Questions? Feedback? powered by Olark live chat software

ion Announces Sell-Side Experience to Foster Sales, Marketing and Buyer Alignment

ion interactive announces sell-side experience to foster sales, marketing & buyer alignment

Seamlessly transitions from the digital dialogue of marketing to the human dialogue of sales

 

San Francisco, Calif. – April 14, 2015 – Today at Marketo’s Marketing Nation Summit, ion interactive, the interactive content software company, announced the launch of its Sell-Side Experience to enable a seamless transition for prospects moving from marketing to sales during their buying journey.

CLICK HERE TO GO STRAIGHT TO THE INTERACTIVE PRESS RELEASE

One of the biggest challenges of digital transformation is sales and marketing alignment. Marketing generates a lot of data, but little of it is actionable and useful for sales. Traditionally, sales relies on inferred information from multiple tools and technologies to dig for useful points to leverage in their calls with prospects. And once personal contact is made, buyers often have to rehash information they’ve already shared earlier in the funnel, during their digital interactions.

When marketing data has been made available to sales, it’s been inferred from ‘digital body language’ — page views, clicks, email opens, downloads. While these behaviors may be interesting, they lack the contextual relevance of explicitly collected, descriptive data that comes from the digital dialogue that happens within interactive content.

Illustrating the Digital Dialogue for Sales

In an effort to make the marketing-to-sales process more relevant and effective for marketing, sales and the buyer, ion developed the Sell-Side Experience, proprietary functionality available as part of the ion interactive content platform. The Sell-Side Experience is accessed by salespeople via an interactive timeline of a specific buyer’s digital dialogue. This sales-specific functionality visually illustrates all explicit actions the buyer has taken across their interactive content journey.

 

Sell-Side Experiences may contextually illustrate the values calculated in a pricing configurator; self-assessment questions, answers and ratings; choices and scores in quizzes, survey or polls; product or solution configuration preferences from solution builders and so on. Whatever has been learned about the buyer is surfaced interactively and in context for sales.

 

Instead of guessing based on a sea of decoded digital body language, sales people can now rely on actionable, explicit data to drive their decisions and conversations. This accelerates sales velocity as it simultaneously aligns buyer and brand. Everyone is on the same page as the human conversation picks up where the digital one left off.

 

In addition to the digital dialogue layer of buyer data, the Sell-Side Experience can also include relevant and buyer-specific coaching for the sales person. This provides an unprecedented opportunity for sales and marketing message alignment and continuity.

Instead of fuzzy value like website visits, clicks and downloads, sales gets actionable and meaningful visualized data. The intelligence provided from Sell-Side enables smarter, faster, more relevant conversations based on the prospect’s real needs.

Surfacing the Digital Dialogue in the MarTech Ecosystem

ion’s Sell-Side is a layer that sits above marketing automation and customer relationship platforms. The MAP remains the system of record for digital body language, with ion’s Sell-Side becoming the integrated system of record for the interactive content digital dialogue. From any CRM or MAP prospect record, sales gets instant access to their prospect’s interactive content journey. The result is more intelligent conversations with fewer gaps and rehashes.

ion’s Sell-Side Experience also provides the MAP or CRM with data extracted from the digital dialogue for scoring, segmentation, personalization and targeting. This layer of exported automation data enables the MAP or CRM to more reliably — based on explicit rather than inferred data — surface best bets to sales.

With ion’s interactive content platform enabling the digital dialogue and its Sell-Side Experience surfacing that dialogue, the relationship between marketers, buyers and sales people is forever changed. The one-to-many digital conversations between marketers and buyers translate to sales teams that can pick up those conversations seamlessly, enabling the salesperson to meet the buyer at the point of interest with a personal dialogue that doesn’t miss a beat.

Accelerating the Sales Pipeline

This latest addition to ion’s interactive content software platform eliminates the archaic process of sales having to “start over” when they engage in conversations with their prospects. Instead of losing momentum at the hand-off from marketing, Sell-Side allows them to meet their buyers at the point of interest.

“Our mission with Sell-Side is to provide an innovative way to truly align sales, marketing and the buyer,” said Justin Talerico, co-founder and CEO of ion interactive. “The more cohesion that exists between the three, the better everyone’s experience is. The explicit data we’re able to provide not only enhances communication at the pass off from marketing to sales, but also better equips the sales side to have more meaningful conversations with prospects. Interactive content provides the digital dialogue. Sell-Side makes that dialogue actionable.”

The Sell-Side Experience will be generally available to ion customers in the second quarter of 2015.

ion Announces Sell-Side Experience to Foster Sales, Marketing and Buyer Alignment

One of the biggest challenges of digital transformation is sales and marketing alignment. Marketing generates a lot of data, but little of it is actionable and useful for sales. Traditionally, sales relies on inferred information from multiple tools and technologies to dig for useful points to leverage in their calls with prospects. And once personal contact is made, buyers often have to rehash information they’ve already shared earlier in the funnel, during their digital interactions.

See full story here.

3 Ways to Listen to Prospects and Collect Data

Listening is critical to success in this new era of informed consumers and ROI-focused revenue marketers, where every purchase is carefully considered. Buyers are more discerning than ever; they’re looking for hyper-relevant content that responds to their exact needs and stage in the buying cycle. How can marketers hope to answer that imperative if we’re not listening to understand what our buyers are doing, thinking, and saying?

Read full article here.
 

30+ Top Sales Enablement Thought Leaders

The B2B selling space is in a constant state of change. As it evolves, it becomes increasingly important for sales and marketing leaders to be aware of industry news and trends.

We chose the following sales and marketing professionals (in alphabetical order) as our top influential thought leaders for sales enablement. Their experiences and insights make each of these individuals a reliable resource for the latest strategies, technologies, solutions, and best practices.

For full article, click here.

Why Interactive Content May Be the Most Exciting Marketing Tactic of 2015

The world is deluged with white papers, webinars, ebooks, and infographics. How many white papers have you downloaded and only briefly skimmed? How many webinars have you signed up for and never attended?

How do you stand out? How do you grab and hold the attention of an audience?

Interactive content provides a new arsenal for content marketers to battle the flood of “meh,” passive content.

Read full article here.

How Technology Can Fuel Your Content Marketing

The conference included six live scheduled chat sessions on topics such as content marketing and customer experience, influencer marketing, interactive content, and marketing automation

Here are the highlights from a few of these sessions.

Interactive Content

Scott Brinker, co-founder and CTO, ion interactive

"Good interactive content — through the eyes of the participant — either (a) actually helps them learn something, such as an assessment tool might, in a way that's better than just passively reading about it, or (b) provides something genuinely entertaining (like a fun little game).”

Read full article here.

Hack Your Marketing: Expert Tips to Save Your Sanity

 

My sons may have convinced me to watch too many episodes of Hack My Life, but they got me thinking about all the marketing hacks I’ve collected over the years. Finding ways to juggle the demands of a busy marketer’s schedule has always been a challenge. In this article I’ve shared some of my most frequently used hacks and chatted with 7 of the most talented marketers I know for their favorites.

Read full article here.

Talking Marketing Tech with Scott Brinker and David Lewis

What do leading experts from the Chief Marketing Technologist Blog and DemandGen International have to say about the future of marketing technology?

Earlier this week, we sat down with Scott Brinker, Co-founder and CTO of Ion Interactive and author of the Chief Marketing Technologist blog, and David Lewis, CEO of DemandGen International to discuss the 2015 Marketing Technology Landscape. 

Read full article here.

Demystifying Marketing Tech

Embracing and adopting new technology was a presiding theme at this year's Marketing&Tech Innovation Summit. However, it seems that as marketers' technological options grow, their practical choices shrink. This was one of the key takeaways from a panel at the event, which featured Scott Brinker, cofounder and CTO at ION Interactive; Bhavesh Vaghela, CMO at Response Tap; David Hahn, SVP of product management at Integral Ad Science; and Sharam Fouladgar-Mercer, CEO at AirPR as the moderator.

For full article, click here.

Content Marketing Tools: The Ultimate List

The Ultimate Content Marketing Tools List has been updated as of January 29, 2015 to include over fifty new tools and several new categories including influencer marketing, paid promotion, writing, auditing and optimizing conversions. Demand for businesses to provide their readers with the best content available is on the rise and 71 percent of marketers increased their content marketing budget in 2014. Because of this, the content marketing tools universe has expanded.

For full article, click here.

Take Your Content Marketing to the Next Level With Interactive Content

We all know that content marketing is hot these days. But what do we mean by content?

Most of what we think of as content includes things like web pages, blog posts, infographics, ebooks, reports, buyer's guides, white papers, webinars, explainer videos, podcasts, etc. When we talk about producing more content, these are usually the assets we have in mind.

All of those different kinds of content have one characteristic in common: they're passively consumed by our audience. Our prospects and customers read, watch, or listen to them. They might be invited to add a comment or share on a social network, but that's typically the limit of their interactivity.

For full article, click here.

Number of Martech Companies Doubles to 2,000 in 2015

In the space of one year, the number of marketing technology companies has nearly doubled, rising to nearly 2,000 in 2015. Each year, I chart the number of martech companies to produce my annual Marketing Technology Landscape. In 2014, it already included an astonishing 947 companies.

This year, it has grown to 1,876 in categories ranging from native advertising to SEO to analytics and more. If you want to view the landscape in its expansive glory, see our companion story: Infographic: The 2015 Marketing Technology Landscape. There, you’ll be able to view the landscape in a variety of sizes, as well as download a PDF version. In this article, I’ll focus on the changes that have happened from last year to this.

For full article, click here.

Do's and Don'ts of a Successful Marketing Measurement Program

Regardless of the metrics you choose to measure, the systems you set in place, or the numbers you capture, remember that none of it happens in a void. “Context and market forces must be considered before making decisions, and the stage in the buyer’s journey impacts the comparability of all metrics,” advised Ion Interactive Co-Founder and CEO Justin Talerico (@IonInteractive). “We can’t look at a click-through rate on a nurture email and compare it to a click-through rate on a customer or lead-gen email. All three of those stages have drastically different baselines and norms in terms of variance.”

One landing page may have varying CTRs based on how the user got to it, where buyers were on their journey when they found it, whether they are connected to the brand on social channels, etc. Resist the urge to over-simplify. After you establish your primary metrics, consider some of the most common variables for each, and monitor the niches for trends.

For the full article, click here.

Interactive Content Can Save Content Marketing From the Dark Side

Not long ago, in a marketing department not far, far away, we saw the rise of content marketing. It began as a young, idealistic movement to help educate, enlighten, and entertain self-empowered buyers in the digital world. An elegant marketing for a more civilized age.

But increasingly, it’s become seduced to the dark side, pursuing an imperialistic march toward volume over value. In too many companies, it’s more machine now than human, churning out rote blog posts, statistically unsound survey reports, and clone armies of e-books, infographics, white papers and webinars.

For full article, click here.

Can an app drum up more conversions than a landing page? Here’s why ion interactive is giving them a shot

Landing pages versus apps – among marketers, this isn’t usually an either-or situation.

But for Justin Talerico, CEO of ion interactive Inc., a Florida-based marketing company, landing pages just aren’t giving marketers enough in return for their content marketing efforts.

“Landing pages, which were the backbone of our business for many years, are very sort of binary,” Talerico says, giving the example of a company that offers a whitepaper in return for a lead’s contact information. “Someone either converts or they don’t, and for those people who convert, whether or not they consume the content that’s often behind the gate of the landing page … The consumption of that content is completely unknown.”

See full article here.

Is Interactive Content a Way to Cut Through the Content Marketing Clutter?

While BuzzFeed’s quizzes were mostly for low-brow entertainment value — e.g., What State Do You Actually Belong In? — the engagement and social sharing levels they attained were remarkable. That silly state quiz? It generated more than 40 million views. This quiz-as-content format has since moved upmarket, and last month, The New York Times ran an interactive quiz for one for their popular op/ed columns.

As marketers are being told to “think like publishers” with content marketing, this new trend has caught their attention too. Interactive content is significantly expanding what’s possible in content marketing — not just quizzes, but calculators, configurators, assessment tools, workbooks, contests, and more.

For full article, click here.