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Interactive Content: The Future of the Buyer's Journey

By Hilary Bird, @hilbonix, @goconsensus

business, success, leadership, achievement and people concept -CEB recently covered four types of content that help your sales and marketing teams reach beyond prospects' immediate needs. CEB writes, "The trick to getting content right is to go beyond anyone’s immediate needs and focus on the challenges that customers face. Despite what that vendor says, it isn’t your lack of a new marketing technology that is hurting your ability to increase sales, but rather an overwhelming B2B buying environment with far too much information and far too many stakeholders."

So what are these four types of content?

  • Prescriptive content - helps prospects solve some of the most common buying challenges
  • Connecting content - discovers where the multiple decision makers in a buying group are aligned and misaligned, and helps facilitate reaching agreement
  • Motivating content - equips the internal champion with the right content to share with the rest of their buying group
  • Disruptive content  - Cuts through the clutter of general, fluff content by showing prospects how they could uniquely stand out with your solution

How Do We Enable Prospects to Take Control of Their Buyer's Journey?

Interact Interaction Interactive Interacting Group ConceptThe next logical question seems to be: who is responsible for creating all of this high quality content? Is this the job for Sales Development?  ....Or what if it was our prospects? If we enable prospects to take control of their own buyer's journey, they will feel like the champion of their purchase and will in turn build confidence and trust with the vendor. At Consensus, we've found that interactive content has been most effective. This is for a few reasons:

  1. Interactive content means your sales reps aren't spending time guessing what content their prospects need, because prospects are choosing it on their own through the interactive process.
  2. This process is exactly what makes prospects feel in control of their buying journey. Rather than being bombarded from a rep with all sorts of general content that doesn't apply to them, they get to choose what they want to learn and when they want to learn.
  3. Interactive content shows instead of tells. Letting prospects engage means they're going to remember more about the experience, as opposed to being passive viewers.
  4. These days, interactive processes usually come with analytics behind the scene. This means you can let prospects do the work for you. By analyzing how they interact with your content, you can adjust accordingly.

At Consensus, we're using personalized demo videos to allow prospects to take control of their buyer's journey. The demos serve as incredible disruptive content because they put the prospect in the driver's seat of the sale. They let the prospect decide what (and when) they want to learn about your solution. In this way, they make for great prescriptive content as well because each demo already includes walk-throughs on how to handle the most common objections. Because the demos are interactive, prospects only have to choose which objections they're dealing with - and can skip the rest.

The demos are designed to be shared internally, with the rest of the buying group. So after you've sent a personalized demo link to your prospect, you can see how they interacted with it and who else they shared it with. This makes them an ideal form of connecting content. What's more, this enables the internal champion to sell internally by giving them a thorough, personalized piece of content to share with their team - making the demos a great form of motivating content.

What other forms of interactive content have you tried? What has and hasn't worked? Check out our demo below:


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