New Kaon Platform Feature: Video Conferencing Connection with Interactive Applications

Engaging Video Conferencing

In today’s world where everyone is using videoconferencing tools to connect (including B2B companies and their buyers), a level of engagement and knowledge retention that comes naturally in face-to-face meetings is lost. Using interactive applications, like those developed by Kaon Interactive for its customers, bring back that engagement and memorability to virtual meetings and events while everyone is working remotely.

That is why Kaon has added one-click connection from our applications to any videoconferencing platform, providing a seamless way for Kaon’s interactive applications to be immediately launched at the start of any video conference. This new functionality gives sales and marketing teams at global enterprises a way to more effectively engage customers and communicate their complex product and solution stories in virtual meetings, briefings, or events.

Rather than watching a presentation, this new capability allows customers to drive 3D product demonstrations and interactive non-linear storytelling stories, uncovering unique product and solution differentiation right at the onset. The customer then can interact with value calculators, explore persona-driven messaging, and share and download personalized content.

Read the full press release here.

To experience this new feature yourself, request a demo now.

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Generating the Spark for Memorable Virtual Experiences

Howard Stern, Mixed Reality Strategist at Kaon Interactive

By Howard Stern, Mixed Reality Experience Strategist at Kaon Interactive

More now than ever marketers are competing for the eyes of their customers. With many working from home, not only are you up against the entirety of the internet, and every avenue for media consumption available, but you are competing with your customers’ workloads, emails, children, pets, laundry… and who knows what else. Distraction is everywhere. So, the primary goal needs to be getting and keeping your customer engaged, and you don’t have a lot of time to accomplish that. The average human attention span (thanks, smartphones) is somewhere around eight seconds… less than a goldfish. Let that sink in… eight seconds.

I like to refer to this sustained engagement goal as “generating the spark” — creating an experience for a user that will ignite a lasting memory. But, how do we go about transforming traditional sales models, those that relied on human connection, into truly engaging, digital, interactive experiences that create a spark? There are three key components with which to start.

Times Square billboards

Image by Wallula from Pixabay

Your Message: Brevity is your friend.

Traditionally, B2B companies focus on the details — lots of details. In a first engagement, especially a digital one, the visitor needs to be able to connect very quickly to the value you provide. Think of a billboard when you drive down the highway: if the message is too long, you drive by before you can understand what it says. Therefore, it’s critical to start with the digestibility of the message — an easy-to-understand story that shows logical progression. Don’t get caught up in the particulars, at least initially; get to the point quickly and succinctly. Remember that the minutia, which you may find important, probably doesn’t apply in your first interaction with a potential buyer.  

Don’t get me wrong, details are important. However, your customer needs to express interest in your differentiation of value first. Your goal is to get them to come back, so they can ask more detailed questions during a second engagement — the next step in their buyer’s journey. 

Creativity: Find your inner B2C.

People are craving connection and seeking it out wherever they can. When we think of virtual “connection”, we typically think of connecting with other people, not content. However, we make emotional connections with content as well; we elicit emotion when we read a poem that inspires us, watch a video that makes us laugh or cry, or see a painting that transports us to a place in time or space. The key ingredient with establishing a connection with content, or an application, is creativity.

Traditionally, B2B marketers err on the conservative side when it comes to their content and customer engagement strategies and production, whereas B2C companies are more willing to take chances. B2B buyers want to be entertained in the same way they are by consumer-focused marketing. B2B organizations can set themselves apart from the competition by embracing bold expression over the same old, conservative methods. People remember wacky, risky, and beautiful campaigns because they cause the associative network to make crazy connections with existing memories. These associations allow new ideas to stick in your brain.

Dell Virtual Reality Experience

The Journey: Bring your customer into digital/virtual environments. 

Again, creativity is key! If you want your product to differentiate and be remembered, you need to bring your buyer somewhere that will evoke emotion and cognitive connection. Start by asking yourself: 

  • What is the objective of this engagement?
  • Do these buyers have a specific need that requires them to understand a complex process?
  • Do you want to show them specific products?
  • Do you have solutions that are complicated and difficult to visualize?

Once you answer these questions, you can start to dig deeper into what the virtual journey may look like for your customer. I like to categorize a virtual experience into three types of spaces or environments:

  1. Real but impossible: Take your audience somewhere that exists in the real world but is not accessible because of, well, physics. For example, if you are talking to the power of a processor or technical product specifications, you could drop your guest onto a motherboard or the working mechanism of a complicated device. This change of perspective transforms their perception of the products you sell, showing the unique value.  
  2. The real world: You can recreate any place, but you have to know why you’re recreating it. The sky’s the limit in the virtual world. Here are two examples of when to use real-world scenarios:
    • A space that is widely inaccessible to the average person (an oil rig or inside a medical laboratory).
    • A specific location that acts as a metaphor to show a process that is difficult to understand or visualize without a 20k-foot view (a stadium during an event that requires multiple touchpoints for different technologies).
  3. Abstract: Sometimes the value of a product or service can be really conceptual and broad. This is an opportunity to place a user in a more creative or artistic space. If we can create a visually appealing environment — one that uses color, shape, and captivating user interfaces, in dynamic ways — the experience can elicit a visceral reaction, one that will create a lasting impression. 

Creating the application environment is just the beginning of “Generating the Spark” for a buyer. As we move forward in this crazy new world, it will get increasingly more important to relate to users in, not only creative but also, meaningful ways. We need to start thinking about how we can use all the technology at our disposal to excite guests and engage them. People are, increasingly, going to desire to feel as if they are a part of something special and unique and, more importantly, connected with others. 

If this article interested you, join me for UNTETHERED 2020, a virtual summit taking place next week, May 19-21. I will be presenting this topic on Wednesday, May 20, at 4:00 p.m. Eastern Time. I will also be participating in a Fireside Chat with Naomi Clare of Storycraft Lab about the future of events and technology on Thursday, May 21, at 2:30 p.m. Eastern Time.

For more information on how Kaon Interactive can help you generate the spark for memorable customer engagements — virtually and in person — contact us.

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Kaon Interactive Receives Transformative CEO Award for Customer Experience — Digital Transformation

CEO Forum 2020 Transformative CEO Customer Experience Award

Transformative CEO Customer Experience Award for Digital Transformation

Kaon Interactive, the leading provider of interactive, 3D marketing and sales applications for global B2B brands, has been awarded the Customer Experience Transformative CEO Award for Digital Transformation by The CEO Forum, in recognition of our President & CEO Gavin Finn. As many companies struggle to adjust to the new normal of COVID-19, the recipients of this award pave the way for companies to succeed now and into the future, specifically highlighting the increased need for effective, customer-centric experiences. 

The CEO Forum board’s selection includes industry leaders who create new value that “reinvigorates a company, reinvents an industry, or reboots society.” Gavin was joined by other transformative CEOs from visionary companies like Marriott International, UNICEF, and Deloitte Consulting. Coming from a variety of industries, these leaders are trailblazers in the new normal ahead and have been recognized for exceptional customer experience solutions.

Why Now? Why Kaon Interactive?

Showing a boring slide presentation is even less effective on a video conference than having it presented to you in an in-person meeting around a conference room table. Even if you effectively get customers to attend your virtual meetings, engaging them effectively requires innovation and creativity to communicate value when face-to-face engagement is absent. After Q1 2020, digital transformation is no longer a “nice-to-have” — it is critical to a business’ survival.

Kaon’s transformative sales and marketing applications, deployed on the Kaon High Velocity Marketing Platform®, allow B2B companies to more effectively communicate the unique value of a product or service through interactive and personalized engagements, across the entire buyers’ journey. These solutions, in turn, help to drive increased sales and reduced marketing costs.

Kaon’s client roster includes a pre-eminent list of visionary Global 1000 companies, such as Cisco, Dell Technologies, Thermo Fisher Scientific, Siemens, and Bently Nevada.

“While economic activity has declined by 12% since the week of March 14, Kaon’s customers’ engagement index has increased by over 50%. When trade shows were canceled due to the global pandemic, these companies simply took their current digital interactive applications online to deliver relevant and engaging customer experience, without skipping a beat. These same companies trained their global sales teams to use these interactive applications in one-on-one virtual meetings, and were able to more effectively demonstrate their differentiated competitive value,” said Gavin Finn. 

In 2018, Kaon’s big data analytics showed global trends of increased user interactions by as much as 28%, year-over-year. This signaled an industry shift to engagements that focus on value-based selling versus product selling. Visionary companies embarked on the start of digital transformation in their sales and go-to-market strategies. We expect this number to increase dramatically over 2020 as more companies see the value of, and feel the pain of not having implemented their digital transformation strategies quickly enough.

Kaon Interactive’s applications are created once and can be deployed everywhere — used by sales, marketing, channel partners, trainers, HR, and customers in nearly 130 countries around the world. 

Schedule a demo today to experience Kaon’s award-winning solutions!

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