3 Keys to Creating Device-Agnostic B-to-B Content
While getting your content and messaging out there is key, you may need to partially restrict access when creating competitive sales enablement tools. Clearly, you do not want to make confidential information available to all audiences. Be sure to choose a marketing tool that will allow you to selectively protect this content by making it only available to authenticated users, while allowing unrestricted access to public domain information.
3. Personalization: Intimate Non-Linear Interactive Experiences
Tablets and mobile devices are quickly becoming prominent sales-enablement tools, due to the intimate one-to-one touch-driven experiences they provide. However, these devices are actually most effective when the user—rather than the sales representative—drives them. Sales needs to utilize devices that customers can engage with and "drive" during meetings. Digitally delivering the same standard video, PowerPoint presentations and brochures to your sales team is simply not enough to captivate buyers. When prospects use these tools themselves, it is possible to capture analytics on a customer's interests. Create a self-driven, non-linear user engagement that results in a personalized experience every time, delivering relevant transfer of knowledge to each individual in the buying cycle.
Not only does creating device-agnostic marketing applications and content engage prospects, but it also optimizes marketing expenditures and significantly increases sales effectiveness and reach. Learning by doing has long been considered one of the best ways to retain information, and new interactive marketing applications are now enabling B-to-B companies to offer compelling and memorable experiences. With interactivity proven to increase product knowledge retention by 78 percent, it's no wonder that companies are turning to digital marketing strategies that put the customer in control.