Marketing Apps for Lead Generation

© i-on interactive, inc. All rights reserved • www.ioninteractive.com
MARKETING APPS FOR
LEAD GENERATION

What’s Inside
• Why marketing apps matter
• What is a marketing app
• Creative marketing app ideas for lead generation
• Marketing apps done right

“How can you keep up with ever
changing consumer expectations
online and still increase lead
generation?”
?
If you are a marketer tasked with generating
leads, you are probably wondering…

Virtually every B2B business in the 21st century uses
some form of lead generation process… However,
more than 90% of these businesses are underwhelmed
by the amount of leads their marketing generates,
according to a recent study conducted by Demand
Metric Research Corporation.
!
!~ DMNews, Data Byte: B2B Companies Unhappy with
Lead-Gen Outcomes ”
“
You aren’t alone. 90% of B2B lead generation
marketers aren’t satisﬁed with their results.

The problem is that to convince an
online visitor to convert, you’ve got to
make a great ﬁrst impression.

But don’t just take our word for it.
Lots of smart analysts agree…

Digital touch points can drive revenue, lower
costs, build brands, and engender customer
loyalty. But to achieve these potential beneﬁts,
companies must deliver digital interactions
that meet their customers’ needs in easy and
enjoyable ways.
“
”~ Forrester Research, Top 10 Ways to Improve  
Digital Experiences

Customer Perceptions Have Changed
Digital experiences must be:
Enjoyable
Useful
Easy
~ Forrester Research

Users expect useful and meaningful  
digital experiences every time they  
interact with your brand.

~ Demand Metric, Digital Marketing Landscape, The Power  
Of Digital Experiences In 2014
A relationships exists between placing a high priority
on digital experience marketing and revenue growth.
76% of participants reporting revenue growth in the
most recent ﬁscal year also put a high priority on
digital experience creation. For organizations that
report declining revenue growth, only 6% report
digital experience creation as a high priority.
“
”

So, what’s a lead generation
marketer to do to get lots of
great leads?

To Generate Leads, Your Digital
Experiences Need To Do More

From So-So…

From So-So…
…To !
WOW!

Lead generation is fueled by
great digital experiences that
leverage interactivity and
engagement.

Marketing Apps Can Transform
Your Digital Experience From
Static To

Make visitors WANT to give you
their contact info through 
interactivity and engagement
with marketing apps.

Marketing apps provide value to  
your audience through usefulness.
1.
Marketing apps are easy to test,
with bigger potential outcomes.
2.
Marketing apps are a wealth of
insightful data to make your  
outcomes better.
3.
Marketing apps can help you drive more
leads into your funnel in three ways.

So What Is A  
Marketing App?
?

A Marketing App is…..
Interactive, browser-based digital experience
designed for user participation and engagement.
They’re the types of things that people want to
use to learn, have fun, and explore. They’re
engaging experiences that live within the browser,
regardless of device. They’re desktop, mobile,
tablet - any device, any time.

Types of Marketing Apps
• Quizzes/Assessments
• Surveys
• Contests
• Conversion Paths
• Calculators
• eBooks
• Wizards/Conﬁgurators
• eCatalogs
• Interactive White Papers
• Look Books

Here Are A Few Types Of  
Marketing Apps And Examples  
For Increasing Lead Generation

Visitors step themselves through a series of simple choices to
quickly get to the most relevant and targeted information
Conversion Path

FrontPoint Security gets the right messaging to each visitor with
informational and directional content.

Want ideas for how to test your conversion
path to drive in those leads?
• Try testing different segment labels and calls-to-action to minimize
bounce rate.
• Try testing different page layouts, visually emphasizing the most
important segments ﬁrst.
• Track your tests to see how the various segment labels impact bounce
rate and/or conversion.

Deliver personalized recommendations for improvements
based on visitor responses. Use the data you gain from the
answers to drive targeted marketing automation programs and
surface warmer leads to sales with pre-fab insight into pains.
Quiz/Assessment

ExxonMobil offers this incredibly useful and engaging quiz that allows visitors
to learn more about how much energy they are using or how much they can
save. Then ExxonMobil captures leads through social sharing or emailing
recommendations.

Want to make the best out of your quiz or
assessment and start increasing those results?
• Test radically different versions of your ﬁrst page to see which version
reduces bounce rates and increases engagement with the quiz.
• Test where you insert the lead generation form—try requiring sign-up
before taking the quiz versus before getting the recommendations versus
only if you want to receive the recommendations via email.
• Test different number of questions and or answers to optimize for quiz
completion and conversion.

Offer visitors a pricing calculator to set their expectations
immediately. Calculators can also provide the immediate
gratiﬁcation that B2B buyers crave while allowing sales 
to continue to build value prior to delivering a speciﬁc  
price quote.
Calculator

ion interactive’s own test duration calculator allows the visitor to choose
how many alternatives their testing, adjust conversion rate and
improvement with trafﬁc, and see the results for recommended length of
testing. In order to get the full recommendations, the visitor can register
and have the results emailed to them.

Have a calculator but want to know what you
can improve on?
• Try varying form ﬁelds to determine optimal form length.
• A calculator is a great place to test different headlines, images and calls
to action around the calculator itself.
• Test different forms of calculators (sliders versus text inputs, for example)

Allow visitors to assemble or package your product or service
to what they speciﬁcally are looking for.
Conﬁgurator

MINI Cooper drove their lead campaign to higher results with their
combined marketing app conﬁgurator, featuring voting and a contest!

Not sure how many steps to have or what the
best layout is for your configurator?
• Experiment with the number of steps and questions in your configurator
to optimize for engagement & completion.
• There is often reluctance to divulge information deemed too personal or
specific, so experimenting with varying degrees of specificity can reveal
the sweet spots at which information gathering and conversion
optimization are in alignment.
• Test layout and copy on the first screen of the configurator to decrease
bounce rate and get more visitors engaged with the marketing app.

Rather than answering survey questions for themselves,
visitors can participate in guessing-type games. In answering,
they are exposed to shared pains, problems, and solutions
that drive demand.
Game
The Game of HR
Learn all the answersLearn all the answers
in this FREE reportin this FREE report
Which do you think it was?

Virgin Australia, Delta, and Australia tourism joined together in this game
to make it fun for the visitor.

Want to drive campaign results with a game?
• Game incentives are great to experiment with. Try monetary incentives
versus social recognition versus an asset offer to stimulate engagement
and conversion.
• Test different conversion points - pre-game versus post-game - to see
which delivers the most conversions.

When the reveal of results shows shared pain that can be
solved by the brand, engagement can turn into persuasion.
Voting/Survey
Enter to win a yearEnter to win a year
of FREE HR Softwareof FREE HR Software

To grab some more leads in an unconventional yet fun way, Cintas created
their Best Restroom Award in which visitors could register in order to leave
their entry for cleanest, most unique restroom and vote for the best ones in
both the U.S. and Canada.

Need ideas for how to drive quality campaign
results with voting or surveys?
• Polls and surveys are a great place to promote a simple subscribe form
for people to sign up for your newsletter. Test different ways to promote
your "subscribe" call to action.
• Polls and surveys are also a great place to promote social engagement.
Rather than asking visitors to complete a form, ask for a follow, a tweet,
a like, etc. Test different placement of your social icons.

Provide the same information you would in a white paper, but
with much more engagement.
Interactive White Paper/eBook
Learn More about whatLearn More about what
Interactive white papersInteractive white papers
Target & Inform your
Customers with
Interactive White Papers
Take a Quiz
White Paper White Paper
quickly navigate
through content
playful and engaging layout Organize your Information

Do or Die by Clark Kokich is an engaging and creative idea that turns a
simple white paper or short book into an interactive way to gain leads at
each turn of the page.

Want to make the most out of your interactive
white paper to amp up your results?
• Test varying form lengths to optimize for maximum conversions.
• Test various placements of the form throughout the interactive white
paper/eBook to determine where visitors are most likely to convert.
• If you want to give your visitors easy access to the interactive version, try
placement of your form, whether it be in the side rail, or on the last page,
or continuously viewable while scrolling.
• Try testing the gate within one of the supplemental marketing apps inside
the interactive eBook.

Which Execution Method:
Developer, agency or platform?
Which Content:
What Marketing asset do you already have that makes sense?
Getting Started
Which marketing app:
What aligns well with your brand?

Turn your digital experiences into
interactive, useful, enjoyable ones!

http://ioninteractive.com/marketing-app-examples
Skyrocket your lead generation
results with marketing apps from
ion interactive.
www.ioninteractive.com
@ioninteractive
info@ioninteractive.com
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Marketing Apps for Lead Generation

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