1. Interactive content for demand generation

2. What’s inside:
What’s happening with demand
generation?
A walk through ion’s demand gen
content & nurture campaigns
Examples, stats, facts and data
Questions?

3. Demand Gen today

4. Demand generation is the focus
of targeted marketing programs
to drive awareness and interest
in a company's products and/or
services.
-wikipedia

5. A demand funnel is the process of qualifying
and nurturing prospective customers from
first interaction to closing as a customer. It
means funneling each individual lead through
from their first click – and their 50th click –
and ensuring a seamless process throughout.
~ DemandGen.com

6. Everything about how our
prospects and customers make
their purchasing decisions has
changed.

7. “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

8. 80% of B2B buyers conduct their own
research online before they ever engage
with a seller.
~ SiriusDecisions

9. 70% of the buyer’s journey is
complete before
a buyer reaches out to sales.
~ Sirius Decisions

10. “Higher expectations. With so much access to information and
choices, buyers expect more from the companies with whom they
interact. Today’s buyers live in an always-on world, filled with instantly
available, highly personalized apps, messages, offers, and services.
That’s pretty incredible, but it also challenges us as marketers to
anticipate the needs of our consumers and deliver thoughtful content
related to their needs. Cookie-cutter marketing content and one-size-fits
all communication does not work in this new environment.”
~ ActOn

11. “Consumers have embraced the self-serve economy.
They like to investigate potential purchases in every category….Buyers
now require immediate access to the information they want, whenever
they want it, on any device, across a wide range of channels, in the
manner that is best for their consumption. Google reports that 59% of
B2B buyers make business decisions at home. And, according to
TechTarget, 41% of IT decision makers research tech products on their
smartphones.”
~ Ad Age

12. Q: When looking at demand
generation in 2017, what do
you see as being your core
area of investment?

13. A: Content alignment to
demand generation
~ IDG Enterprise

14. Demand Generation & Content
Marketing

15. Only 25% of tech demand gen
marketers view their content as
effective.
~ IDG

16. 4.6 billion
pieces of content are produced daily.

17.
83,000
blog posts published
every hour.

18. Your audience is
inundated
with content

19. 46%
Find themselves overwhelmed with
the amount of content available
~ DemandGenReport

20. 34%
Have less time to devote to reading/
researching purchases
~ DemandGenReport

21. 46%
Gravitating to shorter format content
~ DemandGenReport

22. I prefer more interactive/visual
content that I can access on demand.“ ”~ Demand Gen Report’s 2015 Content Preferences Survey
91%

23. Content, demand generation &
your buyer’s journey

24. ~ Hubspot
A traditional funnel

25. A traditional funnel

26. ~ Forrester Research
The real buyer’s journey. It’s messy. And non-linear.

27. “The buyer's journey is no longer linear. It is a continuous loop from
research to evaluation to purchase, which now includes the sharing of
the purchase experience…If the marketer does not provide the buyer
with the desired information, they can be sure the competitor will—while
also winning the attention of their prospect…. The marketer who helps
their buyers understand how to solve problems and purchase products,
while also establishing the most trust, will gain buyer confidence and
win the battle of the purse.”
~ Ad Age

28. 2016 B2B Content Marketing Trends
North America: Content Marketing Institute/MarketingProfs
Standard types of content used to generate demand

29. 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

30. Interactive content & demand
generation

31. ion’s email program for demand gen, at a glance
• Nurture/drip
• Semi-logical cadence flow from high to low funnel content
• Ad hoc, could hit anywhere in the funnel
• Newsletter
• Webinars
• Timely announcements

32. 3rd Party Email
Drip Starts
Sales Outreach
31 Emails Sent in Intervals of 14 Days (434 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.

33. 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 6DRIP 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 12DRIP 7
DRIP 4
DRIP 10

34. Consideration:
To gate or un-gate?
How much, and which, content should be free to access?

35. Consideration:
Progressive profiling & explicit user
data from content interactions

36. Consideration:
Surfacing ready prospects to sales

37. Behavioral tagging to gain insight
into what content visitors are consuming

38. Increment a point each time visitors
takes any action inside the interactive
content experience
1+
1+ 1+
1+
1+
Example: Interactive Table of Contents, 50 Ways to Engage

39. Surface engagement/content consumption to the
sales team

40. Mapping interactive content
across the buyer’s journey

41. Early stage
Begin the dialog. Design
for content engagement.
Seek to educate.
EBOOKS INTERACTIVE
WHITE PAPERS
QUIZZESLOOKBOOKSINTERACTIVE
INFOGRAPHICS

42. http://netapp.postclickmarketing.com/Quiz/Example

44. https://sears.postclickmarketing.com/infographic/example

46. Middle stage
Continue the relationship.
Increasing specificity of education.
Transform general concepts into
more concrete ones
EBOOKS INTERACTIVE
WHITE PAPERS
ASSESSMENTSINTERACTIVE
INFOGRAPHICS
SURVEYS SOLUTION
BUILDERS

47. https://telerik.postclickmarketing.com/ebook/Example

49. http://yodle.postclickmarketing.com/assessment/example

51. Late stage
Drive towards the deal. Support the
purchase decisions with content
experiences that align with sales
conversations.
ASSESSMENTS SOLUTION
BUILDERS
CONFIGURATORS CALCULATORS

52. https://vsp.postclickmarketing.com/productwizard/example

53. https://uneau.postclickmarketing.com/decision-tree/example

55. Supporting the buyer
• What are the buyers trying to accomplish at
each step?
• What are their behaviors at each step?
• How can we nudge buyers forward?
• Which content and approaches do buyers
prefer at each step?
~ Content Marketing Institute

56. Supporting your success
• Goals for the interactive content
• How you will measure success
• What you already have that can be repurposed
• Where in the buyers journey you are focused on
• How you will drive traffic to your experience(s)

57. At a glance
• Buyers are evaluating on their own terms, in their own time
• The buyer’s journey is non-linear
• Buyers are inundated with content choices
• Buyers want short, visual content
• Buyers want self-service tools and information
• Demand gen marketers are struggling with content efficacy

58. Interactive content is effective
at driving demand in the
modern buyer’s journey.

59. Comparing interactive to passive content, interactive
content is...
Twice as effective at generating conversions
And more effective at educating the buyer, differentiating from competitors, and being shared
socially too.
~ Demand Metric

60. Our audience engagement
has increased since my
organization started using
interactive content tactics
Engagement
66 AGREE%

61. Non gated interactive content
can provide a “sample” of
the brand, resulting in a higher degree of
lead nurturing
Lead
Nurturing
75 AGREE%

62. Combining traditional content marketing
tactics with interactive content enhances
retention of my organization’s message
Education
79 AGREE%

63. Quite simply, it’a not a question
of whether companies should use
interactive content but rather
how soon they should start.
“
”~ Content Marketing Institute

64. Thank You!
info@ioninteractive.com
atalerico@ioninteractive.com
twitter: @annatalerico