Ask Audrey: Interactive Content Marketing Challenges
Paige Newberry

“What is it that you even want that traffic to do?”

We take a slightly different perspective: What choices and options do users want? Our success is dependent on creating interactive paths that satisfy users. When we do the conversion rate is high.

In the seminal Hot Button Salesmanship, Paul Micali advocated the use of progressive questions to find the hot button of prospects. An interactive journey is the modern equivalent with a sequence of clicks and touch points leading to buy-in.

Today’s sales process is much cooler than Micali’s 1971. Current marketers collect realtime feedback from click data and refine pathing options to align with customer desires.