interactive content for demand generation
TRANSCRIPT
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
