Marketing Apps for Lead Generation

© i-on interactive, inc. All rights reserved • www.ioninteractive.com

MARKETING APPS FOR LEAD GENERATION

http://www.ioninteractive.com


What’s Inside

• Why marketing apps matter

• What is a marketing app

• Creative marketing app ideas for lead generation

• Marketing apps done right



“How can you keep up with ever

changing consumer expectations

online and still increase lead

generation?”?If you are a marketer tasked with generating leads, you are probably wondering…



Virtually every B2B business in the 21st century uses

some form of lead generation process… However,

more than 90% of these businesses are underwhelmed

by the amount of leads their marketing generates,

according to a recent study conducted by Demand

Metric Research Corporation.

!!~ DMNews, Data Byte: B2B Companies Unhappy with Lead-Gen Outcomes ”

“You aren’t alone. 90% of B2B lead generation marketers aren’t satisfied with their results.



The problem is that to convince an online visitor to convert, you’ve got to make a great first impression.



But don’t just take our word for it. Lots of smart analysts agree…



Digital touch points can drive revenue, lower

costs, build brands, and engender customer

loyalty. But to achieve these potential benefits,

companies must deliver digital interactions

that meet their customers’ needs in easy and

enjoyable ways.

“

”~ Forrester Research, Top 10 Ways to Improve Digital Experiences



Customer Perceptions Have Changed

Digital experiences must be:

Enjoyable

Useful

Easy

~ Forrester Research



Users expect useful and meaningful digital experiences every time they interact with your brand.



~ Demand Metric, Digital Marketing Landscape, The Power Of Digital Experiences In 2014

A relationships exists between placing a high priority

on digital experience marketing and revenue growth.

76% of participants reporting revenue growth in the

most recent fiscal year also put a high priority on

digital experience creation. For organizations that

report declining revenue growth, only 6% report

digital experience creation as a high priority.

“

”



So, what’s a lead generation

marketer to do to get lots of

great leads?



To Generate Leads, Your Digital Experiences Need To Do More



From So-So…



From So-So…

…To !

WOW!



Lead generation is fueled by great digital experiences that leverage interactivity and engagement.



Marketing Apps Can Transform

Your Digital Experience From

Static To



Make visitors WANT to give you their contact info throughinteractivity and engagement with marketing apps.



Marketing apps provide value to your audience through usefulness.

1.

Marketing apps are easy to test, with bigger potential outcomes.

2.

Marketing apps are a wealth of insightful data to make your outcomes better.

3.

Marketing apps can help you drive more leads into your funnel in three ways.



So What Is A Marketing App??



A Marketing App is…..

Interactive, browser-based digital experience

designed for user participation and engagement.

They’re the types of things that people want to

use to learn, have fun, and explore. They’re

engaging experiences that live within the browser,

regardless of device. They’re desktop, mobile,

tablet - any device, any time.



Types of Marketing Apps

• Quizzes/Assessments • Surveys • Contests • Conversion Paths • Calculators

• eBooks • Wizards/Configurators • eCatalogs • Interactive White Papers • Look Books



Here Are A Few Types Of Marketing Apps And Examples For Increasing Lead Generation



Visitors step themselves through a series of simple choices to quickly get to the most relevant and targeted information

Conversion Path



FrontPoint Security gets the right messaging to each visitor with

informational and directional content.



Want ideas for how to test your conversion

path to drive in those leads?

• Try testing different segment labels and calls-to-action to minimize

bounce rate.

• Try testing different page layouts, visually emphasizing the most

important segments first.

• Track your tests to see how the various segment labels impact bounce

rate and/or conversion.



Deliver personalized recommendations for improvements based on visitor responses. Use the data you gain from the answers to drive targeted marketing automation programs and surface warmer leads to sales with pre-fab insight into pains.

Quiz/Assessment



ExxonMobil offers this incredibly useful and engaging quiz that allows visitors

to learn more about how much energy they are using or how much they can

save. Then ExxonMobil captures leads through social sharing or emailing

recommendations.



Want to make the best out of your quiz or

assessment and start increasing those results?

• Test radically different versions of your first page to see which version

reduces bounce rates and increases engagement with the quiz.

• Test where you insert the lead generation form—try requiring sign-up

before taking the quiz versus before getting the recommendations versus

only if you want to receive the recommendations via email.

• Test different number of questions and or answers to optimize for quiz

completion and conversion.



Offer visitors a pricing calculator to set their expectations immediately. Calculators can also provide the immediate gratification that B2B buyers crave while allowing sales to continue to build value prior to delivering a specific price quote.

Calculator



ion interactive’s own test duration calculator allows the visitor to choose

how many alternatives their testing, adjust conversion rate and

improvement with traffic, and see the results for recommended length of

testing. In order to get the full recommendations, the visitor can register

and have the results emailed to them.



Have a calculator but want to know what you

can improve on?

• Try varying form fields to determine optimal form length.

• A calculator is a great place to test different headlines, images and calls

to action around the calculator itself.

• Test different forms of calculators (sliders versus text inputs, for example)



Allow visitors to assemble or package your product or service to what they specifically are looking for.

Configurator



MINI Cooper drove their lead campaign to higher results with their

combined marketing app configurator, featuring voting and a contest!



Not sure how many steps to have or what the

best layout is for your configurator?

• Experiment with the number of steps and questions in your configurator

to optimize for engagement & completion.

• There is often reluctance to divulge information deemed too personal or

specific, so experimenting with varying degrees of specificity can reveal

the sweet spots at which information gathering and conversion

optimization are in alignment.

• Test layout and copy on the first screen of the configurator to decrease

bounce rate and get more visitors engaged with the marketing app.



Rather than answering survey questions for themselves, visitors can participate in guessing-type games. In answering, they are exposed to shared pains, problems, and solutions that drive demand.

Game

The Game of HR

Learn all the answers Learn all the answers in this FREE reportin this FREE report

Which do you think it was?



Virgin Australia, Delta, and Australia tourism joined together in this game

to make it fun for the visitor.



Want to drive campaign results with a game?

• Game incentives are great to experiment with. Try monetary incentives

versus social recognition versus an asset offer to stimulate engagement

and conversion.

• Test different conversion points - pre-game versus post-game - to see

which delivers the most conversions.



When the reveal of results shows shared pain that can be solved by the brand, engagement can turn into persuasion.

Voting/Survey

Enter to win a year Enter to win a year of FREE HR Softwareof FREE HR Software



To grab some more leads in an unconventional yet fun way, Cintas created

their Best Restroom Award in which visitors could register in order to leave

their entry for cleanest, most unique restroom and vote for the best ones in

both the U.S. and Canada.



Need ideas for how to drive quality campaign

results with voting or surveys?

• Polls and surveys are a great place to promote a simple subscribe form

for people to sign up for your newsletter. Test different ways to promote

your "subscribe" call to action.

• Polls and surveys are also a great place to promote social engagement.

Rather than asking visitors to complete a form, ask for a follow, a tweet,

a like, etc. Test different placement of your social icons.



Provide the same information you would in a white paper, but with much more engagement.

Interactive White Paper/eBook

Learn More about what Learn More about what Interactive white papersInteractive white papers

Target & Inform your Customers with Interactive White Papers

Take a Quiz

White Paper White Paper

quickly navigatethrough content

playful and engaging layout Organize your Information



Do or Die by Clark Kokich is an engaging and creative idea that turns a

simple white paper or short book into an interactive way to gain leads at

each turn of the page.



Want to make the most out of your interactive

white paper to amp up your results?

• Test varying form lengths to optimize for maximum conversions.

• Test various placements of the form throughout the interactive white

paper/eBook to determine where visitors are most likely to convert.

• If you want to give your visitors easy access to the interactive version, try

placement of your form, whether it be in the side rail, or on the last page,

or continuously viewable while scrolling.

• Try testing the gate within one of the supplemental marketing apps inside

the interactive eBook.



Which Execution Method: Developer, agency or platform?

Which Content: What Marketing asset do you already have that makes sense?

Getting Started

Which marketing app:

What aligns well with your brand?



Turn your digital experiences into interactive, useful, enjoyable ones!



http://ioninteractive.com/marketing-app-examples

Skyrocket your lead generation results with marketing apps from ion interactive.

www.ioninteractive.com

@ioninteractive

[email protected]

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http://ioninteractive.com/marketing-app-examples


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