How to Engage, Generate, and Qualify More Leads Using Interactive Content

1. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Hana Abaza VP Marketing, Uberflip @hanaabaza Boost Your Lead Gen Quantity and Quality How to Engage, Generate, and Qualify More Leads Using Interactive Content Anna Talerico Founder, ion interactive @AnnaTalerico

2. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar J)

3. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Join in on WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar J)

4. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico STICK AROUND FOR A DEMO

5. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Content marketing today Interactive content marketing for lead gen Testing interactive content for higher conversions What to measure Surfacing lead quality to sales— nirvana! • Interactive white papers & eBooks • Online calculators • Interactive infographics • Online conﬁgurators • Assessments & quizzes

6. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico What’s going on in content marketing?

7. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Content marketing is ubiquitous

8. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Lead gen, sales, nurturing, awareness engagement are the goals

9. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Engagement, measurement, repurposing and visual content are the priorities

10. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Engagement, measurement, repurposing and ROI are the challenges

11. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Sales lead quality, sales, conversion rates, and lead quantity are the success metrics

12. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Sales lead quality is where it’s at

13. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Spending is rising

14. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico We’re making more content

15. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico But… Of all marketing content goes unused Sirius Decisions70%

16. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico “Too much content.” Sirius Decisions

17. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico And here’s the disturbing news…

18. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Only 30% say they are effective (down from 38% last year)

19. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico We have a content marketing problem.

20. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Why?

21. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Static content provides limited opportunity for engagement, insights & effectiveness.

22. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico “The writing is on the wall: interactive content is the future of content marketing.” BuzzStream

23. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico 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.

24. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Comparing interactive to passive content, interactive   content is eﬀective at... educating the buyer VS 70% 93% INTERACTIVE CONTENT STATIC CONTENT

25. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Comparing interactive to passive content, interactive   content is effective at... differentiating from competitors VS 55% INTERACTIVE CONTENT STATIC CONTENT 88%

26. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Comparing interactive to passive content, interactive   content is eﬀective at... being shared VS 17% INTERACTIVE CONTENT STATIC CONTENT 38%

27. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Comparing interactive to passive content, interactive   content is eﬀective at... generating conversions VS 36% INTERACTIVE CONTENT STATIC CONTENT 70%

28. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico old-school: Static Asset

29. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Old-school: Gated Page

30. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Better Bet: Repurpose static assets into un-gated interactive experiences assessment interactive white paper interactive infographic

31. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Better Bet: Use interactive content across the buyers journey INTERACTIVE infographic  early buyer journey content Interactive white paper  early & mid buyerjourney content assessment  mid & late buyer journey content

32. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico VS Plus, static content only provides pass/fail data. Interactive content provides rich insights and measurement pass/fail real insights

33. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico • 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 Measurement of static vs. interactive content marketing VS

34. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico It’s hard to surface buyer insights & meaningful measurement without interactions.

35. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Potential for repurposing static content into engaging interactive experiences. Consider testing opportunities—boost engagement and lead conversions with strategic testing. Measure key outcomes—how will you determine what’s working and what’s not. Surface key buyer insights to sales— what information will help sales build better relationships. Content marketing & lead gen go hand-in-hand:

36. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico online white papers & ebooks

37. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Interactive White Paper

38. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Interactive White Paper call to actioncapture leads from visitors who want to download the white paper as a PDF version. How to generate leads with an interactive white paper or eBook:

39. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Interactive White Paper How to test for higher conversion rates: Read More! Get the Full White Paper! Continue Reading! Complete the form to get the full White Paper! Content accessCan you drive more leads by providing all the content with an optional form?

40. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico How to measure content consumption and engagement Read More! 1+ 1+ 1+ See Examples! Interactive White Paper BehavioralTagging See what your audience is most interested in.

41. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Interactive White Paper Joe Smith consumed 80% of the Interactive Content Marketing Toolkit Consumption Show your sales team the percent of content that the visitor consumed Surface prospects to your sales team:

42. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico online configurators

43. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Online Conﬁgurator

44. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Online Configurator How to generate leads with an online configurator: Results Let visitors complete the configurator and see theresulting recommendedsolutions or products.

45. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Online Configurator How to test for higher conversion rates on your online configurator: Results Access Will you capture more leads by giving full access to the results?

46. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Online Configurator How to measure content consumption and engagement on your online configurator: Bounce Rate   highest on   third step Look at Drop off What is the tolerance your visitors? Which questions cause the highest drop off?

47. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Online Configurator How to measure content consumption and engagement on your online configurator: Average   Budget Accelerate deals Information surfaced in an online experience will help the sales experience.

48. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico online calculators

49. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Calculator You can use online, interactive calculators to drive qualiﬁed leads

50. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Calculator How to generate leads with an online calculator: EMAIL RESULTS Send Results Offer to send pricing resultsfrom the calculator to the prospect instantly via email.

51. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Calculator How to test for higher conversion rates on your online calculator: EMAIL RESULTS Results access Can you drive more leads by providing the results with an optional form?

52. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Calculator How to measure content consumption and engagement on your online calculator/conﬁgurator: Evaluate Evaluate the aggregateresponses to understand your audience better.

53. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Calculator And don’t forget to surface prospect insights to your sales team: Show sales team Show sales the prospects actual calculator inputs so they understand the buyers unique parameters and buying situation.

54. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico interactive infographics

55. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Interactive Infographics Can you use an interactive infographic to generate lots of leads?

56. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Interactive Infographics How to generate leads with an interactive infographic: Call to Action Include prominent calls to action throughout.

57. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Interactive Infographics How to generate leads with an interactive infographic: Cross - Sell Offer optional related content to be emailed to the visitor at various spots with the experience. Like this infographic?! 75 Essential Content Marketing Stats Everything you need to know from budgets to metrics  to effectiveness. Explore what’s happening with   content marketing right now.

58. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Interactive Infographics How to measure content consumption and engagement on your interactive infographic: Scoring Each time a visitor interacts with a page element,increment their score by 1. 1+ 1+ 1+ 1+

59. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Interactive Infographics How to generate leads with an interactive infographic: Show Sales Show sales which infographic elements the visitor interacted with.

60. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico online assessments & quizzes

61. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Assessments & Quizzes How to use online assessments and quizzes to generate lots of qualiﬁed leads

62. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Assessments & Quizzes How to generate leads with an online quiz or assessment: See results Let visitors complete theassessment/quiz and see the results and recommendations

63. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Assessments & Quizzes How to test for higher conversion rates on your online quiz or assessment: Results Access Gating the results with a form is a great A/B test!

64. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Assessments & Quizzes How to measure content consumption and engagement on your online quiz or assessment: Very High Conversion Rate Look atperformance Understand your audience better and gain real insights.

65. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Assessments & Quizzes How to measure content consumption and engagement on your online quiz or assessment: Results Show sales theanswers Sales can pick up the personal conversation exactly where the digital conversation left off. Answer 8 of 9

66. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Interactive content is almost 2x more effective at generating conversions as static content (70% of the time for interactive versus 36% for static). The data shows interactive content can help marketers reach their goals 2x

67. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Interactive content helps with 4 out of the top 5 goals

68. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Interactive content helps with 4 of the top 5 goals

69. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Interactive content helps solve 5 of the top 6 challenges

70. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Interactive content surfaces and facilitates 4 of the top 4 metrics

71. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Ungated version: 33% MORE leads than the gated version

72. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Higher lead conversion and improvements to lead scoring

73. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico 26% conversion rate, insight into consumption

74. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico 60% more effective in generating new lead and 40% more effective at nurturing existing leads

75. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Interactive content can engage your buyer in a radically more effective manner, increase lead generation while surfacing richer insights to sales that helps to drive revenue.

76. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico Check out this ebook for more on this subject: “interactive content for lead gen” at ioninteractive.com

77. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico QUESTION TIME! Anna Talerico Founder, ion interactive @AnnaTalerico Hana Abaza VP Marketing, Uberflip @hanaabaza hub.uberﬂip.com

78. #uberwebinar@Uberﬂip @HanaAbaza @AnnaTalerico

79. FindouthowBookerdecreasedtheir costperleadby71% withcontent. READCASESTUDY

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