Interactive content is a way to give new life to each stage of the buyer’s journey. Isn’t it time you got started?

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HILE-LIGHTS PRESENTS…
October 24, 2018
© Hileman Group and SnapApp. All rights reserved.
Utilizing Interactive Content to Solve Common Buyer’s Journey Pitfalls:
How quizzes, surveys and calculators can make boring content engaging

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• No worries about scrambling to take notes. As a follow-up, we will send an email
of the video recording and the entire deck for your records.
• If you would like to live tweet throughout the webinar, feel free to use – #hile-
lights
• We’d love to hear from you! If we don’t cover something, or if your question isn’t
answered, send us an email and we will get you a response as soon as possible –
Contact@HilemanGroup.com
Housekeeping Notes
HILEMAN AND SNAPPAPP PRESENT

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Today’s Speakers: Introductions
HILEMAN AND SNAPPAPP PRESENT
Craig Minch
Director of Creative Services, Hileman Group
linkedin.com/in/craigminch
David Cunningham
Director of Demand Generation, SnapApp
@gdc75

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• Demand Generation Funnel
• Interactive Content at Each Stage
• Awareness
• Interest/Engage
• Desire
• Action
• Key Considerations
• Questions
Agenda
HILEMAN AND SNAPPAPP PRESENT

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Demand Generation Funnel
HILEMAN AND SNAPPAPP PRESENT

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Awareness Stage
INT ERACT IVE CONT ENT AT EACH STAG E
Interactive Content Suggestion:
• Contests make great ToFu content as they are able to drive ToFu leads with minimal
commitment on information provided with a gated form.
• Social media that is leveraged correctly can also allow for added value through
third party testimonials/references as well as additional organic reach.
• For true success, ensuring your contest type and prize directly align with your
target market to ensure a greater engagement. Additionally, have a planned and
thoughtful follow-up nurture to remove the noise as you nurture the right leads
further down the funnel.
Stage Goal:
Increase visibility of brand with key target market, drive early engagement with
top-of-the-funnel (ToFu) tactics, begin to show differentiators/value proposition in the market.
Contests

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Awareness Stage
INT ERACT IVE CONT ENT AT EACH STAG E
The Good The Bad

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Interest/Engage Stage
INT ERACT IVE CONT ENT AT EACH STAG E
Interactive Content Suggestion:
• Consider layering a quiz over your webinar. This allows the audience to test their knowledge on a
specific subject, and educate themselves further on your solutions.
• Interactive content allows you to put a lead form anywhere in your content. By placing a lead form
halfway through the presentation, you can turn your interactive webinar into a lead gen channel.
• Turn your webinar into a qualification channel by asking sales qualifying questions throughout the
presentation: “How many people are on your team?” “What is your biggest pain point?” “What
solution are you using to solve these problems?”
Stage Goal:
Continue to engage the audience and show solutions that are the best fit to buyer’s needs. This is also a stage to
help buyers determine if they are not a good fit. Nurture leads, build trust and relationships.
Webinars

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Interest/Engage Stage
INT ERACT IVE CONT ENT AT EACH STAG E
The Good The Bad

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Desire Stage
INT ERACT IVE CONT ENT AT EACH STAG E
Interactive Content Suggestion:
• Assessments are great ways to help progress “middle of the funnel” leads further along in their
buyer’s journey.
• They help provide instant gratification and answers to key pain points they may be feeling.
• Based on the answers, the assessment can also help arm/incent your sales team with a more
targeted follow-up to better help the specific prospect’s needs.
Stage Goal:
Drive engaged leads within your demand funnel to take a larger step in their buyer’s
journey, begin to message “why” content, help solve your prospect’s pain.
Assessments

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Desire Stage
INT ERACT IVE CONT ENT AT EACH STAG E
The Good The Bad

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Action Stage
INT ERACT IVE CONT ENT AT EACH STAG E
Interactive Content Suggestion:
• Calculators let your audience quantify the impact of a pain point or specify the value of a solution
when building a business case.
• Calculators enhance the dialogue with your audience by providing valuable, personalized content
in the form of a numerical impression. You can also collect rich profile data that can be used for
lead scoring, trigger campaigns, disqualification, and sales intelligence.
• This type of interactive content helps users find solutions to an identified problem. Example: A
revenue generating calculator that showcases how your product can impact a
bottom line or an ROI calculator that highlights the value of your service.
Stage Goal:
Your audience is ready to buy. They need a final nudge and a compelling CTA to purchase your product or service.
Offering a persuasive content experience can have a big impact when converting a lead to a customer.
Calculators

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Action Stage
INT ERACT IVE CONT ENT AT EACH STAG E
The Good The Bad

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How to Get Started / Key Considerations
HILEMAN AND SNAPPAPP PRESENT
1. Know your audience.
2. Talk to your sales team.
3. Review your content.
4. Know your goal.
5. Keep it simple.

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THANK YOU!
Questions?
© Hileman Group. All rights reserved.