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How to Create Better Leads with Interactive Content

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Is your content helping you build rich lead profiles that include content consumption, buyer business challenges, and readiness? In Part 4 of our ion Better Series, Creating Better Leads, we discussed how to boost your engagement and lead conversions with interactive content and strategic testing so your team is having better conversations with leads.

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How to Create Better Leads with Interactive Content

  1. 1. Subhead Creating Better Leads Knowing who you’re talking to and what sales needs to have data-informed conversations. ion “Better” Series
  2. 2. Presenters Missi Carmen VP, Global Demand Generation ScribbleLive Benjamin Pitman Account Executive ScribbleLive
  3. 3. Subhead Kicking It Off The ion “Better” series
  4. 4. Tweet Us @ioninteractive #ionbetterleads
  5. 5. Please check your email within 24-hours for links to the slides of video of today’s presentation. You can also visit YouTube.com/ioninteractive for all of our videos from the “Better” Series. Yes, Slides Will Be Distributed #ionbetterleads youtube.com/ioninteractive
  6. 6. Bring your brand to life with memorable content that cuts through clutter Know the content that resonates with your audience 
 to improve campaign effectiveness and lead quality Gain audience insights to improve content effectiveness Know who you’re talking to and what they need to have data-informed conversations Speed up your sales cycle with informed conversations that convert Better content, qualified leads, and higher sales = more revenue awareness
 content
 engagement
 leads
 sales
 revenue Interactive Content Funnel ion makes marketers more effective through better… #ionbetterleads youtube.com/ioninteractive
  7. 7. Source: Content Marketing Institute, The Symphony of Connected Interactive Content Marketing, 2017 46% of marketers report using interactive content marketing. 46% #ionbetterleads youtube.com/ioninteractive#ionbetterleads
  8. 8. 57% of marketers report using interactive content for lead generation. Source: Content Marketing Institute, The Symphony of Connected Interactive Content Marketing, 2017 57% #ionbetterleads#ionbetterleads youtube.com/ioninteractive
  9. 9. Source: Demand Metric, Content Experience Impact and the Buyer’s Journey, 2018. 90% of respondents believe interactive content is effective at educating the buyer. 90% #ionbetterleads youtube.com/ioninteractive#ionbetterleads
  10. 10. 77% of B2B buyers have already made their purchase decision before ever speaking to a salesperson. Source: Demand Gen, B2B Buyers Survey Report, 2017. 77% #ionbetterleads youtube.com/ioninteractive
  11. 11. Why are we still challenged
 with converting leads? youtube.com/ioninteractive#ionbetterleads
  12. 12. 72% 72% can demonstrate that content marketing has increased their number of leads. Source: B2B Content Marketing, 2018 Benchmarks, Budgets, and Trends—North America, Content Marketing Institute #ionbetterleads youtube.com/ioninteractive
  13. 13. Source: Demand Metric, Content Experience Impact and the Buyer’s Journey, 2018. 34% report that sales lead quality is their most frequently measured website metric. 34% #ionbetterleads youtube.com/ioninteractive#ionbetterleads
  14. 14. Time for a Poll! #ionbetterleads youtube.com/ioninteractive#ionbetterleads
  15. 15. How Do You Define 
 Quality Leads? #ionbetterleads youtube.com/ioninteractive
  16. 16. 5 Tips for Defining Your Lead Cycle Leads exist at all stages of the buyer’s cycle; if they’ve expressed interest, they’re a lead. Use data collected and form submissions to segment visitors. Based on segments created, craft customize messaging. Handle leads efficiently between teams. Have a follow-up marketing plan in place before the campaign launches. 1 2 3 4 5 #ionbetterleads youtube.com/ioninteractive
  17. 17. 79% of those using interactive content plan to use more of it in the next year. Source: Content Marketing Institute, The Symphony of Connected Interactive Content Marketing, 2017
  18. 18. Are You Achieving Your Lead Gen Goals? Different types of interactive content work best at different points in the buyer’s journey. Suggestion: Determine which types of interactive content best fit your business lead generation goals. Do you know your lead gen goals? #ionbetterleads youtube.com/ioninteractive
  19. 19. CONTENT TYPE: Assessment or Quiz BENEFIT: Can be used by B2B and B2C. Works well with the first stage of buyer’s journey and encouragement movement down the funnel. LEAD CAPTURE: Requires visitors to provide personal details to receive results. DRAWBACK: Unless you have an interactive tool or platform or some access to custom web development, it can be an resource investment. Early Stage: 
 Increase Awareness #ionbetterleads youtube.com/ioninteractive#ionbetterleads
  20. 20. Middle Stage: Educate to Shift Consideration CONTENT TYPE: Calculator BENEFIT: Attracts leads because they offer valuable numeric information that helps a visitor make a purchase or decision. LEAD CAPTURE: Allows visitors to input options to create a unique numeric answer relevant to their needs. DRAWBACK: Requires more time to design and set up as campaign and business stakeholders must agree on the custom results presented. Results must also be tested before launch. youtube.com/ioninteractive#ionbetterleads
  21. 21. CONTENT TYPE: eBook/White Paper BENEFIT: Successful lead-in tools for B2B and B2C; allows static content to become more digestible. LEAD CAPTURE: Similar to the traditional eBook or whitepaper, using a landing page with a gated form. DRAWBACK: Converting a long-form piece of content in a strategic, interactive piece can be challenging. If you haven’t used these types of pieces, choosing where to gate can be tricky. Late Stage: Conversion or Decision #ionbetterleads youtube.com/ioninteractive#ionbetterleads
  22. 22. Time for a Poll! #ionbetterleads youtube.com/ioninteractive#ionbetterleads
  23. 23. Using Interactive Content
 to Create Better Leads youtube.com/ioninteractive#ionbetterleads
  24. 24. Nothing illustrates a quantifiable outcome better than a calculator. For leads who are actively evaluating whether or not the ROI of a solution justifies their investment, a calculator offers hard evidence that builds credibility during that critical period between attention and action. The Calculator #ionbetterleads youtube.com/ioninteractive
  25. 25. SUGGESTION 1: As visitors interact with the calculator, let them engage with the result or total amount. • LEAD TIP: Allow the user to share their results via email. • BONUS TIP: If hot inbound leads are what you want, have your visitors request a sales call once they have seen their calculations. 4 Ways to Generate Leads with an Interactive Calculator #ionbetterleads youtube.com/ioninteractive
  26. 26. SUGGESTION 2: Gate the results. • LEAD TIP: Use this tactic for more complex calculations. Why? Someone completing a calculator assessment for a simple product may not be as compelled to get emailed results. 4 Ways to Generate Leads with an Interactive Calculator #ionbetterleads youtube.com/ioninteractive
  27. 27. SUGGESTION 3: Gate the calculator entirely. • LEAD TIP: Use this tactic for more complex calculations. Why? Someone completing a calculator assessment for a simple product may not be as compelled to get emailed results. 4 Ways to Generate Leads with an Interactive Calculator youtube.com/ioninteractive#ionbetterleads
  28. 28. SUGGESTION 4: Send results via email, rather than displaying on the page. • LEAD TIP: If your calculator was time- consuming, this could be a good option to keep your user invested in the results — a more “convenient” option. 4 Ways to Generate Leads with an Interactive Calculator youtube.com/ioninteractive#ionbetterleads
  29. 29. 4 Ideas for Testing Higher CVR Rates on Your Calculator SUGGESTION 1: Switch up the results access. Try collecting more leads by first, providing the results with a second CTA and optional form to email those results. LEAD TIP: If you gate the results, give visitors access only if they complete your form. A great A/B test! SUGGESTION 2: Cross-sell your content. Add an optional form with second CTA to receive related content. LEAD TIP: By running an A/B test you’ll know if the offer of related content is more compelling than the results themselves.
  30. 30. 4 Ideas for Testing Higher CVR Rates on Your Calculator SUGGESTION 3: Test form length. LEAD TIP: Check out the endowed progress effect. It’s a cognitive bias that says we’re more likely to complete something if there is an illusion of progress. SUGGESTION 4: Test the layout. Add different calculator inputs—radio buttons, sliders, etc. to see which UX reduces bounce and increases engagement. LEAD TIP: Test different headlines or CTAs, or even a radically different results page or layout in an A/B test.
  31. 31. 3 Ways to Measure Content Consumption & Engagement for Your Online Calculator Review basic metrics such as bounce rate and conversion rate. Score calculator inputs based on how important the inputs of the visitors are. Evaluate the aggregate responses you collected to understand your audience better. 1 2 3
  32. 32. 3 Tips To Surface Prospect Insights To Your Sales Team Using Interactive Content Show sales the prospect's actual calculator inputs. Give the actual choices of what the audience engaged with so they know each point that they engaged with, and the number of requests they’re looking for. Share with the sales team the percentage of content that the lead consumed. 1 2 3
  33. 33. Live Chat! Questions? Comments? What are your thoughts? @ioninteractive #ionbetterleads
  34. 34. ion makes you better. better awareness
 content
 engagement
 leads
 sales
 revenue {

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