10 ways to boost marketing automation with interactive content omc

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 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!

1


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


2

SEGMENTATION &
PERSONALIZATION

Optimize your content to learn from your audience

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.

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


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


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


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


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


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


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


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 do more with what
you already have – and get better results.
1-855-SNAP-APP or www.SnapApp.com

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