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Why You Should Use Interactive Content to Improve B2B Lead Generation

Why You Should Use Interactive Content to Improve B2B Lead Generation?

The real question is “Why wouldn’t I use Interactive Content?”
In case you need convincing:

According to a study by Curata, 42.5% of businesses increased their content marketing staff levels in 2016. This means there is much more competition, much more content that is being produced, which makes it only harder to stand out in a sea of information.

In the age of information overload, you need to find ways to offer a more compelling, truly engaging experience. A more persuasive approach that takes prospects out of their passive “scroll-scroll-click” state and actually makes them want to learn more about you and your offer.

“By its very nature, interactive content engages participants in an activity: answering questions, making choices, exploring scenarios. It’s a great way to capture attention right from the start. Individuals have to think and respond; they can’t just snooze through it.” 
Scott Brinker, ion interactive

While B2C brands were the first to discover interactive content to drive engagement (think L’Oréal’s “What Haircolor Is Right For You-Quiz”), B2B companies are just tapping into using interactive content as a way to drive much higher click-through rates and generate qualified leads.

And it’s working.

DemandMetric’s report “Enhancing the Buyer’s Journey”, shows that interactive content generates conversions at a two times higher rate than passive content.

And according to Demand Gen’s 2015 Content Preference survey, 91% of buyers prefer content that is visual and has an element of interactivity and entertainment.

Digital and the new expectations of millennial buyers have raised the bar; in B2C and B2B. Buyers are more discerning and use their devices to research buying decisions online. Vendors have less time to impress and influence purchase decisions.

In fact, Forbes identified interactive content as one of the top 3 must do actions for B2B Marketing.

  • They’re attractive (and addictive) and address our very human tendency to test ourselves, compete, compare, share our opinions, and have fun. They engage and provide entertainment to your audience while educating them at the same time.
  • They’re a way to build trust – you can position yourself as a credible source; an expert in your domain who provides prospects with insights and information tailored to their specific needs and interests.
  • They keep the conversation going; as prospects answer questions, you’ll be able to learn more about them from their interactions, score them and nurture them with relevant content.
  • They’re inherently social. It’s snackable content that drives shares and referrals. Who doesn’t like a good quiz?


These are 3 types of interactive content you could integrate at different stages in the buyer’s journey.

1. Awareness Stage: Trivia Quizzes and Knowledge Tests

Trivia Quizzes and Knowledge tests are great ways to address potential buyers who may not be fully aware of a pain-point. It is often used to help people identify a need.

Example: 256 Media is a content marketing agency that created a sleek content marketing quiz. It asks content marketing-related questions, making for a fun, yet valuable, experience for user’s to understand their proficiency in content marketing.

The key benefit of this quiz is that it makes people understand how they rank, what they need to do to do better and how 256 Media can help.

256 Media 60-second Content Marketing Quiz
Source: 256 Media 60-second Content Marketing Quiz


2. Evaluation Stage: Self-Assessments

The buyer is aware of a need and is in research mode to find solutions.

Self-Assessments are particularly valuable if they have a consultative feel. They feel credible, help users understand how well they are doing in a certain area, and lay out the steps they need to take to improve.

Example: Swisscom, Switzerland’s leading telecom company and one of its leading IT companies, created a “Digital Transformation Quick Check”. Visitors can find out if their company is ready for digital transformation. After the check, they receive an initial estimate of the opportunities they have.

This is a good example of a well-executed B2B assessment with lead generation in mind. It allows Swisscom to position itself as the digital transformation expert it is while providing actionable information based on a prospect’s expressed needs and interest.

Swisscom’s Digital Transformation Check
Source: Swisscom’s Digital Transformation Check


3. Decision Stage: ROI Calculators

The buyer has defined their strategy and needs that final nudge, some hard evidence, to take a decision.

With calculators, potential buyers are able to get more information about the financial benefit of a solution to justify their investment, without having to talk to a sales rep.

Example: HubSpot’s ROI Calculator shows prospects the value they can gain, simply by using HubSpot. It draws people in to learn more about HubSpot and their other associated products and moves them further down the funnel.

HubSpot’s ROI Calculator
Source: HubSpot’s ROI Calculator


This has just been a brief introduction to the power of interactive content for lead generation.

What its success ultimately boils down to is the combined value of enticing a prospect’s interests with the ability to tailor and personalize the experience around them. This is simply something that can’t be done by passive content.

If you want to stand out and capture the right leads, you’ll want interactive content working for you. So, it’s probably time you start creating it today.


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Jake Mcspirit is a writer from Worthing, England - an interesting little place. He writes about business, marketing, and technology as well as psychology for Guided Selling Blog and other publications.