T H E A LWAY S - O N M A R K E T E R ’ S S E R I E S :

A LW AY S - O N N U R T U R I N GU L T I M A T E G U I D E T O

“ “F O R E W O R D

Y O U R B U Y E R S A R E A LW A Y S E D U C A T I N G T H E M S E LV E S

B Y K A T H Y M A C C H I

Here’s the dilemma: How are marketing systems supposed to provide the insight you need into when and how to engage with buyers if those buyers are educating themselves on products, services and solutions all the time? Yes, all the time. B2B buyers spend 4-6.5 hours per week keeping up with their industry, technology or on information related to new purchases or general education that lead to new purchases.

While automation is certainly making it easier to send out marketing messages, it’s not helping at all with the fundamental challenge of getting messages to people at precisely the right moment to influence their buying decisions. A drip campaign that arbitrarily sends content once a week won’t do much good if that timing isn’t connected to, or driven by, where exactly the recipients are in the buying process.

To sell successfully, your goal must be to provide the different stakeholders with information when they need it, not when you decide to send it.

H O W M A R K E T E R S N U R T U R E T O D A Y.

This is particularly problematic in high-consideration B2B sales, where buying involves multiple people who are considering every aspect of value and performance over the course of a long, drawn-out decision-making process.

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For example, consider the B2B buyer who’s been tasked to integrate disparate financial systems. He won’t have the full picture in the beginning; he’ll find out more about the issues to be resolved as he moves through each stage in the buying process. But initially he’s just looking for information that will give him confidence that he’s on the right track.

This is when he comes to you hoping to learn how your technology is going to address his ideas about the problems related to financial system integration. Once he spends time with your content, if he feels he has received sufficient value for the time spent with it, he’ll be interested, engaged and eager to consume more. But will you deliver it? Or will you wait five or ten days until the next arbitrarily

scheduled content delivery date? And in the meantime, will he find the content he needs elsewhere – perhaps from a competitor?

Marketers who figure out how to keep a buyer engaged once a piece of content has been consumed will be in the best position to ultimately capture that buyer’s interest at the moment of truth, when it’s time to make the buying decision. This eBook introduces you to how buyers consume content today and shows you what you need to do to keep them engaged throughout their buying process. It’s exactly the information you need to ensure that the return on your marketing investment goes to you – and not your competition.

K A T H Y M A C C H I , M A N A G I N G PA RT N E R , A L L E G R O A S S O C I AT E S

Kathy is managing partner of Allegro Associates, and the chief figure-outer of how to get projects done on time, on budget, and

with standout results. A long-time survivor of the technology industry, Kathy has spent the last fifteen years creating successful

demand generation and lead development programs (Touch Trax) and lead management processes for large enterprises such

as HP, Adobe, Thomson Reuters, Tyco, Microsoft and SAP. The last five years have been focused more on analytics – developing

models to bring fact-based assessment to lead management to help marketers build more effective lead generation and

nurturing programs.

With an IT background, she actually understands the technology and marketing automation systems that make lead

development work. She holds a BA from Boston State and a Masters from the University of Texas. Kathy is also, a Senior

Associate with ITSMA and Certified Partner with TSIA.

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As a revenue-focused B2B marketer, you rely on content to fuel demand generation and to inform, educate and infl uence buyers on their path to purchase. The stakes are high: your content is fuel for your funnel, which means you need prospects to engage with it to drive revenue.

Getting someone’s attention is hard – holding on to it and converting that attention into deeper engagement with your content is even harder. According to Statistic Brain, the average attention span in 2015 is 8.25 seconds – slightly shorter than a goldfish. Our collective attention defi cit has created a monumental challenge for marketers:

Given the sobering statistic that 94% of marketing qualifi ed leads never close*, leading B2B marketers are beginning to tackle the attention problem head-on by questioning what sales readiness really means and how they can better use content to nurture their prospects here and now while they have their attention.

17% of web page views

last less than 4 seconds.

2.7 minsis the average viewing time for a single video

online.

30 times/hris how often the

average offi ce worker checks their email.

• 17% percent of web page views last less than 4 seconds• 2.7 minutes is the average viewing time for a single video online• The average offi ce worker checks their email 30 times per hour

I N T R O D U C T I O N

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*SiriusDecisions 2013

78% of B2B marketers want to use nurturing to generate more warm, sales-ready leads.

Demand Gen Report 2014 Lead

Nurturing Benchmarking Study

“To succeed as a demand generation marketer today you have to continually engage and educate prospects with timely, well-targeted content across a variety of mediums and devices.”

“The Marketer’s Guide to LinkedIn

Marketing Solutions,” LinkedIn, 2015.

To accelerate the buyer’s journey, marketers are rethinking the rules of content engagement and moving from scheduled to “always-on” lead nurturing. Always-on nurturing puts buyers in the driver’s seat by empowering them to engage with your content on their own timeline, not yours. Why is this so important? Because new research shows that engaged prospects crave content and will “self-accelerate” through the buying journey if you let them.

This eBook looks at the changing nature of content consumption, both in our professional and personal lives, and how the always-on concept is revolutionizing how marketers nurture across multiple channels. Learn how a next generation, always-on nurture strategy can help you increase the volume and velocity of qualifi ed leads by delivering content experiences that are more closely aligned with the behavior and preferences of your buyers.

I N T R O . . .

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I S N O W A G O O D T I M E ?H O W M A R K E T E R S N U R T U R E T O D A Y.

So what does lead nurturing look like today and why does it need to evolve? Although marketers are increasingly focused on omni-channel as a way to capture their buyers’ attention wherever they are online, the overwhelming majority of marketers continue to rely on “bread and butter” email nurture campaigns to cultivate demand until their prospects are sales ready.

With traditional email nurturing, you schedule a series of emails to go out to the leads in your database over the course of several weeks – each with a different offer. The typical cadence is to send a new email every week or every other week.

More evolved nurture strategies involve careful segmentation and/or role-based, industry-based or interest-based nurture tracks. Companies that have really invested in lead nurturing use behavioral triggers to move prospects along different paths based on how they are engaging (or not engaging) with content in a nurture. Sophisticated marketers are also using omni-channel to reach beyond the inbox and connect with buyers on whatever channels they choose.

WAIT 1 WEEK...

WAIT 1 WEEK...

WAIT 1 WEEK... etc

Send Email #1

Content Offer A

Send Email #2

Content Offer B

Send Email #3

Content Offer C

96% of B2B marketers use email to nurture*, however 80% of marketing emails go unopened**.*Demand Gen Report 2014 Lead Nurturing Benchmarking Study. **Ayaz Nanji, “Email Open and Click-Through Rates: Benchmarks by Vertical,” MarketingProfs, May 13, 2013.

Most experts agree that this strategy and form of drip campaign isn’t really nurturing at all because it pays little attention to the needs and interests of the buyer.

But even the most evolved and multi-channel nurture strategies are time-bound or scheduled: They assume that the most content a prospect will want to consume is one or two pieces at a time and they don’t allow prospects to move through the content at their own pace. Instead, they force highly engaged prospects that want more to go out and find the additional information they seek, or wait passively until the next regularly scheduled email communication lands in their inbox.

Are You Really Nurturing?

A large multinational faced an all- too-common marketing challenge: The company’s nurture campaigns were woefully underperforming:

• Email 12,000 prospects • 1.07% click-through rate • 0 marketing qualified leads

Not exactly a recipe for marketing glory, is it? If your nurturing looks and performs like this, it’s time to change up your nurture playbook and rethink how you’re delivering the content you need your buyers to read or watch.

The average person sees some 5,000 marketing messages per day***.

W H A T ’ S W R O N G W I T H T H I S A P P R O A C H ?

As a marketer, you know that getting someone’s attention is hard. Your buyers are busy, really busy. They’re overwhelmed with emails and marketing messages and they have short attention spans.

When, by chance, you are able to grab that fleeting moment of attention when they happen to be researching the problem your product or service solves, you must do everything to hold on to their attention and make the most of that moment.

Yet the cadence of traditional email nurturing forces you to try to get your prospect’s attention several times, over several weeks and with several different content offers.

In 2014, 108 billion business-related emails were sent on average per day*. By 2017, it’ll be 206 billion emails per day**.

108,000,000,000

6*Radicati Group Inc.**Oracle Marketing Cloud.***The Futures Company.

When a prospect actually does demonstrate interest by clicking through or converting to download your report or that third-party review, many marketers tend to deliver the asset requested and then close the door – their focus is on capturing attention, rather than keeping attention once they have it. This is a missed opportunity for marketers: Instead of capitalizing on your prospects’ interest by starting them down the path toward deeper content engagement, you’ve slammed the door on them.

What’s the difference between a door and a journey?

Every channel is a door: A potential entry point for prospects to engage with you. Marketers spend a lot of time, effort and money putting doors in their prospect’s path, but too many assume the click they generate is the end of the transaction when it’s just the beginning. Savvy marketers think about the content journey on the other side of the door: How they can get their prospects to engage with more content while they have their attention.

“ O N E - A N D - D O N E ” M A R K E T I N GWe call this “one and done” marketing because it delivers a single piece of content per hard-won click in an attempt to slowly nudge buyers along their path to purchase.

“One-and-done” marketing puts you in the unenviable position of having to continually re-earn the opportunity to engage with your buyers. It’s hard enough to get a buyer to click on something once, let alone return a second time to click on something else.

Low click-through rates make it abundantly clear that marketers have to stop playing “catch and release” with their buyers’ precious attention and do more to hold on to the moment of interest while they have it.

7

clickAwesomeContent

Asset

Instead of slamming the door on your prospects, why not arrange a series of content pieces they can choose to engage with and con-tinue to self-educate?

NO MORE CONTENT

Display Ad

Marketing Automation Platforms have allowed marketers to get really good at automating “one-and-done” marketing and nurture campaigns. Using your MAP, you can quickly and easily schedule your next nurture email to go out to 10,000 leads at 11 am on Wednesday. But is the way you’re scheduling meant to work for you or for your prospects?

S C H E D U L I N G I S B R O K E N

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“The thing about campaigns that you need to realize is that it’s a construct that we as marketers created in order to put a box around the marketing activity, so we could measure it. But it’s not our buyers’ construct. They’re not saying, ‘Please give me three touches, and then you can have your salesperson call me.’”Ardath Albee, CEO, Marketing Interactions

B2B Beat: Reach Prospects While You Sleep With Always-On Marketing, Linkedin Blog, May 24, 2015.

When you set up that email to go out on Wednesday at 11 am, you’re imposing an arbitrary timeline on your buyer who is busy and has a strong desire to manage his or her own time. Maybe your buyer doesn’t want to receive your emails every Wednesday. Maybe she has a weekly management meeting that morning and will

respond to your email by hitting the delete button, or worse, clicking “unsubscribe.” To catch buyers in the act of researching a topic or purchase, and connect with

them when they are most engaged, you must always be nurturing – whenever and wherever you generate a click.

There’s another problem with scheduled nurture campaigns. Think about how you consume content when you’re

interested in a topic or researching a purchase: Do you read or watch just one piece of content and then wait a week to look at another?

There is a fundamental disconnect between how engaged buyers consume content and how marketers nurture. Interested buyers don’t read just one white paper or third-party report and then wait patiently for the next piece of content to show up in their inbox in a week’s time or until they are served the next door in the form of a display ad.

To self-educate, they consume a lot of content very quickly, but they are often left to their own devices when it comes to tracking down the relevant content in the moments when they are ready to engage. This is because marketers haven’t packaged their content in a way that satisfies the engaged buyer’s craving for more.

Our research shows that engaged buyers’ content consumption isn’t so different from the way they “binge-watch” episodes of their favorite shows on Netflix. Buyers will “binge” on your content if you let them. Scheduled nurturing doesn’t accommodate the appetite of engaged buyers to binge, but rather assumes that every click or conversion only has a single content destination – it’s a door that leads to a dead end.

How do you consume content?

What was the last big ticket marketing technology solution your organization purchased (e.g. marketing automation)? When you were researching and deciding what to buy, did you make up your mind after just one piece of thought leadership or analyst report? How easy was it to find the information you needed to make an informed purchasing decision, and was all of that information readily available in one place?

When asked how vendors could improve the quality of their content, 97 percent recommended that marketers package related content together*.

*Demand Gen Report 2015 Content Preferences Survey

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Buyers will “binge” on your content if you let them.

B I N G E I N G B Y T H E N U M B E R S

All visitors to LookBooks

33%

7%

consume more than the first asset (avg 3 assets)

consume EVERY asset

These engaged prospects are your next MQLs!

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We looked at the data from approximately 25,000 content journeys that individuals took on our always-on content engagement platform over a two-month period and the trends were eye opening. The data shows that when engaged buyers are in the moment, they consume a lot of content all at once.

Their behavior might best be described as the marketing equivalent of a binge-watching session on Netflix.

33% of all visitors to LookBooks consumed more than one content asset in a sitting and 7% consumed every piece of content that was offered to them – these individuals want to engage with an entire content journey now. The total time the average visitor spent reading or watching various pieces of content was 4 minutes 27 seconds. That’s impressive given that the average attention span today is measured in seconds!

Engagement actually intensifies as a buyer moves through the content journey. 75% of visitors spend more time on a secondary asset than they do on the fi rst, and 25% spend more time on two subsequent content assets than on the fi rst. The data suggests that when you succeed in piquing someone’s interest, they are drawn in to your story and want to know more.

This is consistent with the psychology of binge-watching television programming which, according to Psychology Today, is “another step toward consumer empowerment” as “the ability to continue the story creates a greater sense of immersion and transportation into the narrative, making it more enjoyable.” Think about the implications of this if you’re only giving your buyer a single option or destination for their clicks.

Content bingeing

75%

25%

Spend more time on a secondary content asset than the fi rst

These engaged prospects are not going to wait for your material to arrive in their inbox. They’re ready now.

“Always-on helps you to build audience rather than simply reach audience.”

Spend more time on two subsequent

assets than they did on the fi rst

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7

H E R E ’ S W H E R E T H I N G S G E T I N T E R E S T I N G :

Content asset 5Content asset 4Content asset 3

Content asset 2Content asset 1

Shane Snow, Chief Creative Offi cer, Contently

“Moving to Always-on from an Event-based Strategy,” LinkedIn.

Why is it so important for marketers to align their content engagement strategy with the way their buyers want to consume content? If a third of all prospects in your database have the propensity to binge on your content, why wouldn’t you let them? Remember that the goal of nurturing is to accelerate the path to purchase: To educate, infl uence and inform so that your buyer is ready to have a more qualifi ed and informed conversation with sales.

We’ve entered a new era of content engagement in which attention is an increasingly rare commodity. Marketers spend far too much time, eff ort and money trying to get someone’s attention to let it go to waste.

Prospective buyers today are busier and more impatient than ever. To adapt

to changing content consumption behavior and capitalize on the engaged buyer’s propensity to binge, marketers must be ready to nurture with the right combination of relevant content whenever and wherever someone clicks.

M A R K E T E R S A R E M I S S I N G O U TMarketers who don’t evolve their nurturing techniques to encourage content bingeing will continue to miss out on opportunities to accelerate the buyer’s journey.

If 33% of your prospects are ready to engage with more content right now and you’re only feeding them single pieces of content in drips, you’re essentially leaving them behind – and these are your next marketing qualifi ed leads! These individuals want to self-educate and self-accelerate through your sales funnel, but your one-speed, scheduled nurturing is holding them back.

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But this new era of content engagement is giving rise to new metrics and measurements. Marketers can and must do a better job of measuring real content engagement because not all clicks are created equal. If one buyer clicks on a link and spends 20 seconds with your content, and another clicks the same link and spends 3 minutes reading your webpage and then clicks through to your product brochure and spec sheet, which one do you want to hand off to Sales right now?

Traditionally, marketers have had to rely on proxies for engagement rather than the real thing – click-throughs, social shares, form completes and other measurements of digital body language – to infer buyer intent. The problem with these traditional engagement metrics is that they don’t tell you whether someone actually read or watched your content. At best, these weak signals of intent are hypotheses that remain to be proved or disproved, which is why so many “false positives” are passed on to sales before they are ready.

In addition to shifting their tactics to “always-on” strategies that allow buyers to consume content according to their own preferences and pace, savvy marketers are also transforming the way they measure engagement. Marketers are no longer at the mercy of shallow conversion metrics for evaluating engagement and can now see exactly what a prospect is reading or watching, how many content assets they’re engaging with in a sitting and for how long. With the ability to track deeper content engagement than ever before, marketers are able to pass more meaningful intelligence to sales, fine tune their qualification for sales-ready leads and more precisely guide the buyer’s journey.

Measure content engagement & quality of click.

BOB SALLY

2 M I N S

0 M I N S

3 M I N S

2.5 M I N S

If Bob spends over 7 minutes with 3 different pieces of content, and Sally downloads your content but spends zero time with it, who would you say is more sales-ready?

N O T A L L C L I C K S A R E C R E AT E D E Q U A L

THEY BOTH CLICKED, BUT...

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T H E C O N T E N T C O N U N D R U M

63% of survey participants indicate content plays a significant or very significant role in nurturing

prospects through the path of discovery, consideration and

purchase*.

Although 93% of marketers plan to maintain or increase their

investment in content creation in the coming year, 40% feel they aren’t getting sufficient ROI for their content and 33% don’t feel

they even have sufficient metrics to measure content ROI****.

Buyers need to engage with 10 pieces of content** before a

purchasing decision is made. But despite this content craving, 60%

to 70% of content produced by B2B marketers goes unused***.

* Digital Body Language Benchmark Study, Demand Metric, June 2015.

** Google “Zero Moment of Truth” Study

*** SiriusDecisions 2014 Summit

**** “Missing the Mark: Global Content Survey of Brand Marketers and their B2B Audiences,” The Economist Group, October 2014. 14

W H AT I S “ A LWAYS - O N ” N U RT U R I N G ?Always-on nurturing is a next generation content engagement strategy that allows marketers to do more with the moment by delivering an optimal content experience. Instead of leaving prospects at the whim of the marketer’s arbitrary schedule, always-on nurturing empowers prospects to “self-nurture” on their own timeline.

Unlike scheduled nurture campaigns and dead-end destinations like display ads that drive users to a landing page with a form that deliver one piece of content per hard-won click, always-on nurturing packages an entire content journey into a continuous session. Buyers can consume as much or as little content as they like – and our data shows that engaged prospects tend to consume a lot of content very quickly, essentially “self-accelerating” through their buying journey.

Rather than slowly dripping single pieces of content on your schedule or waiting for someone to click on that next ad or link (think of trying to coax that last bit of ketchup out

of the bottle), always-on nurturing accelerates the path to purchase by allowing engaged prospects to consume multiple pieces of relevant content in a single sitting.

By delivering orchestrated content experiences rather than one-off content events, and encouraging engaged prospects to binge on your awesome content, you can do more with every click you generate.

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E L E M E N TS O F A N A LWAYS - O N N U RT U R E ST RAT E GYWhat does a best practice always-on lead nurture program look like? We’ve identified five key elements:

O M N I - C H A N N E L Orchestrate a consistent content experience across all channels so you’re ready to engage wherever and whenever your buyers raise their hand. Pay attention to the destination side of the click: Are you delivering a relevant and compelling content experience that allows engaged buyers to consume more as they self-educate?

No matter where or when you create interest, you can do more with it by thinking in terms of content journeys that are aligned with your buyer’s path to purchase (awareness, education, consideration and purchase) rather than “one-off” content events.

5

I N T E G RAT E DTo nurture effectively across multiple channels, your entire marketing technology stack must be working in perfect alignment. This requires full integration between your ever-growing collection of marketing tools, including your marketing automation platform (MAP), customer relationship management (CRM) and content engagement platform.

To give you an example of the power of integration, actionable content engagement data can be fed directly into your MAP to improve lead scoring, segmentation and nurturing, and more accurately and rapidly identify engaged buyers

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M E AS U RA B L EFor too long, marketers have relied on proxies for engagement like clickthroughs, social shares and form fills, but these have little or no correlation with someone’s actual engagement with the content (admit it: you’ve shared something you barely read!). These proxies are weak signals of a buyer’s interest: They only show someone’s intent to read or watch something – and it’s hard to build an effective nurture program on intent.

To deliver better content experiences, you need better engagement data to measure how buyers are interacting with your content – what they’re reading or watching and for how long. Content engagement data is the missing piece of the buyer’s digital body language: It allows marketers to more accurately gauge a buyer’s level of seriousness and sales readiness, in addition to helping you understand what content assets are really working to educate buyers.

B E H AV I O R- D R I V E NIf your prospect’s behavior doesn’t change the way you market to them, then why not? Marketers need to inject behavior-driven logic into their nurture programs and develop branching content journeys that empower individuals to self-educate according to their own roles and interests.

Another way of looking at this is to ask yourself whether or not you’re rewarding good behavior. For example, you might want to promote a secondary content asset only to buyers who have “put in their time” and shown real engagement with a first piece of content.

Or, if your content engagement data tells you that your buyer has meaningfully engaged with 3 pieces of content, then you don’t have to send her nurture emails #2 and #3; you can skip directly to sending email content offer #4 (do not pass go). In this case, you’re rewarding your buyer’s good behavior by sending fewer emails, which she will probably really appreciate!

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The goal of an always-on nurturing strategy is to empower buyers to “self-nurture” at their own pace, rather than imposing an unnatural cadence dictated by marketing. It’s about recognizing who is really in control of the buyer’s journey today (Hint: It isn’t you) and delivering your content in a more compelling and customer-centric way.

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P E R S O N A L I Z E DDeliver the right content to the right person at the right time based on what you know about your individual buyers. It’s about creating a relevant, personalized content journey for each and every one of your prospects.

Account-based marketing (ABM), targeted account selling and website

personalization all require a more personal touch: Marketers must carefully tailor the content experience to engage with hard-

to-reach and in-demand audiences. If you know that Sally is a CFO and Bob is a Sales Exec, it won’t do to deliver the same sequence of content to each of these buyers when their interests and needs are vastly different.

Even if you don’t know who your prospects are yet, creating compelling content experiences gives you a greater opportunity to convert anonymous traffic to known leads: Time-based forms and calls to action, for example, allow buyers to preview your content. Instead of gating your content with a long form (and encouraging prospects to “asdfghjkl” their way through the fields), you can significantly increase conversion rates by gently coaxing unknown prospects to raise their hand and by delivering content experiences that reflect the interests of individual buyers.

People have a name for irrelevant content that lands in their inbox (it’s called SPAM) and the unsubscribe link is just a click away….

A LWAYS - O N I N T H E R E A L WO R L D : C E T E RA F I N A N C I A L G RO U P

We are more aligned and efficient as a team, we’ve earned the credibility of our sales team as a viable source of leads, and we have the trust of management to be leaders in our niche, challenging the status quo.

Cetera’s next generation always-on strategy has doubled marketing’s contribution to revenue and established the company’s marketing organization as the #1 source of qualifi ed leads. It has also earned the company back-to-back Oracle Markie awards for best cross-channel marketing program (2015) and best lead-nurture program (2014). By moving from scheduled to always-on nurturing, Cetera has been able to reduce the time required to generate a marketing qualified lead (MQL) from months to days.

Still not convinced that always-on does what it says on the tin? Cetera Financial Group successfully transitioned to an always-on strategy in which LookBookHQ’s always-on content engagement platform is the destination for 70% of the clicks they generate across multiple channels.

Cetera’s always-on deployment of LookBooks together with Bizo (now LinkedIn Lead accelerator) and Oracle Eloqua has met all of the company’s goals:

Increase the number &

velocity of MQLs

Increase engagement with content across

all channels

Collect more data about every interaction and

iterate

Evolve from scheduled to behavior-driven

marketing

“

“

Eric Hansen Director of Demand Generation, Cetera Financial Group, Inc.

S U M M I N G U PGetting someone’s attention is hard: Once you’ve got it, you need to hold on to it. Is it enough for you and your busy prospects to keep nurturing in the same old “one-and-done” way? Should your engaged prospects receive exactly the same “one-size-fits-all” emails and content offers that unengaged ones do? Do you want to keep scheduling your weekly nurture emails in hopes that you’ll miraculously catch your buyer at the exact moment when they are researching your product or solution and are most receptive to your message?

By moving from scheduled nurturing and adopting a behavior-driven and responsive “always-on” strategy, you can do more with the moment by converting your buyer’s attention into real engagement with your content – the kind that translates into more and faster qualified leads and sales.

“The combination of

LookBooks and Marketo

lets us engage our

audience with the right

content when we’ve

got their attention.

Adding LookBooks to

our Marketo-powered

demand generation and

lead nurturing activities

allows us to effectively

capture, inform and guide

engaged prospective

buyers through a visually

interactive experience

tailored to their needs.”

Tracy StanilandVice President of Marketing, Asigra

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A LW AY S - O N N U R T U R I N G AT A G L A N C EAttention is a rare and precious commodity that marketers can’t afford to waste. Always-on nurturing is a next generation content engagement strategy that accelerates the path to purchase by converting attention into deeper engagement with your content.

W H YWith thousands of marketing messages competing for their attention every day, buyers are busier and more distracted than ever before. For B2B marketers who rely on content to educate and inform their prospects along the path to purchase, the old paradigm of nurturing leads by delivering one piece of content per hard-won click is too slow and doomed to underperform.

W H ATAlways-on nurturing allows marketers to deliver an optimal content experience whenever and wherever a buyer clicks. Instead of leaving prospects at the whim of the marketer’s arbitrary schedule, always-on nurturing empowers prospects to “self-nurture” on their own timeline. Engaged prospects will consume multiple pieces of content in the same session.

H OWTo accelerate the path to purchase and adapt to the way buyers consume content now, B2B marketers need to evolve their nurturing strategy. They need to transition from slow, scheduled, one-and-done campaigns to an always-on nurturing strategy that capitalizes on the buyer’s precious attention and satisfies engaged buyers’ craving to consume more content here and now.

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K E Y TA K E A W AY S

ATTENTION IS AT A PREMIUM

so make the most of it while you’ve got it.

TAKE AN OMNI-CHANNEL APPROACH

to deliver a consistent and optimized content experience

wherever your buyer clicks.

ENGAGED PROSPECTS WILL BINGE ON YOUR

CONTENT If you let them.

USE CONTENT ENGAGEMENT DATA

to deliver personalized content experiences and know what’s

really working.

END “ONE-AND-DONE” SCHEDULED CAMPAIGNS

and move to behavior-driven, always-on marketing.

IDENTIFY & ACCELERATE ENGAGED

PROSPECTS

using actionable content engagement metrics.

Content Off er A

ARE YOU STILL PAYING ATTENTION?

We hope you found this eBook on attention and the new era of content

engagement useful. If your lead nurturing program

isn’t delivering the results you’d like, we’d love to chat

about how we can help you drive deeper content

engagement.

CONTACT US TODAY

www.lookbookhq.com

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LookBookHQ is the only always-on content engagement

platform that accelerates the path to purchase by

delivering orchestrated content experiences in a

continuous session. LookBooks help marketers do more

with the moments of attention they generate across all

channels by empowering buyers to self-educate at their

own pace and tracking what they’re reading or watching

and for how long. Leading brands including DocuSign,

Polycom, Thomson Reuters and Vodafone use LookBooks

to increase the volume and velocity of qualifi ed leads,

shorten sales cycles and grow marketing’s contribution to

revenue.

We are LookBookHQ.

© 2015 LookBookHQ, Inc. All rights reserved. The LookBookHQ logo is a trademark of LookBookHQ, Inc. All other product and company names are trademarks or registered trademarks of their respective holders. Look-BookHQ assumes no responsibility for any inaccuracies in this document. LookBookHQ reserves the right to change, modify, transfer or otherwise revise this publication without notice.

Do more with the moment with LookBookHQ.

www.lookbookhq.com

own pace and tracking what they’re reading or watching

and for how long. Leading brands including DocuSign,

LookBookHQ.

to increase the volume and velocity of qualifi ed leads,

shorten sales cycles and grow marketing’s contribution to

own pace and tracking what they’re reading or watching

and for how long. Leading brands including DocuSign,

to increase the volume and velocity of qualifi ed leads,

shorten sales cycles and grow marketing’s contribution to