accelerate the buyer's journey with always-on nurturing
TRANSCRIPT
DGR Webinar 11th June 2015
Accelerate the
Buyer’s Journey
with Always-on
Nurturing
Marketers
have an
attention
problem.
How we nurture today – and why
it’s a problem
We have to get prospects to engage with a volume of content
General Technology buyers
# of people involved in technology
purchase decision:
17 in enterprise, 6 in SMB
More at large enterprises (8) vs.
small-to- mid-sized organizations (6)
Source: Google ―Zero Moment of Truth‖ Study
Source: IDG Enterprise ―Role & Influence of the
Technology Decision-Maker — 2014‖ Research Report,
http://www.marketingcharts.com/online/it-decision-
makers-top-content-needs-49754/
…but we’re struggling to make that
happen
8 out of 10 IT decision makers
find it “challenging” to locate
enough high quality content
60% - 70% of content
produced by B2B
marketers goes unused
Source: SiriusDecisions 2014 Summit
Source: IDG 2014 Enterprise Customer Engagement Survey
How do we nurture today? Email!
96% of B2B marketers use email to nurture
Typical cadence 46% every other week 33% weekly
Source: Demand Gen Report 2014 Lead Nurturing Benchmarking Study
Increasing focus on omnichannel –
be wherever your prospects are
But getting someone’s attention is hard…
Your audience is busy. Really busy. 51% of white collar professionals
believe they are almost at the
―breaking point‖ (LexisNexis)
People are being bombarded! The average person sees c. 5,000
marketing messages per day –
maybe as high as 30,000 (The
Futures Company)
We’re sending too many emails. By 2017 there will be 206 billion
emails sent every day to 4.9
billion email accounts (Oracle
Marketing Cloud)
RESULT – LOW CTRs
We’re playing “catch & release”
with our prospects’ attention
So maybe it’s no surprise that lead
nurturing isn’t working….
Source:
SiriusDecisions
Digital publishers & platforms
hold on to attention
v
We’ve entered the
Netflix era of marketing
Next
generation
marketing.
Always-on nurturing
What is “always-on” nurturing?
Marketers must be ready to
convert and/or nurture with the
right combination of relevant
content whenever and wherever
they generate a click.
Why so important? Because your
prospects are ready to engage
All visitors to
LookBooks
33% consume more than
the first asset
7% consume
every asset Today you are
missing out on
these prospects
3.4 assets/session
% of available assets consumed
%
of
vis
ito
rs
Average =
Engaged prospects binge
33%
of your audience will binge (engage with 2+ content assets)
Average bingeing prospect:
# of content assets
3
% of all assets
57%
Total time
4m 27s
And engagement increases with
subsequent assets
Bingers
75% Spend more time on a
secondary asset than on the first
These folks are not
going to wait for your material to arrive in their
inbox!
104 seconds
Asset number
Tim
e (
s)
Average
reading/viewing time
/asset =
25% Spend more time on
TWO secondary assets than they did
on the first
If you’re not always-on nurturing,
you’re missing out
33% of all prospects you
get to click & engage
are ready for more
NOW
7% of your prospects
want to engage with
and entire content
journey NOW
These engaged prospects are your next MQLs
• v
Cetera and
always-on
nurturing
Cetera case study
Best-in-class multi-technology solution
Bizo Eloqua LookBookHQ
Non-email nurturing Campaign management
Data repository
Content experiences
Real engagement data
More, better, faster MQLS
Turn clicks into content journeys – and maximize
engagement while we have attention
DO
OR
S
JO
UR
NEY
Personalized website
Email Landing
page
Re-targeting/ PPC ads
Optimized content experience in a continuous session
Destination for 70% of
the clicks we generate
2x
Achieved all of Cetera’s objectives –
and drove revenue
Always-on nurturing has enabled Cetera to…
Give their prospects
a better experience
with the Cetera
brand
Double marketing’s
contribution to
revenue – from
23% to 46%
Boost credibility &
establish marketing
as the #1 source
of leads
#1
Please get in touch!
Co-Founder, President & CMO
LookBookHQ
(647) 241-2407 /
@nickedouard
Nick Edouard
Want more? Check out our new
white paper on Marketing
in the Netflix era
http://nurturenow.lookbookhq.com/nurture-in-the-netflix-era-f
LookBookHQ is the world’s first always-on nurture platform that
helps marketers turn a single click into engagement with multiple
pieces of content. Wherever and whenever your prospects click,
LookBooks deliver personalized, behavior-driven content
journeys that you can track to tell who is reading or watching
what for how long.
Why make your audience wait? Nurture now with LookBookHQ.
We are LookBookHQ
www.lookbookhq.com / 416.304.9400 / @lookbookhq.com