Download - [WEBINAR] What Is Interactive Content?
GET MORE FROM YOUR CONTENT WITH INTERACTIVE EXPERIENCES
WITH LENA PRICKETT AND VANESSA PORTER
@Snap_App snapapp.com/blog
WELCOME
Lena PrickettContent Marketing [email protected]
Vanessa PorterSenior Marketing [email protected]
#interactivecontent
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
WHAT IS INTERACTIVE CONTENT?
IT’S ABOUT HAVING A CONVERSATION
versus
DIALOGUE MONOLOGUE
@Snap_App
IT’S ABOUT LISTENING
@Snap_App
“Most people do not listen with the intent to understand; they listen with the intent to reply.”
-Stephen Covey
91% of buyers prefer more interactive/visual content that can be accessed on demand.”
BUYERS WANT INTERACTIVE
“
- Demand Gen Report
@Snap_App
Only 5% of buyers say they willprovide detailed information inexchange 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
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
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
EXAMPLESdata sheets
guidescase studies
EXAMPLES
INTERACTIVE INFOGRAPHIC ASSESSMENT
EXAMPLES
INTERACTIVE INFOGRAPHIC ASSESSMENT
EXAMPLES
INTERACTIVE INFOGRAPHIC ASSESSMENT
EXAMPLES
INTERACTIVE INFOGRAPHIC ASSESSMENT
EXAMPLES
INTERACTIVE INFOGRAPHIC ASSESSMENT
EXAMPLESTIME-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
EXAMPLESASSESSMENT
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
EXAMPLES
Click to view on SnapApp Example page
WHY IT WORKS
SNAPAPP Q1 2015 B2B CUSTOMER DATA
Click Rate on Content
35%
Content Completion Rate
85%
Lead Form Conversion Rate
45%
EXPAND & EXTEND EXISTING CONTENT & CAMPAIGNS
One core asset can be re-purposed into multiple interactive small touches
@Snap_App
• 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
BETTER LANDING PAGE CONVERSION
Engage before the form
Deliver personalized results
Convert within the content
@Snap_App
THE ROI OF INTERACTIVE CONTENT
• LEAD CAPTURE
• CONTENT PRODUCTION
• CAMPAIGN LENGTH
2xOn 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
EXECUTIONS
infographics
data sheetsguides
webinarscase studies
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
EXECUTIONS: EMAIL CAMPAIGNS
@Snap_App
EXECUTIONS: BLOG ENGAGEMENT & LEADGEN
@Snap_App
EXECUTIONS: EVERGREEN WEB CONTENT
@Snap_App
EXECUTIONS: SALES TOOLS & ENABLEMENT
@Snap_App
EXECUTIONS: EVENT ENGAGEMENT
@Snap_App
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
GET STARTED WITH INTERACTIVE CONTENT
1. Define the goal2. Think about what will drive engagement3. What do you want to ask?4. What will you do with what you hear?5. Start small, think big
RESOURCESSNAPAPP.COM/RESOURCES
@Snap_App