Tune in to this webinar to hear how revenue-focused marketers are turning the tables on traditional approaches to content marketing — and yielding greater returns from their current programs — by taking tips from the playbooks of digital publishers such as YouTube and The New York Times! http://ow.ly/PutR306d7qU

1. Dramatically Increase Content Engagement
With These Digital Publishing Tricks
#AttentionIsAGift
SPONSORED BY

2. #AttentionIsAGift
Follow this webinar on LinkedIn & Twitter
#AttentionIsAGift
Demand Gen Report: @DG_Report
Carol Krol: @carolkrol
LookBookHQ: @lookbookhq
Nick Edouard: @nickedouard

3. #AttentionIsAGift
About Demand Gen Report
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4. #AttentionIsAGift
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5. #AttentionIsAGift
Panelists MODERATOR:
Carol Krol
Editor-in-Chief, Demand Gen Report
Nick Edouard
President & CMO
LookBookHQ
@nickedouard

6. Content Marketing in the
Attention Economy
Increase Content Engagement by 135%
with These Digital Publishing Tricks
Nick Edouard
President & CMO
LookBookHQ

7. 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.

8. LookBookHQ
Idea Customers Partners
Deliver more
value from
every click
>80
Enterprise & Mid-Market
Customers

9. Let’s talk about (ahem) ABM!
A TTENTION
ASEDB
M ARKETING

10. We’re ALL in the Attention Business

11. Competing with…

12. And to add insult to injury…
8.25s
Average Online
Attention Span

13. It’s hard to get someone’s attention
Email Website Display Social
2-3%
Average CTR
(B2B SMBs)
80%
Of visitors
abandon a site in
<5 seconds
0.07%
Average CTR
(US Q2 2016)
0.35%
Avg CTR Promoted
Account Tweets
Sources: MailChimp, Demandbase, DoubleClick, Salesforce (Q3 2015 Advertising Index)

14. Attention is a gift
“Attention is something that
can't be refunded or recalled.
Once it's gone, it's gone.”
Seth Godin (July 09, 2016)

15. What are we doing with it?
Offer Interest AssetConversion
click
That’s cool
but I’d like to
learn more.
Is this optimal? Is a “one & done”
content experience fit for purpose?

16. MQLs need a volume of content
Awareness
Education
Consideration
Purchase
Pieces of content
are consumed per persona before
a purchasing decision is made10
Source: Google “Zero Moment of Truth” Study

17. Marketers have an attention problem
Marketers work
really hard to get
someone to click
And we hope
they’ll click again
in a week’s time
And maybe we get
him or her to read
something or to fill
in a form
But then we let
them go...
1.
4.
2.
3.
Catch &
Release

18. How do you research & buy?

19. How do you research & buy?

20. Engaged people binge!

21. Your prospects are no different
97% Agree!
"Marketers need to do a better job of
packaging related content to make it
easier for buyers to find all the information
they need to make purchase decisions."
Demand Gen Report 2015 Content Preferences Survey

22. Content Engagement = Sales Readiness
Content bingers are
2.4X more likely
to be sales accepted
Source: LookBookHQ analysis of customer data

23. Bonus: B2B prospects have a B2C life!
9-5 Bob Consumer Bob

24. Act like a publisher!
“B2B MARKETERS
NEED TO ACT LIKE
PUBLISHERS”

25. Publish more content?

26. Content Marketing Effectiveness
Source: CMI / Marketing Profs – B2B Enterprise Content Marketing Annual Reports
32% 28% 22%
2014 2015 2016
Question: How effective is your organization at content marketing?
10%

27. Perhaps we need to THINK like publishers
READ THIS NOW!
DO THIS NEXT!
CLICK HERE!
MAXIMIZE ATTENTION
DELIVER
CONTENT
LIKE A
PUBLISHER

28. #C2C16
“But something is happening to the click web.
Spurred by new technology and plummeting click-
through rates, what happens between the clicks is
becoming increasingly important and the media
world is scrambling to adapt.”
Tony Haile, CEO, Chartbeat
Time.com: “What You Think You Know About The Web Is Wrong” (March 2014)
Click Web => Attention Web

29. Thinking Beyond the Click
“Clicking and Reading are different things.
55% of all pageviews get less than 15 seconds
of attention — and yet the pageview is often
privileged as the most important metric.
It’s not enough to get someone to click, we
have to get them to read. And then keep on
reading. We’re not just looking for traffic, we’re
looking for an audience. That means thinking
about capturing time, not just creating a
catchy headline.”
Chartbeat “The Battle for Attention” (2014)
“The signal you get from
just looking at clicks is
not significant enough”
Nick Rockwell
CTO, NY Times
Source: Mixpanel Blog

30. Thinking Beyond the Click
Chartbeat “The Battle for Attention” (2014)
Visitors who read
an article for 3
minutes returned
twice (2X) as often
as those who read
for 1 minute

31. Publishers – Now Selling Attention
• From CPM to CPH
• Financial Times, Economist and (most
recently) the Guardian
• Guardian (Aug 2016) – guaranteed
time slots of 10-, 15-, 20- or 30-second
fragments, 100% in view
• “It was almost common sense: The
longer that someone sees an ad, the
more likely they are to recall it,
understand it and potentially be
influenced by it.” (Alistair Smith, FT)

32. What do publishers & platforms do?

33. LinkedIn

34. LinkedIn

35. LinkedIn

36. Forbes

37. Forbes

38. ESPN

39. ESPN

40. YouTube

41. YouTube

42. Netflix

43. Netflix

44. Uncompleted transactions

45. What’s happening here?
• Encourage & accommodate content bingeing (maximizing
attention)
• Using data – about the content & the visitor – in a recommendation
engine / machine learning
• Using engaging & dynamic in-session content experiences (not just
static CMS)
• Act like a matchmaker – people with content – to deliver “Always
Next Best” (vs. “One & Done” in B2B marketing)

46. Your Website is NOT The Answer
• For publishers, their CMS is their product; it’s not yours
• So much of the content your prospect needs is NOT on your core
website (e.g. hosted PDFs, third party reviews)
• Not all clicks go to your website (e.g. landing pages, microsites)
and / or enter through the front door
• Need to avoid “becoming a reference library” (storytelling)
• In B2B website personalization typically helps get the click (e.g.
banner ad on homepage), not to hold onto it

47. Click to Content
• All content types
• Multi vs. single asset
• Content bingeing
• Self-nurture
• Real engagement
metrics
• Omnichannel destination
• All content types
• Curated & Dynamic
(Content Science™)
• Personalized & Behaviour
Driven
• Content bingeing & self-
nurture
• Real engagement
metrics
• Omnichannel destination

48. Our solution:
Content Marketing Automation
Automating
Post Click
Personalized
Content Journeys
Information
Exchange
LookBookHQ
Recommend
LookBookHQ
Target
Genius Mix /
Playlist
Curated Playlist

49. Every click = on-demand journey

50. Every click = on-demand journey

51. Promote content on your website

52. Make it easy to binge (curated)

53. Make it easy to binge (data driven)

54. Use content to reduce bounce
Exit Intent Modals

55. Data Driven Content Marketing
Recommend Beta – Prelim Results
CAVEAT: Limited sample size
Website Experiences
• Exit Promoter – 5.7% CTR
• Overall – 2.2% CTR on “ads” that send visitors to content
• 19X more popular than the rest of your website
Content Experiences
• 20.7% of visitors coming from corporate websites are content
bingers
• Of mostly anonymous sources, website visitors are hungriest
for content – 1 in 5 will binge in a session
Vs. LinkedIn Sponsored
Updates (0.3% CTR)
• Exit Promoter = 19X
better
• Effective CPC of
$0.04 vs. $15.83
• All WXs = 7X better

56. Turn attention into engagement

57. What you’re leaving on the table
Left on
table
Today’s
Engagement
Today’s Engagement
What’s being left on the table
You did the hard work to get Bob to click, but
got in his way after only one asset
Bob is ready for more right now, not later
135%

58. 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

59. Results – AlienVault
• Multi-asset content experiences
behind Marketo forms
• All content types (formats, 1st
& 3rd
)
• Accommodate & identify fast
moving, sales ready buyers
• 28% of visitors binged on content (8%
consumed 3 or more assets)
• 34% increase in opportunities (multi-
asset content experience vs.
standard hosted PDF download)

60. Results – Content Bingers
Turning Attention into Engagement
2.4X
More likely to be
sales accepted
2.3X
Faster through
the funnel
2.4X
Higher ACV
Source: LookBookHQ analysis of customer results

61. A question for you:
Can you get more value
from every click you generate?

62. Winners
ü Get it
ü Hold it
ü Use it
8.25 Seconds
The Attention War is here
Losers
Get it
Drop it
Hope to get it again

63. Key Takeaways
• Attention is a B2B marketer’s biggest asset – but marketers have an
attention problem and you’re leaving engagement on the table
• Deliver content in-session like a publisher:
– use data to match content to people; and
– dynamic content experiences to enable bingeing
• Optimize your Click to Content experience for “Always Next Best” vs.
“One & Done”
• Use real content engagement data to identify your next MQLs

64. Questions for me?

65. Want more?
Modern Marketing & The Attention Economy
• eBook: “The Impact of Attention Scarcity on
Modern Marketing”
• Featuring Jon Miller, Heidi Bullock, Peter Isaacson,
Andrea Ward & 9 other thought leaders
• http://nurturenow.lookbookhq.com/attention-
economy-ebook/
• Nick Edouard – nick@lookbookhq.com
• www.lookbookhq.com
13
Thought
Leaders

66. Appendix
Supporting Slides

67. #AttentionIsAGift
Q&A / Panelists MODERATOR:
Carol Krol
Editor-in-Chief, Demand Gen Report
Nick Edouard
President & CMO
LookBookHQ
@nickedouard

68. #AttentionIsAGift
Thank you for attending
View this webinar on-demand at:
http://dg-r.co/AttentionIsAGift