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Interactive Content for Demand Generation


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Motivate and Accelerate Lead-to-Revenue Velocity

Interactive content identifies and capitalizes on buyers' points of interest to accelerate demand.

ion interactive co-founder Anna Talerico takes you through ion’s real-world demand generation program that uses interactive content to motivate buyers and shorten their journey from prospect to customer.

- Learn how to use interactive content to align with the buyer's journey.
- Go beyond theory with a peek into our nurture program's real-world examples.
- Today’s buyers are doing their research and evaluating before engaging with sales. We show you how to meet these self-guided buyers at their point of interest with your content.

Learn how to mix interactive and static content into a cohesive program.

According to Content Marketing Institute, 87% of marketers agree that interactive content is more effective than static content at grabbing attention. Learn how to use that in your demand-gen programs.

Published in: Marketing
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Interactive Content for Demand Generation

  1. 1. Interactive content for demand generation
  2. 2. What’s inside: What’s happening with demand generation?
 A walk through ion’s demand gen content & nurture campaigns Examples, stats, facts and data
  3. 3. Demand Gen today
  4. 4. Demand generation is the focus of targeted marketing programs to drive awareness and interest in a company's products and/or services. -wikipedia
  5. 5. A demand funnel is the process of qualifying and nurturing prospective customers from first interaction to closing as a customer. It means funneling each individual lead through from their first click – and their 50th click – and ensuring a seamless process throughout. ~
  6. 6. Everything about how our prospects and customers make their purchasing decisions has changed.
  7. 7. “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
  8. 8. 80% of B2B buyers conduct their own research online before they ever engage with a seller. ~ SiriusDecisions
  9. 9. 70% of the buyer’s journey is complete before 
 a buyer reaches out to sales. ~ Sirius Decisions
  10. 10. “Higher expectations. With so much access to information and choices, buyers expect more from the companies with whom they interact. Today’s buyers live in an always-on world, filled with instantly available, highly personalized apps, messages, offers, and services. That’s pretty incredible, but it also challenges us as marketers to anticipate the needs of our consumers and deliver thoughtful content related to their needs. Cookie-cutter marketing content and one-size-fits all communication does not work in this new environment.” ~ ActOn
  11. 11. “Consumers have embraced the self-serve economy. They like to investigate potential purchases in every category….Buyers now require immediate access to the information they want, whenever they want it, on any device, across a wide range of channels, in the manner that is best for their consumption. Google reports that 59% of B2B buyers make business decisions at home. And, according to TechTarget, 41% of IT decision makers research tech products on their smartphones.” ~ Ad Age
  12. 12. Q: When looking at demand generation in 2017, what do you see as being your core area of investment?
  13. 13. A: Content alignment to demand generation ~ IDG Enterprise
  14. 14. Demand Generation & Content Marketing
  15. 15. Only 25% of tech demand gen marketers view their content as effective. ~ IDG
  16. 16. 4.6 billion
 pieces of content are produced daily.
  17. 17. 
 blog posts published
 every hour.
  18. 18. Your audience is
 with content
  19. 19. 46%
 Find themselves overwhelmed with the amount of content available ~ DemandGenReport
  20. 20. 34%
 Have less time to devote to reading/ researching purchases ~ DemandGenReport
  21. 21. 46%
 Gravitating to shorter format content ~ DemandGenReport
  22. 22. I prefer more interactive/visual
 content that I can access on demand.“ ”~ Demand Gen Report’s 2015 Content Preferences Survey 91%
  23. 23. Content, demand generation & your buyer’s journey
  24. 24. ~ Hubspot A traditional funnel
  25. 25. A traditional funnel
  26. 26. ~ Forrester Research The real buyer’s journey. It’s messy. And non-linear.
  27. 27. “The buyer's journey is no longer linear. It is a continuous loop from research to evaluation to purchase, which now includes the sharing of the purchase experience…If the marketer does not provide the buyer with the desired information, they can be sure the competitor will—while also winning the attention of their prospect…. The marketer who helps their buyers understand how to solve problems and purchase products, while also establishing the most trust, will gain buyer confidence and win the battle of the purse.” ~ Ad Age
  28. 28. 2016 B2B Content Marketing Trends
 North America: Content Marketing Institute/MarketingProfs Standard types of content used to generate demand
  29. 29. 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
  30. 30. Interactive content & demand generation
  31. 31. ion’s email program for demand gen, at a glance • Nurture/drip • Semi-logical cadence flow from high to low funnel content • Ad hoc, could hit anywhere in the funnel • Newsletter • Webinars • Timely announcements
  32. 32. 3rd Party Email Drip Starts Sales Outreach 31 Emails Sent in Intervals of 14 Days (434 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.
  33. 33. 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
  34. 34. Consideration: To gate or un-gate? How much, and which, content should be free to access?
  35. 35. Consideration: Progressive profiling & explicit user data from content interactions
  36. 36. Consideration: Surfacing ready prospects to sales
  37. 37. Behavioral tagging to gain insight
 into what content visitors are consuming
  38. 38. Increment a point each time visitors
 takes any action inside the interactive
 content experience 1+ 1+ 1+ 1+ 1+ Example: Interactive Table of Contents, 50 Ways to Engage
  39. 39. Surface engagement/content consumption to the sales team
  40. 40. Mapping interactive content across the buyer’s journey
  41. 41. Early stage Begin the dialog. Design for content engagement. Seek to educate. EBOOKS INTERACTIVE
  42. 42.
  43. 43.
  44. 44. Middle stage Continue the relationship. Increasing specificity of education. Transform general concepts into more concrete ones EBOOKS INTERACTIVE
  45. 45.
  46. 46.
  47. 47. Late stage Drive towards the deal. Support the purchase decisions with content experiences that align with sales conversations. ASSESSMENTS SOLUTION
  48. 48.
  49. 49.
  50. 50. Supporting the buyer • What are the buyers trying to accomplish at each step?
 • What are their behaviors at each step?
 • How can we nudge buyers forward?
 • Which content and approaches do buyers prefer at each step? ~ Content Marketing Institute
  51. 51. Supporting your success • Goals for the interactive content
 • How you will measure success
 • What you already have that can be repurposed
 • Where in the buyers journey you are focused on
 • How you will drive traffic to your experience(s)
  52. 52. At a glance • Buyers are evaluating on their own terms, in their own time • The buyer’s journey is non-linear • Buyers are inundated with content choices • Buyers want short, visual content • Buyers want self-service tools and information • Demand gen marketers are struggling with content efficacy
  53. 53. Interactive content is effective at driving demand in the modern buyer’s journey.
  54. 54. Comparing interactive to passive content, interactive 
 content is... Twice as effective at generating conversions And more effective at educating the buyer, differentiating from competitors, and being shared socially too. ~ Demand Metric
  55. 55. Our audience engagement has increased since my organization started using interactive content tactics Engagement 66 AGREE%
  56. 56. Non gated interactive content
 can provide a “sample” of
 the brand, resulting in a higher degree of lead nurturing Lead
 Nurturing 75 AGREE%
  57. 57. Combining traditional content marketing tactics with interactive content enhances retention of my organization’s message Education 79 AGREE%
  58. 58. Quite simply, it’a not a question
 of whether companies should use
 interactive content but rather
 how soon they should start. “ ”~ Content Marketing Institute
  59. 59. Thank You! twitter: @annatalerico