creating strategic interactive content for b2b marketing

Using Interactive Content Data as a Strategic Weapon

Presented by: ion interactive

& SqueezeCMM

“Enter interactive content. On the battlefield that is content marketing, reading, watching, listening to, or

downloading something may be the equivalent to firing a shot, but getting a prospect emotionally involved via

interaction is a hit.” Barry Feldman on the Kiss Metrics Blog

“A Study in Brand Transformation” by Skyword and Researchscape International of B2C and B2B enterprise marketing leaders across 40 industries.

91% of B2B buyers want interactive content for on-demand consumption, but only 36% of

marketers are producing it!

what is interactive content?

Interactive content:Browser-based digital content experiences designed

for visitor participation

Interactive content typically includes a feedback loop in which the outcome of the experience is directly impacted by the interaction of the visitor.

Think: Quizzes, calculators, configurators, assessments, interactive white papers, guides, eBooks, etc.

static content: interactive content:

audience: consumes participates

delivers: information youtility

examples:

blogs ebooks reports

white papers

quizzes assessments calculators

configurators

© i-on interactive, inc. All rights reserved • www.ioninteractive.com


Quizzes

Quizzes are addictive little buckets of fun that can generate leads and social shares at pretty amazing rates. People like to compete to win recognition almost as much as

they love to compete for more tangible prizes. Use: early in the buyer’s journey.

http://www.ioninteractive.com



Lookbook

Lookbooks slice straight through the verbal clutter with powerful, attention-grabbing visuals. Early in the journey, they provide visually-driven products or concepts with an engaging, simple canvas. They can also result in strong social sharing and lead-gen performance.

Use: all stages of the buyer’s journey




Interactive Infographic

Interactive infographics turn facts and soundbites into engaging and entertaining fun. Using them early in the buyer’s journey generates social sharing. They are also highly measurable

— revealing which factoids are most compelling for people. Use: early & mid in the buyer’s journey.




Calculators

When you want to illustrate potential quantifiable outcomes, calculators are the go-to marketing app. They can provide compelling, hard evidence that builds credible

need in the critical nurture period between attention and action.




Solution Builders

Solution builders answer the question — what is right for me? The help the buyer understand conceptually what they need. This makes solution builders invaluable in

mid-journey qualification.




Configurators

Configurators are a specific version of solution builders — enabling buyers to match their needs to your product, service or solution. This provides immediate feedback to marketing and sales to qualify and surface the most qualified prospects. Used late in

the buyer’s journey.




eBooks

Great for longer format content. It’s especially effective as a 'create your own story' version where the behavioral feedback loop to sales and marketing illuminates

pains, opportunities and qualification.




Interactive White Papers

The ‘snackable’ version of eBooks, can provide snippets of expandable content allowing the visitor to determine how deep they want to go. Highly visual, typically including

several engaging elements including content quizzes, very effective at allowing visitors to step through your story. Can surface great behavioral insights to sales.




Assessments

When it’s time to truly engage in a useful dialog, it’s time to put assessments to work. They’re strategically designed to identify pains and opportunities while

providing genuine value and recommendations to buyers. Assessments are great for engagement for early stage buyers and for education of a middle stage buyer.


Digital is more than half

of a Buyer’s Journey

Demand Metric Digital Body Language Benchmark Study, June 2015

78 percent of B2B professionals worldwide say content is very important to the effectiveness of the sales process.

Qvidian

ourneyourney


A buyer’s journey through static content• View an infographic• Register to download a white paper• Click through an email to download

a best practices guide• Read a blog post• View product pages• Download a solution

brochure• View the “getting started”

page• Attend a webinar• Watched a video• Contacted sales



• Interact with an interactive infographic

• Interact with an interactive white paper

• Register to download awhite paper

• Answer a 15-question self assessment

• Configure a solution builder• Use an ROI calculator • Use an implementation

calculator• Contacted sales

A buyer’s journey through interactive content



The Tale of Two Journeys

• Interact with an interactive infographic

• Interact with an interactive white paper

• Complete a quiz • Register to download a white

paper • Answer a 15-question self

assessment • Configure a solution • Use an ROI calculator • Use an implementation calculator • Contacted sales

RICH INSIGHTS TO SURFACE TO SALES• View an infographic

• Register to download a white paper

• Click through an email to download a best practices guide

• Read a blog post • View product pages • Download a solution brochure • View the “getting started”

page • Attend a webinar • Watch a video • Contact sales

PASS/FAIL VS


It’s hard to surface buyer insights & meaningful digital

body language without interactions.

Digital Body Language

Digital body language—clicks, page views and downloads of pass/fail content aren’t that useful for sales.

Digital Body LanguageLots of

Really not that useful!

Show sales how the buyer completed an assessment and what it means

Interactive content participation & interactions can be surfaced to sales in a meaningful way.

Show sales what the buyer calculated

Show sales how the buyer scored in a quiz

And sales wants the type of information that can be surfaced from interactive content!

© 2016 SqueezeCMM Inc. All Rights Reserved.

Strategic Interactive Content: Creating Conversion Assets

Presentedby:JenniferEvansCo-Founder,SqueezeCMM


Conversion Asset: What is it?

• A tool, often interactive that assesses a customer's environment or needs

• Assesses or diagnoses or qualifies a prospective customer.


Why Strategic Interactive Content?

• Powerful insights for the marketer

• Powerful value to the customer

• Multifunctional: service, sales, marketing, social, webinars

• Ability to identify environment and qualify leads


Why Strategic Interactive Content?

• Identify the right prospect with the right questions– Eliminate bad fits immediately

• Build trust with the right prospects – A well targeted needs assessment says:

You get me!

• Qualify those who prefer not to interact – Introverts are among us!

=YOUGETME!


What kinds? • NeedsAssessments

– Understandenvironment,requirements

• PreparationChecklists– Prepareforaprojectortask(egaudit,campaign)

• ReadinessAssessments– Doyouhavetherequiredresourcestogetthejobdone?

• EngagementRoadmaps– Whatdoesasuccessfulengagementlooklikeandwhatarethemilestonesandtimelines?


Getting Started WITHSALES• Bookameetingwithsales• Explainthatyouarebuilding

thistool...forbetterleadgenerationandmorequalifiedleads

• Askforquestionstheyaskcustomers

• Decidelengthandinputmethod

• 17-25questionsisoptimal• Willitcomewithoutcomes?

WITHOUTSALES • Bookmeetingswith5

customersandprospects• Askabouttheirenvironment

andwhatmakesasolutionagoodfit

• Problemsandissues• Distillconditionsforsuccess

fromthisfeedback• Turnintoanassessment


Case Study: CERYX

• Email service provider

• Needs assessment helped determine the best fit for the customer’s environment or factors they should consider.

• Doubled their leads with 63% of them coming from needs assessments


Example: New TV• What kinds of questions could you ask for a

needs assessment for a new TV?


TV Purchase Questions• What will it be used for primarily?

• Where will the TV go?

• Will it be wall mounted or not?

• Who will be using it?

• Will it need internet, gaming console and other

connections?

• Does it need smart functionality?


CMM Needs Assessment

• What kinds of questions would be useful?

▪ Objectives▪ Existing MarTech infrastructure▪ Data gaps▪ Types of roles▪ Types of function


How Is It Deployed?• As a discussion tool

• As an interactive tool recording answers

• As an interactive tool recording answers and

providing an outcome on the spot

• As an interactive tool recording answers and

leading to a conversation with a rep re outcome


We Will Share Our CMM Assessment

Would love your feedback!

[email protected]

Interactive content effectiveness


Comparing interactive to passive content, interactive content is somewhat or very effective at...

generating conversions

VS 36 %INTERACTIVE CONTENT STATIC CONTENT

%70 %42



educating the buyer

93 % VS 70 %INTERACTIVE CONTENT

43

STATIC CONTENT



differentiating from competitors


44

STATIC CONTENT



being shared


45

STATIC CONTENT

The writing is on the wall:

interactive content is the future of content

marketing. BuzzStream


“”


@[email protected]

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creating strategic interactive content for b2b marketing

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