0
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
MARKETING APPS FOR
LEAD GENERATION
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
What’s Inside
• Why marketing apps matter
• What is ...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
“How can you keep up with ever
changing consumer exp...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Virtually every B2B business in the 21st century use...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
The problem is that to convince an
online visitor to...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
But don’t just take our word for it.
Lots of smart a...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Digital touch points can drive revenue, lower
costs,...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Customer Perceptions Have Changed
Digital experience...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Users expect useful and meaningful 

digital experie...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
~ Demand Metric, Digital Marketing Landscape, The Po...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
So, what’s a lead generation
marketer to do to get l...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
To Generate Leads, Your Digital
Experiences Need To ...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
From So-So…
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
From So-So…
…To !
WOW!
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Lead generation is fueled by
great digital experienc...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Marketing Apps Can Transform
Your Digital Experience...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Make visitors WANT to give you
their contact info th...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Marketing apps provide value to 

your audience thro...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
So What Is A 

Marketing App?
?
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
A Marketing App is…..
Interactive, browser-based dig...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Types of Marketing Apps
• Quizzes/Assessments
• Surv...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Here Are A Few Types Of 

Marketing Apps And Example...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Visitors step themselves through a series of simple ...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
FrontPoint Security gets the right messaging to each...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Want ideas for how to test your conversion
path to d...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Deliver personalized recommendations for improvement...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
ExxonMobil offers this incredibly useful and engagin...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Want to make the best out of your quiz or
assessment...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Offer visitors a pricing calculator to set their exp...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
ion interactive’s own test duration calculator allow...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Have a calculator but want to know what you
can impr...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Allow visitors to assemble or package your product o...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
MINI Cooper drove their lead campaign to higher resu...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Not sure how many steps to have or what the
best lay...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Rather than answering survey questions for themselve...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Virgin Australia, Delta, and Australia tourism joine...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Want to drive campaign results with a game?
• Game i...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
When the reveal of results shows shared pain that ca...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
To grab some more leads in an unconventional yet fun...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Need ideas for how to drive quality campaign
results...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Provide the same information you would in a white pa...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Do or Die by Clark Kokich is an engaging and creativ...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Want to make the most out of your interactive
white ...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Which Execution Method:
Developer, agency or platfor...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Turn your digital experiences into
interactive, usef...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
http://ioninteractive.com/marketing-app-examples
Sky...
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Marketing Apps for Lead Generation

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As competition heats up and marketers seek alternative strategies to generate quality leads in the face of increased clutter and higher expectations, marketing apps provide new opportunities for more engagement, and higher conversion rates. Learn what exactly marketing apps are, some great ideas and examples of current app-like experiences, and how you can do marketing apps right with actionable next steps for you.

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Transcript of "Marketing Apps for Lead Generation "

  1. 1. © i-on interactive, inc. All rights reserved • www.ioninteractive.com MARKETING APPS FOR LEAD GENERATION
  2. 2. © i-on interactive, inc. All rights reserved • www.ioninteractive.com What’s Inside • Why marketing apps matter • What is a marketing app • Creative marketing app ideas for lead generation • Marketing apps done right
  3. 3. © i-on interactive, inc. All rights reserved • www.ioninteractive.com “How can you keep up with ever changing consumer expectations online and still increase lead generation?” ? If you are a marketer tasked with generating leads, you are probably wondering…
  4. 4. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Virtually every B2B business in the 21st century uses some form of lead generation process… However, more than 90% of these businesses are underwhelmed by the amount of leads their marketing generates, according to a recent study conducted by Demand Metric Research Corporation. ! !~ DMNews, Data Byte: B2B Companies Unhappy with Lead-Gen Outcomes ” “ You aren’t alone. 90% of B2B lead generation marketers aren’t satisfied with their results.
  5. 5. © i-on interactive, inc. All rights reserved • www.ioninteractive.com The problem is that to convince an online visitor to convert, you’ve got to make a great first impression.
  6. 6. © i-on interactive, inc. All rights reserved • www.ioninteractive.com But don’t just take our word for it. Lots of smart analysts agree…
  7. 7. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Digital touch points can drive revenue, lower costs, build brands, and engender customer loyalty. But to achieve these potential benefits, companies must deliver digital interactions that meet their customers’ needs in easy and enjoyable ways. “ ”~ Forrester Research, Top 10 Ways to Improve 
 Digital Experiences
  8. 8. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Customer Perceptions Have Changed Digital experiences must be: Enjoyable Useful Easy ~ Forrester Research
  9. 9. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Users expect useful and meaningful 
 digital experiences every time they 
 interact with your brand.
  10. 10. © i-on interactive, inc. All rights reserved • www.ioninteractive.com ~ Demand Metric, Digital Marketing Landscape, The Power 
 Of Digital Experiences In 2014 A relationships exists between placing a high priority on digital experience marketing and revenue growth. 76% of participants reporting revenue growth in the most recent fiscal year also put a high priority on digital experience creation. For organizations that report declining revenue growth, only 6% report digital experience creation as a high priority. “ ”
  11. 11. © i-on interactive, inc. All rights reserved • www.ioninteractive.com So, what’s a lead generation marketer to do to get lots of great leads?
  12. 12. © i-on interactive, inc. All rights reserved • www.ioninteractive.com To Generate Leads, Your Digital Experiences Need To Do More
  13. 13. © i-on interactive, inc. All rights reserved • www.ioninteractive.com From So-So…
  14. 14. © i-on interactive, inc. All rights reserved • www.ioninteractive.com From So-So… …To ! WOW!
  15. 15. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Lead generation is fueled by great digital experiences that leverage interactivity and engagement.
  16. 16. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Marketing Apps Can Transform Your Digital Experience From Static To
  17. 17. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Make visitors WANT to give you their contact info through
 interactivity and engagement with marketing apps.
  18. 18. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Marketing apps provide value to 
 your audience through usefulness. 1. Marketing apps are easy to test, with bigger potential outcomes. 2. Marketing apps are a wealth of insightful data to make your 
 outcomes better. 3. Marketing apps can help you drive more leads into your funnel in three ways.
  19. 19. © i-on interactive, inc. All rights reserved • www.ioninteractive.com So What Is A 
 Marketing App? ?
  20. 20. © i-on interactive, inc. All rights reserved • www.ioninteractive.com A Marketing App is….. Interactive, browser-based digital experience designed for user participation and engagement. They’re the types of things that people want to use to learn, have fun, and explore. They’re engaging experiences that live within the browser, regardless of device. They’re desktop, mobile, tablet - any device, any time.
  21. 21. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Types of Marketing Apps • Quizzes/Assessments • Surveys • Contests • Conversion Paths • Calculators • eBooks • Wizards/Configurators • eCatalogs • Interactive White Papers • Look Books
  22. 22. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Here Are A Few Types Of 
 Marketing Apps And Examples 
 For Increasing Lead Generation
  23. 23. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Visitors step themselves through a series of simple choices to quickly get to the most relevant and targeted information Conversion Path
  24. 24. © i-on interactive, inc. All rights reserved • www.ioninteractive.com FrontPoint Security gets the right messaging to each visitor with informational and directional content.
  25. 25. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Want ideas for how to test your conversion path to drive in those leads? • Try testing different segment labels and calls-to-action to minimize bounce rate. • Try testing different page layouts, visually emphasizing the most important segments first. • Track your tests to see how the various segment labels impact bounce rate and/or conversion.
  26. 26. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Deliver personalized recommendations for improvements based on visitor responses. Use the data you gain from the answers to drive targeted marketing automation programs and surface warmer leads to sales with pre-fab insight into pains. Quiz/Assessment
  27. 27. © i-on interactive, inc. All rights reserved • www.ioninteractive.com ExxonMobil offers this incredibly useful and engaging quiz that allows visitors to learn more about how much energy they are using or how much they can save. Then ExxonMobil captures leads through social sharing or emailing recommendations.
  28. 28. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Want to make the best out of your quiz or assessment and start increasing those results? • Test radically different versions of your first page to see which version reduces bounce rates and increases engagement with the quiz. • Test where you insert the lead generation form—try requiring sign-up before taking the quiz versus before getting the recommendations versus only if you want to receive the recommendations via email.  • Test different number of questions and or answers to optimize for quiz completion and conversion.
  29. 29. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Offer visitors a pricing calculator to set their expectations immediately. Calculators can also provide the immediate gratification that B2B buyers crave while allowing sales
 to continue to build value prior to delivering a specific 
 price quote. Calculator
  30. 30. © i-on interactive, inc. All rights reserved • www.ioninteractive.com ion interactive’s own test duration calculator allows the visitor to choose how many alternatives their testing, adjust conversion rate and improvement with traffic, and see the results for recommended length of testing. In order to get the full recommendations, the visitor can register and have the results emailed to them.
  31. 31. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Have a calculator but want to know what you can improve on? • Try varying form fields to determine optimal form length. • A calculator is a great place to test different headlines, images and calls to action around the calculator itself. • Test different forms of calculators (sliders versus text inputs, for example)
  32. 32. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Allow visitors to assemble or package your product or service to what they specifically are looking for. Configurator
  33. 33. © i-on interactive, inc. All rights reserved • www.ioninteractive.com MINI Cooper drove their lead campaign to higher results with their combined marketing app configurator, featuring voting and a contest!
  34. 34. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Not sure how many steps to have or what the best layout is for your configurator? • Experiment with the number of steps and questions in your configurator to optimize for engagement & completion.  • There is often reluctance to divulge information deemed too personal or specific, so experimenting with varying degrees of specificity can reveal the sweet spots at which information gathering and conversion optimization are in alignment. • Test layout and copy on the first screen of the configurator to decrease bounce rate and get more visitors engaged with the marketing app.
  35. 35. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Rather than answering survey questions for themselves, visitors can participate in guessing-type games. In answering, they are exposed to shared pains, problems, and solutions that drive demand. Game The Game of HR Learn all the answersLearn all the answers in this FREE reportin this FREE report Which do you think it was?
  36. 36. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Virgin Australia, Delta, and Australia tourism joined together in this game to make it fun for the visitor.
  37. 37. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Want to drive campaign results with a game? • Game incentives are great to experiment with. Try monetary incentives versus social recognition versus an asset offer to stimulate engagement and conversion.  • Test different conversion points - pre-game versus post-game - to see which delivers the most conversions.
  38. 38. © i-on interactive, inc. All rights reserved • www.ioninteractive.com When the reveal of results shows shared pain that can be solved by the brand, engagement can turn into persuasion. Voting/Survey Enter to win a yearEnter to win a year of FREE HR Softwareof FREE HR Software
  39. 39. © i-on interactive, inc. All rights reserved • www.ioninteractive.com To grab some more leads in an unconventional yet fun way, Cintas created their Best Restroom Award in which visitors could register in order to leave their entry for cleanest, most unique restroom and vote for the best ones in both the U.S. and Canada.
  40. 40. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Need ideas for how to drive quality campaign results with voting or surveys? • Polls and surveys are a great place to promote a simple subscribe form for people to sign up for your newsletter. Test different ways to promote your "subscribe" call to action. • Polls and surveys are also a great place to promote social engagement. Rather than asking visitors to complete a form, ask for a follow, a tweet, a like, etc. Test different placement of your social icons.
  41. 41. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Provide the same information you would in a white paper, but with much more engagement. Interactive White Paper/eBook Learn More about whatLearn More about what Interactive white papersInteractive white papers Target & Inform your Customers with Interactive White Papers Take a Quiz White Paper White Paper quickly navigate through content playful and engaging layout Organize your Information
  42. 42. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Do or Die by Clark Kokich is an engaging and creative idea that turns a simple white paper or short book into an interactive way to gain leads at each turn of the page.
  43. 43. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Want to make the most out of your interactive white paper to amp up your results? • Test varying form lengths to optimize for maximum conversions. • Test various placements of the form throughout the interactive white paper/eBook to determine where visitors are most likely to convert. • If you want to give your visitors easy access to the interactive version, try placement of your form, whether it be in the side rail, or on the last page, or continuously viewable while scrolling.  • Try testing the gate within one of the supplemental marketing apps inside the interactive eBook.
  44. 44. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Which Execution Method: Developer, agency or platform? Which Content: What Marketing asset do you already have that makes sense? Getting Started Which marketing app: What aligns well with your brand?
  45. 45. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Turn your digital experiences into interactive, useful, enjoyable ones!
  46. 46. © i-on interactive, inc. All rights reserved • www.ioninteractive.com http://ioninteractive.com/marketing-app-examples Skyrocket your lead generation results with marketing apps from ion interactive. www.ioninteractive.com @ioninteractive info@ioninteractive.com See more marketing app examples at
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