Scott Vaughan, CMO of Integrate, answers five quick questions about marketing in the Attention Economy and shares why he believes empathy and walking in your customers' shoes are the keys to holding on to buyer attention.
What is Attention-based Marketing and why should it be on your radar? In these videos, Elle Woulfe explains "the other ABM" and why B2B marketers need to focus on sustaining buyer attention. You'll also see Elle's dynamic Q&A with Kyle Johnson of Thomson Reuters Legal on how attention-based marketing is driving their account-based marketing strategy.
If your prospects and customers aren’t reading your content because they never see it, how will that affect your content marketing ROI? Here are a few tips that marketers can learn from librarians to help them maximize their content marketing investment by turning a haphazard collection of digital files into a well-organized content library.
Matt Heinz, President and Founder of Heinz Marketing and a Top 50 Sales and Marketing Influencer, recently published a new book, Full Funnel Marketing. Our own Elle Woulfe caught up with Matt via video chat to discuss the new book, which takes a refreshingly “nuts and bolts” approach to sales and marketing best practices. Here's their conversation.
In the third instalment of his blog series, Chris, LookBookHQ's Demand Gen Manager and resident marketing geek, dives into the ways our marketing team is empowering our business development and sales teams using real content engagement data.
Last January, LookBookHQ’s Marketing team got in a room to hatch a master plan for building our first multi-touch email lead nurture program. With limited time and resources, our goals were to leverage existing content and build the nurture one touch at a time so we could accelerate our time-to-value. Here's an inside look at what we built, how we did it and the results we’ve seen in the first six months.
When was the last time you made a major purchase like a new vehicle on a whim? Probably never right? The car purchase journey is a lot like the B2B purchasing journey. Many consumers show the same content bingeing behavior when they're self-educating and making B2B purchase decisions. Here's what shopping for a new car can teach marketers about accommodating the B2B buyer's journey.
We asked a who’s who of leading B2B marketers, influencers and visionaries to discuss the impact of attention scarcity on their business, marketing strategies and day-to-day lives. Featuring contributions by thought leaders from Demandbase, Influitive, Marketo, Oracle Marketing Cloud, Vidyard and more, this new eBook is the definitive guide to marketing effectively in the attention economy.
Today I am pleased to announce that LookBookHQ has raised a $4M Series A round of funding led by Edison Partners, with participation from Hyde Park Ventures. This important milestone will help us to expand our content marketing automation platform and proprietary Content Science™ recommendation engine, and allow us to further innovate and bring our customers more of the world-class service they have come to expect.
What the Pokemon Go craze can tell B2B marketers about their approach to finding and capturing that rare and elusive creature: the qualified, sales-ready buyer. Learn why marketers need to "level up" when it comes to educating their prospects and finding truly engaged buyers among the much more common casual researchers and tire kickers.
Tapping into our firsthand experience as B2B marketers ourselves, as well as our recent experiences “on the ground” working with world-class marketing clients, the Client Success Team at LookBookHQ is excited to bring you a new 5-part blog series that looks at the challenges B2B marketers face every day and the proven tactics you can use to increase the effectiveness of your programs and campaigns.
In this new white paper by Demand Gen Report and LookBookHQ, we take an in-depth look at the latest research on B2B buyers’ content consumption behavior and what it can tell marketers about the sales-readiness of their prospects. Learn cutting-edge tactics to engage today’s fast-moving buyers and identify your most qualified leads.
Is your B2B content worthy of the fashion runway, or does it, if you’re being honest, come across as a little dowdy, grey and drab, more fit for an episode of What Not to Wear? A fashionista and student of B2B brands and storytelling offers tips for how to give your B2B content a makeover. Want your content to really pop? Here are 4 things to keep in mind.
LookBookHQ has teamed up with Oracle Marketing Cloud to publish The New Rules of Content Engagement: Secrets to Identifying Your Most Qualified Leads. In this new eBook, we look at how the new era of content engagement is changing the playbook for marketers, and the new rules you need to learn to better understand the content preferences of your buyers – and pinpoint your hottest leads.
Demand Gen Report recently released their 2016 Lead Scoring Survey Report sponsored by Act-On Software. Nearly half of the marketers surveyed admitted their lead scoring initiatives need improvement, and fewer than 2 in 10 ranked their programs as highly effective. Here are 4 things that can improve the quality of your lead scoring program.
LookBookHQ Recommend ensures that your prospects always see the next best content asset, whenever and wherever they engage. Based on proprietary Content Science™, Recommend’s self-learning algorithm automatically selects the content that gets presented to the visitor in the LookBookHQ Content Experience and optimizes the chances that you'll engage and convert visitors with your content. Nick Edouard shows how it works.
Because ABM is relatively new on the B2B marketing scene, there isn’t a definitive body of ABM best practices that marketers can emulate or a clear path to ABM success. We’ve put together a short list of 4 ABM “Must-Haves” that draw on our experiences implementing ABM internally and with our clients.
Matt Everson looks back at Oracle Modern Marketing Experience 2016 and compares modern marketers to master chefs who creatively combine ingredients to create effective strategies and serve up full courses of campaigns and programs that their audiences can’t wait to sink their teeth into.
A crop of new products and solutions has emerged, all promising to make ABM better, faster and easier. But what do all these solutions do, how do they work together and what ABM technologies do marketers really need in their tech stacks to be successful? These are the questions the ABM Leadership Alliance aims to answer.
Ramona Farrell, Campaign Marketing Operations Director for Thomson Reuters Financial and Risk, looks back on her team’s first year using the LookBookHQ platform. Ramona discusses the results, milestones and lessons learned along the way.
Account-based marketing has taken the marketing world by storm. But many B2B marketers face challenges in making ABM work at scale – from finding the resources needed to create focused micro campaigns to measuring interest and engagement on an account-wide basis. LookBookHQ's CMO Nick Edouard looks at how content marketing automation can help.
In this post, Chris shares some cool ways you can use the content engagement data captured by LookBookHQ within your marketing automation platform to juice up your campaigns, supercharge your lead scoring model and expedite sales-ready buyers to sales.
Hi, my name is Chris and I love technology and creating killer marketing programs, processes and campaigns that convert and drive revenue. In this new blog series, I’ll share the problems I’m solving (because chances are they’re problems you’ve had too) and the creative ways my marketing team is using content engagement to drive qualified demand and identify sales-ready buyers.
When I first started at LookBookHQ, I thought that my previous experience as a B2C marketer would make my transition to the world of B2B marketing pretty easy. I mean, how different could it be? Marketing is marketing, right? Wrong. Here are three key differences between B2C and B2B that blew my mind.
This post addresses the basics of SEO and the LookBookHQ platform, answers some common questions our prospects and customers regularly ask, and provides tips and tricks for making your content experiences easier for your audience to find.
Things were a lot easier 3,000 years ago when Sumerian craftsmen started signing the bricks they made, thereby creating the worlds first branded products. For one thing, the world of marketing was a lot less crowded and noisy back then.
Would it be fair to say that after someone clicks on your ad, fills out your form or downloads your content, you have absolutely no idea what happens? I mean, you probably assume that they read whatever marvelous content asset you were promoting but you don’t really know.
Recently, while discussing inside sales strategies, a very wise and successful head of worldwide business development said to me, “Leigh, you have to make every call personal. You have to focus on personalization.” This definitely resonated with me. For my business development team, personalization means knowing more than just someone’s name before you make a call. It means researching the company, where they are located, recent news releases, new hires, new products, etc. Heck, if I could, I’d find out what baseball team they cheer for and what they had for lunch!
We’ve all been there. You fall truly, madly, deeply in love with that hot new technology that all the cool kids are using and you’ve got to have it. But at some point, the “love at first sight” phase comes to an end, and you realize that in order to see the rewards, you’ll have to actually start using it! Wait… it’s not auto-magic???
This latest post is inspired by an email I received from my mom Julia just before the holidays. It went like this:
Dear Martha, when I give my email out to places like Shoppers*, I expect to receive an occasional email, but I am finding that they are coming daily. I will have to unsubscribe, but it’s too bad for the company: If they didn’t overdo it, I would have been happy to keep hearing from them.
A crackling fire, a steaming cup of (spiked) hot chocolate and a blanket of snow piling up outside… Who doesn’t love a snow day? It’s time to get jolly and test your knowledge of the white stuff. We’ve put together the definitive list of fun facts you’ll want to share at your next holiday party. Awkward silence? No problem! Did you snow….
For B2B marketers, forms are a necessary evil for converting anonymous traffic to known contacts, fast tracking a lead to sales, starting a free trial or registering people for a webinar or event. Forms may be needed, but that doesn’t mean that we can’t make the experience better for our prospective buyers. Here are 10 tips for how to get forms right.
Dear Martha, I understand why people making purchases need to educate themselves and how content helps support their educational needs. But I get lost when you talk about “B2B” marketers. What is “B2B”? Is LookBookHQ a B2B company?
Love it or hate it, IKEA is masterful at orchestrating a unique shopping experience and guiding your every move once you’re in their store. IKEA’s store layout is carefully designed to keep you there longer and to encourage you to engage with all that they have to offer. B2B marketers can learn a lot from IKEA about delivering compelling content journeys that hold on to a buyer’s attention. We’ve put together an infographic to get you thinking about how you can package, arrange and deliver your content in a way that satisfies your fast-moving buyers' appetite for more.
As B2B marketers, we’re pros at identifying and solving problems. Iteration is one of our super powers and we can always make a campaign better next time. But sometimes we’re so focused on improving that we don’t stop to celebrate our successes or be thankful for how much B2B marketing practices and technology has changed for the better over the past few years. In honor of Thanksgiving, here’s a list of 4 things that B2B marketers can be thankful for.
In 2001, Thomas Davenport and John Beck coined the phrase Attention Economy to describe the scarcity of attention and how to measure it, understand it and use it. It’s no accident that this idea coincided with the mass adoption of the web, which provided people with practically unlimited access to information. The notion of the attention economy is even more relevant today and it continues to have far-reaching implications for how marketers influence and educate their buyers.
In part two of her series Explaining Modern Marketing to My Mom, Martha Prange tackles the question: “What is “content” anyway and why is it so important to B2B marketers today? Martha looks at various content types and the difference between first-party and third-party content.
In honor of Halloween, earlier this week we looked at the content marketer’s worst fear (#MktgFearFest), which got us thinking about what terrifies other Sales and Marketing professionals in their roles. We asked around and came up with a list of frightful things that keep some of members of your Sales and Marketing team up at night.
With Halloween right around the corner, it’s the perfect time to take a look at what terrifies content marketers most and what you can do to dispel your worst fears. First, you might want to take a deep breath and brace yourself because it’s pretty scary: No one is reading your stuff. Or are they? Let’s grab our ghost-busting gear and investigate.
Things are pretty exciting in marketing tech these days. With all of the great solutions out there, it's easy to get swept up in the moment and forget some best practices. You invest a lot of time, effort and budget into your marketing stack and the potential benefits are huge. But your shiny new marketing automation platform, video hosting tool or content engagement platform is only as good as the planning and process that goes into it.
Tracy Staniland is VP Corporate Marketing at Asigra, a cloud-based data protection software company based in Toronto. We caught up with Tracy to talk about how B2B marketing and the sales funnel have changed over the past decade and the challenges and opportunities B2B marketers face in the new era of content engagement.
While most marketers were firmly grounded to Earth last week, I was blasting off to Vidyard Space Camp in San Francisco – two full days of video marketing content, complete with space suits, cosmonauts and more space puns than you can shake a rocket at.
How often do you go to YouTube and only look at one video? Yeah, me neither. It’s more likely that I’ll watch one cute pet video (don’t judge), get enticed by another related one andanother. Then 10 or 15 minutes later, I’ll come up for air, having spent way more time avoiding work than I ever imagined (don’t tell my boss).
My name is Martha Prange and as a kid I always had a hard time figuring out what my Dad’s job was. “He works for a mutual fund company” was my best response, which usually elicited glazed eyes and a rapid change of subject. Now our roles have reversed and it is my parents who have a hard time grasping what I do for a living.
At the start of a new back-to-school season, it’s a great time to think about how marketers educate and nurture their prospects today and to take a quick refresher course at “Nurture U.” Given the typically low response rates and conversions for most lead nurture programs, marketers need to consider whether they’d give their own program a passing grade. We’ve put together the ultimate guide to nurturing in the new era of content engagement.
When I started working on the Business Development team here at LookBookHQ, I knew that, even though I had no previous experience working in the marketing tech field, I had a ton of customer service experience that I could bring to the table. But, what I never imagined is that my most valuable and relevant biz dev skills would come f