[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 Specialistlprickett@snapapp.com

Vanessa PorterSenior Marketing Managervporter@snapapp.com

#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

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WHAT IS INTERACTIVE CONTENT?

IT’S ABOUT HAVING A CONVERSATION

versus

DIALOGUE MONOLOGUE

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IT’S ABOUT LISTENING

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“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

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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

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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

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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!”

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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”

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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

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• 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

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BETTER LANDING PAGE CONVERSION

Engage before the form

Deliver personalized results

Convert within the content

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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.

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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.

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EXECUTIONS: EMAIL CAMPAIGNS

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EXECUTIONS: BLOG ENGAGEMENT & LEADGEN

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EXECUTIONS: EVERGREEN WEB CONTENT

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EXECUTIONS: SALES TOOLS & ENABLEMENT

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EXECUTIONS: EVENT ENGAGEMENT

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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

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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

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