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.

1. Interactive content for
demand generation

2. Welcome
Anna Talerico
co-founder, ion interactive
@annatalerico

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. “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. Demand generation is the focus of
targeted marketing programs to drive
awareness and interest in a company's
products and/or services.
-wikipedia

6. q: When looking at demand
generation in 2017, what do
you see as being your core
area of investment?

7. a: Content alignment to
demand generation

8. 2016 B2B Content Marketing Trends
North America: Content Marketing Institute/MarketingProfs
Types of Content

9. ~ Hubspot

10. ~ Forrester Research

11. “70% of the buyer’s journey is complete before
a buyer reaches out to sales.”
~ Sirius Decisions

12. 2016 B2B Content Marketing Trends
North America: Content Marketing Institute/MarketingProfs
Types of Content

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. • 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. Interactive Content
Across the
Buyer’s Journey

16. The Buyers Journey
AWARENESS
STAGE
CONSIDERATION
STAGE
DECISION
STAGE

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. 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. Early stage
Begin the dialog. Design
for content engagement.
Seek to educate.
EBOOKS INTERACTIVE
WHITE PAPERS
QUIZZESLOOKBOOKSINTERACTIVE
INFOGRAPHICS

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. Late stage
Drive towards the deal. Support the
purchase decisions with content
experiences that align with sales
conversations.
ASSESSMENTS SOLUTION
BUILDERS
CONFIGURATORS CALCULATORS

22. Comparing interactive to passive content, interactive
content is somewhat or very effective at...
Generating Conversions
36%
INTERACTIVE CONTENT PASSIVE CONTENT
70%
VS

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. Differentiating from Competitors
55%88%
INTERACTIVE CONTENT PASSIVE CONTENT
VS
Comparing interactive to passive content, interactive
content is somewhat or very effective at...

25. Our audience engagement
has increased since my
organization started using
interactive content tactics
Engagement
66 AGREE%

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. Combining traditional content
marketing tactics with interactive
content enhances retention of my
organization’s message
Education
79 AGREE%

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. A final thought….

30. It’s so not about the
technology

32. 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

33. Thank You!
info@ioninteractive.com
atalerico@ioninteractive.com
twitter: @annatalerico