{"id":61872,"date":"2018-08-10T00:00:00","date_gmt":"2018-08-10T00:00:00","guid":{"rendered":"https:\/\/rockcontent.com\/blog\/using-marketo-and-ion\/"},"modified":"2025-09-10T20:48:05","modified_gmt":"2025-09-10T23:48:05","slug":"using-marketo-and-ion","status":"publish","type":"post","link":"https:\/\/pingback.com\/en\/resources\/using-marketo-and-ion\/","title":{"rendered":"Using Interactive Content Data with Marketo to Drive Results"},"content":{"rendered":"

We consume content by the spoonful. It\u2019s everywhere we turn, and picking and choosing where to focus our attention is as overwhelming as a trip through the grocery store cereal aisle (who knew there were so many kinds of Cheerios?).<\/p>\n

The truth is, although something like plain Cheerios may be tried-and-true, we\u2019ve seen it before. There\u2019s certainly a time and place for it\u2014much like static content<\/a>\u2014but the other, more intriguing (ahem, interactive) choices are more likely to end up in a shopping cart based solely on the stories they tell upfront.<\/p>\n

But how can we take those \u201cstories\u201d and turn them into insights about our customer? With interactive content<\/a>, the insights are built right in.<\/p>\n

Interactive Content Data Insights<\/strong><\/h2>\n

The data provided by interactive content is robust and can give terrific insight into the user\u2019s preferences, needs, and experience with your brand. Engagement points are located throughout every interactive experience<\/a>, allowing you to track more than basic clicks or form fills.<\/p>\n

Reveal tiles, quiz questions, and polls are just a few of the elements you can build into a piece of interactive content. Once you\u2019ve launched the experience, you can gauge how well each of those elements are engaging with your user, allowing you to tailor future interactions based on interest and need.<\/p>\n

It\u2019s funny\u2014sometimes you launch something, expecting users to flock toward one section, and they drift entirely elsewhere. Even short bits of user feedback or the click patterns can tip you off about preferences nobody on your team guessed at in the first place. This can trigger a sort of ongoing experiment, where each new experience is a little smarter than the last just by listening to what folks actually do (instead of what you hoped they would do).<\/p>\n

Honestly, data from interactive content often surfaces blind spots in content strategy, even for brands that think they know their customers inside and out. Sure, you\u2019ve probably got buyer personas and piles of survey results, but there\u2019s something more candid about watching real-time interaction patterns. With enough volume over time\u2014say, in a busy campaign season\u2014you start to pick up on little surprises and unspoken needs that static analytics would have missed altogether.<\/p>\n

Customer Example: Korn Ferry<\/strong><\/h2>\n

ion customer Korn Ferry<\/a> built multiple interactive experiences, including white papers and assessments, with the goal of fostering engagement. Using their interactive content data in conjunction with Marketo, Korn Ferry created data-driven solutions for user-centered marketing.<\/p>\n

\"\"<\/p>\n

Korn Ferry repurposed their long-form white papers into more digestible interactive pieces. In creating interactive chapters, quizzes, and calculators, the experiences came preloaded with potential for the user to engage.<\/p>\n

With data flowing easily from ion to Marketo, an ion integration partner<\/a>, Korn Ferry was able to indicate exactly which users were interacting with which content, making follow-up messaging easier and more relevant to the consumer.<\/p>\n

In an interactive experience, the insights flow naturally as the user interacts. The more data gained from the consumer in the initial experience, the better your team will be equipped to follow up, avoiding costly rehashing during a sales conversation.<\/p>\n

Using ion and Marketo<\/strong><\/h2>\n

Wondering how our Marketo integration could benefit your interactive content? Read our full case study<\/a> on Korn Ferry here, and visit our Integrations<\/a> page\u00a0to learn more about how Marketo and ion work together.<\/p>\n

}}<\/p>\n","protected":false},"excerpt":{"rendered":"

ion customer Korn Ferry used their interactive content insights in conjunction with Marketo to drive results. Learn more about the interactive content Korn Ferry created with ion, and how the partnership between Marketo and ion can benefit your content marketing efforts. <\/p>\n","protected":false},"author":1,"featured_media":52265,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[120,17],"tags":[],"class_list":["post-61872","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interactive-content","category-marketing"],"yoast_head":"\nUsing Interactive Content Data with Marketo to Drive Results - Pingback<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/pingback.com\/en\/resources\/using-marketo-and-ion\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Using Interactive Content Data with Marketo to Drive Results - Pingback\" \/>\n<meta property=\"og:description\" content=\"ion customer Korn Ferry used their interactive content insights in conjunction with Marketo to drive results. 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