1. INTRODUCTION TO LOOKBOOKS
Briefing for SiriusDecisions
18th July 2013
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2. ABOUT LOOKBOOKHQ We’re new. Launched in March 2013.
Our product is new. We sell SaaS authoring environments (HQs) in which B2B marketers & sales people can make LookBooks and deliver via existing channels.
We have a great team and great early customers (e.g. ADP Canada, IBM Varicent, Asigra, MarketingProfs, Subway, Globescan, Newgate Communications).
We’re a customer-focused and data-driven company with a passion for and experience in B2B marketing & sales.
We’re privately held and backed by some of Canada’s leading angels (e.g. John Phillips, Paul Hill).
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3. BACKGROUND. WHAT’S THE PROBLEM?
What do we know about B2B buyers & B2B marketing in 2013?
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4. B2B BUYERS ARE BUSY. REALLY BUSY
“White collar professionals report spending over half (51%) of their work day receiving and managing information, rather than actually using information to do their jobs” LexisNexis Workplace Productivity Survey
Professionals spend 51% of time managing information, not using it
Source: LexisNexis Workplace Productivity Survey
Image:
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5. B2B BUYERS DON’T READ ONLINE
How do people read online? They don’t. They skim.
“Users will read about 20% of the text on the average page*” Neilsen Norman Group
* And even less of s.
Only 20% of text is read on the average Web page
Source: The Neilsen Norman Group
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6. B2B BUYERS ARE BOMBARDED WITH MARKETING MESSAGES
500 Ads in the ’70s, > 5,000 Ads Today
“We’ve gone from being exposed to about 500 ads per day in the 1970s to as many as 5,000 a day today” Jay Walker Smith, The Futures Company
Source: The Futures Group
Image:
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7. B2B BUYERS DON’T TRUST VENDOR CONTENT
67% of B2B buyers don’t trust vendor content; rather they trust peer-powered, third party content
Source: CMO Council "Better Lead Yield in the Content Marketing Field" (June 2013)
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8. B2B BUYERS DON’T HAVE THE TIME TO DO THE RESEARCH
82% don’t have the time to do the research & reading.
Okay, so visual isn’t really a villain. At all. But it’s a key part of your understanding of the world into which you’re trying to tell your stories.
Pinterest – fastest company to 10m monthly unique users ever.
Twitter – used to be all about 140 characters. With the introduction of Twitter Cards, increasingly visual.
The brain “makes sense by seeing, by an act of visual interrogation” (according to leading information designer Tom Wujec, TED Talk in 2009)
Source: Demand Gen “2013 B2B Content Preferences Survey”
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9. B2B Marketers are creating hungry content monsters=
Source: Ally Motz, SiriusDecisions (CMA Show, June 2013)
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10. WHAT DOES ALL OF THIS MEAN FOR B2B MARKETERS?
Need content (including third party) that your B2B audience can easily & quickly engage with and find useful.
Need content that is fast to make to regularly feed their marketing machines.
Need performance data about their content assets (beyond the “click”) so that they can improve (everyone wins).
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11. OUR SOLUTION
We help B2B companies turn content into sales by giving them a way to engage with busy audiences and track actionable results.
LookBooks let B2B marketers & sales people combine third party content and their own into a coherent visual story that can be shared via existing channels.
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12. HOW? LOOKBOOK KEY FEATURES1 5
Turn what you have into a visual & attention-grabbing story
Create focus using annotation & levels of engagement 2 6
Coherently integrate third party content
Share via existing channels & enable amplification 3 7
No “slow reveal” – audience chooses where to engage
Analytics – improve ROI on content & performance of Marketing Automation 4
Easily clone to create variations & targeted content
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13. Make Share Measure PRODUCT DEMO 1 2 3
The Oil and Gas sector is highly technical, and most companies in the sector are used to publishing case studies, specification sheets or press releases about recent projects or acquisitions. You don't see a lot of creative content. We wanted to "punch things up" a bit, in keeping with our client's desire to enhance brand awareness, especially as an innovator and technology leader. We knew that oil and gas is still a predominantly male-dominated industry and that in Texas, the epicenter of the industry, it's all about football. So we decided to showcase the hottest trend in the industry (the shale plays) with a football theme; hence the Playbook.
Then back to slides for “Use Cases & Case Studies” and “Roadmap”
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14. MOST FREQUENT USE CASES1
To integrate third party content within marketing & storytelling
Demand Generation
Lead Nurturing 2
To repurpose existing content assets (e.g. white papers, case studies)
Thought Leadership
Sales Enablement 3
To focus audience’s engagement where they want it – and track it
Internal Sharing
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15. ADP CANADA Internal & External
Demand Gen (Insurance Campaign) – 300% higher engagement in A/B test
Advertised annual user conference using a LookBook via
Internal: competitive intelligence & market positioning; product releases
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16. ASIGRA* Email newsletters Demand Gen & Lead Nurturing Blogs
Using a lot of third party content integrated with their own to validate their proposition
Increased content production by 50% per month
“I’m having an absolute blast making LookBooks”
* Please note that we’re not allowed, and nor is SiriusDecisions, to publicly disclose that Asigra is a customer – we can only disclose this to investors and analysts.
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17. AND HERE’S WHAT OUR CUSTOMERS ARE SAYING
“Instead of hoping your target audience reads your press releases, sees an article published on a similar topic, reads an analyst paper on the same topic and reviews your white paper or watches your video, why not package up all of the materials into a visual package including your personal comments that enables the reader to engage with your brand?
LookBooks enable this. One stop storytelling at its best.”
Tracy Staniland, VP Marketing, Asigra
* Please note that we’re not allowed, and nor is SiriusDecisions, to publicly disclose that Asigra is a customer – we can only disclose this to investors and analysts.
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18. AND WE’RE WORKING ON SOME PRETTY COOL STUFF
Integration with leading Marketing Automation & CRM Systems
Know how a specific lead (“Bob Smith”) engaged with the LookBook for better lead scoring and workflow automation (e.g. Bob found X useful, send him Y)
Further presentation & delivery options
Change the look & feel of your LookBook and the way / order in which the content is presented to the audience
Enhanced analytics
E.g. identifying whether or not the piece of content was useful, whether the reader had seen it before, etc.
Amplification – how was this shared within a company?
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19. NEW FEATURES EVERY 2 WEEKS based on customer feedback
Next week’s deploy includes “Useful – Yes or No?” (screenshot from QA environment)
Actively listening to customer feedback - roughly 80% of product development since launch has been in response to customer feedback
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20. QUESTIONS?
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21. COntact Nick Edouard nick@lookbookhq.com (647) 241-2407
EVP Business Development & Marketing
(647)
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22. APPENDIX
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23. Paid FOUND OWNED EARNED OWNED Paid THIS IS A LooKBOOK
Fast Company article: Talking about
why this company is different
Industry thought leader article: Explaining
why you should care
Call to action: See it in action right now on this amazing blog
Analyst report: Open to section that talks about the product accordingly
Product info: Highlighting a
technical differentiator
Video: Company eats its own dog food and saves the planet
EARNED
OWNED
Paid
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24. Fast & easy to make Put anything in a LookBook: Webpages Files
Videos & Images
Annotate your content to focus engagement
Change the Tile image (separate from the underlying content)
Make LookBooks in your own authoring environment (HQ)
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25. Easy to share In your own LookBookHQ Embedded on your blog or website
In campaigns & newsletters
Via private s
Via social networks (e.g. as a Twitter Card)
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26. Easy to measure – and improve
See how people engage with your LookBook’s content:
How long did people spend with each piece of content?
What was their journey through your LookBook?
Did they share it further?
Test narratives, determine positioning in funnel, target follow-up content
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27. WHAT YOUR AUDIENCE SEES
Visual experience with layers of engagement allowing the audience to choose where they engage
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28. CUSTOMIZE YOUR LOOKBOOK
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