10 WAYS INTERACTIVE CONTENT BOOSTS MARKETING AUTOMATION INTRO Have you ever been to an amusement park? If you have, you’ll remember that there’s always a buzz of activity in the air with all the exciting options available There are roller coasters, ferris wheels, games, arcades, people running around everywhere, and seemingly never enough time to everything For modern marketers, trying to get the most of our marketing automation systems can be like trying to plan the best amusement park visit In marketing automation, there are data and contact collection tracks, nurture streams, lead scoring tools, and performance metrics that all have their own delights and advantages that you want to optimize The tricky part can be identifying where and how your marketing content can work seamlessly with your marketing automation to generate the highest ROI Interactive content is a powerful tool for marketing automation systems With it, you create highly engaging forms of content that improve conversion rates, collect better prospect data, and increase lead velocity, all while seamlessly fueling your automation database This ebook highlights 10 unique ways to use interactive content to boost your marketing automation performance Grab some cotton candy, and get ready for some fun! 1 DATABASE Go beyond the lead form by leveraging Q&A and result data By peppering interactive elements throughout your content, you’re creating a data fuel line for your marketing automation and CRM systems This allows you to leverage all your existing campaigns, programs, and content – while more quickly guiding the right leads into the right nurture tracks That value exchange means you’ll generate more new leads; build richer, more actionable prospect profiles; and create effective content that guides prospects successfully through their buyer’s journey Your data is not limited to simply the lead form, but includes answers to questions on a survey or assessment, level of knowledge displayed in a quiz, or even voting results in a contest or bracket It’s all information that a data-driven marketer can use to strengthen and focus their strategy and nurture streams Tip: Keep your data up to date to reflect your prospects and accounts accurately A clean database will allow you to segment better and learn what content each segment is responding to 2 SEGMENTATION & PERSONALIZATION Optimize your content to learn from your audience With more content before our buyer’s eyes than ever before, how you stand out from the crowd? By producing tailored content that appeals more specifically to a categorized group, you greatly increase your chances of getting some solid screen time Prospects that engage with interactive content offer up contextual profile data that can be used to segment them more accurately, and in many cases they offer the precise language marketers can use Personalization is not limited to just email copy or sales calls Knowing your prospect’s specific goals allows you to adjust content to be more specific to them Think of being able to send a case study to a prospect that has the same goals that are represented in the study The content will be speaking directly to their pain points Think of being able to send a prospect a specific case study that covers their same struggles and goals Did you know? According to DemandGen, leads who are nurtured with targeted content produce a 20% increase in sales opportunities 3 LEAD SCORING Use multiple touchpoints to score behavior and demographics Lead scoring can sometimes feel limited by the 6-10 fields on a lead form, but not anymore! With interactive content you can begin to score on a range of options From demographic data captured within the content to behavioral actions, you’ll know how engaged your audience really is Demographic scoring can be contentspecific or tie into your qualification data Use questions to uncover prudent information for your business The best part – you can ask questions in a less formal way that still send over appropriate data values that match your specific scoring fields Behavioral scoring is captured by completing or not completing a piece of content Score globally on completions, or score based on specific questions or results Let the users tell you where they are in their journey, and then score appropriately Did you know? With SnapApp’s Advanced Oracle Eloqua integration, you can skip the lead form altogether – the systems both cookie the user and SnapApp can read the cookie to deliver a more personalized experience 4 EMAIL NURTURING Develop more diverse content to power your drip campaigns The days of blasting your whole database with the same email are long gone Now that you can create segmented lists for different topics and funnel locations, you can nurture leads with more personalized content and send them what they want, when they want it Interactive content gives your nurture streams a personal edge with the ability to bucket lists based off user responses within your content The Aberdeen Group found that personalized emails improve click-through rates by 14% and conversion rates by 10% (Source: Email Marketing: Get Personal with Your Customers) Small, entertaining pieces of content are more inviting for immediate action at the time of the email click By driving more activity from your audience, your emails can not only be engagement pieces, but further touchpoints for better lead scoring Did you know? Compared with Oracle Eloqua global benchmarks, Development Dimensions International (DDI) saw a 3.75x increase in unique open rate and a 7.2x better click through rate with emails featuring interactive content 5 REPURPOSING CONTENT Break larger assets into smaller, more “snackable” portions Having great content doesn’t mean reinventing the wheel with each piece – we’re all strapped for time Most companies only have a few core messages that their content is built around, but the more campaigns you have to feed your automation, the better it works Taking your larger assets and turning them into smaller interactive content such as interactive infographics, knowledge-based quizzes, and product pickers allows you to quickly re-package your existing content investments to produce new, engaging assets In addition, spreading out your core assets among different formats allows your audience to engage with your content in an alternative way A 30-page white paper may not be very appealing to some, but a knowledge quiz about information in one of the chapters may be perfect for a 10-minute break in the afternoon Tip: Start small Write down three ways you could use parts of an existing core asset as smaller content pieces From there, think how interactive elements would bring them to life and lead back to the core asset 6 CROSS-CHANNEL TOUCHPOINTS Send your content where your audience is One of the great strengths of a marketing automation system is to pull in data collected from numerous sources all into one hub With interactive content you can increase the amount of data and the quality of it across all your media channels Highly engaging content like quizzes, calculators, or assessments lets you create more touchpoints in a variety of environments: blog, social, events, landing pages, and video Use these additional touchpoints to improve and fast track typical content experiences, making them more personal, more shareable, and more valuable For example, rather than sending yet another “Visit Our Booth!” email before an upcoming event, try an interactive poll that asks what people are looking forward to You’ll create some pre-show buzz, gain event insight, and jumpstart on mapping new contacts in your automation system Did you know? Over a 5-month period, SilkRoad spread out 14 different pieces on interactive content across their social channels, blog, website, and paid media that led to a 56% click-through rate, 1,800 newly engaged leads, and $235,000 in pipeline value 7 MOBILE Plan your content for a mobile experience According to WeAreSocial, 31% of web page views were on mobile devices in 2015 – a 39% increase from 2014 There’s no denying the importance of making your content adaptable to a variety of devices, but equally important is understanding the differences in mobile experience and planning for them Responsive interactive content can optimize that user experience by being more accessible and more appealing A traditional landing page with a lead gate to your new ebook is a difficult screen for your prospect to navigate while scrolling on a phone, riding the subway That won’t benefit your automation system at all Think of the difference a more user-friendly interactive quiz, poll, or assessment would make to your audience on the go You’ll be able to engage them more actively, gather more personalized data, and lead them to the ideal content they are looking for Did you know? SnapApp features responsive design Any design can be specifically scaled for responsive, custom experiences so your content lives anywhere, works everywhere, and always looks great, regardless of device 8 VIDEO Turn viewership into a lead-generating experience With YouTube taking over the second-place spot as the most popular search engine, marketing with video is more important than ever Your audience has become accustomed to learn and discover through testimonials, webinars, and fullexplainer videos However, static videos only go so far Using interactive video will amplify that one-way communication from a passive experience to an active one Drive more leads by adding a form midvideo or sprinkle the lead fields throughout the video for a more engaging rhythm Transform traditional viewing experiences by incorporating interactive elements directly into the video itself, including hotspots, questions, calculations, lead generation and more Older videos can have a new interactive layer added for repurposing, customized with almost limitless interaction Want to learn more? SnapApp teamed up with Vidyard to create an interactive video illustrating the capabilities of linking interactive video with your marketing automation system 9 CUSTOMER COMMUNICATION Strengthen engagement among your current customers With the constant goal to generate more leads and increase brand awareness, it’s easy to get caught up at the top of the sales funnel and overlook the power of your current customers “A direct referral lead is over 36x more valuable than a lead generated by a cold call, 10x more valuable than a trade show lead, and 4x more valuable than a web lead,” said Ken Krogue, co-founder and president of InsideSales.com Recapture enthusiasm among your current customers by providing fun personality quizzes and assessments directed at their industry space and professional roles By sending entertaining and exciting interactive content to your current customer base, you have the chance to increase retention percentage, pitch upsell possibilities, and learn some of the strengths and weaknesses of your product Tip: Holidays are great targets for fun content like “Which Ugly Sweater Are You?” or “4th of July Trivia Quiz.” But you can also highlight big pop culture moments like making a Game of Thrones personality assessment or a Super Bowl-themed contest 10 10 QUALITY AND QUANTITY Increase the life and effectiveness of your core assets For today’s marketer, the quality vs quantity argument is no longer relevant Your content needs to be both of great quality and delivered at scale Through creating diverse, engaging experiences with interactive content, you can achieve this goal Layer interactivity upon preexisting assets for supercharged repurposing, build brand new assets to increase lead generation with higher click-through and completion rates, and use these assets across all your digital channels for large-scale exposure and increased touchpoints If a white paper you thought would be a big hit is underperforming, turn it into an interactive asset that lets you have a conversation with the reader and boost your database Engage prospects better, see metrics on interactive vs static, and gather information about what does and does not interest your audience by presenting more personal questions and CTAs – all with the same core asset! Did you know? In a recent study by DemandGen Report, 91% of B2B buyers reported preferring visual and interactive content formats during their buying process 11 CONCLUSION Just like an amusement park – don’t wear yourself out in the first hour A full rehaul of all your upcoming marketing campaign strategies isn’t the most productive next step Taking full advantage of interactive content means deploying it within and alongside your existing content, and identifying which goals will really benefit Obviously not all of the approaches we covered can be executed immediately, but when focusing your strategies, the bottom line should always be: “How will this serve my customer?” Start getting more out of your marketing automation Interactive content gives you the agility and flexibility to have one-onone dialogues with your prospects throughout your marketing channels that boost the effectiveness of your marketing automation By repurposing and repackaging the content you already have into engaging interactive experiences, you’ll build stronger relationships with your customers and be able to meet their needs more efficiently SCHEDULE A DEMO www.snapapp.com/demo 12 SnapApp is an interactive content creation platform that enables marketers to boost results by 2-3x across all their existing marketing programs SnapApp empowers marketers to create, deploy, manage, and measure a wide range of interactive content across multiple channels, with full customization and design control to ensure content looks great on any device SnapApp lets you more with what you already have – and get better results 1-855-SNAP-APP or www.SnapApp.com Modern Marketers choose Oracle Marketing Cloud’s data-driven solutions to create engagement, orchestrate experiences, connect data, and optimize online interactions that attract and retain ideal customers These Modern Marketing solutions connect cross-channel, content, and social marketing with data management and activation along with hundreds of pre-integrated app and data partners Leading brands use our award-winning expertise and technology to deliver personal experiences on a system that marketers love and IT trusts They transform marketing by eliminating data silos, simplifying digital marketing, and spending more time innovating and less time integrating Visit oracle.com/marketingcloud ... seamlessly with your marketing automation to generate the highest ROI Interactive content is a powerful tool for marketing automation systems With it, you create highly engaging forms of content. .. seamlessly fueling your automation database This ebook highlights 10 unique ways to use interactive content to boost your marketing automation performance Grab some cotton candy, and get ready... enough time to everything For modern marketers, trying to get the most of our marketing automation systems can be like trying to plan the best amusement park visit In marketing automation, there