10 ways to boost marketing automation with interactive content omc

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 y

10 WAYS INTERACTIVE

CONTENT BOOSTS MARKETING AUTOMATION

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 do 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!

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

Go beyond the lead form by leveraging Q&A and result data

DATABASE

1

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.

With more content before our buyer’s eyes

than ever before, how do 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

Optimize your content to learn from your audience

2

Did you know? According to DemandGen, leads who are nurtured with targeted content

produce a 20% increase in sales opportunities.

SEGMENTATION &

PERSONALIZATION

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

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

content-specific or tie into your qualification

data Use questions to uncover prudent

information for your business

Use multiple touchpoints to score behavior and demographics

LEAD SCORING

3

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.

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

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

Develop more diverse content to power your drip campaigns

EMAIL NURTURING

4

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

Use multiple touchpoints to score behavior and demographics

LEAD SCORING

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

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

Break larger assets into smaller, more “snackable” portions

REPURPOSING CONTENT

5

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.

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

Break larger assets into smaller, more “snackable” portions

REPURPOSING CONTENT

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

Send your content where your audience is

CROSS-CHANNEL TOUCHPOINTS

6

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

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

Plan your content for a mobile experience

MOBILE

7

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.

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

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 full-explainer 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

Turn viewership into a lead-generating experience

VIDEO

8

Drive more leads by adding a form mid-video 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.

Plan your content for a mobile experience

MOBILE

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, and4xmore valuable than a web

lead,” said Ken Krogue, co-founder and

president of InsideSales.com

Strengthen engagement among your current customers

CUSTOMER COMMUNICATION

9

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

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 pre-existing assets for supercharged repurposing, build brand new assets to increase lead generation with higher click-through and completion rates, and use these assets

Increase the life and effectiveness of your core assets

QUALITY AND QUANTITY

10

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.

Strengthen engagement among your current customers

CUSTOMER

COMMUNICATION

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!

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?”

CONCLUSION

SCHEDULE A DEMO

Start getting more out of your

marketing automation.

Interactive content gives you the agility and flexibility to have one-on-one 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

w w w s n a p a p p c o m / d e m o

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 do 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

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