tracking content engagement: the key to finding & accelerating your most qualified leads

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In Digital World, Life is a Sequence of Micro-Moments

2%Of marketers have the ability to identify, deliver, and measure how effectively they serve customers in micro-moments

- Forrester

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The View of Your Ideal Customer Is Complex

11%Of marketers have high confidence that they’re targeting the right audience

- Nielsen


Content and Execution Tied to Channels


93%Of marketers report silos by

channel. -eConsultancy

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4

81% of non-C-suiters have a

say in purchase decisions.

-Google/Millward Brown Digital

The Buying Process Extends Beyond Individuals


5

On average, 5.4 people are involved

in today’s B2B purchase decisions.

-CEB

B2B Purchase Decisions Are Complex


The Concept of Adaptive Marketing

Build an ID Graph That Spans Anonymous and Known Data

Intelligently Orchestrate Micro-Moments

Make Content Collaboration Channel Agnostic

Test & Optimize the Customer Experience


Build an ID Graph That Spans Anonymous and Known Data

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Age: 29In Market: Casual Urban Wear

Offline Purchase: Jeans

AN

ON

YMO

US

KNO

WN

TV

SEARCH

DISPLAY

VIDEO

SMS

EMAIL

WEB

SOCIAL


Intelligently Orchestrate Micro-Moments with Both Behavioral and Purchase Interactions



Incorporate Account-Based Marketing Strategies

Grow Leverage engagement and conversion data to find customers that look like your ideal ones.

EngageEngage prospects with contextualized experiences.

ConvertDrive funnel conversions by delivering timely content.

AcquireDeliver new customer acquisition through on-going nurture.


Make Content Collaboration Channel Agnostic



11

A 760% increase in email revenue came from segmented emails in 2013, up from 55% in 2012. - DMA's National Client Email Survey 2014

Fast Track the Buying Process with Engaging, Appropriate Content

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Thank You

David JohnsonBlog:

https://blogs.oracle.com/marketingcloud/



If no one was around to hear it…

Did it really

make a sound?

These are proxies for engagement

Do you really want to treat these clicks the same?

3 min 2 min 5 min

0 min

eBook

Report Video

eBook

Blog Post

Marketers have a big data gap…

THIS IS HOW TEXT LOOKS OVER A PHOTO

Behavior Intent

Engagement

The missing link for better conversion

Content Engagement = Sales Readiness

The challenge for marketers

Quality

Quantity

Did Bob read the content?

Is he educated enough to move

on to the next stage?

How do I get Bob’s attention 8

more times?

Will he consume all the relevant

content?

Narrow

engagement metrics

Low CTRs

and 1:1 content

experiences

Bob

How do you research major purchases?

B2B buyers are no different

Piecemeal

A piece of content

every 2 weeks

Concentrated

Bursts of attention

20+ minutes at a time

vs.

Binge

We don’t make it easy for buyers to binge

Offer Interest Asset

That’s cool but I’d like to learn more.

Conversion

Treat every click as the start of journey

You can’t know what you don’t track

Sales Readiness = HIGH


Sales Readiness = MEDIUM

Sales Readiness = LOW

[email protected]

[email protected]

[email protected]

All Visitors

33% = more than 1 asset

7% =every asset

Don’t leave engagement on the table


And easily understand the impact


Putting engagement data to work!

Bob the Buyerat ABC Company

• Augment Lead Scores

• Fast Track Engaged Leads

• Trigger Sales Alerts

• Route to Specific Campaigns

Engagement Threshold Met = +10 points!

Our focus has been on generating attention

It needs to be on keeping it…

And knowing when your buyer is truly engaged

Prospects that binge are 2.4X more likely to be sales accepted

But don’t take my word for it ☺

3X higher close rate on MQLs from LookBookHQ content experiences

Reduced sales cycle by 45 days &

2X marketing contribution to revenue

We hope you’ve enjoyed the show

Thank

You!

tracking content engagement: the key to finding & accelerating your most qualified leads

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