Instead of creating an interactive experience from scratch, Bython repurposed an asset titled, “The Modern Face of Collaboration,” with interactive elements such as a self-identification assessment. The front-end assessment consisting of two multiple-choice questions allowed visitors to share how they use remote meeting software and their role in the decision-making process. The viewer is then brought to an experience titled, “Modern Workforce Shifts and Their Influence on Collaboration Solutions” to continue their education on the collaboration space.
The information from the assessment was attributed to the lead and provided account intelligence that could be used for sales and marketing nurture. In addition, the interactivity allowed Bython to gain additional key engagement metrics such as bounce rate, time on page and conversion rate.