interactive content marketing: the future of your funnel

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Interactive Content Marketing: The Future of Your Funnel

#LaunchPoint

John Westby, SilkRoadSeth Lieberman, SnapAppJulie Ritchie, Marketo


Your Speakers

John Westby Director of Digital Marketing

SilkRoad

Seth LiebermanCEO

SnapApp

Julie RitchieSr. Launchpoint Marketing Manager

Marketo


Quick Housekeeping

• Chat box is available if you have any questions

• There will be time for a Q&A at the end • We will be recording the webinar for

future viewing• All attendees will receive a copy of the

slides and the recording of today’s webinar• Twitter hashtag: #LaunchPoint


About SilkRoad

SilkRoad is a leading provider of cloud-based, end-to-end HR solutions that enable customers to find, attract,

develop, and retain the best talent possible.


SnapApp is a content marketing platform that empowers marketers to build captivating

interactive content experiences and deploy them anywhere, anytime without IT or custom

development.

Build Dialogue. Drive Engagement. Deliver Results.


1. Build Dialogues


2. Deliver Value To Your Audience

ExchangeValue

with your audience


3. Make Your Content & Ideas Consumable

White papers are hard to eat

Sushi is delicious


“Only 5% of buyers say they will provide detailed information in exchange for a white paper. With interactive content, the whole experience yields detailed information which the user willingly shares.”

- DemandGen Report


Snapshot of Success

Content

Results

Actionable Analytics


What SilkRoad Built - Phase 1


ROI CalculatorsCalculators are content types that take inputs from a user and combine them based on a formula to generate numerical results. Typically they are used to calculate an increase/savings (often displayed as ROI).


Assessments

Assessments are used to deliver customized results based on how a user answers a series of questions.

Assessments are particularly powerful with an audience because they have a highly consultative feel and approach to a specific issue for users.


InteractiveWhite papers

Interactive white papers repurpose thought leadership and long form pillar content and combine it with interactivity.

Typically, interactive white papers are a condensed version of the full white paper that highlight the core themes, and are paired with an assessment, survey, calculator or knowledge test.


Quizzes, Polls & Surveys


Leverage Marketo Investment with Data


Mapping Data Into Marketo

Q&A data maps to Marketo

Hidden fields flow through

too


Tagging Content in Marketo Campaigns

Pulls in existing Marketo

campaigns


SilkRoad Resources: What did it take?• Goals

• “what questions do we need answered? How can we use interactivity to engage conversations?”

• Existing Content Assets: • Previous less than successful assessment• Older spreadsheet based ROI tools• New assets being launched in other formats

• Internal Ownership (who)• Marketing communications and digital marketers• Started in North America, rolled this to our UK office easily

• Promotion• Social, Blogging, Website, House list, paid digital promotion • Great post-webinar follow up call to action – get’s people engaged one-

to-one


Where Do You Start? Be Introspective.


Do you phrase your content in the form of a

question?


Deliver value to your audience Make your big ideas consumable Engagement and interactivity matter Lead your audiences on the right journeys Collect data and make it structured

and actionable You already have most of what you need.

Parting Thoughts


Q&A


Your Speakers

John Westby Director of Digital Marketing

SilkRoad

Seth LiebermanCEO

SnapApp

Julie RitchieSr. Launchpoint Marketing Manager

Marketo


Thank you!