A Tale of Two Journeys: Delivering Engaging Content to Your Buyers

2. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com What’s Inside •The state of content marketing •The buyer’s journey across your content •Static versus interactive content •Surfacing rich content insights to marketing & sales

3. Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com Content Marketing Institute “ ”

4. The purpose of content marketing is to attract, acquire and engage an audience. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com

5. What types of content are we creating to attract, acquire & engage our audience? © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com

6. Types of Content © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com Social Media Content Other Than Blogs eNewsletters Articles on Your Website Blogs In-Person Events Case Studies Videos Illustrations/Photos White Papers Online Presentations Infographics Webinars/Webcasts Research Reports Microsites

7. And we’re making a whole lot of it… © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com

8. % 77 B2C 86% B2B Marketers Marketers marketers who use content marketing 2015 B2C/B2B Content Marketing Trends, Content Marketing Institute © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com

9. Almost half have a dedicated content marketing group 2015 B2C/B2B Content Marketing Trends, Content Marketing Institute ©© i- oi-no nin itnetrearcatcivtiev,e i,n icn.c A. lAl lrli grihgthst sre rseesrevrevde d • • w wwwww.io.inoinnitnetrearcatcivtiev.ec.ocmom © i-on interactive, inc. All rights reserved • www.ioninteractive.com

10. spend on content marketing 2015 B2C/B2B Content Marketing Trends, Content Marketing Institute 28 % of total marketing budget © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com

11. more than half say they will increase spending in the next 12 months 2015 B2C/B2B Content Marketing Trends, Content Marketing Institute ©© i- oi-no nin itnetrearcatcivtiev,e i,n icn.c A. lAl lrli grihgthst sre rseesrevrevde d • • w wwwww.io.inoinnitnetrearcatcivtiev.ec.ocmom © i-on interactive, inc. All rights reserved • www.ioninteractive.com

12. 70 % of B2B marketers are creating more content than they did a year ago 2015 B2B content marketing trends, Content Marketing Institute © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com

14. Clearly, we’re investing our time, energy and resources into content marketing. So how’s it working for us? © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com

15. We could be doing much better. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com

16. % 37 B2C 38 % B2B Marketers Marketers marketers who say their content marketing is effective 2015 B2C Content Marketing Trends, Content Marketing Institute © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com Only

17. 58 A whopping % say their content doesn’t create enough opportunity for engagement Demand Metric, Enhancing the Buyer’s Journey, © i-on interactive, inc. All rights reserved • www.ioninteractive.com

18. % 51 B2C 49% B2B Marketers Marketers marketers who are challenged measuring content effectiveness 2015 B2C/B2B Content Marketing Trends, Content Marketing Institute © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com

19. Wait… We’re increasing investments in content marketing, but we’re struggling with measuring how effective our content actually is? © i-on interactive, inc. All rights reserved • www.ioninteractive.com

20. We have reporting coming out of our ears. But to be able to connect all those things into one cohesive view that connects it to business metrics is hard. It really is. Gary Van Prooyen “ ” © i-on interactive, inc. All rights reserved • www.ioninteractive.com

22. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com The Problem with Measurement We can’t really know more than we already know. 1 2 What we know isn’t all that illuminating.

23. We have all the data we need to measure content consumption and influence © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com

26. Static content provides limited opportunity for engagement, insights & effectiveness. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com

27. Interactive content can solve for this. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com

28. Interactive content can engage your buyer in a radically more effective manner while surfacing much richer insights. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com

29. chiefmarketer.com 70 % of buyers go through their buying journey before talking to a sales rep

31. The Tale of Two Journeys

32. A 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 • Watch a video © i-on interactive, inc. All rights reserved • www.ioninteractive.com

33. What Do We Know? • Viewed an infographic • Registered to download a white paper • Clicked through an email and downloaded a best practices guide • Read a blog post • Viewed product pages • Downloaded a solution brochure • Viewed the “getting started”page • Attended a webinar • Watched a video © i-on interactive, inc. All rights reserved • www.ioninteractive.com

35. But what can a buyer’s journey look like with interactive content?

36. Early Stage A visitor clicks on a tweet and engages with an interactive infographic. We know every element he interacts with.

37. Early Stage Marketing places a cookie on the visitor for marketing automation & retargeting.

38. At This Point We Know… STATIC INTERACTIVE © i-on interactive, inc. All rights reserved • www.ioninteractive.com We know a visitor VS viewed the infographic. We don’t know if there was any specific infographic content that interested him. We know which stats the visitor interacted with.

39. Early Stage The visitor is retargeted with specific banner ads that pick up where his affinity for the infographic left off. He clicks!

40. Early Stage He lands and engages with an interactive white paper. We know every element he interacts with.

41. © i-on interactive, inc. All rights reserved • www.ioninteractive.com We Know STATIC INTERACTIVE We know a visitor VS hit a landing page. He may or may not have converted. If he converted, we know he downloaded the white paper. We don’t know if he read it. We know which sections of the white paper content the visitor interacted with.

42. Early Stage He decides he wants the PDF version emailed to him.

43. Early Stage Now he converts from an anonymous visitor to Bill.

44. Early Stage Bill’s previous interactions are married to his contact information.

45. Early Stage + Bill is added to a nurture campaign.

46. Early Stage Bill gets an email offering an assessment.

47. Mid Stage Bill completes the assessment.

48. Mid Stage Marketing is capturing key behaviors and responses.

49. © i-on interactive, inc. All rights reserved • www.ioninteractive.com We Know STATIC INTERACTIVE We know he VS downloaded an assessment document. We don’t know if he read it or if it just sat on his desk collecting dust. We know how Bill answered each assessment question and his ultimate score. We know his pains!

50. Mid Stage Bill shares the insights and results with his boss.

51. Mid Stage Marketing’s next nurture email to Bill is triggered based on his previous responses.

52. Mid Stage Bill clicks through and uses a solution builder.

53. © i-on interactive, inc. All rights reserved • www.ioninteractive.com We Know STATIC INTERACTIVE VS We know the solution Bill configured based on his specific situation. We know Bill downloaded a product brochure & hit a solution page on our website.

54. Mid Stage Bill shares the solution builder results with his colleagues.

55. Mid Stage Bill bubbles up to sales as an active lead. Sales sees Bill’s responses in the CRM and reaches out to begin a dialog, starting at his point of interest.

56. Mid Stage After their call, sales sends Bill an ROI calculator.

57. © i-on interactive, inc. All rights reserved • www.ioninteractive.com We Know STATIC INTERACTIVE VS We know Bill’s specific ROI case. 1. We know Sales sent an email. 2. We know Sales captured call notes in the CRM.

58. Mid Stage Bill’s data is captured and surfaced to sales.

59. Late Stage Bill calls his sales rep. He’s got buying questions.

60. Late Stage Bill & sales discuss set up, using an implementation configurator together.

61. © i-on interactive, inc. All rights reserved • www.ioninteractive.com We Know STATIC INTERACTIVE VS All the implementation details, timelines, stakeholders, roles input in the implementation planner. We know sales and the buyer talked about implementation details.

62. Late Stage Bill shares the results with colleagues.

63. Late Stage Bill is thinking and planning.

64. Late Stage Bill is talking with his boss about implementation details and program goals.

65. Late Stage Bill is talking to procurement and doing legwork.

66. Late Stage Bill had a great content experience. He had a relevant experience with sales. Bill gained team agreement. Bill is ready to buy!

67. The Tale of Two Journeys RICH INSIGHTS TO SURFACE TO SALES © i-on interactive, inc. All rights reserved • www.ioninteractive.com PASS/FAIL • 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 • 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 VS

68. It’s hard to surface buyer insights & meaningful digital body language without interactions.

77. Content – defined as all information components produced by marketing to communicate ideas and transfer knowledge to buyer and seller audiences – plays a critical role in driving demand. But when the type of content created does not align with buyers’ and sellers’ needs, it fails to support the types of conversations that are required to move the buying process forward. Sirius Decisions “ ” © i-on interactive, inc. All rights reserved • www.ioninteractive.com

79. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com Early Stage Begin the dialog. Design for content engagement. Seek to educate. EBOOKS INTERACTIVE WHITE PAPERS INTERACTIVE LOOKBOOKS QUIZZES SURVEYS ASSESSMENTS INFOGRAPHICS

80. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com Mid Funnel Continue the relationship. Increasing specificity of education. Transform general concepts into more concrete ones. EBOOKS INTERACTIVE WHITE PAPERS SURVEYS ASSESSMENTS CONFIGURATORS CALCULATORS

81. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com Late Stage ASSESSMENTS SOLUTION BUILDERS CONFIGURATORS CALCULATORS Create a ready buyer. Emphasis on buyer self education. Surface deep insights to sales.

82. The Bottom Line Is… © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com Your prospects and customers don’t want your content They want answers to their questions or new information They want you to be useful and helpful They want to learn They want something interesting

85. Comparing interactive to passive content, interactive content is somewhat or very effective at... educating the buyer 93 % VS 70 % INTERACTIVE CONTENT PASSIVE CONTENT © i-on interactive, inc. All rights reserved • www.ioninteractive.com

86. Comparing interactive to passive content, interactive content is somewhat or very effective at... differentiating from competitors 88 VS % 55 % INTERACTIVE CONTENT PASSIVE CONTENT © i-on interactive, inc. All rights reserved • www.ioninteractive.com

87. Comparing interactive to passive content, interactive content is somewhat or very effective at... being shared 38 VS % 17 % INTERACTIVE CONTENT PASSIVE CONTENT © i-on interactive, inc. All rights reserved • www.ioninteractive.com

89. ion can help! We help customers concept, create and launch interactive content experiences. © i-on interactive, inc. All rights reserved • www.ioninteractive.com www.ioninteractive.com @ioninteractive info@ioninteractive.com

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