by Josh Baum and Jonathan Sedger
Interactive content isn’t just for marketing teams. It’s a powerful sales tool just waiting to be unleashed.
On the face of it, Virtual Reality, Augmented Reality and 360˚ experiences can feel like a novelty. And, for a while, they were.
Releasing our inner Cher for a moment – if we could turn back time to 2016, we’d see that immersive and interactive content lacked purpose.
Oh, how times have changed.
We’re getting to a point – particularly for B2B – where using next-generation content tech is about to become the norm. Incredible campaigns, zero-waste live events… it’s a marketer’s dream.
But there’s a bigger benefit beyond marketing teams. In fact, there are real, practical uses for sales teams to get in on the action.
So what are the benefits of interactive content tech to sales?
1. Show customers the solution
Let’s say you’re selling one of these:
It could be the bolt that:
- Holds the rods that
- Pump the pistons inside an engine to
- Power the Starship Enterprise
But when words don’t come so easily, we hit a snag.
One of the biggest barriers to generating sales is confusion. We can get so wrapped up in trying to describe what the product is (and its place in the production process) that we forget to focus on what the customer really cares about: the solution to their problem.
Face to face, some sales teams might be at a loss. With a digital product model loaded onto an iPad at an event (for example), empowered sales gurus can bridge the physical and digital worlds.
Processors, parts, pepper shakers – all components fitting together visually to show potential customers what the product does, and why your product is the solution.
Two birds, one stone. Mystery over, problem solved.
2. Gather inertia in the sales process
When sourcing the right solution, we see a lot of ads online. Samsung reckons that the average consumer sees 5,000 sales and marketing messages per day.
As the white noise around us reaches a feverish static, we become immune to ads unless they break through our emotional barriers.
So – when was the last time anyone formed an emotional bond with a banner ad?
That’s what I thought. Never.
Enter immersive content: Capturing attention and changing behaviour.
In a space on the internet where websites are staid and content is boring, an enhanced user experience where somebody can reach out and interact with a product or service makes it far more memorable and engaging.
It means businesses have an emotionally-stimulating sales tool in the cloud, accessible 24 hours a day.
Those are the experiences that can reach prospects in an exciting way, enabling an emotional connection with the product and brand to grow.
3. Analytics help drive sales conversations
VR, AR and 360˚ experiences have propelled businesses into a new frontier of data personalisation, wrangling more metrics than ever before. But relying on an abundance of data doesn’t necessarily mean more sales. It just means more data.
That’s why key engagement metrics – whether it’s how long a prospect spends reading information or which areas of the experience they interact with most – can be ported into an analytics platform and tracked.
Key analytics can be delivered to a CRM system to help inform sales teams when prospects are in that sweet spot – and what parts of the product or service excite them most.
Then? It’s up to the team to work their magic, combined with the science and study of interaction data, and do what they do best.
It’s a brave new world of opportunity, and B2B sales teams can harness technology to work alongside marketing teams to convert leads and feed-back what prospects like the most and improve marketing outputs for lead generation.
March 20, 2019
March 13, 2019