28 Amazing B2B Examples of Interactive Content
July 24, 2017 | Dan Trefethen
In comedian Aziz Ansari’s most recent stand up act, he discussed healthy eating. While he would like to have a more vegetable-based diet with less or no meat, he concluded with this simple argument against it: “Salads need to step their game up. Salads aren’t bringing it hard enough.”
Whether you agree with Aziz or whether you think salads are delectable flavor bashes, the sentiment he expressed easily applies to B2B marketing: Most B2B content isn’t bringing it hard enough.
Due to the nature of a lot of B2B products, services, and industry spaces, bringing the content to life in a way that pops and appeals can be a tricky task, no doubt. When planning and creating your content, always look to infuse as much personality into the style and narrative as possible, but also look to use newer, alternative formats.
Usually you can find these new formats already in use by leading B2C marketers, and now more than ever, B2B marketers need start leveraging these newer techniques for their own content.
These campaigns have been so popular and successful that Forbes listed interactive content as a top 3 must-do for B2B marketers in 2016. Fortunately, a few marketing teams are already a step ahead for us to take a look at.
28 Visual and Innovative Examples of B2B Interactive Content
Multinational software company Citrix took product comparison content to a whole new level with their “GoToMeeting MVPs” campaign.
The campaign included content in multiple formats, engaging users at different points in their journey with unique content that stood out from the competition.
One of those pieces of content was this creative and dynamic assessment.
The company also created this fun, competitive-sports-style video featuring GoToMeeting MVPs.
How much could you save on your vehicle reimbursement or fleet program?
An question this assessment can answer with just a few questions, and a couple minutes of your time.
The first question in the assessment is used to segment the 3 core personas:
The follow up questions are customized based on the answers to the first question. This triggered logic ensures the user gets a personalized experience.
For example, if I choose the per-mile reimbursement option I get taken here:
After answering four short questions the user is given the option to download a customized cents-per-mile assessment outlining all the areas for potential cost savings:
The user gets a personalized estimate, and the sales team has a bunch of great qualifying information they can leverage when following up with leads.
3. HubSpot ROI Calculator
HubSpot’s calculator allows users to quantify the potential ROI of using their software to run inbound marketing campaigns:
The customer is able to get information about the financial benefit of buying a solution before ever speaking to a sales rep – and when they do talk to a sales rep, they’ve already engaged with the company, so the sales conversation is much easier.
After running the calculation, users are given data-driven estimates around the number (and growth rate) of visitors, leads and sales revenue that would result from buying a HubSpot subscription:
These types of metrics will capture the attention of any marketer. And, HubSpot does a good job at giving the user multiple opportunities to move deeper into the sales funnel:
One of the best things about this type of marketing is that once the calculator is built and launched, it’s hands-off for the marketing team until it comes time to analyzing the customer data.
4. Paradigm Life
Paradigm Life is a wealth management company with a unique approach to financial planning. Their originality and resourcefulness doesn’t stop with their service offerings, however. They also bring those creative elements into their content.
Rather than presenting their audience with another boring PDF, the company created a financial literacy quiz. Not only is this interactive content more interesting and compelling than most other content in the financial industry, but it provides Paradigm Life with valuable information about their prospects.
Video software company Vidyard knows a thing or two about engaging audiences with creative video. Their site is full of examples of interactive content that is not only entertaining, but incredibly helpful.
You’ll notice that much of their content also includes a call-to-action asking viewers to fill out a form – turning this interactive content into a series of lead-generation machines.
Vidyard example 1: Video tour of Vidyard’s platform
Vidyard example 2: Animated landing page
Vidyard example 3: Case study with video
8. iLevel Solutions
iLevel Solutions provides investment portfolio software solutions to private capital firms.
The company used an interactive infographic titled “Risky Business: What Private Capital Firms Need to Know About Using Spreadsheets for Portfolio Monitoring” to show the damaging effects of simple spreadsheet errors.
Check out the financial consequences of missing a minus sign or committing a simple copy-paste error:
As you scroll further down the infographic you start to see how prevalent the errors are in private capital firms:
And the data sources these errors can negatively impact:
The interactive infographic constructs a compelling argument for why a private capital firm might want to ditch the spreadsheets for a more robust solution, like iLevel Solution.
This example shows how B2B content marketers can benefit from using interactive infographics to show customers and potential leads the bottom line impact of failing to deal with a problem their business can solve.
By providing actionable advice beyond your product and service, you can show your readers you want to help them, not just sell to them.
BrightEdge is a content performance marketing company with an award-winning SEO (search engine optimization) platform powered by a sophisticated big-data analysis engine. Yeah, that’s a mouthful. On the contrary, their interactive marketing content is a snap to understand and engage with!
This SEO quiz challenges prospects to find out just how much they know about search engine optimization.
10. Kaufman Rossin
Kaufman Rossin created a US tax calculator for foreign-owned corporations to compare federal and state corporate income tax rates in Florida, New York, California and Illinois – states plush with foreign capital investment.
Users are asked a series of questions related to gross annual revenue and expenses, and given the projected tax rates for major states:
The calculator provides extremely valuable information – tax rate comparisons – to a high value segment of the firm’s customer base.
While the CTA is weak in this example (maybe they could direct the user to free tax consultation), it acts as a powerful asset to help the CPA firm boost brand awareness and engagement within a valuable customer segment.
Marketers know how important it is to deliver valuable content to it’s customers. But, many companies mistake company-centric for customer-centric content.
I mean, we all want to tell everyone how awesome our product or service is, right?
But, are you overdoing it?
The team at Influitive created the “How Vain is Your Marketing” interactive infographic to help marketers gauge how their content scored on a scale of “all about the customer” to “all about me”:
As the user scrolls down the infographic they are asked a series of questions related to their content marketing strategy:
At the end, you are asked to enter information to get a score:
Most people will fill out the form to get the reassurance that they are not “vanity marketers”.
Influitive will then provide a solution recommendation to help companies better leverage referral marketing as a primary source of lead generation.
Basically – users will receive a report showing how their content strategies are not customer-centric enough, and get pitched a solution to overcome the problem. A very targeted offer from a brand you are now engaged with.
The Wistia video platform has taken the marketing world by storm, providing video playback, SEO, and integration features that challenger YouTube just can’t offer.
While video is obviously an integral part of their marketing strategy, I found their use of it in blog posts to be extremely creative. Take this blog post, for example. Wistia added motion graphics and explainer videos throughout to make this how-to blog post a fully interactive guide.
13. Militello Capital
The financial services industry isn’t necessarily known for their creativity. Investment management company Militello Capital sticks out like a sore thumb – and that’s a good thing.
In partnership with RealReport™, Militello created this jaw-dropping interactive infographic that lets users explore 26 different investment types.
Five9 provides cloud contact center software to tech support, sales and customer service teams.
It used an interactive assessment to segment it’s target audience and provide a benchmark report based on recent industry survey results:
This is another example of using the natural human desire to understand how we compare to our peers. Are we different? Are we better?
Five9 does something a little different with their benchmark assessment. Instead of gating the results, they bait the user with a sample benchmark metric and make them enter information to access the full report:
15. Morgan Stanley
Believe it or not, the following interactive microsite is a B2B example.
Financial services company Morgan Stanley (in partnership with The Wall Street Journal) clearly took note of some of the big B2C campaigns in recent years, but they put their own heartfelt spin on the content.
This microsite takes you on a tour of current sustainability and climate change issues while positioning Morgan Stanley as a leader in finding solutions.
16. Pew Research Center
Pew Research Center calls themselves a “nonpartisan fact tank.” We know them, of course, as one of the foremost research organizations in the U.S.
While most research reports are pretty cut-and-dry, Pew broke the mold when they released a cybersecurity study just this year. At the top of the introductory article, readers are invited to test their knowledge of cybersecurity topics with this 10-question quiz.
17. Service Now
ServiceNow provides IT Service Management (ITSM) solutions for businesses across a number of areas, including security, application development and HR.
The company used the “Blueprint for ITSM Reinvention” assessment to identify the specific challenges of its target customer, and place users at different stages along the ITSM journey:
Different solutions are offered based on how users are categorized. This helps ServiceNow learn about its prospects and provide a more personalized solution recommendation.
And, the targeted offers result in higher conversion rates.
18. Rosetta Stone
As soon as you land on the Rosetta Stone website you’re hit with the big yellow “Launch Interactive Demo”:
After clicking the button you’ll see a popup segmenting the 3 main target audiences – individuals/families, educators, corporations:
This segmentation ensures users receive a personalized experience showing how the platform can address their specific needs (targeted messaging).
Before the visitor can take the interactive demo they need to enter an email address. A low commitment ask, but it does provide enough context for a relevant follow up nurture program.
For example, we know can determine the user is interested in using the platform for corporate french language training. These are often higher ticket customers, and will have very different needs than a family wanting to learn Spanish.
This is a great example of a company using audience segmentation buckets to gather valuable information without making the user manually enter any information.
How long will it take to pay off your student loans?
Moving to a new city? What is the salary you’ll need to maintain the same standard of living?
Bankrate provides a long list of resources, ranging from mortgage calculators to 401K retirement calculators:
At the bottom of each calculator Bankrate provides links to additional resources related to loan qualification, rates, and comparison resources, driving the reader further into the funnel.
The “Is Zipcar for You?” assessment helps potential customers determine how much a car sharing service like Zipcar could help them financially:
The assessment immediately addresses each of the main pain points a customer might have:
I want to save money…
Once in awhile I need a second car…
I need a big car for a big job…
Each scenario helps segment the audience and position the company as a possible solution to a very specific problem:
Once the different use cases for Zipcar have been evaluated, the reader can scroll down the page and use the calculator to begin quantifying the actual cost savings of using the service, over purchasing another vehicle.
The visitor identifies Zipcar as a possible solution, and quantifies the potential ROI of using the service. All without speaking to a sales person:
The CTAs depend on the user input, creating a much more personalized content experience.
Selfies – you either love them or you hate them?
But, what about your business selfie? It’s not easy to look in the mirror and view the image of your brand objectively.
That’s what makes the “Snap Your Digital Engagement Selfie” assessment a home run for increasing target audience engagement:
This assessment appeals to the “self improvement” part of our human behavior. As participants answer each question they start to see where their business is struggling, and can benchmark themselves against key industry sentiment and metrics:
Liveperson uses the answers to identify pain points, educate participants, and offer valuable feedback brands want to know about themselves.
They are also able to collect valuable lead information that can be handed off to the sales team:
Crew is a web design and development firm focusing on websites, apps, user experience, and branding. There are quite a lot of those out there these days, right? So what helps Crew stand out from the crowd?
They created an interactive content asset called How Much to Make an App.
The content is a clean and quick calculator that allows any user to apply their specific app intentions – like what device, what kind of user activity, design style – in order to get a cost estimate. Users can even start over and change some specifics to see how that would affect their result.
The calculator does a great job of giving an individual result quickly and easily while also reflecting the Crew brand.
Optum is a global health service and innovation company that connects thousands of experts and patients together through health system management.
Changing from the fee-for-service model to a fee-for-value model, Optum created an interactive content experience that enabled both health care executives and sales reps to easily find the content they needed to understand the changes.
The web-based interactive infographic allowed for easier navigation, but also provided more detailed information in downloadable forms within each section, allowing users to dig deep if they needed.
The content has received close to 1,800 visits, and a 3% conversion for form submitted to engage Optum further.
23. The Mosaic Company
Mosaic is a world-leading mining company. Wanting to increase awareness about the influence of crop nutrition, Mosaic created a fictional serialized podcast series about a farmer named Gerald Fitzgerald and his brother Darrell.
The series took on a mystery narrative to track down the source of low-yielding crops. The content lived on a microsite, greatyieldmystery.com, and was promoted through social channels. Each week, listeners received small prizes for solving little mysteries and a grand prize for “The Great Yield Mystery.”
The campaign received 1,586 episode downloads, and brought in 1,764 sessions to the microsite.
Blackbaud is a supplier of software and services designed for nonprofit organizations. Having a strong collection of customer success stories around their Blackbaud University training program, the marketing team wanted to show rather than tell new prospects the results they too could get.
They created the microsite Realize Real Results, which offered 4 pieces of interactive content – 2 calculators, a quiz, and a survey – along with other static case studies and infographics. The interactive content allowed users to “try on” the successes of other companies to show how they would apply to their own organization.
One of three winners of DemandGen’s Killer Content Award for the Interactive Content category, the campaign gained more than 800 qualified leads in the past seven months – helping the sales team achieve 141% of quota attainment in Q1 alone.
As part of their prospecting calls, Blackbaud’s sales team used the calculators, Save 20 Minutes and Raise 20% More, during demos for a more engaging, show-and-tell conversation.
Paycor provides a bunch of software solutions for payroll, recruiting, onboarding and other HR job functions.
The company enables its audience to segment itself:
After choosing their company size, users are given the option to either watch a short demo video or take a personal HR assessment:
Again, playing to the innate psychological need to validate our expertise.
During the assessment (audit) users are presented with a bunch of qualifying questions:
At the end they can fill out a form and download a compliance report:
This is a compelling piece of content for any HR professional.
This assessment gives sales teams the information they need to pitch a solution specific to the each company’s needs.
Considering that 86% of customers admit that personalization plays a major role in influencing the purchase decision, the nature of these assessments play an important role in the lead qualification process of the Paycor sales cycle.
26. Bright Edge
BrightEdge doesn’t ask participants’ to enter information until the very end of the quiz:
Using quizzes like this is a great way to engage, convert and qualify more leads.
In this case, BrightEdge is using the SEO quiz results to create a benchmark report. In other words, show users how they stack up against industry peers.
This type of data provides a powerful emotional hook: we’re all wired to want to know how this type of information. In DemandGen’s 2016 Content Preferences Survey, 95% of marketers said they’d like companies to “provide more benchmark data” in their content.
However, the best part about these type of benchmark surveys is that the questions allow your business to gauge where users are in terms of their knowledge set.
For example, BrightEdge knows their ideal target customer is an intermediate to senior level SEO professional capable of understanding the value of its software offering.
As a result, someone who scores low on the quiz might be disqualified because they aren’t likely to be at a point where they need (or value) the software.
This information allows the marketing team to screen out unqualified leads, and free the sales team up to spend more time pursuing higher value accounts.
Most, if not all, marketers are familiar with HubSpot as one of the industry leaders of inbound marketing.
Knowing that a lot of their site visitors look to them as a resource as much as a service or a product, HubSpot created a simple “Blog Topic Generator” with a sub headline of “Don’t know what to blog about? Let us think of the ideas for you.”
The content presents you with different angles and subject approaches for your content topic. This of course helps you with your content efforts, but also keeps HubSpot’s brand position as a thought leader, actually giving you ideas on demand.
Big data is big business for companies like Pentaho – a provider of data integration and analytics solutions.
The company knows the topic of big data is a complex one – often, businesses don’t know where to start, what technology to invest in, or how to overcome all the challenges associated with big data sources.
That’s why it put together the “Which Big Data Blueprint is Right for You?” quiz. Pentaho wanted to learn more about their target customer so they could market the right solutions to customers at different stages of big data continuum:
After answering a series of questions related to big data challenges the user is offered a custom big data blueprint for their organization:
Pentaho offers a personalized solution based on user feedback. This type of engagement will not only help marketing teams better qualify leads, but gives sales teams the information needed to close more sales.
Going Beyond Engaging Content
When interactive content is at its best, it is both engaging a user with entertainment and information, but also learning about that user. By asking specific questions about wants, needs, and interests, marketers can use that information to better understand their buyers.
Creating high quality content is not easy, and knowing which content to send to a specific prospect at the right time is a huge advantage in getting your message heard.