B2B lead generation involves so much more than simply producing leads — of course, much of the value that comes from lead generation tactics lies less in the quantity of leads, and more in the quality. Interactive content is quickly becoming a best practice for B2B marketers. When implemented effectively, interactive content not only supercharges your lead generation and engagement strategies, but can also help to better qualify leads and construct rich lead profiles. In this presentation, Uberflip’s Hana Abaza and ion interactive co-founder Anna Talerico explore the strategies and tactics used by leading next-generation content marketers. You’ll learn: - How to convert significantly more leads from your content marketing - How to build rich lead profiles that include content consumption, buyer business challenges, and readiness - How to evaluate your content marketing results in a radically different way

1. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico
Hana Abaza
VP Marketing, Uberflip
@hanaabaza
Boost Your Lead Gen Quantity and Quality
How to Engage, Generate, and Qualify More Leads
Using Interactive Content
Anna Talerico
Founder, ion interactive
@AnnaTalerico

2. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)

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Join in on
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)

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STICK AROUND
FOR A DEMO

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Content marketing today
Interactive content marketing for lead gen
Testing interactive content for higher
conversions
What to measure
Surfacing lead quality to sales—
nirvana!
• Interactive white papers
& eBooks
• Online calculators
• Interactive infographics
• Online configurators
• Assessments & quizzes

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What’s going on
in content marketing?

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Content marketing is ubiquitous

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Lead gen, sales, nurturing, awareness
engagement are the goals

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Engagement, measurement, repurposing and
visual content are the priorities

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Engagement, measurement, repurposing
and ROI are the challenges

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Sales lead quality, sales, conversion rates,
and lead quantity are the success metrics

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Sales lead quality is where it’s at

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Spending is rising

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We’re making more content

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But…
Of all marketing
content
goes unused
Sirius Decisions70%

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“Too much content.”
Sirius Decisions

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And here’s the disturbing news…

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Only 30% say they
are effective
(down from 38% last year)

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We have a
content marketing problem.

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Why?

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Static content provides
limited opportunity for
engagement, insights
& effectiveness.

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“The writing is
on the wall:
interactive content is
the future of content marketing.”
BuzzStream

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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.

24. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico
Comparing interactive to passive content, interactive
content is effective at...
educating the buyer
VS
70%
93%
INTERACTIVE CONTENT STATIC CONTENT

25. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico
Comparing interactive to passive content, interactive
content is effective at...
differentiating from competitors
VS
55%
INTERACTIVE CONTENT STATIC CONTENT
88%

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Comparing interactive to passive content, interactive
content is effective at...
being shared
VS
17%
INTERACTIVE CONTENT STATIC CONTENT
38%

27. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico
Comparing interactive to passive content, interactive
content is effective at...
generating conversions
VS
36%
INTERACTIVE CONTENT STATIC CONTENT
70%

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old-school: Static Asset

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Old-school: Gated Page

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Better Bet:
Repurpose static assets into un-gated interactive experiences
assessment
interactive white paper
interactive infographic

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Better Bet:
Use interactive content across the buyers journey
INTERACTIVE infographic
early buyer journey content
Interactive white paper
early & mid buyerjourney content
assessment
mid & late buyer journey content

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VS
Plus, static content only provides pass/fail data.
Interactive content provides rich insights and measurement
pass/fail real insights

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• 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
Measurement of
static vs. interactive content marketing
VS

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It’s hard to surface
buyer insights &
meaningful measurement
without interactions.

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Potential for repurposing static
content into engaging interactive
experiences.
Consider testing opportunities—boost
engagement and lead conversions with
strategic testing.
Measure key outcomes—how will you
determine what’s working and what’s
not.
Surface key buyer insights to sales—
what information will help sales build
better relationships.
Content marketing &
lead gen go hand-in-hand:

36. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico
online white papers
& ebooks

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Interactive White Paper

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Interactive White Paper
call to actioncapture leads from visitors
who want to download the
white paper as a PDF version.
How to generate leads with an interactive white paper or eBook:

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Interactive White Paper
How to test for higher conversion rates:
Read More!
Get the Full White Paper!
Continue Reading!
Complete the form to get
the full White Paper!
Content accessCan you drive more leads by
providing all the content with
an optional form?

40. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico
How to measure content
consumption and engagement
Read More!
1+
1+
1+
See Examples!
Interactive
White Paper
BehavioralTagging
See what your audience is
most interested in.

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Interactive White Paper
Joe Smith consumed
80%
of the Interactive Content Marketing Toolkit
Consumption
Show your sales team
the percent of content
that the visitor
consumed
Surface prospects to your sales team:

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online configurators

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Online Configurator

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Online Configurator
How to generate leads with an online configurator:
Results
Let visitors complete the
configurator and see theresulting recommendedsolutions or products.

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Online Configurator
How to test for higher conversion rates on your online configurator:
Results Access
Will you capture more leads by
giving full access to the results?

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Online Configurator
How to measure content consumption and engagement on your online configurator:
Bounce Rate
highest on
third step
Look at Drop off
What is the tolerance your
visitors? Which questions
cause the highest drop off?

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Online Configurator
How to measure content consumption and engagement on your online configurator:
Average
Budget
Accelerate deals
Information surfaced in an
online experience will help the
sales experience.

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online calculators

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Calculator
You can use online, interactive calculators to drive qualified leads

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Calculator
How to generate leads with
an online calculator:
EMAIL RESULTS
Send Results
Offer to send pricing resultsfrom the calculator to the
prospect instantly via email.

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Calculator
How to test for higher
conversion rates on your
online calculator:
EMAIL RESULTS
Results access
Can you drive more leads by
providing the results with an
optional form?

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Calculator
How to measure content consumption and engagement
on your online calculator/configurator:
Evaluate
Evaluate the aggregateresponses to understand your
audience better.

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Calculator
And don’t forget to surface prospect insights to your sales team:
Show sales team
Show sales the prospects
actual calculator inputs so they
understand the buyers unique
parameters and buying
situation.

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interactive infographics

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Interactive Infographics
Can you use an interactive infographic to generate lots of leads?

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Interactive Infographics
How to generate leads with an interactive infographic:
Call to Action
Include prominent calls to
action throughout.

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Interactive Infographics
How to generate leads with an interactive infographic:
Cross - Sell
Offer optional related content
to be emailed to the visitor at
various spots with the
experience.
Like this infographic?!
75 Essential Content Marketing Stats
Everything you need to know from budgets to metrics
to effectiveness. Explore what’s happening with
content marketing right now.

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Interactive Infographics
How to measure content consumption and engagement on your interactive infographic:
Scoring
Each time a visitor interacts
with a page element,increment their score by 1.
1+
1+
1+
1+

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Interactive Infographics
How to generate leads with an interactive infographic:
Show Sales
Show sales which infographic
elements the visitor
interacted with.

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online assessments
& quizzes

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Assessments & Quizzes
How to use online assessments and quizzes to generate lots of qualified leads

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Assessments & Quizzes
How to generate leads with an online quiz or assessment:
See results
Let visitors complete theassessment/quiz and see the
results and recommendations

63. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico
Assessments & Quizzes
How to test for higher conversion rates on your online quiz or assessment:
Results Access
Gating the results with a form
is a great A/B test!

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Assessments & Quizzes
How to measure content consumption and engagement on your online quiz or assessment:
Very High
Conversion Rate
Look atperformance
Understand your audience
better and gain real insights.

65. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico
Assessments & Quizzes
How to measure content consumption and engagement on your online quiz or assessment:
Results
Show sales theanswers
Sales can pick up the personal
conversation exactly where
the digital conversation left
off.
Answer 8 of 9

66. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico
Interactive content is almost 2x more
effective at generating conversions as
static content (70% of the time for
interactive versus 36% for static).
The data shows interactive
content can help marketers
reach their goals
2x

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Interactive content helps
with 4 out of the top 5 goals

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Interactive content helps
with 4 of the top 5 goals

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Interactive content helps solve
5 of the top 6 challenges

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Interactive content surfaces and
facilitates 4 of the top 4 metrics

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Ungated version: 33% MORE leads than
the gated version

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Higher lead conversion and
improvements to lead scoring

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26% conversion rate, insight into
consumption

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60% more effective in generating new lead
and 40% more effective at nurturing existing leads

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Interactive content can
engage your buyer
in a radically more effective manner,
increase lead generation
while surfacing richer insights
to sales that helps to
drive revenue.

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Check out this ebook for
more on this subject:
“interactive content for lead gen”
at ioninteractive.com

77. #uberwebinar@Uberflip @HanaAbaza @AnnaTalerico
QUESTION TIME!
Anna Talerico
Founder, ion interactive
@AnnaTalerico
Hana Abaza
VP Marketing, Uberflip
@hanaabaza
hub.uberflip.com

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79. FindouthowBookerdecreasedtheir
costperleadby71% withcontent.
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