Everyone with a product to sell knows that having an interested customer doesn’t guarantee a purchase, nor does a sale always lead to repeat business. Customers who are going to buy know what they want and why. A marketer’s job is to get that information to the customer, and more importantly, make sure they understand it, according to Nick Edouard (pictured), president and chief marketing officer of LookBookHQ Inc.

“The reality is a low-single-digit clickthrough rate means that’s not going to happen,” he said.

Edouard stopped by theCUBE, SiliconANGLE’s mobile live-streaming studio, to talk with co-hosts John Furrier (@furrier) and Peter Burris (@plburris) during the Oracle Modern Customer Experience event in Las Vegas, Nevada. There, he spoke about what his company does and how that helps marketers. (* Disclosure below.)

Moments of attention

Edouard explained that LookBookHQ focuses on the intelligent use of content. When customers interact with marketing content, the time Edouard called the “moment of attention,” the content has to do more than interest the customer; it must lead the customer on to more content. Informed customers who followed multiple pieces of marketing content are more likely to buy, he said.

Companies report that the vast majority of qualified leads don’t close a sale. That’s because they aren’t really qualified, according to Edouard. It’s hard to qualify a customer on one interaction, because a company can’t know if that customer absorbed the information.

One solution is to use that interaction to draw the customer to the next bit of content. If the customer is engaged with one item, why not give them a second in the same session? Edouard asked. How the customer responds can be tracked and used to make intelligent decisions going forward.

If a customer has engaged with a few bites of content, they probably want more information, he added. Likewise, the company will want more information about them. Instead of forms, the company can use the customer’s interaction records, combined with data from other sources, to build a profile of the customer in the background. That profile then can be used to build a relationship, Edouard concluded.

Watch the complete video interview below, and be sure to check out more of SiliconANGLE’s and theCUBE’s independent editorial coverage of Oracle’s Modern Marketing Experience. (* Disclosure: TheCUBE is a paid media partner at Oracle’s Modern Marketing Experience. The conference sponsor, Oracle, does not have editorial oversight of content on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE