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

1. The New Buyer Journey It’s all about your content!

2. What’s inside: What’s happening with content?  A buyer’s journey  Interactive across the funnel  Pass/fail versus rich insights

3. To attract, acquire and engage an   audience.

4. What types of content  are we creating to attract,  acquire & engage our  audience?

5. 2016 B2B Content Marketing Trends  North America: Content Marketing Institute/MarketingProfs Types of Content

6. 76% of marketers expect to create  more content this year than last. 76% ~ Content Marketing Institute

7. BUT only 30% of B2B marketers say their content  marketing is eﬀective. 30% ~ Content Marketing Institute

8. And 60% of B2B marketers say their producing  engaging content is a challenge. 60% ~ Content Marketing Institute

9. “70% of the buyer’s journey is complete before   a buyer reaches out to sales.” ~ Sirius Decisions 70%

10. “Buyers control their journey through the buying cycle much more than today’s vendors control the selling cycle. In a recent survey, 74% of business buyers told Forrester they conduct more than half of their research online before making an oﬄine purchase. This buyer dynamic changes the role of B2B marketing in a fundamental way.” ~ Lori Wizdo, Forrester

11. dealermarketing.net The Buyers Journey AWARENESS  STAGE CONSIDERATION  STAGE DECISION  STAGE

12. ~ Hubspot

13. ~ Forrester Research

14. Pass/Fail Journey vs. Interactive Journey

15. • 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 SPEAK AT YOUR   BUYERS • 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 SUPPORT THE MODERN BUYERS JOURNEY The Tale of Two Journeys

16. S T A T I C J O U R N E Y I N T E R A C T I V E J O U R N E Y Let’s begin a typical   buyer’s journey through static content…  An anonymous visitor clicks on a tweet   and lands on an infographic. So far,   that’s all we know. Over here, let’s compare that with a modern buyer’s experience through interactive content…the visitor clicks on a tweet and engages with an interactive  infographic. We know each element   he interacts with. VS

17. In both versions of our journey, it’s likely that marketing has placed a cookie  on the visitor for retargeting. B O T H S T A T I C & I N T E R A C T I V E J O U R N E Y S

18. Now the anonymous visitor is retargeted with ads that pick up where his  afﬁnity for the infographic left off. He clicks through one of the ads! B O T H S T A T I C & I N T E R A C T I V E J O U R N E Y S

19. He lands and (maybe/hopefully) downloads a white paper. He’s no longer anonymous as marketing now has his contact record. He lands and engages with an interactive white paper experience. We know every element he interacts with and what percentage he “consumed.” He’s still anonymous at this point. VS S T A T I C J O U R N E Y I N T E R A C T I V E J O U R N E Y

20. He loves the content in the interactive white paper and he decides he  wants the PDF version as well. I N T E R A C T I V E J O U R N E Y

21. Now he converts from an anonymous visitor to “Bill”. B O T H S T A T I C & I N T E R A C T I V E J O U R N E Y S

22. In the static content journey, once he completes the form, Bill’s previous interactions are married to his contact information. We know he viewed the infographic and downloaded the white paper. In the interactive content journey, once   he completes the form, Bill’s previous interactions are married to his contact information. We know which elements of both the interactive infographic and white paper he interacted with and even how much of the interactive white paper he consumed. S T A T I C J O U R N E Y I N T E R A C T I V E J O U R N E Y VS

23. In both journeys, Bill is added to a nurture campaign  in the marketing automation system B O T H S T A T I C & I N T E R A C T I V E J O U R N E Y S

24. Bill gets an email offering a static downloadable solution brief PDF. Bill gets an email offering a self-guided interactive needs assessment tool. VS S T A T I C J O U R N E Y I N T E R A C T I V E J O U R N E Y

25. Bill downloads the solution brief PDF.   That's all we know. Over in the interactive journey, Bill completes the assessment! We know his personal responses to questions about his needs, pains and challenges. VS S T A T I C J O U R N E Y I N T E R A C T I V E J O U R N E Y

26. In Bill’s static buyers journey, marketing is capturing page views, emails clicked and downloads. These measurements are  “pass/fail,” not providing insight or measurement beyond the views,   clicks and downloads. In Bill’s interactive journey, marketing is able to capture Bill’s key behaviors and responses. These are rich insights that illuminate his interactions with the content and make the content itself far more measurable. VS S T A T I C J O U R N E Y I N T E R A C T I V E J O U R N E Y

27. After Bill downloads   the solution brief, he might share it with   his boss (or, it might sit unopened in his computer downloads folder, forgotten in   a matter of moments). In our interactive journey, Bill found the assessment to be very valuable, providing him with a score benchmarked against his peers, and personalized recommendations and best practices. He decides to share the assessment results with his boss. S T A T I C J O U R N E Y I N T E R A C T I V E J O U R N E Y VS

28. Bill receives the next generic  nurture email in the drip program,  a link to the product page. Marketing’s next nurture email to Bill is personalized based on his previous responses in the assessment. VS S T A T I C J O U R N E Y I N T E R A C T I V E J O U R N E Y

29. Bill clicks through and reads  the product page. Bill clicks through and uses a solution builder tool. Behind the scenes, marketing continues to capture all his inputs and responses. VS S T A T I C J O U R N E Y I N T E R A C T I V E J O U R N E Y

30. Bill (maybe) sends a link of the  product page to his colleagues. Bill shares the solution builder  results with his colleagues. VS S T A T I C J O U R N E Y I N T E R A C T I V E J O U R N E Y

31. In our static journey, Bill bubbles up to the sales team. Sales can see that Bill has viewed some pages, clicked some emails and downloaded some documents.   They reach out to learn about Bill  and qualify him. In our interactive journey, Bill also bubbles  up to the sales team as an active lead. Sales can see Bill’s interactions with the white paper, assessment and solution builder, and can see he’s likely qualiﬁed based on his responses. Sales reaches  out to contact Bill and begin the conversation, starting at his point of interest and current state. VS S T A T I C J O U R N E Y I N T E R A C T I V E J O U R N E Y

32. After their call, sales sends Bill some  more product info and  an ROI whitepaper. After their call, sales sends sends  Bill an interactive ROI calculator. VS S T A T I C J O U R N E Y I N T E R A C T I V E J O U R N E Y

33. Sales waits a few days then reaches  out to Bill to see if he read through  the materials they sent. When Bill interacts with the ROI  calculator, the data is captured and surfaced to sales. They can see that  the ROI for Bill is pretty compelling. VS S T A T I C J O U R N E Y I N T E R A C T I V E J O U R N E Y

34. Sales is trying to reestablish  communication with Bill. He’s gone  dark. He’s been a bit too busy to do the math on the ROI and review the  other PDFs, so he’s been  avoiding sales. But over in the interactive journey, Bill already knows the ROI because of the interactive calculator. He’s engaged. Bill calls sales. He’s got buying questions. VS S T A T I C J O U R N E Y I N T E R A C T I V E J O U R N E Y

35. In the interactive journey, Bill & sales discuss getting started, using  an implementation conﬁgurator together. Over in the static journey,  sales is still trying to get back in touch with Bill. I N T E R A C T I V E J O U R N E Y

36. Bill got a lot of value from his meeting with sales and was able to  learn more about the solution and implementation details. He shares  the new information with his boss and colleagues. I N T E R A C T I V E J O U R N E Y

37. I N T E R A C T I V E J O U R N E Y Bill is thinking and planning.

38. Bill is talking with his boss about implementation details  and program goals. I N T E R A C T I V E J O U R N E Y

39. I N T E R A C T I V E J O U R N E Y Bill talking to procurement and doing legwork.

40. Back in our static journey, sales ﬁnally  gets Bill on the phone. He’s ready to (maybe) pick up back where they left  off the conversation. Now,  where were they??? In our interactive journey, Bill had a  great content experience. He had a  relevant experience with sales. Bill  gained team buy-in by demonstrating  value through the assessment, solution builder, calculator and implementaion planner. Bill is ready to buy! VS S T A T I C J O U R N E Y I N T E R A C T I V E J O U R N E Y

41. Bill says yes to sales. I N T E R A C T I V E J O U R N E Y

42. I N T E R A C T I V E J O U R N E Y The interactive   content experience: • Supports the modern buyer's desire   for self-discovery  • Engages the buyer with content that   feels personalized, relevant and useful  • Helps sales start the conversation at   the buyer's point of interest  • Provides rich insights and measurements for marketing

43. VS • 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 PASS/FAIL • 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 RICH INSIGHTS FOR SALES & MARKETING The Tale of Two Journeys

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

45. What does interactive  content mean for the organization?

46. Content that   is not simply  pass/fail

47. Content that your audience wants to consume—that they will engage with and use.

48. Better engaged  and educated prospects.

49. Sales can meet  the buyer at the point of interest.

50. Better sales   and marketing alignment

51. More  opportunities

52. More  customers

53. Interactive Content  Across the  Buyer’s Journey

54. 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

55. Early Stage Begin the dialog. Design for content engagement. Seek to educate. EBOOKS INTERACTIVE  WHITE PAPERS QUIZZESLOOKBOOKSINTERACTIVE  INFOGRAPHICS

56. Middle Stage Continue the relationship. Increasing speciﬁcity of education. Transform general concepts into more concrete ones. EBOOKS INTERACTIVE  WHITE PAPERS CALCULATORSASSESSMENTSINTERACTIVE  INFOGRAPHICS SURVEYS SOLUTION  BUILDERS

57. Late Stage Continue the relationship. Increasing speciﬁcity of education. Transform general concepts into more concrete ones. ASSESSMENTS SOLUTION  BUILDERS CONFIGURATORS CALCULATORS

58. B2B Content preferences survey: Buyers want short, visual, mobile-optimized content. ~ Demand Gen Report

59. Comparing interactive to passive content, interactive   content is somewhat or very eﬀective at... Generating Conversions 36% INTERACTIVE CONTENT PASSIVE CONTENT 70% VS

60. Comparing interactive to content, interactive content  is somewhat or very eﬀective at... Educating the Buyer 70% INTERACTIVE CONTENT PASSIVE CONTENT 93% VS

61. Comparing interactive to passive content, interactive   content is somewhat or very eﬀective at... Diﬀerentiating from Competitors 55% INTERACTIVE CONTENT PASSIVE CONTENT 88% VS

62. Comparing interactive to passive content, interactive   content is somewhat or very eﬀective at... Being Shared 17% INTERACTIVE CONTENT PASSIVE CONTENT 38% VS

63. 53% of marketers use interactive content. 53%

64. 75% plan to increase their usage this year. 75%

65. Our audience engagement has increased since my organization started using interactive content tactics Engagement 66 AGREE% 66%

66. Non gated interactive content  can provide a “sample” of  the brand, resulting in a higher degree of lead nurturing Lead  Nurturing 75 AGREE% 75%

67. Combining traditional content marketing tactics with interactive content enhances retention of my organization’s message Education 79 AGREE% 79%

68. That’s a Wrap 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

69. Thank You info@ioninteractive.com atalerico@ioninteractive.com twitter: @annatalerico

70. We Can Help. Get a Demo of the Platform that Creates Interactive Journeys Engage, convert and proﬁle higher quality buyers using interactive content. info@ioninteractive.com Contact Sales: www.ioninteractive.com Visit:

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