Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How to Engage, Generate, and Qualify More Leads Using Interactive Content

1,782 views

Published on

B2B lead generation involves so much more than simply producing leads — of course, much of the value that comes from lead generation tactics lies less in the quantity of leads, and more in the quality.

Interactive content is quickly becoming a best practice for B2B marketers. When implemented effectively, interactive content not only supercharges your lead generation and engagement strategies, but can also help to better qualify leads and construct rich lead profiles.

In this presentation, Uberflip’s Hana Abaza and ion interactive co-founder Anna Talerico explore the strategies and tactics used by leading next-generation content marketers.

You’ll learn:
- How to convert significantly more leads from your content marketing
- How to build rich lead profiles that include content consumption, buyer business challenges, and readiness
- How to evaluate your content marketing results in a radically different way

Published in: Marketing

How to Engage, Generate, and Qualify More Leads Using Interactive Content

  1. 1. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Hana Abaza VP Marketing, Uberflip @hanaabaza Boost Your Lead Gen Quantity and Quality How to Engage, Generate, and Qualify More Leads Using Interactive Content Anna Talerico Founder, ion interactive @AnnaTalerico
  2. 2. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar J)
  3. 3. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Join in on WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar J)
  4. 4. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico STICK AROUND FOR A DEMO
  5. 5. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Content marketing today Interactive content marketing for lead gen Testing interactive content for higher conversions What to measure Surfacing lead quality to sales— nirvana! • Interactive white papers & eBooks • Online calculators • Interactive infographics • Online configurators • Assessments & quizzes
  6. 6. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico What’s going on in content marketing?
  7. 7. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Content marketing is ubiquitous
  8. 8. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Lead gen, sales, nurturing, awareness engagement are the goals
  9. 9. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Engagement, measurement, repurposing and visual content are the priorities
  10. 10. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Engagement, measurement, repurposing and ROI are the challenges
  11. 11. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Sales lead quality, sales, conversion rates, and lead quantity are the success metrics
  12. 12. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Sales lead quality is where it’s at
  13. 13. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Spending is rising
  14. 14. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico We’re making more content
  15. 15. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico But… Of all marketing content goes unused Sirius Decisions70%
  16. 16. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico “Too much content.” Sirius Decisions
  17. 17. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico And here’s the disturbing news…
  18. 18. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Only 30% say they are effective (down from 38% last year)
  19. 19. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico We have a content marketing problem.
  20. 20. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Why?
  21. 21. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Static content provides limited opportunity for engagement, insights & effectiveness.
  22. 22. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico “The writing is on the wall: interactive content is the future of content marketing.” BuzzStream
  23. 23. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico 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.
  24. 24. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Comparing interactive to passive content, interactive 
 content is effective at... educating the buyer VS 70% 93% INTERACTIVE CONTENT STATIC CONTENT
  25. 25. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Comparing interactive to passive content, interactive 
 content is effective at... differentiating from competitors VS 55% INTERACTIVE CONTENT STATIC CONTENT 88%
  26. 26. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Comparing interactive to passive content, interactive 
 content is effective at... being shared VS 17% INTERACTIVE CONTENT STATIC CONTENT 38%
  27. 27. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Comparing interactive to passive content, interactive 
 content is effective at... generating conversions VS 36% INTERACTIVE CONTENT STATIC CONTENT 70%
  28. 28. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico old-school: Static Asset
  29. 29. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Old-school: Gated Page
  30. 30. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Better Bet: Repurpose static assets into un-gated interactive experiences assessment interactive white paper interactive infographic
  31. 31. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Better Bet: Use interactive content across the buyers journey INTERACTIVE infographic
 early buyer journey content Interactive white paper
 early & mid buyerjourney content assessment
 mid & late buyer journey content
  32. 32. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico VS Plus, static content only provides pass/fail data. Interactive content provides rich insights and measurement pass/fail real insights
  33. 33. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico • 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 Measurement of static vs. interactive content marketing VS
  34. 34. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico It’s hard to surface buyer insights & meaningful measurement without interactions.
  35. 35. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Potential for repurposing static content into engaging interactive experiences. Consider testing opportunities—boost engagement and lead conversions with strategic testing. Measure key outcomes—how will you determine what’s working and what’s not. Surface key buyer insights to sales— what information will help sales build better relationships. Content marketing & lead gen go hand-in-hand:
  36. 36. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico online white papers & ebooks
  37. 37. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Interactive White Paper
  38. 38. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Interactive White Paper call to actioncapture leads from visitors who want to download the white paper as a PDF version. How to generate leads with an interactive white paper or eBook:
  39. 39. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Interactive White Paper How to test for higher conversion rates: Read More! Get the Full White Paper! Continue Reading! Complete the form to get the full White Paper! Content accessCan you drive more leads by providing all the content with an optional form?
  40. 40. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico How to measure content consumption and engagement Read More! 1+ 1+ 1+ See Examples! Interactive White Paper BehavioralTagging See what your audience is most interested in.
  41. 41. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Interactive White Paper Joe Smith consumed 80% of the Interactive Content Marketing Toolkit Consumption Show your sales team the percent of content that the visitor consumed Surface prospects to your sales team:
  42. 42. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico online configurators
  43. 43. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Online Configurator
  44. 44. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Online Configurator How to generate leads with an online configurator: Results Let visitors complete the configurator and see theresulting recommendedsolutions or products.
  45. 45. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Online Configurator How to test for higher conversion rates on your online configurator: Results Access Will you capture more leads by giving full access to the results?
  46. 46. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Online Configurator How to measure content consumption and engagement on your online configurator: Bounce Rate 
 highest on 
 third step Look at Drop off What is the tolerance your visitors? Which questions cause the highest drop off?
  47. 47. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Online Configurator How to measure content consumption and engagement on your online configurator: Average 
 Budget Accelerate deals Information surfaced in an online experience will help the sales experience.
  48. 48. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico online calculators
  49. 49. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Calculator You can use online, interactive calculators to drive qualified leads
  50. 50. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Calculator How to generate leads with an online calculator: EMAIL RESULTS Send Results Offer to send pricing resultsfrom the calculator to the prospect instantly via email.
  51. 51. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Calculator How to test for higher conversion rates on your online calculator: EMAIL RESULTS Results access Can you drive more leads by providing the results with an optional form?
  52. 52. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Calculator How to measure content consumption and engagement on your online calculator/configurator: Evaluate Evaluate the aggregateresponses to understand your audience better.
  53. 53. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Calculator And don’t forget to surface prospect insights to your sales team: Show sales team Show sales the prospects actual calculator inputs so they understand the buyers unique parameters and buying situation.
  54. 54. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico interactive infographics
  55. 55. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Interactive Infographics Can you use an interactive infographic to generate lots of leads?
  56. 56. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Interactive Infographics How to generate leads with an interactive infographic: Call to Action Include prominent calls to action throughout.
  57. 57. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Interactive Infographics How to generate leads with an interactive infographic: Cross - Sell Offer optional related content to be emailed to the visitor at various spots with the experience. Like this infographic?! 75 Essential Content Marketing Stats Everything you need to know from budgets to metrics
 to effectiveness. Explore what’s happening with 
 content marketing right now.
  58. 58. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Interactive Infographics How to measure content consumption and engagement on your interactive infographic: Scoring Each time a visitor interacts with a page element,increment their score by 1. 1+ 1+ 1+ 1+
  59. 59. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Interactive Infographics How to generate leads with an interactive infographic: Show Sales Show sales which infographic elements the visitor interacted with.
  60. 60. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico online assessments & quizzes
  61. 61. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Assessments & Quizzes How to use online assessments and quizzes to generate lots of qualified leads
  62. 62. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Assessments & Quizzes How to generate leads with an online quiz or assessment: See results Let visitors complete theassessment/quiz and see the results and recommendations
  63. 63. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Assessments & Quizzes How to test for higher conversion rates on your online quiz or assessment: Results Access Gating the results with a form is a great A/B test!
  64. 64. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Assessments & Quizzes How to measure content consumption and engagement on your online quiz or assessment: Very High Conversion Rate Look atperformance Understand your audience better and gain real insights.
  65. 65. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Assessments & Quizzes How to measure content consumption and engagement on your online quiz or assessment: Results Show sales theanswers Sales can pick up the personal conversation exactly where the digital conversation left off. Answer 8 of 9
  66. 66. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Interactive content is almost 2x more effective at generating conversions as static content (70% of the time for interactive versus 36% for static). The data shows interactive content can help marketers reach their goals 2x
  67. 67. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Interactive content helps with 4 out of the top 5 goals
  68. 68. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Interactive content helps with 4 of the top 5 goals
  69. 69. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Interactive content helps solve 5 of the top 6 challenges
  70. 70. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Interactive content surfaces and facilitates 4 of the top 4 metrics
  71. 71. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Ungated version: 33% MORE leads than the gated version
  72. 72. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Higher lead conversion and improvements to lead scoring
  73. 73. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico 26% conversion rate, insight into consumption
  74. 74. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico 60% more effective in generating new lead and 40% more effective at nurturing existing leads
  75. 75. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Interactive content can engage your buyer in a radically more effective manner, increase lead generation while surfacing richer insights to sales that helps to drive revenue.
  76. 76. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico Check out this ebook for more on this subject: “interactive content for lead gen” at ioninteractive.com
  77. 77. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico QUESTION TIME! Anna Talerico Founder, ion interactive @AnnaTalerico Hana Abaza VP Marketing, Uberflip @hanaabaza hub.uberflip.com
  78. 78. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico
  79. 79. FindouthowBookerdecreasedtheir costperleadby71% withcontent. READCASESTUDY

×