Beyond Words

According to a recent study by Roper, 60% of business executives believe that content helps them make better buying decisions. Furthermore, the 2016 Demand Gen report found that these decision-makers consume between 3 and 5 pieces of content before engaging with a sales rep. Your content helps prospects find you, and it also validates your credibility among the individuals that your sales organization finds. Content is a big deal, and that’s why most businesses create a lot of it!

As it turns out, though, it’s not words or images that get the most attention—91% of your buyers prefer content that is visual and has an element of interactivity. Interactive content like assessments and quizzes converts two times better than a static piece of information.

Still not convinced? Blackbaud, a supplier of software and services for non-profits, ended its year at 133% of plan after adding relevant interactive content to its marketing mix. Meanwhile, Unitrends (a cloud services company) added a themed assessment to one of its lead gen campaigns and generated more than 700 leads and put more than $1 million in its sales pipeline. The Corporate Executive Board, a global leader in B2B insight, increased its click rate by 54% after adding an interactive call to action to a LinkedIn ad.

If you’d like to learn more about the tools that can help you turn your content into an interactive lead machine, visit Don’t wait to get started—do it now!

Quote of the Week:

“By its very nature, interactive content engages participants in an activity: answering questions, making choices, exploring scenarios. It’s a great way to capture attention right from the start. Individuals have to think and respond; they can’t just snooze through it.”

– Scott Brinker