Interactive Content
The Goal
For its “Realize Real Results” campaign, Blackbaud wanted to show its target audience, non-profit organizations, the benefits similar organizations have seen leveraging Blackbaud University, which offers training programs to customers.
The campaign was designed to illustrate to those potential customers how they can replicate that success within their own organizations in a compelling and interactive way.
The Asset
In addition to email, Uberflips, webinars, case studies, infographics, tip-sheets and videos, Blackbaud deployed several pieces of interactive content. These interactive assets included two calculators, one quiz and one survey that worked in tandem with existing content. The interactive pieces were developed in the SnapApp platform.
The Results
The program brought in more than 800 qualified leads for sales in the past seven months. That is 141% of quota attainment in the first half of 2015.
The Blackbaud sales team has benefited not just from warmer leads filling their pipeline, but also from the ability to use the content collected through these interactive channels as tools for the sales process. As part of their prospecting calls, salespeople can pull up the "Save 20 Minutes” or "Raise 20% More" calculators instead of a static PowerPoint deck to show the benefits of training. Sales teams are also armed with valuable information about the customer from the interactive experience that helps to identify their needs prior to a conversation.
Lesson Learned
Interactive content formats can offer a wealth of data and insight about buyers and their behaviors. Use this information to have more relevant follow-up conversations.
The Goal
Transitioning a large health system from the fee-for-service model to a fee-for-value model of managing health was a big change for Optum. A new interactive content experience enabled both health care executives and sales reps to easily find the content they needed to understand the changes.
The Asset
The company created Optum.com/myjourney, a web-based tool that guides a virtual discussion about the changes. In addition, the Optum “Provider Journey” infographic is used as navigational element, and relevant insights, information and downloads are embedded into each slide. As a result, users can drill down into specific areas of concern, leading to Optum strengthening relationships with organizations.
The Results
The tool provides questions to provoke a needs-based discussion and leads the user to thought leadership where the email, title and organization can be confirmed. Nearly 1,800 contacts have visited the site, and more than 3% of site visitors have submitted a form to engage Optum further.
Lesson Learned
Flexible navigation and customized content helps buyers choose their own path and find the information most relevant to their business needs.
The Goal
The Mosaic Company wanted to generate awareness of crop nutrition and its importance in high crop yields. Working with its agency broadhead., Mosaic designed a program consisting of serialized audio podcasts and social media posts, as well as the GreatYieldMystery.com microsite and paid media support.
The Asset
“The Great Yield Mystery” is a fictional serialized audio drama presented as a 10-episode podcast focused on a farmer named Gerald Fitzgerald. In each episode, his brother Darrell investigates why he suffered low yield in his fields last year. His weekly efforts to solve the mystery are posted to GreatYieldMystery.com and CropNutrition.com social channels. The campaign includes weekly prizes and a grand prize for the listener who solves “The Great Yield Mystery.”
The Results
The podcast has received a total of 1,586 episode downloads from iTunes, SoundCloud, Podcast Addict, and Stitcher. Other results include:
- 1,764 sessions on GreatYieldMystery.com
- An average of 2.13 pages per session
- An average two-minute session duration
- Total reach of 197,377 people
Lesson Learned
Compelling storytelling that unfolds over time can be an effective way to engage users.