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GET MORE FROM YOUR CONTENT
WITH INTERACTIVE EXPERIENCES
WITH LENA PRICKETT AND VANESSA PORTER
@Snap_App
snapapp.com/blog
WELCOME
Lena Prickett
Content Marketing Specialist
lprickett@snapapp.com
Vanessa Porter
Senior ...
AGENDA
• Why interactive content drives higher
engagement and offers new opportunities for
lead generation
• How to layer ...
WHAT IS INTERACTIVE CONTENT?
IT’S ABOUT HAVING A CONVERSATION
versus
DIALOGUE MONOLOGUE
@Snap_App
IT’S ABOUT LISTENING
@Snap_App
“Most people do not listen with the intent to understand;
they listen with the intent to re...
91% of buyers prefer
more interactive/visual
content that can be
accessed on demand.”
BUYERS WANT INTERACTIVE
“
- Demand G...
Only 5% of buyers say they will
provide detailed information in
exchange for a white paper. With
interactive content, the ...
INTERACTIVE CONTENT JUST WORKS BETTER
• Better calls to action that deliver higher
click-throughs and conversions
•
2 – 3x...
CEB click rates on LinkedIn ads
increase by 54%, adding
$200,000+ in new pipeline
from a single piece of interactive conte...
EXAMPLES
data sheets
guides
case studies
EXAMPLES
INTERACTIVE
INFOGRAPHIC
ASSESSMENT
EXAMPLES
INTERACTIVE
INFOGRAPHIC
ASSESSMENT
EXAMPLES
INTERACTIVE
INFOGRAPHIC
ASSESSMENT
EXAMPLES
INTERACTIVE
INFOGRAPHIC
ASSESSMENT
EXAMPLES
INTERACTIVE
INFOGRAPHIC
ASSESSMENT
EXAMPLES
TIME-SAVINGS CALCULATOR
Click to view on SnapApp Example page
What people are saying:
“Here’s how much time I spe...
EXAMPLES
ASSESSMENT
Click to view on SnapApp Example page
What people are saying:
“Here’s the software I use”
“Here’s how ...
EXAMPLES
Click to view on SnapApp Example page
WHY IT WORKS
SNAPAPP Q1 2015 B2B CUSTOMER DATA
Click Rate on Content 35%
Content Completion Rate 85%
Lead Form Conversion Rate 45%
EXPAND & EXTEND
EXISTING CONTENT & CAMPAIGNS
One core asset can be re-
purposed into multiple
interactive small touches
@S...
• Data can be used to lead score,
qualify/or disqualify prospects,
assign personas, and trigger
nurture campaigns
BETTER L...
BETTER LANDING PAGE CONVERSION
Engage before the form
Deliver personalized results
Convert within the content
@Snap_App
THE ROI OF INTERACTIVE CONTENT
• LEAD CAPTURE
• CONTENT PRODUCTION
• CAMPAIGN LENGTH
On average, SnapApp customers capture...
EXECUTIONS
infographics
data sheets
guides
webinars
case studies
Marketers are already running a wide range of
programs and campaigns. Layering in interactive
content is a way to improve ...
EXECUTIONS:
EMAIL CAMPAIGNS
@Snap_App
EXECUTIONS:
BLOG ENGAGEMENT & LEADGEN
@Snap_App
EXECUTIONS:
EVERGREEN WEB CONTENT
@Snap_App
EXECUTIONS:
SALES TOOLS & ENABLEMENT
@Snap_App
EXECUTIONS:
EVENT ENGAGEMENT
@Snap_App
WHERE TO START
Where do I begin?
How do I start leveraging interactive content?
THE PROBLEM
Start with what you have.
Laye...
GET STARTED
WITH INTERACTIVE CONTENT
1. Define the goal
2. Think about what will drive engagement
3. What do you want to a...
RESOURCESSNAPAPP.COM/RESOURCES
@Snap_App
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[WEBINAR] What Is Interactive Content?

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To listen to the full webinar, visit www.snapapp.com/resources?field_filter_type_resources_value=webinars

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[WEBINAR] What Is Interactive Content?

  1. 1. GET MORE FROM YOUR CONTENT WITH INTERACTIVE EXPERIENCES WITH LENA PRICKETT AND VANESSA PORTER
  2. 2. @Snap_App snapapp.com/blog WELCOME Lena Prickett Content Marketing Specialist lprickett@snapapp.com Vanessa Porter Senior Marketing Manager vporter@snapapp.com #interactivecontent
  3. 3. AGENDA • Why interactive content drives higher engagement and offers new opportunities for lead generation • How to layer interactive content into your regular marketing campaigns • Why interactive content helps guide buyers through the content journey • Where to start with your first interactive experience @Snap_App
  4. 4. WHAT IS INTERACTIVE CONTENT?
  5. 5. IT’S ABOUT HAVING A CONVERSATION versus DIALOGUE MONOLOGUE @Snap_App
  6. 6. IT’S ABOUT LISTENING @Snap_App “Most people do not listen with the intent to understand; they listen with the intent to reply.” -Stephen Covey
  7. 7. 91% of buyers prefer more interactive/visual content that can be accessed on demand.” BUYERS WANT INTERACTIVE “ - Demand Gen Report @Snap_App
  8. 8. Only 5% of buyers say they will provide detailed information in exchange for a white paper. With interactive content, the whole experience yields detailed information, which the user willingly shares.” “ - Demand Gen Report MARKETERS NEED AN ALTERNATIVE @Snap_App
  9. 9. INTERACTIVE CONTENT JUST WORKS BETTER • Better calls to action that deliver higher click-throughs and conversions • 2 – 3x increase in lead conversion rates in comparison to lead gated static content • • Better data for lead scoring and faster MQL creation drives opportunity pipeline @Snap_App
  10. 10. CEB click rates on LinkedIn ads increase by 54%, adding $200,000+ in new pipeline from a single piece of interactive content. Unitrends crushes $1.3M of pipeline and over $300,000 of won business in 100 days all from SnapApp Blackbaud sales team delivers $600,000 of new revenue (184% of quota) when marketing uses SnapApp HCSS shortens sales cycle from 6 months to 2 weeks. SilkRoad drives $235,000 of pipeline in 90 days and wins 17% of it. DDI sees a 1,700% increase in click rates on their emails
  11. 11. EXAMPLES data sheets guides case studies
  12. 12. EXAMPLES INTERACTIVE INFOGRAPHIC ASSESSMENT
  13. 13. EXAMPLES INTERACTIVE INFOGRAPHIC ASSESSMENT
  14. 14. EXAMPLES INTERACTIVE INFOGRAPHIC ASSESSMENT
  15. 15. EXAMPLES INTERACTIVE INFOGRAPHIC ASSESSMENT
  16. 16. EXAMPLES INTERACTIVE INFOGRAPHIC ASSESSMENT
  17. 17. EXAMPLES TIME-SAVINGS CALCULATOR Click to view on SnapApp Example page What people are saying: “Here’s how much time I spend today” What marketers hear: “Here’s how badly I really need this training!” @Snap_App
  18. 18. EXAMPLES ASSESSMENT Click to view on SnapApp Example page What people are saying: “Here’s the software I use” “Here’s how I approach this problem” What marketers hear: “I’m a great fit/not a great fit” @Snap_App
  19. 19. EXAMPLES Click to view on SnapApp Example page
  20. 20. WHY IT WORKS
  21. 21. SNAPAPP Q1 2015 B2B CUSTOMER DATA Click Rate on Content 35% Content Completion Rate 85% Lead Form Conversion Rate 45%
  22. 22. EXPAND & EXTEND EXISTING CONTENT & CAMPAIGNS One core asset can be re- purposed into multiple interactive small touches @Snap_App
  23. 23. • Data can be used to lead score, qualify/or disqualify prospects, assign personas, and trigger nurture campaigns BETTER LEAD SCORING, PROFILING & NURTURING • Capture rich profile data with the questions • Question and answer data flows into lead records within your marketing automation system @Snap_App
  24. 24. BETTER LANDING PAGE CONVERSION Engage before the form Deliver personalized results Convert within the content @Snap_App
  25. 25. THE ROI OF INTERACTIVE CONTENT • LEAD CAPTURE • CONTENT PRODUCTION • CAMPAIGN LENGTH On average, SnapApp customers capture twice the leads, double the length of their campaigns, and double their content production after layering interactive content into their existing marketing programs and channels. @Snap_App
  26. 26. EXECUTIONS infographics data sheets guides webinars case studies
  27. 27. Marketers are already running a wide range of programs and campaigns. Layering in interactive content is a way to improve performance across all of them, rather than adding a new program. @Snap_App
  28. 28. EXECUTIONS: EMAIL CAMPAIGNS @Snap_App
  29. 29. EXECUTIONS: BLOG ENGAGEMENT & LEADGEN @Snap_App
  30. 30. EXECUTIONS: EVERGREEN WEB CONTENT @Snap_App
  31. 31. EXECUTIONS: SALES TOOLS & ENABLEMENT @Snap_App
  32. 32. EXECUTIONS: EVENT ENGAGEMENT @Snap_App
  33. 33. WHERE TO START Where do I begin? How do I start leveraging interactive content? THE PROBLEM Start with what you have. Layer interactive content into your existing programs. THE SOLUTION @Snap_App
  34. 34. GET STARTED WITH INTERACTIVE CONTENT 1. Define the goal 2. Think about what will drive engagement 3. What do you want to ask? 4. What will you do with what you hear? 5. Start small, think big
  35. 35. RESOURCESSNAPAPP.COM/RESOURCES @Snap_App

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