Mais conteúdo relacionado Mais de ion interactive (20) Creating Strategic Interactive Content for B2B Marketing2. “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
3. “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!
5. 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.
6. static content: interactive content:
audience: consumes participates
delivers: information youtility
examples:
blogs
ebooks
reports
white papers
quizzes
assessments
calculators
configurators
7. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
© 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.
8. © 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
9. © 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.
10. © 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.
11. © 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.
12. © 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.
13. © 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.
14. © 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.
15. © 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.
16. Digital is more
than half
of a Buyer’s
Journey
Demand Metric Digital Body Language Benchmark Study, June 2015
17. 78 percent of B2B professionals
worldwide say content is very important
to the effectiveness of the sales process.
Qvidian
19. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
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
20. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
• Interact with an interactive
infographic
• Interact with an interactive
white paper
• Register to download a
white 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
21. © 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
22. It’s hard to surface buyer
insights & meaningful digital
body language without
interactions.
25. 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.
28. And sales wants the type of information that can be surfaced
from interactive content!
29. © 2016 SqueezeCMM Inc. All Rights Reserved.
Strategic Interactive Content:
Creating Conversion Assets
Presented by: Jennifer Evans
Co-Founder, SqueezeCMM
30. © 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.
31. © 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
32. © 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!
= YOU GET
ME!
33. © 2016 SqueezeCMM Inc. All Rights Reserved.
What kinds?
• Needs Assessments
– Understand environment,
requirements
• Preparation Checklists
– Prepare for a project or
task (eg audit, campaign)
• Readiness Assessments
– Do you have the required
resources to get the job
done?
• Engagement Roadmaps
– What does a successful
engagement look like and
what are the milestones
and timelines?
34. © 2016 SqueezeCMM Inc. All Rights Reserved.
Getting Started
WITH SALES
• Book a meeting with sales
• Explain that you are building
this tool ... for better lead
generation and more qualified
leads
• Ask for questions they ask
customers
• Decide length and input
method
• 17-25 questions is optimal
• Will it come with outcomes?
WITHOUT SALES
• Book meetings with 5
customers and prospects
• Ask about their environment
and what makes a solution a
good fit
• Problems and issues
• Distill conditions for success
from this feedback
• Turn into an assessment
35. © 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
36. © 2016 SqueezeCMM Inc. All Rights Reserved.
Example: New TV
• What kinds of questions could you ask for a
needs assessment for a new TV?
37. © 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?
38. © 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
39. © 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
40. © 2016 SqueezeCMM Inc. All Rights Reserved.
We Will Share Our CMM Assessment
Would love your feedback!
info@squeezecmm.com
42. © 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
43. © 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
44. © 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
45. © 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
46. 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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