Transcript

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!@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

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WE WILL SEND THE RECORDING.

Questions? We’ve got answers!

(At the end of the webinar J)

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Join in on

WE WILL SEND THE RECORDING.

Questions? We’ve got answers!

(At the end of the webinar J)

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!@Uberflip @HanaAbaza @AnnaTalerico

STICK AROUND FOR A DEMO

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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

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What’s going on in content marketing?

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Content marketing is ubiquitous

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Lead gen, sales, nurturing, awareness engagement are the goals

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Engagement, measurement, repurposing and visual content are the priorities

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Engagement, measurement, repurposing and ROI are the challenges

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Sales lead quality, sales, conversion rates, and lead quantity are the success metrics

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Sales lead quality is where it’s at

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Spending is rising

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We’re making more content

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But…

Of all marketingcontent goes unused

Sirius Decisions70%

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“Too much content.” Sirius Decisions

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And here’s the disturbing news…

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Only 30% say they are effective

(down from 38% last year)

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We have a content marketing problem.

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Why?

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Static content provides

limited opportunity for

engagement, insights

& effectiveness.

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“The writing is on the wall:

interactive content is the future of content marketing.”

BuzzStream

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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.

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Comparing interactive to passive content, interactive content is effective at...

educating the buyer

VS 70% 93% INTERACTIVE CONTENT STATIC CONTENT

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Comparing interactive to passive content, interactive content is effective at...

differentiating from competitors

VS 55% INTERACTIVE CONTENT STATIC CONTENT

88%

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Comparing interactive to passive content, interactive content is effective at...

being shared

VS 17% INTERACTIVE CONTENT STATIC CONTENT

38%

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Comparing interactive to passive content, interactive content is effective at...

generating conversions

VS 36% INTERACTIVE CONTENT STATIC CONTENT

70%

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old-school: Static Asset

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Old-school: Gated Page

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Better Bet:Repurpose static assets into un-gated interactive experiences

assessment interactive white paper interactive infographic

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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

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VS

Plus, static content only provides pass/fail data. Interactive content provides rich insights and measurement

pass/fail real insights

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• 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

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It’s hard to surface buyer insights &

meaningful measurement without interactions.

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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:

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online white papers & ebooks

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Interactive White Paper

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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:

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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?

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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.

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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:

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online configurators

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Online Configurator

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Online ConfiguratorHow to generate leads with an online configurator:

Results Let visitors complete the

configurator and see the resulting recommended

solutions or products.

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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?

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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?

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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.

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online calculators

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CalculatorYou can use online, interactive calculators to drive qualified leads

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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.

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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?

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CalculatorHow to measure content consumption and engagement

on your online calculator/configurator:

Evaluate Evaluate the aggregate responses to understand your

audience better.

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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.

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interactive infographics

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Interactive InfographicsCan you use an interactive infographic to generate lots of leads?

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Interactive InfographicsHow to generate leads with an interactive infographic:

Call to Action

Include prominent calls to

action throughout.

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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.

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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 +

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Interactive InfographicsHow to generate leads with an interactive infographic:

Show Sales

Show sales which infographic

elements the visitor

interacted with.

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online assessments & quizzes

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Assessments & QuizzesHow to use online assessments and quizzes to generate lots of qualified leads

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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

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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!

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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.

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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

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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

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Interactive content helps with 4 out of the top 5 goals

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Interactive content helps with 4 of the top 5 goals

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Interactive content helps solve 5 of the top 6 challenges

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Interactive content surfaces and facilitates 4 of the top 4 metrics

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Ungated version: 33% MORE leads than the gated version

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Higher lead conversion and improvements to lead scoring

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26% conversion rate, insight into consumption

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60% more effective in generating new lead and 40% more effective at nurturing existing leads

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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.

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Check out this ebook for more on this subject:

“interactive content for lead gen” at ioninteractive.com

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QUESTION TIME!

Anna Talerico Founder, ion interactive

@AnnaTalerico

Hana Abaza VP Marketing, Uberflip

@hanaabaza

hub.uberflip.com

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Find out how Booker decreased theircost per lead by 71% with content.

READ CASE STUDY


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