John Dering, Director of Marketing Programs at Demandbase explains how Demandbase is using LookBookHQ to accommodate and identify highly engaged accounts with deeper content engagement strategies.

1. Making Account-Based Marketing Work:
Aligning ABM with the Buyer Journey
Nick Edouard
President & CMO
LookBookHQ
John Dering
Director, Marketing Programs
Demandbase

2. 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.

3. LookBookHQ
Mission Customers OMC
We help B2B marketers
cultivate more informed,
sales-ready buyers faster
How? By ensuring they
always see the next most
relevant content asset
wherever and whenever
they engage.
>70
Enterprise & Mid-Market
Customers
• Leading AppCloud
partner
• Super tight integration
with Oracle Eloqua
• Scoping BlueKai and
Maxymizer
integrations

4. Content Marketing Automation
Automating
Post Click
Personalized
Content Journeys
Information
Exchange
LookBookHQ
Recommend
LookBookHQ
Target
Genius Mix /
Playlist
Curated Playlist

5. Personalized Content Experiences
Content
Promotion
Conversion
ContentScience™

6. How are we using content today?
The Broken
Buyer’s Journey

7. “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”

8. 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)

9. No real engagement metrics
Everyone looks the
same!
Did they engage
with the content?
Are they educated?

10. We’re ALL in the Attention Business

11. And attention is a gift
Average # of Business Emails
Received Per Day88
1,707
62
56
Average # of Banner Ads the Typical
Internet User is Served Per Month
Average # of meetings a typical
employee attends per month
Average # of “interruptions” an employee
experiences per day
Sources: The Radicati Group, 2014-2018 Email Statistics Report, Comscore, 7 Interruptions

12. 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

13. Which is why… L
94%
of MQLs
never close
Source: SiriusDecisions
Pretty sure I
haven’t consumed
10 pieces of
content…

14. 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

15. 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

16. Welcome to the new buyer’s journey
Content
Bingeing.
it’s all the rage.

17. 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.

18. Do More with the Moment
All visitors to
LookBooks
33%
consume more
than 1asset
7%
consume
every asset

19. 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!

20. Like this – aggregated

21. Like this – sequenced

22. Like this – data-driven

23. Like this – website experience

24. click
click
0 min
3 min
Whitepaper
2 min
Analyst Report
5 min
VideoUse Case Video
Whitepaper
Whitepaper
Who engaged with what?

25. 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

26. Anatomy of 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

27. Treat content as a first class object
CONTENT
JOURNEY
Email
Web
Social
Display

28. Delivering real business value (fast!)
34% increase in sales opportunities from single LookBook
300 MQLs from one campaign – unprecedented volume & quality
3X higher close rate (5% to 15%) on MQLs on first two campaigns
6X higher close rate (SAVs <1%; Bingers 6%; Nurtured Bingers 12-15%)
2X increase in marketing’s contribution to revenue
Mid Market Technology
Company

29. Content Bingeing & ABM
1. Create highly customized scalable micro
campaigns for individual accounts
2. Fast track the education and qualification
of contacts within target accounts
3. Easily assess account-level engagement,
interest and sales-readiness metrics
4. Tailor follow-ups based on individuals’
interests (what content for how long)
ABM at scale needs Content Marketing Automation

30. 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
4. Content marketing automation
delivers ABM at scale

31. ©2016 Copyright Demandbase, Inc.
Demandbase Confidential.
How to target the right accounts
to accelerate the buyer journey

32. Account-Based Marketing
Align sales
and marketing
Identify
target accounts
Develop ABM
Marketing Plan
Measure

33. ©2016 Copyright Demandbase, Inc.
Demandbase Confidential.
Evolution of Account-Based Marketing
1995- 2005 2005-2012 2012>>>
• Limited in scale
(25-50 accounts)
• Field Mktg centric
• Analog in approach
• Improved scale
• Email centric
• Industry focused
• Post hand raise
• Reactive
• Fully scalable
(5000+ accounts)
• Full funnel
• Multiple targeting
options
• Pre hand raise
• Proactive

34. ©2016 Copyright Demandbase, Inc.
Demandbase Confidential.
More
marketers are
AWARE
of ABM
of B2B companies are
aware of ABM.
75%
of marketers say that
ABM delivers higher
ROI than any other
marketing approach.
84%

35. ©2016 Copyright Demandbase, Inc.
Demandbase Confidential.
of B2B companies
employing ABM plan to
increase their ABM efforts
over the next 12 months.
72%
of B2B companies
employing ABM plan to
invest more in technology
over the next 12 months.
61%
More
marketers are
USING
ABM

36. ©2016 Copyright Demandbase, Inc.
Demandbase Confidential.
of B2B marketers
employing ABM stated
they are aligned with
sales.
91%
of B2B companies said
Account-Based Marketing
has an impact on marketing’s
success.
96%
More
marketers are
having
SUCCESS
with ABM

37. ©2016 Copyright Demandbase, Inc.
Demandbase Confidential.
Buyers at Accounts Consume on Their Own Terms
Anonymous,
buying teams Enter/Exit at will
Binge consume when
ready to engage

38. ©2016 Copyright Demandbase, Inc.
Demandbase Confidential.
Buyer Journeys are complex and variant.
WHERE TO START?

39. ©2016 Copyright Demandbase, Inc.
Demandbase Confidential.
Identify engagement trends
On Website
Known AND
Anonymous
By Stage of Funnel
which convert best
at what stage
With Content
Types
How Many Touches
per period for
each stage

40. ©2016 Copyright Demandbase, Inc.
Demandbase Confidential.
What assets resonate with our audiences?
Case
Study
16%
eBook
41%
Webinar
13%
Whitepaper
30%
Overall
Distribu.on
(All
Audiences)
0%
20%
40%
60%
80%
100%
Customers
Prospects
Assets
by
Audience
Case
Study
eBook
Webinar
Whitepaper
*Data starting in May 2015
Prospects have broader asset consumption appetite than customers

41. ©2016 Copyright Demandbase, Inc.
Demandbase Confidential.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
-12 -11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 0
Months Before MQL
Field Marketing
Contact Me / Demo Request
Webform
Webinar
Event
Marketing Engagement - Pre Sales

42. ©2016 Copyright Demandbase, Inc.
Demandbase Confidential.
7+
Responses/
month
Field Marketing >
Sales
5-7
Responses/
month
Demand Gen >
Field Marketing
Tactical How To –
Webinars, eBooks,
WPs, InfoGraphics,
Videos
Identify Buyer Journey Stages
EXPLORATORY PHASE
RESEARCH PHASE
EVALUATION PHASE
1-2
Responses/
month
Demand Gen
Thought Leadership –
Webinars, eBooks,
WPs, InfoGraphics,
Videos
DEPARTMENT
OWNER
CONTENT
TYPE
FREQUENCY OF
ENGAGEMENT
Product Insights –
Solution sheets,
Implementation
Guides, Case Studies

43. ©2016 Copyright Demandbase, Inc.
Demandbase Confidential.
Build Content/Program Map for Journey
TOP OF FUNNEL:
Content Syndication, Webinars, Tradeshows,
Thought Leadership collateral, Blogs
MIDDLE OF FUNNEL:
How to Guides, ROI Calculators, Tips,
Product Docs/Web Pages
BOTTOM OF FUNNEL:
Regional Events, Case Studies,
Solution Sheets, Contact Request’s,
Product Webinars

44. ©2016 Copyright Demandbase, Inc.
Demandbase Confidential.
Content Promotion Plan
Use supporting short form assets to drive faster
moving buyer through journey
Promote long form assets via binge consumption
and prescribed buyer journey
Bubble up fast moving buyers to sales for real-
time follow up, in-the-moment

45. ©2016 Copyright Demandbase, Inc.
Demandbase Confidential.
Success Metrics for Buyer Journey
Increase Engagement
from Target Accounts
Increase time with
content
Opportunity Influence
Sales Velocity
ACV
PROGRAM METRICS: BUSINESS GROWTH METRICS

46. ©2016 Copyright Demandbase, Inc.
Demandbase Confidential.
Accelerating The Buyer Journey

47. ©2016 Copyright Demandbase, Inc.
Demandbase Confidential.
.
HOW DID WE DO?

48. ©2016 Copyright Demandbase, Inc.
Demandbase Confidential.
Results – 300% Increase in Engagement

49. ©2016 Copyright Demandbase, Inc.
Demandbase Confidential.
Demandbase Journey Performance
Pipeline Influence ACV Funnel Velocity
Influence by
Journey
+300%* +13%^ +50%*
* (Q215-Q315 vs. Q415-Q116 – Before & After Journey implemented)
^ (Q315-Q16 Influenced by Journey vs Not Influenced)

50. ©2016 Copyright Demandbase, Inc.
Demandbase Confidential.
Making Account-Based Marketing Work:
Aligning ABM with the Buyer Journey
Nick Edouard
President & CMO
LookBookHQ
John Dering
Director, Marketing Programs
Demandbase