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Static vs. Interactive

Buyer’s Journey

Static Versus Interactive Content

Buyer’s Journey

Deliver Peak Experiences with Interactive Content
Static vs Interactive on the Buyer's Journey
Static vs Interactive on the Buyer's Journey
Static vs Interactive on the Buyer's Journey

“70% of the buyer’s journey is complete before a buyer reaches out to sales.”

~ Sirius Decisions

“Buyers control their journey through the buying cycle much more than today’s vendors control the selling cycle. In a recent survey, 74% of business buyers told Forrester they conduct more than half of their research online before making an offline purchase. This buyer dynamic changes the role of B2B marketing in a fundamental way.”

~ Lori Wizdo, Forrester

Let’s compare Bill’s journey through standard static content, versus interactive content...

70% of the buyer’s journey is complete before a buyer reaches out to sales

STATIC JOURNEY

INTERACTIVE JOURNEY

visitor clicks on a tweet and engages with an static
 infographic
STATIC

Let’s begin a typical buyer’s journey through static content…

An anonymous visitor clicks on a tweet and lands on an infographic. So far, that’s all we know.

versus
visitor clicks on a tweet and engages with an interactive
 infographic
visitor clicks on a tweet and engages with an interactive
 infographic
visitor clicks on a tweet and engages with an interactive
 infographic
visitor clicks on a tweet and engages with an interactive
 infographic
visitor clicks on a tweet and engages with an interactive
 infographic
VS INTERATIVE

Over here, let’s compare the static journey with a modern buyer’s experience through interactive content…
An anonymous visitor clicks on a tweet and engages with an interactive
 infographic. We know each element he interacts with.

BOTH STATIC & INTERACTIVE JOURNEYS

Marketing places cookie
browser cookie
infographic
Marketing places cookie
browser cookie
infographic

In both versions of our journey, it’s likely that marketing has placed a cookie on the visitor for retargeting.

BOTH STATIC & INTERACTIVE JOURNEYS

ion interactive - specific banner ads
specific banner ads

Now the anonymous visitor is retargeted with ads that pick up where his affinity for the infographic left off. He clicks through one of the ads!

STATIC JOURNEY

INTERACTIVE JOURNEY

Static White Paper
STATIC

He lands and (maybe/hopefully) downloads a white paper. He’s no longer anonymous as marketing now has his contact record.

He lands and engages with an Interactive white paper. We know every element he interacts and what percentage he “consumed”. He's still anonymous.
He lands and engages with an Interactive white paper. We know every element he interacts and what percentage he “consumed”. He's still anonymous.
He lands and engages with an Interactive white paper. We know every element he interacts and what percentage he “consumed”. He's still anonymous.
versus
VS INTERACTIVE

He lands and engages with an interactive white paper experience. We know every element he interacts with and what percentage he “consumed.” He’s still anonymous at this point.

INTERACTIVE JOURNEY

ion interactive - pdf of interactive white paper
ion interactive - pdf of interactive white paper

He loves the content in the interactive white paper and he decides he wants the PDF version as well.

INTERACTIVE JOURNEY

Get the FREE White Paper
Now he converts from an anonymous visitor to “Bill”.

Now he converts from an anonymous visitor to “Bill.”

STATIC JOURNEY

INTERACTIVE JOURNEY

ill’s previous interactions are married to his contact information
STATIC

In the static content journey, once he completes the form, Bill’s previous interactions are married to his contact information. We know he viewed the infographic and downloaded the white paper.

ill’s previous interactions are married to his contact informationversus
VS INTERACTIVE

In the interactive content journey, once he completes the form, Bill’s previous interactions are married to his contact information. We know which elements of both the interactive infographic and white paper he interacted with and even how much of the interactive white paper he consumed.

BOTH STATIC & INTERACTIVE JOURNEYS

Bill is added to a nurture campaign
Bill is added to a nurture campaign
nurture campaign
Added to Nurture Campaign
Added to campaign
Email Nurture Campaign

In both journeys, Bill is added to a nurture campaign in the marketing automation system.

STATIC JOURNEY

INTERACTIVE JOURNEY

ion interactive - Bill gets an email offering a solution brief.
STATIC

Bill gets an email offering a static downloadable solution brief PDF.

Bill gets an email offering an assessment!versus
VS INTERACTIVE

Bill gets an email offering a self-guided interactive needs assessment tool.

ion interactive - Bill downloads the solution brief PDF. That's all we know.
STATIC

Bill downloads the static solution brief PDF. That’s all we know.

Bill completes the assessment! We know his personal responses to questions about his needs, pains and challenges.versus
VS INTERACTIVE

Over in the interactive journey, Bill completes the assessment! We know his personal responses to questions about his needs, pains and challenges.

ion interactive - Marketing is capturing page views, emails clicked and downloads. Pass/Fail.
STATIC

In Bill’s static buyers journey, marketing is capturing page views, emails clicked and downloads. These measurements are “pass/fail,” not providing insight or measurement beyond the views, clicks and downloads.

versusMarketing is capturing key behaviors and responses. Rich insights.
VS INTERACTIVE

In Bill’s interactive journey, marketing is able to capture Bill’s key behaviors and responses. These are rich insights that illuminate his interactions with the content and make the content itself far more measurable.

ion interactive - Bill (maybe) shares the solution brief with his boss.
STATIC

Back to Bill… after he downloads the solution brief, he might share it with his boss (or, it might sit unopened in his computer downloads folder, forgotten in a matter of moments).

versus
Bill shares the assessment insights and results with his boss.
share email
Bill shares the assessment insights and results with his boss.
VS INTERACTIVE

In our interactive journey, Bill found the assessment to be very valuable, providing him with a score benchmarked against his peers, and personalized recommendations and best practices. He decides to share the assessment results with his boss.

ion interactive - Bill receives the next standard nurture email in the drip program.
STATIC

Bill receives the next generic nurture email in the drip program, a link to the product page.

Marketing's next nurture email to Bill is triggered based on his previous responses.
Marketing's next nurture email to Bill is triggered based on his previous responses.
versus
VS INTERACTIVE

Marketing’s next nurture email to Bill is personalized based on his previous responses in the assessment.

Bill clicks through and reads a product page. Marketing captures the page view.
STATIC

Bill clicks through and reads the product page.

Bill clicks through and uses a solution builder. Marketing captures all his inputs and responses.
Bill clicks through and uses a solution builder. Marketing captures all his inputs and responses.
Bill clicks through and uses a solution builder. Marketing captures all his inputs and responses.
Bill clicks through and uses a solution builder. Marketing captures all his inputs and responses.
versus
VS INTERACTIVE

Bill clicks through and uses a solution builder tool. Behind the scenes, marketing continues to capture all his inputs and responses.

Bill (maybe) sends a link of the product page to his colleagues.
STATIC

Bill (maybe) sends a link of the product page to his colleagues.

Bill shares the solution builder results with his colleagues.Bill shares the solution builder results with his colleagues.
Bill shares the solution builder results with his colleagues.Bill shares the solution builder results with his colleagues.Bill shares the assessment insights and results with his boss.Bill shares the assessment insights and results with his boss.
versus
VS INTERACTIVE

Bill shares the solution builder results with his colleagues.

Bill bubbles up the sales sees that Bill has viewed some pages, clicked some emails and downloaded some documents.
STATIC

In our static journey, Bill bubbles up to the sales team. Sales can see that Bill has viewed some pages, clicked some emails and downloaded some documents. They reach out to learn about Bill and qualify him.

versusBill bubbles up to the sales team as an active lead.
VS INTERACTIVE

In our interactive journey, Bill bubbles up to the sales team as an active lead. Sales can see Bill’s interactions with the white paper, assessment and solution builder, and can see he’s likely qualified based on his responses. Sales reaches out to contact Bill and begin the conversation, starting at his point of interest and current state.

After their call, sales sends Bill some more product info and an ROI whitepaper.
STATIC

After their call, sales sends Bill some more product info and an ROI whitepaper.

versusAfter their call, sales sends sends Bill an ROI calculator.
VS INTERACTIVE

After their call, sales sends sends Bill an interactive ROI calculator.

Sales waits a few days their reach out to Bill to see if he reads through the materials.
STATIC

Sales waits a few days then reaches out to Bill to see if he read through the materials they sent.

versusBill's data is captured and surfaced to sales.
VS INTERACTIVE

When Bill interacts with the ROI calculator, the data is captured and surfaced to sales. They can see that the ROI for Bill is pretty compelling.

Sales is trying to reestablish communication with Bill.
STATIC

Sales is trying to reestablish communication with Bill. He’s gone dark. He’s been a bit too busy to do the math on the ROI and review the other PDFs, so he’s been avoiding sales.

versus
Bill calls the Sales rep. He's got Buying questions.
Bill calls the Sales rep. He's got Buying questions.
VS INTERACTIVE

But over in the interactive journey, Bill already knows the ROI because of the interactive calculator. He’s engaged. Bill calls sales. He’s got buying questions.

INTERACTIVE JOURNEY

Bill & sales discuss set up, using an implementation configurator together.
Bill & sales discuss set up, using an implementation configurator together.
Bill & sales discuss set up, using an implementation configurator together.

In the interactive journey, Bill & sales discuss getting started, using an implementation configurator together. Over in the static journey, sales is still trying to get back in touch with Bill.

INTERACTIVE JOURNEY

Bill share the results with colleagues.
Bill shares the solution builder results with his colleagues.Bill shares the solution builder results with his colleagues.Bill shares the solution builder results with his colleagues.Bill shares the solution builder results with his colleagues.
Bill shares the solution builder results with his colleagues.Bill shares the solution builder results with his colleagues.Bill shares the assessment insights and results with his boss.Bill shares the assessment insights and results with his boss.Bill shares the solution builder results with his colleagues.
Bill shares the solution builder results with his colleagues.

Bill got a lot of value from his meeting with sales and was able to learn more about the solution and implementation details. He shares the new information with his boss and colleagues.

INTERACTIVE JOURNEY

Assessment
calculator
timeline
Bill is thinking and planning.

Bill is thinking and planning.

INTERACTIVE JOURNEY

Bill is talking with his boss about implementation details and program goals.
Bill is talking with his boss about implementation details and program goals.

Bill is talking with his boss about implementation details and program goals.

INTERACTIVE JOURNEY

Bill talking to procurement and doing legwork.

Bill talking to procurement and doing legwork.

STATIC JOURNEY

INTERACTIVE JOURNEY

Sales finally gets Bill on the phone.
STATIC

Back in our static journey, sales finally gets Bill on the phone. He’s ready to (maybe) pick up back where they left off the conversation. Now, where were they???

versusBill is ready to buy!
VS INTERACTIVE

In our interactive journey, Bill had a great content experience. He had a relevant experience with sales. Bill gained team buy-in by demonstrating value through the assessment, solution builder, calculator and implementation planner. Bill is ready to buy!

INTERACTIVE JOURNEY

Static vs Interactive on the Buyer's Journey

Bill says yes to sales!

INTERACTIVE JOURNEY

The interactive content experience:

  • Supports the modern buyer's desire for self-discovery
  • Engages the buyer with content that feels personalized, relevant and useful
  • Helps sales start the conversation at the buyer's point of interest
  • Provides rich insights and measurements for marketing
Static vs Interactive on the Buyer's Journey

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