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Creating Strategic Interactive Content for B2B Marketing

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Using Interactive Content Data as a Strategic Weapon

In this presentation, ion interactive co-founder Anna Talerico and SqueezeCMM co-founder Jen Evans explain how to:

- Achieve the holy grail of content marketing: bottom of funnel lead generation and nurturing using strategic interactive content

- Qualify leads and spark conversations using needs assessments that are created based on customer information or product needs

- Create a sample needs assessment that captures strategic data used for future content

Learn how strategic needs assessments accounted for 63% of one of SqueezeCMM’s customer’s leads last year!

Published in: Marketing
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Creating Strategic Interactive Content for B2B Marketing

  1. 1. Using Interactive Content Data as a Strategic Weapon Presented by: ion interactive & SqueezeCMM
  2. 2. “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. 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!
  4. 4. what is interactive content?
  5. 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. 6. static content: interactive content: audience: consumes participates delivers: information youtility examples: blogs ebooks reports white papers quizzes assessments calculators configurators
  7. 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. 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. 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. 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. 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. 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. 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. 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. 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. 16. Digital is more 
 than half
 of a Buyer’s Journey 
 
 Demand Metric Digital Body Language Benchmark Study, June 2015
  17. 17. 78 percent of B2B professionals worldwide say content is very important to the effectiveness of the sales process. 
 Qvidian
  18. 18. ourneyourney
  19. 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. 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. 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. 22. It’s hard to surface buyer insights & meaningful digital body language without interactions.
  23. 23. Digital Body Language Digital body language—clicks, page views and downloads o pass/fail content aren’t that useful for sales.
  24. 24. Digital Body Language Lots of Really not that useful!
  25. 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.
  26. 26. Show sales what the buyer calculated
  27. 27. Show sales how the buyer scored in a quiz
  28. 28. And sales wants the type of information that can be surfaced from interactive content!
  29. 29. © 2016 SqueezeCMM Inc. All Rights Reserved. Strategic Interactive Content: 
 Creating Conversion Assets Presented by: Jennifer Evans Co-Founder, SqueezeCMM
  30. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 40. © 2016 SqueezeCMM Inc. All Rights Reserved. We Will Share Our CMM Assessment Would love your feedback! info@squeezecmm.com
  41. 41. Interactive content effectiveness
  42. 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. 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. 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. 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. 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 “ ”
  47. 47. @squeezecmm info@squeezecmm.com @ioninteractive info@ioninteractive.com

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