Our team at Pardot is in the somewhat unique position of being marketers marketing to other marketers, and we are always looking for new ways to inspire customers. Dreamforce is one of our favorite times of the year to get creative. There’s no better place to try new things and push the limits of traditional B2B marketing, as well as up our game when it comes to using our own marketing automation tool.
This year Pardot participated in the Marketing Zone at Dreamforce, where we showcased the success of one of our clients, RXBAR. As we made plans for this one-of-a-kind booth, we knew we’d be giving away tons of delicious protein bars — a draw in and of itself — but we also wanted to showcase our technology and create an engaging booth experience for our visitors.
SnapApp is a Pardot-integrated tool that you can use to create interesting, interactive content. We decided to create a BuzzFeed-style quiz that would allow Dreamforce attendees to determine which flavor of RXBAR best fit their personality. The extremely scientific assessment asked booth visitors about their ideal vacation spot, whether they would describe themselves as spicy or smooth, and other silly questions. It was completed right at the booth using an iPad, and only took about a minute. Check out a few screenshots of the quiz below.
Once we’d determined their ideal RXBAR flavor we were able to not only serve up that result for them on the spot, but also push the information into Pardot. With this information, we could trigger a custom autoresponder that reflected their flavor profile, included a link to our Pardot and RXBAR success story, and provided a discount on future RXBAR purchases.
We had an overwhelmingly positive response to our SnapApp quiz on the show floor, with almost everyone who passed by stopping to participate. It also gave our booth staff a way to ease into their conversations. The application extends well beyond live shows, and attendees could easily imagine the new opportunities that interactive content provides for lead generation. Personality quizzes are fun, but you can also create more topical assessments or calculators and capture valuable information about your prospects. The ability to view that information in Pardot, and thereby your CRM, can help you better segment, target, and connect with your audience.
Have you experimented with interactive content? Tell us about your results!