The document discusses the benefits of interactive content in marketing, highlighting its ability to drive higher engagement, better lead conversion rates, and improve data collection for lead scoring. It provides examples of companies that successfully utilized interactive content to generate significant revenue and shorten sales cycles. The document emphasizes the importance of integrating interactive experiences into existing marketing strategies and offers a step-by-step approach to getting started.

1. GET MORE FROM YOUR CONTENT
WITH INTERACTIVE EXPERIENCES
WITH LENA PRICKETT AND VANESSA PORTER

2. @Snap_App
snapapp.com/blog
WELCOME
Lena Prickett
Content Marketing Specialist
lprickett@snapapp.com
Vanessa Porter
Senior Marketing Manager
vporter@snapapp.com
#interactivecontent

3. AGENDA
• Why interactive content drives higher
engagement and offers new opportunities for
lead generation
• How to layer interactive content into your
regular marketing campaigns
• Why interactive content helps guide buyers
through the content journey
• Where to start with your first interactive
experience
@Snap_App

4. WHAT IS INTERACTIVE CONTENT?

5. IT’S ABOUT HAVING A CONVERSATION
versus
DIALOGUE MONOLOGUE
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6. IT’S ABOUT LISTENING
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“Most people do not listen with the intent to understand;
they listen with the intent to reply.”
-Stephen Covey

7. 91% of buyers prefer
more interactive/visual
content that can be
accessed on demand.”
BUYERS WANT INTERACTIVE
“
- Demand Gen Report
@Snap_App

8. Only 5% of buyers say they will
provide detailed information in
exchange for a white paper. With
interactive content, the whole
experience yields detailed
information, which
the user willingly shares.”
“
- Demand Gen Report
MARKETERS NEED AN ALTERNATIVE
@Snap_App

9. INTERACTIVE CONTENT JUST WORKS BETTER
• Better calls to action that deliver higher
click-throughs and conversions
•
2 – 3x increase in lead conversion rates in
comparison to lead gated static content
•
• Better data for lead scoring and faster
MQL creation drives opportunity pipeline
@Snap_App

10. CEB click rates on LinkedIn ads
increase by 54%, adding
$200,000+ in new pipeline
from a single piece of interactive content.
Unitrends crushes $1.3M of pipeline and
over $300,000 of won business
in 100 days all from SnapApp
Blackbaud sales team delivers $600,000 of
new revenue (184% of quota)
when marketing uses SnapApp
HCSS shortens
sales cycle from
6 months to 2
weeks.
SilkRoad drives $235,000 of
pipeline in 90 days
and wins 17% of it.
DDI sees a 1,700%
increase in
click rates on
their emails

11. EXAMPLES
data sheets
guides
case studies

12. EXAMPLES
INTERACTIVE
INFOGRAPHIC
ASSESSMENT

13. EXAMPLES
INTERACTIVE
INFOGRAPHIC
ASSESSMENT

14. EXAMPLES
INTERACTIVE
INFOGRAPHIC
ASSESSMENT

15. EXAMPLES
INTERACTIVE
INFOGRAPHIC
ASSESSMENT

16. EXAMPLES
INTERACTIVE
INFOGRAPHIC
ASSESSMENT

17. EXAMPLES
TIME-SAVINGS CALCULATOR
Click to view on SnapApp Example page
What people are saying:
“Here’s how much time I spend today”
What marketers hear:
“Here’s how badly I really need this
training!”
@Snap_App

18. EXAMPLES
ASSESSMENT
Click to view on SnapApp Example page
What people are saying:
“Here’s the software I use”
“Here’s how I approach this problem”
What marketers hear:
“I’m a great fit/not a great fit”
@Snap_App

19. EXAMPLES
Click to view on SnapApp Example page

20. WHY IT WORKS

21. SNAPAPP Q1 2015 B2B CUSTOMER DATA
Click Rate on Content 35%
Content Completion Rate 85%
Lead Form Conversion Rate 45%

22. EXPAND & EXTEND
EXISTING CONTENT & CAMPAIGNS
One core asset can be re-
purposed into multiple
interactive small touches
@Snap_App

23. • Data can be used to lead score,
qualify/or disqualify prospects,
assign personas, and trigger
nurture campaigns
BETTER LEAD SCORING,
PROFILING & NURTURING
• Capture rich profile data with
the questions
• Question and answer data flows
into lead records within your
marketing automation system
@Snap_App

24. BETTER LANDING PAGE CONVERSION
Engage before the form
Deliver personalized results
Convert within the content
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25. THE ROI OF INTERACTIVE CONTENT
• LEAD CAPTURE
• CONTENT PRODUCTION
• CAMPAIGN LENGTH
On average, SnapApp customers capture twice the leads, double the length
of their campaigns, and double their content production after layering
interactive content into their existing marketing programs and channels.
@Snap_App

26. EXECUTIONS
infographics
data sheets
guides
webinars
case studies

27. Marketers are already running a wide range of
programs and campaigns. Layering in interactive
content is a way to improve performance across
all of them, rather than adding a new program.
@Snap_App

28. EXECUTIONS:
EMAIL CAMPAIGNS
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29. EXECUTIONS:
BLOG ENGAGEMENT & LEADGEN
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30. EXECUTIONS:
EVERGREEN WEB CONTENT
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31. EXECUTIONS:
SALES TOOLS & ENABLEMENT
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32. EXECUTIONS:
EVENT ENGAGEMENT
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33. WHERE TO START
Where do I begin?
How do I start leveraging interactive content?
THE PROBLEM
Start with what you have.
Layer interactive content into your existing programs.
THE SOLUTION
@Snap_App

34. GET STARTED
WITH INTERACTIVE CONTENT
1. Define the goal
2. Think about what will drive engagement
3. What do you want to ask?
4. What will you do with what you hear?
5. Start small, think big

35. RESOURCESSNAPAPP.COM/RESOURCES
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