Is your content helping you build rich lead profiles that include content consumption, buyer business challenges, and readiness? In Part 4 of our ion Better Series, Creating Better Leads, we discussed how to boost your engagement and lead conversions with interactive content and strategic testing so your team is having better conversations with leads.

1. Subhead
Creating Better Leads
Knowing who you’re talking to and what sales
needs to have data-informed conversations.
ion “Better” Series

2. Presenters
Missi Carmen
VP, Global Demand Generation
ScribbleLive
Benjamin Pitman
Account Executive
ScribbleLive

3. Subhead
Kicking It Off
The ion “Better” series

4. Tweet Us
@ioninteractive
#ionbetterleads

5. Please check your email within 24-hours for links to the slides of video of today’s
presentation. You can also visit YouTube.com/ioninteractive for all of our videos
from the “Better” Series.
Yes, Slides Will Be Distributed
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6. Bring your brand to life with memorable content that
cuts through clutter
Know the content that resonates with your audience
to improve campaign effectiveness and lead quality
Gain audience insights to improve content
effectiveness
Know who you’re talking to and what they need to
have data-informed conversations
Speed up your sales cycle with informed conversations
that convert
Better content, qualified leads, and higher sales =
more revenue
awareness
content
engagement
leads
sales
revenue
Interactive Content Funnel
ion makes marketers more effective through better…
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7. Source: Content Marketing Institute, The Symphony of Connected Interactive
Content Marketing, 2017
46% of marketers report
using interactive content
marketing. 46%
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8. 57% of marketers report
using interactive content
for lead generation.
Source: Content Marketing Institute, The Symphony of Connected Interactive Content
Marketing, 2017
57%
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9. Source: Demand Metric, Content Experience Impact and the Buyer’s Journey, 2018.
90% of respondents
believe interactive content
is effective at educating
the buyer. 90%
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10. 77% of B2B buyers
have already made their
purchase decision before
ever speaking to a
salesperson.
Source: Demand Gen, B2B Buyers Survey Report, 2017.
77%
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11. Why are we still challenged
with converting leads?
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12. 72%
72% can demonstrate
that content marketing
has increased their
number of leads.
Source: B2B Content Marketing, 2018 Benchmarks, Budgets, and Trends—North
America, Content Marketing Institute
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13. Source: Demand Metric, Content Experience Impact and the Buyer’s Journey, 2018.
34% report that sales
lead quality is their most
frequently measured
website metric. 34%
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14. Time for a Poll!
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15. How Do You Define
Quality Leads?
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16. 5 Tips for Defining Your Lead Cycle
Leads exist at all stages of the
buyer’s cycle; if they’ve expressed
interest, they’re a lead.
Use data collected and form
submissions to segment visitors.
Based on segments created, craft
customize messaging.
Handle leads efficiently between
teams.
Have a follow-up marketing plan in
place before the campaign
launches.
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17. 79% of those using
interactive content plan
to use more of it in the
next year.
Source: Content Marketing Institute, The Symphony of Connected
Interactive Content Marketing, 2017

18. Are You Achieving Your Lead Gen Goals?
Different types of interactive content
work best at different points in the
buyer’s journey.
Suggestion: Determine which types
of interactive content best fit your
business lead generation goals.
Do you know your lead gen goals?
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19. CONTENT TYPE: Assessment or Quiz
BENEFIT: Can be used by B2B and B2C. Works well
with the first stage of buyer’s journey and
encouragement movement down the funnel.
LEAD CAPTURE: Requires visitors to provide
personal details to receive results.
DRAWBACK: Unless you have an interactive tool or
platform or some access to custom web
development, it can be an resource investment.
Early Stage:
Increase Awareness
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20. Middle Stage: Educate
to Shift Consideration
CONTENT TYPE: Calculator
BENEFIT: Attracts leads because they offer valuable
numeric information that helps a visitor make a
purchase or decision.
LEAD CAPTURE: Allows visitors to input options to
create a unique numeric answer relevant to their
needs.
DRAWBACK: Requires more time to design and set
up as campaign and business stakeholders must
agree on the custom results presented. Results must
also be tested before launch.
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21. CONTENT TYPE: eBook/White Paper
BENEFIT: Successful lead-in tools for B2B and B2C;
allows static content to become more digestible.
LEAD CAPTURE: Similar to the traditional eBook or
whitepaper, using a landing page with a gated form.
DRAWBACK: Converting a long-form piece of
content in a strategic, interactive piece can be
challenging. If you haven’t used these types of
pieces, choosing where to gate can be tricky.
Late Stage: Conversion
or Decision
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22. Time for a Poll!
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23. Using Interactive Content
to Create Better Leads
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24. Nothing illustrates a quantifiable outcome
better than a calculator.
For leads who are actively evaluating
whether or not the ROI of a solution
justifies their investment, a calculator
offers hard evidence that builds credibility
during that critical period between
attention and action.
The Calculator
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25. SUGGESTION 1: As visitors interact with
the calculator, let them engage with the
result or total amount.
• LEAD TIP: Allow the user to share their
results via email.
• BONUS TIP: If hot inbound leads are
what you want, have your visitors
request a sales call once they have seen
their calculations.
4 Ways to Generate Leads
with an Interactive Calculator
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26. SUGGESTION 2: Gate the results.
• LEAD TIP: Use this tactic for more
complex calculations. Why? Someone
completing a calculator assessment for a
simple product may not be as compelled
to get emailed results.
4 Ways to Generate Leads
with an Interactive Calculator
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27. SUGGESTION 3: Gate the calculator
entirely.
• LEAD TIP: Use this tactic for more
complex calculations. Why? Someone
completing a calculator assessment for a
simple product may not be as compelled
to get emailed results.
4 Ways to Generate Leads
with an Interactive Calculator
youtube.com/ioninteractive#ionbetterleads

28. SUGGESTION 4: Send results via email,
rather than displaying on the page.
• LEAD TIP: If your calculator was time-
consuming, this could be a good option
to keep your user invested in the results
— a more “convenient” option.
4 Ways to Generate Leads
with an Interactive Calculator
youtube.com/ioninteractive#ionbetterleads

29. 4 Ideas for Testing Higher
CVR Rates on Your Calculator
SUGGESTION 1: Switch up the results access.
Try collecting more leads by first, providing the
results with a second CTA and optional form to
email those results.
LEAD TIP: If you gate the results, give visitors
access only if they complete your form. A great
A/B test!
SUGGESTION 2: Cross-sell your content. Add
an optional form with second CTA to receive
related content.
LEAD TIP: By running an A/B test you’ll know if
the offer of related content is more compelling
than the results themselves.

30. 4 Ideas for Testing Higher
CVR Rates on Your Calculator
SUGGESTION 3: Test form length.
LEAD TIP: Check out the endowed progress
effect. It’s a cognitive bias that says we’re more
likely to complete something if there is an illusion
of progress.
SUGGESTION 4: Test the layout. Add different
calculator inputs—radio buttons, sliders, etc. to
see which UX reduces bounce and increases
engagement.
LEAD TIP: Test different headlines or CTAs, or
even a radically different results page or layout in
an A/B test.

31. 3 Ways to Measure Content
Consumption & Engagement
for Your Online Calculator
Review basic metrics such as bounce
rate and conversion rate.
Score calculator inputs based on how
important the inputs of the visitors are.
Evaluate the aggregate responses you
collected to understand your audience
better.
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32. 3 Tips To Surface Prospect
Insights To Your Sales Team
Using Interactive Content
Show sales the prospect's actual
calculator inputs.
Give the actual choices of what the
audience engaged with so they know
each point that they engaged with, and
the number of requests they’re looking
for.
Share with the sales team the
percentage of content that the lead
consumed.
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33. Live Chat!
Questions? Comments?
What are your thoughts?
@ioninteractive
#ionbetterleads

34. ion makes you better.
better
awareness
content
engagement
leads
sales
revenue
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