how to engage, generate, and qualify more leads using interactive content

Download How to Engage, Generate, and Qualify More Leads Using Interactive Content

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  • #uberwebinar

    !@Uberflip @HanaAbaza @AnnaTalerico

    Hana Abaza VP Marketing, Uberflip @hanaabaza

    Boost Your Lead Gen Quantity and QualityHow 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? Weve got answers!

    (At the end of the webinar J)

  • #uberwebinar

    !@Uberflip @HanaAbaza @AnnaTalerico

    Join in on

    WE WILL SEND THE RECORDING.

    Questions? Weve got answers!

    (At the end of the webinar J)

  • #uberwebinar

    !@Uberflip @HanaAbaza @AnnaTalerico

    STICK AROUNDFOR A DEMO

  • #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 salesnirvana!

    Interactive white papers & eBooks Online calculators Interactive infographics Online configurators Assessments & quizzes

  • #uberwebinar

    !@Uberflip @HanaAbaza @AnnaTalerico

    Whats going on in content marketing?

  • #uberwebinar

    !@Uberflip @HanaAbaza @AnnaTalerico

    Content marketing is ubiquitous

  • #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

    Sales lead quality is where its at

  • #uberwebinar

    !@Uberflip @HanaAbaza @AnnaTalerico

    Spending is rising

  • #uberwebinar

    !@Uberflip @HanaAbaza @AnnaTalerico

    Were making more content

  • #uberwebinar

    !@Uberflip @HanaAbaza @AnnaTalerico

    But

    Of all marketingcontent goes unused Sirius Decisions70%

  • #uberwebinar

    !@Uberflip @HanaAbaza @AnnaTalerico

    Too much content.Sirius Decisions

  • #uberwebinar

    !@Uberflip @HanaAbaza @AnnaTalerico

    And heres the disturbing news

  • #uberwebinar

    !@Uberflip @HanaAbaza @AnnaTalerico

    Only 30% say they are effective

    (down from 38% last year)

  • #uberwebinar

    !@Uberflip @HanaAbaza @AnnaTalerico

    We have a content marketing problem.

  • #uberwebinar

    !@Uberflip @HanaAbaza @AnnaTalerico

    Why?

  • #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

    old-school: Static Asset

  • #uberwebinar

    !@Uberflip @HanaAbaza @AnnaTalerico

    Old-school: Gated Page

  • #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 quizRegister to download a white

    paperAnswer a 15-question self

    assessmentConfigure a solutionUse an ROI calculator Use an implementation calculatorContacted sales

    RICH INSIGHTS TO SURFACE TO SALES

    View an infographicRegister to download a white

    paperClick through an email to

    download a best practices guideRead a blog postView product pagesDownload a solution brochureView the getting started pageAttend a webinarWatch a videoContact sales

    PASS/FAIL

    Measurement of static vs. interactive content marketing

    VS

  • #uberwebinar

    !@Uberflip @HanaAbaza @AnnaTalerico

    Its hard to surface buyer insights &

    meaningful measurement without interactions.

  • #uberwebinar

    !@Uberflip @HanaAbaza @AnnaTalerico

    Potential for repurposing static content into engaging interactive experiences.

    Consider testing opportunitiesboost engagement and lead conversions with strategic testing.

    Measure key outcomeshow will you determine whats working and whats not.

    Surface key buyer insights to saleswhat information will help sales build better relationships.

    Content marketing & lead gen go hand-in-hand:

  • #uberwebinar

    !@Uberflip @HanaAbaza @AnnaTalerico

    online white papers & ebooks

  • #uberwebinar

    !@Uberflip @HanaAbaza @AnnaTalerico

    Interactive White Paper

  • #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

    Consumpt

    ion

    Show your

    sales team

    the percen

    t of conten

    t

    that the vis

    itor

    consumed

    Surface prospects to your sales team:

  • #uberwebinar

    !@Uberflip @HanaAbaza @AnnaTalerico

    online configurators

  • #uberwebinar

    !@Uberflip @HanaAbaza @AnnaTalerico

    Online Configurator

  • #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

    visit

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