• LookBooks track exactly how your prospects engage – not just what they click but how long they spend reading & watching content
• All of this prospect engagement data gets automatically pushed back into Eloqua so it can be used for lead scoring, segmentation, etc.
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Big thing you want to say…
LookBooks = the easiest & smartest tool
to add to 2015’s marketing budget!
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Big thing you want to say… As you can tell, I like to talk. And I’d love to talk to you. Let’s chat!
Nick Edouard – Co-Founder, EVP Business Development
[email protected] (647) 241-2407 http://lookbookhq.com
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Big thing you want to say…
Q&A
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174 Spadina Avenue Suite 204
Toronto, ON M5T 2C2
1.844.224.1655 | 416.304.9400
www.lookbookhq.com