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Interactive Content For Demand Generation

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Interactive content for demand generation

Interactive content identifies and capitalizes on buyers’ points of interest to accelerate demand. In this session we'll share an example of a real-world demand generation program that uses interactive content to motivate buyers to accelerate their journey from prospect to customer.

Published in: Marketing
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Interactive Content For Demand Generation

  1. 1. Interactive content for demand generation
  2. 2. Welcome Anna Talerico co-founder, ion interactive @annatalerico
  3. 3. Today:   What’s happening with demand generation?   A walk through ion’s ideal buyer’s journey   It’s not about the technology   Questions?
  4. 4. “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
  5. 5. Demand generation is the focus of targeted marketing programs to drive awareness and interest in a company's products and/or services. -wikipedia
  6. 6. q: When looking at demand generation in 2017, what do you see as being your core area of investment?
  7. 7. a: Content alignment to demand generation
  8. 8. 2016 B2B Content Marketing Trends North America: Content Marketing Institute/MarketingProfs Types of Content
  9. 9. ~ Hubspot
  10. 10. ~ Forrester Research
  11. 11. “70% of the buyer’s journey is complete before a buyer reaches out to sales.” ~ Sirius Decisions
  12. 12. 2016 B2B Content Marketing Trends North America: Content Marketing Institute/MarketingProfs Types of Content
  13. 13. I N T E R A C T I V E CONTENT for DEMAND GENERATION • Interactive infographics • Quizzes • Interactive white papers & ebooks • Assessments • Solution finders/builders • Calculators
  14. 14. •  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 Static •  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 Interactive Content for demand generation
  15. 15. Interactive Content Across the Buyer’s Journey
  16. 16. The Buyers Journey AWARENESS
 STAGE CONSIDERATION
 STAGE DECISION
 STAGE
  17. 17. 3rd Party Email Drip Starts Sales Outreach 31 Emails Sent in Intervals of 14 Days New Lead Organic ABM Display Social Paid Search “Ad hoc” emails along the way for webinars, newsletters, new interactive assets. Based on leads and/or lead activity calls & emails.
  18. 18. Interactive Infographic 75 must Know Content Marketing Stats [Interactive] Interactive Guide Interactive Content Marketing Best Practices Guide [Interactive & Static] eBook Content Marketing Innovators [Interactive & Static] Interactive Infographic 50 Ways to Engage [Interactive with Cross Sell to Related Static Asset] eBook Interactive Content for Lead Gen [Interactive & Static] Assessment Content Marketing Assessment [Interactive with Cross Sell to Research Report PDF] DRIP 2 DRIP 3 DRIP 5 DRIP 6DRIP 1 External Link Customer Reviews [Link to 3rd Party Site] Quiz “Madly Fun” - Mad Lib Style Quiz [Register for PDF White Paper] Web Pages High Converting Case Studies [Deep Links to Case Studies] Landing Page “Ask Audrey” Video Series [Landing Page with Inbound CTA] Solution Finder Why Switch from Static to Interactive [Interactive] Calculator “The ROI of Interactive Content” [Interactive with inbound CTA] DRIP 8 DRIP 9 DRIP 11 DRIP 12DRIP 7 DRIP 4 DRIP 10
  19. 19. Early stage Begin the dialog. Design for content engagement. Seek to educate. EBOOKS INTERACTIVE WHITE PAPERS QUIZZESLOOKBOOKSINTERACTIVE INFOGRAPHICS
  20. 20. Middle stage Continue the relationship. Increasing specificity of education. Transform general concepts into more concrete ones EBOOKS INTERACTIVE WHITE PAPERS ASSESSMENTSINTERACTIVE INFOGRAPHICS SURVEYS SOLUTION BUILDERS
  21. 21. Late stage Drive towards the deal. Support the purchase decisions with content experiences that align with sales conversations. ASSESSMENTS SOLUTION BUILDERS CONFIGURATORS CALCULATORS
  22. 22. Comparing interactive to passive content, interactive content is somewhat or very effective at... Generating Conversions 36% INTERACTIVE CONTENT PASSIVE CONTENT 70% VS
  23. 23. Educating the Buyer 70%93% INTERACTIVE CONTENT PASSIVE CONTENT VS Comparing interactive to passive content, interactive content is somewhat or very effective at...
  24. 24. Differentiating from Competitors 55%88% INTERACTIVE CONTENT PASSIVE CONTENT VS Comparing interactive to passive content, interactive content is somewhat or very effective at...
  25. 25. Our audience engagement has increased since my organization started using interactive content tactics Engagement 66 AGREE%
  26. 26. Non gated interactive content can provide a “sample” of the brand, resulting in a higher degree of lead nurturing Lead Nurturing 75 AGREE%
  27. 27. Combining traditional content marketing tactics with interactive content enhances retention of my organization’s message Education 79 AGREE%
  28. 28. 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
  29. 29. A final thought….
  30. 30. It’s so not about the technology
  31. 31. 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
  32. 32. Thank You! info@ioninteractive.com atalerico@ioninteractive.com twitter: @annatalerico

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