Post on 09-Jan-2017
#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
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
Join in on
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
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
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
Lead gen, sales, nurturing, awareness engagement are the goals
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
Engagement, measurement, repurposing and visual content are the priorities
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
Engagement, measurement, repurposing and ROI are the challenges
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
Sales lead quality, sales, conversion rates, and lead quantity are the success metrics
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
But…
Of all marketingcontent goes unused
Sirius Decisions70%
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
Only 30% say they are effective
(down from 38% last year)
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
Static content provides
limited opportunity for
engagement, insights
& effectiveness.
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
“The writing is on the wall:
interactive content is the future of content marketing.”
BuzzStream
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
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.
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
Comparing interactive to passive content, interactive content is effective at...
educating the buyer
VS 70% 93% INTERACTIVE CONTENT STATIC CONTENT
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
Comparing interactive to passive content, interactive content is effective at...
differentiating from competitors
VS 55% INTERACTIVE CONTENT STATIC CONTENT
88%
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
Comparing interactive to passive content, interactive content is effective at...
being shared
VS 17% INTERACTIVE CONTENT STATIC CONTENT
38%
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
Comparing interactive to passive content, interactive content is effective at...
generating conversions
VS 36% INTERACTIVE CONTENT STATIC CONTENT
70%
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
Better Bet:Repurpose static assets into un-gated interactive experiences
assessment interactive white paper interactive infographic
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
Better Bet:Use interactive content across the buyers journey
INTERACTIVE infographicearly buyer journey content
Interactive white paperearly & mid buyerjourney content
assessmentmid & late buyer journey content
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
VS
Plus, static content only provides pass/fail data. Interactive content provides rich insights and measurement
pass/fail real insights
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
• 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
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
It’s hard to surface buyer insights &
meaningful measurement without interactions.
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
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:
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
Interactive White Paper
call to action capture 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:
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
Interactive White PaperHow 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 access Can you drive more leads by providing all the content with
an optional form?
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
How to measure content
consumption and engagement
Read More!
1 +
1 +
1 +
See Examples!
Interactive White Paper
Behavioral Tagging See what your audience is most interested in.
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
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:
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
Online ConfiguratorHow to generate leads with an online configurator:
Results Let visitors complete the
configurator and see the resulting recommended
solutions or products.
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
Online ConfiguratorHow to test for higher conversion rates on your online configurator:
Results Access
Will you capture more leads by
giving full access to the results?
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
Online ConfiguratorHow 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?
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
Online ConfiguratorHow 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.
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
CalculatorYou can use online, interactive calculators to drive qualified leads
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
CalculatorHow to generate leads with
an online calculator:
EMAIL RESULTS
Send Results
Offer to send pricing results from the calculator to the prospect instantly via email.
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
CalculatorHow 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?
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
CalculatorHow to measure content consumption and engagement
on your online calculator/configurator:
Evaluate Evaluate the aggregate responses to understand your
audience better.
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
CalculatorAnd 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.
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
Interactive InfographicsCan you use an interactive infographic to generate lots of leads?
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
Interactive InfographicsHow to generate leads with an interactive infographic:
Call to Action
Include prominent calls to
action throughout.
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
Interactive InfographicsHow 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 StatsEverything you need to know from budgets to metricsto effectiveness. Explore what’s happening with content marketing right now.
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
Interactive InfographicsHow 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 +
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
Interactive InfographicsHow to generate leads with an interactive infographic:
Show Sales
Show sales which infographic
elements the visitor
interacted with.
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
Assessments & QuizzesHow to use online assessments and quizzes to generate lots of qualified leads
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
Assessments & QuizzesHow to generate leads with an online quiz or assessment:
See results Let visitors complete the assessment/quiz and see the
results and recommendations
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
Assessments & QuizzesHow 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!
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
Assessments & QuizzesHow to measure content consumption and engagement on your online quiz or assessment:
Very High
Conversion Rate
Look at performance Understand your audience better and gain real insights.
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
Assessments & QuizzesHow to measure content consumption and engagement on your online quiz or assessment:
Results
Show sales the answers Sales can pick up the personal conversation exactly where the digital conversation left off.
Answer 8 of 9
#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
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
Interactive content helps with 4 out of the top 5 goals
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
Interactive content helps with 4 of the top 5 goals
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
Interactive content helps solve 5 of the top 6 challenges
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
Interactive content surfaces and facilitates 4 of the top 4 metrics
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
Ungated version: 33% MORE leads than the gated version
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
Higher lead conversion and improvements to lead scoring
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
60% more effective in generating new lead and 40% more effective at nurturing existing leads
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
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.
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
Check out this ebook for more on this subject:
“interactive content for lead gen” at ioninteractive.com
#uberwebinar
!@Uberflip @HanaAbaza @AnnaTalerico
QUESTION TIME!
Anna Talerico Founder, ion interactive
@AnnaTalerico
Hana Abaza VP Marketing, Uberflip
@hanaabaza
hub.uberflip.com
Find out how Booker decreased theircost per lead by 71% with content.
READ CASE STUDY