interactive content for demand generation

Interactive content for demand generation

Welcome

Anna Talerico co-founder, ion interactive

@annatalerico

Today:   What’s happening with demand generation?   A walk through ion’s ideal buyer’s journey   It’s not about the technology   Questions?

“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

Demand generation is the focus of targeted marketing programs to drive

awareness and interest in a company's products and/or services.

-wikipedia

q: When looking at demand generation in 2017, what do you see as being your core

area of investment?

a: Content alignment to demand generation

2016 B2B Content Marketing Trends North America: Content Marketing Institute/MarketingProfs

Types of Content

~ Hubspot

~ Forrester Research

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

~ Sirius Decisions

2016 B2B Content Marketing Trends North America: Content Marketing Institute/MarketingProfs

Types of Content

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

•  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

Interactive Content Across the

Buyer’s Journey

The Buyers Journey

AWARENESSSTAGE

CONSIDERATION STAGE

DECISION STAGE

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.

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 6 DRIP 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 12 DRIP 7

DRIP 4

DRIP 10

Early stage Begin the dialog. Design for content engagement. Seek to educate.

EBOOKS INTERACTIVE WHITE PAPERS

QUIZZES LOOKBOOKS INTERACTIVE INFOGRAPHICS

Middle stage Continue the relationship. Increasing specificity of education. Transform general concepts into more concrete ones

EBOOKS INTERACTIVE WHITE PAPERS

ASSESSMENTS INTERACTIVE INFOGRAPHICS

SURVEYS SOLUTION BUILDERS

Late stage Drive towards the deal. Support the purchase decisions with content experiences that align with sales conversations.

ASSESSMENTS SOLUTION BUILDERS

CONFIGURATORS CALCULATORS

Comparing interactive to passive content, interactive content is somewhat or very effective at...

Generating Conversions

36 % INTERACTIVE CONTENT PASSIVE CONTENT

70 % VS

Educating the Buyer

70 % 93 % INTERACTIVE CONTENT PASSIVE CONTENT

VS

Comparing interactive to passive content, interactive content is somewhat or very effective at...

Differentiating from Competitors

55 % 88 % INTERACTIVE CONTENT PASSIVE CONTENT

VS

Comparing interactive to passive content, interactive content is somewhat or very effective at...

Our audience engagement has increased since my

organization started using interactive content tactics

Engagement

66 AGREE %

Non gated interactive content can provide a “sample” of

the brand, resulting in a higher degree of lead nurturing

Lead Nurturing

75 AGREE %

Combining traditional content marketing tactics with interactive content enhances retention of my

organization’s message

Education

79 AGREE %

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

A final thought….

It’s so not about the technology

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

Thank You! info@ioninteractive.com

atalerico@ioninteractive.com

twitter: @annatalerico