“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!
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
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© 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.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • 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
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
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.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
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.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
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.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
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.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
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.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
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.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
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
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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
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
• 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
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
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
Digital Body Language
Digital body language—clicks, page views and downloads of pass/fail content aren’t that useful for sales.
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.
© 2016 SqueezeCMM Inc. All Rights Reserved.
Strategic Interactive Content: Creating Conversion Assets
Presentedby:JenniferEvansCo-Founder,SqueezeCMM
© 2016 SqueezeCMM Inc. All Rights Reserved.
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.
© 2016 SqueezeCMM Inc. All Rights Reserved.
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
© 2016 SqueezeCMM Inc. All Rights Reserved.
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!
© 2016 SqueezeCMM Inc. All Rights Reserved.
What kinds? • NeedsAssessments
– Understandenvironment,requirements
• PreparationChecklists– Prepareforaprojectortask(egaudit,campaign)
• ReadinessAssessments– Doyouhavetherequiredresourcestogetthejobdone?
• EngagementRoadmaps– Whatdoesasuccessfulengagementlooklikeandwhatarethemilestonesandtimelines?
© 2016 SqueezeCMM Inc. All Rights Reserved.
Getting Started WITHSALES• Bookameetingwithsales• Explainthatyouarebuilding
thistool...forbetterleadgenerationandmorequalifiedleads
• Askforquestionstheyaskcustomers
• Decidelengthandinputmethod
• 17-25questionsisoptimal• Willitcomewithoutcomes?
WITHOUTSALES • Bookmeetingswith5
customersandprospects• Askabouttheirenvironment
andwhatmakesasolutionagoodfit
• Problemsandissues• Distillconditionsforsuccess
fromthisfeedback• Turnintoanassessment
© 2016 SqueezeCMM Inc. All Rights Reserved.
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
© 2016 SqueezeCMM Inc. All Rights Reserved.
Example: New TV• What kinds of questions could you ask for a
needs assessment for a new TV?
© 2016 SqueezeCMM Inc. All Rights Reserved.
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?
© 2016 SqueezeCMM Inc. All Rights Reserved.
CMM Needs Assessment
• What kinds of questions would be useful?
▪ Objectives▪ Existing MarTech infrastructure▪ Data gaps▪ Types of roles▪ Types of function
© 2016 SqueezeCMM Inc. All Rights Reserved.
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
© 2016 SqueezeCMM Inc. All Rights Reserved.
We Will Share Our CMM Assessment
Would love your feedback!
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Comparing interactive to passive content, interactive content is somewhat or very effective at...
generating conversions
VS 36 %INTERACTIVE CONTENT STATIC CONTENT
%70 %42
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Comparing interactive to passive content, interactive content is somewhat or very effective at...
educating the buyer
93 % VS 70 %INTERACTIVE CONTENT
43
STATIC CONTENT
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Comparing interactive to passive content, interactive content is somewhat or very effective at...
differentiating from competitors
88 % VS 55 %INTERACTIVE CONTENT
44
STATIC CONTENT
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Comparing interactive to passive content, interactive content is somewhat or very effective at...
being shared
38 % VS 17 %INTERACTIVE CONTENT
45
STATIC CONTENT
The writing is on the wall:
interactive content is the future of content
marketing. BuzzStream
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
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