Want to discover how to educate and engage your audience with interactive content? Check out this presentation to learn how Cisco was able to deploy a diverse array of content types to appeal to audiences across channels and programs. Plus, find out how adding SnapApp to your marketing programs can make content creation and distribution easier than ever so you can reach your prospects and your goals.

1. LaunchPoint Webinar Series
Become A More Nimble Marketing Team With
Interactive Content For Marketo
November 18, 2015
Vanessa Porter, SnapApp
Dan Pacifico, Cisco

2. Engagement
Marketing
Platform
• This webinar is being recorded! Slides and
recording will be sent to you after the webinar
• Enter your questions in the chat – we will get to
them after the webinar
• Posting to social? Make sure to use #mktgnation or
tweet @marketo or @Snap_App
HOUSEKEEPING

3. @Snap_App
snapapp.com/blog
Vanessa Porter
Director of Marketing, SnapApp
Dan Pacifico
Communication Manager, Cisco
WELCOME
#webinarhashtag

4. AGENDA
 Meet The Panelists
 The Challenge
 The Solution
 The Results
 Get Started

5. WHY ARE WE HERE?
SNAPAPP + CISCO’S STORIES

6. Marketers are already running a wide range of
programs and campaigns.
Layering in interactive content is a way to
improve performance across all of them, rather
than adding a new program.
@Snap_App

7. INTERACTIVE CONTENT

8. Better Content Experiences

9. • Better calls to action that
deliver higher click-
throughs and conversions
• 2-3x increase in lead
conversion rates in
comparison to gated static
content
• Better data for lead
scoring and faster MQL
creation drives
opportunity pipeline
It just works better…

10. SnapApp is the fastest, easiest way to create,
publish, manage, and measure a wide range of
interactive content experiences.

11. ABOUT CISCO NETACAD
Cisco Networking Academy is an IT skills and
career-building program for learning
institutions and individuals worldwide.

12. THE CHALLENGE

13. WHAT CISCO NEEDED
 More content faster
 Interactive content without including
the whole development team
 Better Marketo integration

14. LEVERAGE YOUR MARKETO INVESTMENT
+

15. @Snap_App
BETTER LEAD SCORING,
PROFILING & NURTURING
 Capture rich profile data with
the questions
 Question and answer data flows
into lead records within Marketo
 Data can be used to lead score,
qualify or disqualify prospects,
assign personas, and trigger
nurture campaigns
 You don’t even need a lead form!

16. LET’S GEEK OUT

17. CRM
Existing
Video Assets
Video Analytics
Make Interactive
Leads
Profile Data
Business Intelligence
Better MQLS
Additional
Insights
Seamless
Integrations

18. EASY, CUSTOM DESIGN EMPOWERS
MARKETERS

19. LEAD FORMS: BEYOND THE BASICS
Form behavior based on what
you care about
 Show/hide based on the
information you know already and
what you want to collect
 Treat incompletes differently
Customize Lead Form Fields
 Send data directly to the fields you
already have in your system
Map Question & Answer Data
 Map some or all Q&A data
 Add hidden fields

20. IT JUST WORKS…
Bonus: Advanced Integration means you don’t
even have to display a lead form!

21. SOLUTIONS
WHAT CISCO MADE

22. ASSESSMENTS
Assessments are used to deliver
customized results based on
how a user answers a series of
questions.
Assessments are particularly
powerful with an audience
because they have a highly
consultative feel and approach
to a specific issue for users.

23. QUIZZES
Quizzes are one of the best ways
to assess user knowledge and
encourage their participation.
Who can resist finding out how
they stack up?
In this case, Cisco used a quiz to
gauge participant knowledge and
attention during a webinar, and
had 885 users interact with the
content.

24. CISCO/MARKETO INTEGRATION

25. INTERACTIVE VIDEOS
Adding interactivity to video
content is a way to make
your existing material even
more powerful.
Marketers can add
questions, calculations, link-
outs, hovers, animations,
text and more to encourage
interaction with their video
content. In this case, Cisco
added a CTA to start training
at Netacad

26. Top
Middle
Bottom
FULLY INTEGRATED CAMPAIGNS
AT EVERY STAGE

27. RESULTS

28. CISCO RESULTS
 Marketing and creative
teams the ability to
quickly generate
interactive content
 Used in emails, landing
pages, or even
Facebook pages.
 Meaningful touchpoints
in our demand
generation flows.

29. ASSESSMENTS
98%response rate

30. QUIZZES
885engaged users

31. INTERACTIVE VIDEOS
81%click-through rate

32. Step 1:
Define
Goals
Step 2:
Identify
existing
assets
Step 3:
Decide
Ownership
Step 4:
Produce
Interactive
assets
Step 5:
Promote
CISCO RESOURCES: WHAT DID IT TAKE?

33. START YOUR OWN JOURNEY WITH
INTERACTIVE CONTENT

34. What is the end goal of your piece of
content?
What type of user experience are
you going to build?
How are you going to drive traffic
and promote?
What questions do you want to ask?
What will you do with what you
hear?
@Snap_App
START SMALL
THINK
BIG
GET STARTED WITH INTERACTIVE CONTENT

35. @Snap_App
Getting Nimble With Interactive Content:
Takeaways
1
3
2
4
Repurpose
content
Diversify
content
Plan Ahead Go for it!

36. SNAPAPP.COM/RESOURCES
@Snap_App

37. @Snap_App
snapapp.com/blog
Vanessa Porter
Director of Marketing, SnapApp
Dan Pacifico
Communication Manager, Cisco
Questions?
#webinarhashtag

38. Page 38Marketo Proprietary and Confidential | © Marketo, Inc. 11/18/2015
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39. Thank You