A company that touts itself as a provider of cutting-edge marketing software can’t simply rely on the tried and true when promoting its own solutions. They need something customers will perceive as the next “big thing” in interactive media.
“There is so much boring marketing stuff in B-to-B. Companies tend to use the same old programs that just focus on their product, and not on gathering information from the customer,” says Brian Kardon, CMO at marketing automation software provider Eloqua. “Our customers are savvy marketers themselves, so we’re always looking for cool, new ways to reach them.”
Eloqua found what it wanted in Jellyvision’s Interactive Conversations solution. The automated platform is similar to a traditional interactive voice response system, where customers are led through a process whose path is determined by their own responses to various questions. However, rather than relying on a menu whose choices are presented in a stilted, super-serious computer voice that often doesn’t respond quickly enough, Interactive Conversations combines graphic design aesthetics, including photos, video and fun fonts, with quick navigation, and most important, personality. (See what we mean in this link to a campaign Eloqua created using the platform.)
Jellyvision describes Interactive Conversations as a starting point for creating an engaging Internet-based pitch. It turns the most passive Internet search-driven research being done by a potential B-to-B client into a sales process. “The user is in control,” says Jellyvision CEO Amanda Lannert. “We’re not selling to you. It’s just an interactive conversation, but what it does is turn passive researchers into more interested buyers.” It is also a tool that collects important data on potential clients as they are using it
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