42 Experts Explain How to Get Better Qualified Leads with Interactive Content

July 7, 2017 | Robbie Richards

61% of B2B marketers send all leads directly to sales; however, only 27% of those leads will be qualified (MarketingSherpa).

The result?

A colossal waste of time and resources spent trying to sell to prospects that have no real need, or desire to buy from you.

To drive this home further, consider 67% of lost sales are a result of sales reps not receiving properly qualified leads before taking them through the sales process.

Bottom line: it’s a numbers game. And, in this case, “more isn’t merrier”.

In a world where attention spans are getting shorter, and users are being bombarded with more static content and opt-in forms, it’s becoming harder for marketing teams to cut through the noise.

It’s difficult to convince readers to shell out their email address, let alone enough information to adequately qualify prospects for sales teams.

So, the million dollar question:

What can you do to swing the pendulum from quantity to quality? How can you better qualify leads to free your sales team up to spend more time on revenue-generating activities?

Interactive content.

But, rather than me telling you how to do it, we decided how to take a different approach.

We reached out to 42 VPs, CMOs and Content Strategists and asked the following question:

What interactive content types have you used to generate more “qualified” leads (and how)?

The goal was to better understand which interactive content types were most effective at qualifying prospects at each stage of the sales funnel, and showcase some of the specific interactive marketing strategies used to drive higher campaign ROI across a range of industries.

The insights were eye-opening (and impressive) to say the least.

Before we dive in…

[SNAPSHOT] Most Popular Interactive Content Types Used to Nurture Leads Through Each Stage of the Funnel

Top stage (awareness): Assessments, quizzes, and video
Middle stage (consideration): Calculators and assessments
Late stage (Decisions): Calculators, product pickers, and interactive whitepapers

Most companies were using an integrated mix of interactive assets to qualify and nurture leads through each stage of the funnel. However, the content types listed above were most popular.

Now, let’s look closer at responses.

Below, you will gather insights from the experiments, case studies and opinions of 42 experts who have started using interactive content to better engage and qualify leads.


42 VPs, CMOs and Content Strategists Discuss How They Have Used Interactive Content to Better Qualify Leads (and Close More Sales)


Keegan Brown

Vertical Measures | Paid Media Supervisor


Interactive Quiz Case Study

We recently tested an interactive quiz as a self-evaluation for users to find out which surgery would benefit them most based on their medical history. This allowed us to replace a long form with a multistep quiz with one question at a time.

While quiz completions are valuable, the main goal was to get the user to eventually request a consultation. With this in mind, we used the “thank you” page upon completion of the quiz to give the user their results with a personalized Call-to-Action to schedule a consultation specifically for the surgery they were most qualified for.

Here are our findings:

Using interactive quizzes or multistep forms reduces the friction to starting the form. This is because it is less visually overwhelming than a page long form and they typically start with an easy question to start. They also align with the Endowed Progress Effect. Basically people are more likely to finish a task (such as a quiz) if the user is shown “artificial progress” in the form of maybe a progress bar or showing “2 of 5 questions complete”.

Interactive forms and quizzes allow you to get additional information that helps you prequalify the converter. In our case, we answered their question as to what surgery is best for them. As a user, knowing your personal information was used to generate a recommendation makes the whole experience more personal and therefore increases trust the user has with the brand. This also reduces the amount of time the user has to research surgeries to determine which is best.


Since implementing the interactive quiz, we have seen amazing results including a 130% increase in conversion rate for completing the quiz. In addition, the “thank you” page increased overall conversion volume for consultations by 84%.

Ben Bradley

Macon Raine | Managing Director


As you know, we are a B2B content marketing agency and we produce a lot of technical white papers for our clients. By definition, a white paper is an in-depth report on a specific topic that examines a problem and then offers a solution. From a marketing perspective, its purpose is to educate a certain audience about an issue.

There are a number of problems with white papers – there is certainly no shortage of content out in the world, white papers are linear and very difficult to personalize based on the reader’s individual situation. As a result, this lack of personalization means that many readers are unable to quickly draw a connection to their own individual situation.

So, we approached some of our clients with some questions: What if you could combine the content of a white paper with the diagnostic ability of a survey as well as a benchmarking study? What if we could convert your white paper and thought leadership into an experience like MadLibs (the create your own story books some of us read as children)?

Interactive white papers combine all these tools into a cohesive experience. Static content can be transformed into an engaging vehicle that communicates to the individual. We’ve built interactive white papers that are based based on a standard linear white paper that allows the reader to explore the content in new ways – comparing themselves to other readers, generating a list of best practices based on their vertical, company size or scope of problem, as well as assessments that are useful to the reader and to our clients’ sales teams.

David Hoos

The Good | Content Marketing Strategist


At The Good, the two major types of interactive content that we’ve used to generate more qualified leads are our conversion assessment and our calculator. The first item, which we call our Stuck Score™, is a multiple choice survey like assessment which will generate a score based on your brand’s conversion health. Qualified visitors who take that assessment can then schedule a call to get a 1:1 detailed review of their answers and identify key areas for growth.

Our other tool is a conversion calculator. All you need to do is enter your existing traffic, conversion rate, and average order value and then you can see how improvements to your conversion rate will impact your overall sales. From there you can calculate the ROI from engaging with a brand that provides CRO services.

Andy Crestodina

Orbit Media | Co-Founder/ Strategic Director


Quizzes and assessments, for sure. Why? They allow the reader to make the content their own. Instead of the same content for everyone, an interactive piece personalizes the advice for the specific visitor. It’s not one-size-fits-all content.

Here’s a great example that I’ve screen-grabbed below. I just answered a few questions with a couple of clicks and suddenly I’m seeing what country I’d be happiest in, which is …New Zealand. Who knew?

That kind of personalized experience is something no blog post can offer.

Interactive quiz example

Aubrey Beck

AvantVoice | Senior Consultant, Inbound & Influencer Marketing


Recently, after clicking on a Facebook ad for a product I’ve been considering, I was offered the chance to complete an interactive quiz to help the seller best identify which version of the product would be best suited for my particular needs. The quiz questions were crafted in a way that I began to believe that the company did in fact understand the nuanced pain points I typically experience with this product.

By the end of answering the questions, I not only knew more about myself and what I was looking for, but I also felt confident that this company had taken the time to design a product that would solve for the issues I’ve experienced with other brands in the past.

Long-form quizzes or questionnaires, used as a form of interactive content, offer brands the opportunity to show, rather than tell, that they have designed or developed a solution that will solve for the user’s exact needs. According to Kissmetrics, “Quizzes are the most engaging type of content on Facebook.”

It’s no secret that people are more engaged with content that is catered to them, but when you add in the element of a promise that at the end of interaction a user will be rewarded with a personalized analysis detailing exactly which product/service will be perfect for that person specifically, your opportunity to generate a lasting impression on a qualified lead is greatly increased.

Wes Yee

Sequoia Consulting Group | VP of Marketing


Our annual benchmarking survey has become a cornerstone of our program. From collecting and analyzing the data to building the actual report, it’s a year round component to our marketing program that offers our key stakeholders incredible value in assessing the strengths and weaknesses of their employee experience programs.

We’re able to use the survey itself as a tool to connect with clients and prospects and can leverage the completed report to offer them a great deal of value.

Melanie Seibert

WillowTree, Inc. | Senior Content Strategist


For years—even before I worked there—Rackspace has provided a very helpful Cloud Calculator to help prospective customers estimate their infrastructure costs. When walking customers through the consideration phase of a potentially complex product like cloud hosting, a calculator is a huge help!

Personally, I’ve just begun using video in private Facebook groups, and I find that video delivers higher engagement than text posts. I’d also love to use a quiz to help potential students of my course, Getting Started with Content Strategy, to discover whether they’re better suited for UX Content Strategy or Content Marketing.

The distinctions between those two fields are often confusing to newcomers, and a quiz would be the perfect vehicle for segmenting leads.

Ron Sela

RonSela.com | Growth Marketing Consultant


Knowledge tests are an ideal type of interactive content for evaluating specific knowledge and skills among individual website visitors or groups.

They’re a good way to test whether visitors have the depth of knowledge you require, through their understanding of what you consider to be essential pieces of information. I’ve used knowledge tests to evaluate people’s approaches to solving problems. I can check their comprehension and grade their problem-solving ability, according to how they assign priorities and judge the importance of certain details.

A knowledge test delivers right or wrong answers. This quickly goes deeper than the individual’s own, broader assessment of their level of knowledge. These tests provide visitors’ answers to focused questions on the precise issues that matter to you.

Tests may also provide an opportunity to ask more open questions. I have included surveys of opinions and feedback in knowledge tests on many occasions. The questions are presented in an accessible, familiar format that requires or encourages concise answers.

Maryrose Lyons

BrightSpark | Social Media Strategist


We do a weekly Facebook Live for ourselves and for clients. Results are superb. Loving this great organic reach giveaway by Facebook. We did one that is available to watch here, you’ll note that we get better every week as we learn more.

Quizzes are super too. Take the quiz we made here.

We’re a bit over infographics here in Ireland. We used them a lot in the past but find we get more return from making video now instead. People are more likely to stop and watch, than with an infographic.

Our main approach for getting qualified leads for our business (and those of our clients) is to run Facebook ads with interesting video that is not selling, but about the topic.

We then hit those people who viewed it and have revealed their interest with a number of ads featuring lead magnets – more videos, quizzes, ebooks, cheatsheets, guides.

Then we hit those people with video testimonials and offers, before completing the funnel with lead gen ads which work really effectively for us.

Sam Hurley

Optim-Eyez | Founder


Studies from The Content Marketing Institute found that 81% of marketers said, “Interactive content grabs attention more effectively than static content.”

Simple quizzes, polls and calculators or other tools can often produce similar effects to expensive creations like interactive microsites. The key is to make it useful OR make it viral — targeting it towards your ideal demographic and their typical behaviours.

Over time, this exceptional content has the power to gain you backlinks, masses of social shares and consequently — leads that transform into sales.

Results from a previous agency campaign are testament to this: We increased client phonecall revenue by 87% in the space of one year.

How? Along with a website facelift — we also introduced a series of interactive microsites and a funky, business calculator tool.

Don’t forget to use the available functions of Social Media too: Twitter polls, Facebook reactions, Instagram double taps (however much they may be hated)! There’s always a way to spur interaction and even gamify content as a bonus.

Kane Jamison

Content Harmony | Founder


We encourage all of our clients to pursue some type of calculator or other interactive content that has an evergreen purpose, and make it more valuable that what competitors are offering. When we can identify an interactive content piece that has strong link earning potential, ties in directly with the business’s core audience, and can potentially drive customer acquisition – that’s a home run project.

Many times clients feel overwhelmed by the development process that can go into a traditional approach to interactive projects, and we’ve had better success using formats like interactive timelines, surveys & quizzes, and “lightly animated” data visualizations and CSS animations to make larger content projects “pop.”

We’ve also received a lot of great response from “simple interaction” elements in content as well. For example, our Guide to Facebook Ad Targeting is 90% duplicate of what you’ll find in the Facebook ad interface. But, by gathering it all into a single place where marketers can browse by section with expandable lists, we’ve made it easier to get a high level view for targeting options that are available.

Mostafa El-Bermawy

Work Zone | VP Marketing


One idea is to invest in a bottom funnel piece that reveals intent. At Workzone, we have a project management software ROI calculator that helps us collect emails and qualify many prospects each month. This demonstrates the pain point to leads and also gives Workzone a direct insight into how we can help them. They enter their information, such as number of users, and we can gain insights from that.

Also, for demo requests, we use a multistep interactive qualifier form instead of the regular one step request demo form. We saw an 85% increase in conversions with the multi-step form. This helps us qualify and understand the buyer’s intent even better than spending time on unnecessary demos.

In the future, we hope to roll out more quizzes and short video content. The videos will give quick shots of helpful info and the quizzes will gauge the feelings and interests of our leads on topics in our space.

Gem Latimer

BabelQuest | Inbound Consultant


Industry research surveys and reports can be a great way to engage both current and potential customers.

Surveys don’t only have to be about customer feedback. We have had great success with surveys for our clients, even though these surveys don’t directly mention their products. Creating a question set which seeks to understand the perspective of your prospects gives you invaluable insight. That insight can then be used to inform your content, and the report you create from the results can help to boost your brand awareness.

The best part of all is that conducting a survey will give your sales team a great opener for a conversation; discussing responses to the survey won’t seem salesy or intrusive. We know this works – in 2016 we used a survey to generate a £7m pipeline and 5x ROI in 5 months for one client. We subsequently won an award for sales enablement for that project!

Having a valid reason to interact with both customers and future prospects can be invaluable, and showing that you want to listen to people – rather than just talk at them – is also a great way to build a relationship.

Heather Flash

CLEARLINK | Marketing Director


Live streaming webinars can be a great way to create immediacy and connection with your prospects. Response rates are strong for live streaming content versus recorded content, but also engagement can be higher if the live content ties closely to a hot topic in your industry.

With a live stream, there’s a scarcity factor that can elevate the value of your content. Use this to your advantage in social media, especially if your competitors are churning out static content. Keep production costs low to back out to an ROI that works.

Katy Jones

FoodLogiQ | CMO


We launched an interactive demo using Consensus that gathers self-reported data from the prospects on their top pain points. By “building” their own demo experience and selecting their current interests, we are able to arm the sales team with more specific intel on the top priorities of their prospects.

This information is then integrated into the lead record within our CRM so the sales team has the opportunity to begin conversations with prospects armed with their top priorities.

Chad Pollitt

Native Advertising Institute | Partner, VP of Audience


In the past I’ve worked with clients on interactive infographics. However, the goal was never lead gen for those particular clients. The goal was around SEO and earning links for ecommerce. The ones that did the best often had dozens of influencers involved in the project. Picture you’re a big retail brand with an ecommerce footprint. You sell all kinds of disparate categories of products.

How do you get overall organic search lift of one of those categories?

This is where the interactive infographic came in. It sat on a page at the beginning of the category. We reached out and recruited 50 expert and influential woodworkers. One was even a celebrity you likely know. We asked each one of the to give us their number one woodworking tip and tell us their favorite tool. The interactive infographic looked like a tall bird house with lots of doors and windows.

When clicked, out came the tip and/or favorite tool of the woodworker. All 50 of those influencers shared the infographic. It got loads of links. When it was all said and done, we saw huge lifts in search rankings related to that category.

Blaine Bertsch

Dryrun | Co-Founder/CEO


Dryrun is developing an interactive quiz model to engage users on-site and via selected social channels. We’re going to address the core hurdles that keep users from vital business intelligence – this is combated by assertively managing and forecasting their cash flow, budget and sales pipeline.

Quizzes are key because they allow everyone a way to clearly articulate and compare their personal pain point while helping them feel that they aren’t alone or deficient in cash flow forecasting. Our aim is to bring out a series of tools designed to help business owners, consultants and accountants to:

1) Understand that the issues that businesses face surrounding cash flow aren’t part of a personal or professional deficiency but are in fact a normal part of business – every business’ numbers tell a story, even if they don’t all balance for the accountant. Improving your numbers story begins with a business process and beautiful software – the net result is that everyone on the team can easily collaborate on strategic business goals based on evidence-based business intelligence (the evidence of course is examining your cash flow, sales and budget)

2) Take a ‘look behind the curtain’ at what running a standard business is like. This gives service professionals like coaches and accountants a great idea of how to meet business owners needs and sell terrific evidence-based value for business coaching and financial advisement. So getting people to identify and share their pain via quiz engagement is a key step in the user journey.

3) Having users understand that they need to continue to stay on top of their operative intelligence via healthy cash flow (meaning continued work and engagement with our software) is another stage of the user journey. As their business becomes healthier, the scope of risk and opportunity grows, as do their requirements for advisement and coaching.

Nigel Temple

The Marketing Compass | Founder


Surveys can be useful – if you only ask a few, brief, questions. Brackets are interesting.. Determined by participant votes, brackets pit competitors against each other in round-by-round voting, until a winner is reached. An example would being ‘Best Of’ versus ‘Worst Of’ Brackets.

For B2B marketers, an ROI calculcator can be helpful. Interestingly, just having it there shows that you are thinking about your customer. I have always loved White Papers. Making them interactive, i.e. here https://app.snapapp.com/element-fleet-example-canvas takes White Papers to a whole new level.

So, you’ve made it this far, huh? More good stuff to follow, so keep it up.
But now is a great opportunity to subscribe to the SnapApp blog

Subscribe to the SnapApp Blog!

Chris Makara

Bulk.ly | Founder


This is actually a very timely question as I am just about to launch an interactive calculator on one of my sites (Bulkly). The goal of the calculator is to show the value you’ll get by using the service offered.

So the way it works is that I am asking a user to tell me how many minutes a month they spend scheduling social media updates. I then ask a second question of how much their hourly rate of time is worth. Once submitted, I’ll display the amount they’ll save by using this service in a given month as well as recommend the right plan they should sign up for based on their answers.

It will work like this:

I’m hoping that this calculator will not only help people better understand the value of the service, but also help nudge them to sign up to use it.

Matthew Perkins

Build Create Studios | Director of Marketing


We’ve used a couple of interactive content types for lead generation. The one that has the most success is webinars. They allow us to dig deep into our capabilities while also giving the viewer a chance to ask questions. It’s almost like having a needs analysis meeting without them feeling the pressure of moving forward. We’ve also used surveys, especially with our existing clients to gauge their interest in up-sell opportunities.

On a side note, we’ve been working on another interactive content type that we’re hoping will have great results. It’s a calculator to figure out, within some margin, how much a website will cost you, and also how much marketing time you’ll need from us. This would help with sticker shock at the proposal meeting. (we hope) Even though we give everyone the opportunity to see their pricing ahead of time, there’s always that shock of seeing it on paper that seems to crop up.

Jordan Edelson

Chic Sketch | Co-Founder


We have an application called Chic Sketch in which we’ve used some interactive content to generate more leads. We’ve given out promotional codes for example on our social media for custom wedding fashion Chic Sketch illustrations. Users would download our app, use the application to submit a picture of themselves with the promotional code and within minutes, they would receive back a custom fashion illustration from a real illustrator. This directly led to an increase in interest from wedding planners and brides to book events for our onsite ceremonial activation services.

More information on Chic Sketch can be found at www.chicsketch.com. Our efforts also helped us to become a new wedding trend and featured in the New York Times.

Scott Taylor

Cloudia Assistant | Director of Sales & Marketing


We have a very targeted audience being mostly insurance agents and specifically Health, Life and Medicare agents/agencies. Linkedin has been a primary focus with thousands of insurance agents connected to us.

The important angle for us to remain engaged is to post content that tells them clearly who is posting it yet we get attention with corny humor and that usually gets them to comment or write us personally. Being personable is the key. When they think we are as down to earth as they and are willing to express humor to get their attention, they remember us, look for the next creative post and ultimately want to work with us.

For instance:

Terribly corny but that’s what makes it stick out and gets their attention.

Jen Spencer

Allbound | Vice President of Sales and Marketing


My team and I have found great success sending personalized videos. Our buyer personas are drowning in a sea of voicemails and semi-personalized emails, and I believe B2B buyers today are starving for authentic communications. Video provides an ideal platform for this type of communication.

In addition, we’ve utilized an ROI calculator as decision-stage content to help our buyers build more effective internal business cases, and we’ve also toyed with awareness and consideration-stage quizzing tools that enhance our blog content and provide further help for the reader.

Clayton Johnson

Snap Agency | Marketing Strategy


For interactive content we saw great results with creating informative video. At Snap Agency we challenged ourselves to put out a new video every day for 30 days.

We ended up with a lot of valuable information out there and our followers loved it! We have also done a few fun quizzes that had some great engagement. I would recommend trying both of these and of course taking the time to really pack in solid content into the videos so you can later break down parts to re-use while blogging.

Mike McGrail

Velocity Digital | Managing Director


At various times in my career, I’ve used interactive calculators to great effect.

For example, I worked with a SaaS company that had a piece of software that could reduce the amount of human admin required within dentist surgeries – we created a calculator that asked a few simple questions and then delivered a slick report on how much money the software could save the business. The report was ‘free’ but there was also a tailored report with more detail and advice that the prospect had to submit their email address in order to receive. The conversion rate for that step was >40% which we were very happy with!

Another example would be when I worked in-house at a large pensions firm. We were targeting young people with messaging around saving and making more of their money with a view to selling them a pension product. The calculator produced a report full of advice based on various data points it collected from the user, and again, they had to submit their email address to get the full report.

A key aspect of this activity is that it returns nice, warm leads, as people do have to give up some time to take part in the calculators, which is a great indication of real interest in what you’re offering.

Simon Penson

Zazzle Media | Founder


I only use interactive content where there is real value in doing so. I created a Content Matrix to help with mapping of the right type of content to the right objective. Often with lead generation it’s about offering really valuable, helpful content, or insight and interactive content doesn’t always allow you to do that.

Some of the best ideas create or share unique data (such as surveys) or deep dive into specific pain points that your personas suffer.

Rick Ramos

HealthJoy | CMO


We’ve built a lot of internal tools for our internal healthcare concierge staff that are based on very large databases here at HealthJoy.com. We’ve actually made some of this data publicly available as both a public service and to generate leads. Our Health Insurance Network Comparison tool is a cool way for people to see the size of doctor network for an Obamacare plan within their area.

Reporters sometimes use this tool to compare plans when writing about their local area and reference us. I would recommend that people see what data they already have internally and see how they can use it to get traffic.

Kathryn Hawkins

Eucalypt | Founder and Managing Director


My team’s experimented with a mix of interactive content, but one of our favorite formats is interactive quizzes. While working with the ad retargeting platform Bizo (since acquired by LinkedIn), we built a number of quizzes in SnapApp that served a few purposes: to engage users, to gain more insight into who their users were, and ultimately, to generate a new lead.

For instance, we collaborated with Bizo on a quiz called, “The Social Media Marketer’s Scorecard,” which tested users’ knowledge of social media stats, and grouped their results into one of three categories—with a CTA for each segment encouraging them to learn more about social media marketing by downloading the company’s new ebook.

Janette Lonsdale

The Red Stairs | Content Strategist


Different types of content are effective at different stages of the sales funnel and buyer’s journey. Here is a link to our Content Connection Tree poster for a deeper explanation of this. I use this poster to help my clients understand this concept.
The content types at the top of the tree e.g. blogs are great for lead gen. Adding a downloadable bait piece to a blog post can really help with engagement.
  • We have been working with a developer to help her client, a construction company, overcome some black hat activity that a previous agency did. Creating blog posts has been a very important part of our work to improve the ranking for his business. Our strategy was to focus on certain keywords and showcase a residential or commercial construction project in each post – mini case studies. The work has been very effective and he his SERPS ranking has improved dramatically. We will keep working on this.
  • Documents in the middle of the tree are for keeping in contact because only 3% of a typical market is ready to buy right now. Newsletters, autoresponders and so on allow you to stay in contact with your prospects and help you gain their trust until they are ready to purchase. Your objective is to give them the tools and information they need to help them make a good decision.
  • A client newsletter recently stimulated a cold prospect (he had been in the database for more than 5 years) to come back to life and make a major purchase from my client. That particular newsletter story hit a nerve for that customer, but our nurturing campaign played a big part in showing him my client’s integrity, and the quality of the product, over many years. Most prospects don’t linger that long for this particular client, so it was a fun result.
  • I like to use quizzes, comparison charts and cheat sheets during the nurturing and closing stages to direct the prospects thinking towards what I believe is important and to also help them narrow down their options. Some quizzes can help the reader focus on what is important to their decision and help them rise above the noise of all the different options in front of them. My objective is always to make it easy to make a decision in my client’s favor. The answers also provide some very valuable feedback for marketing.
  • The items at the bottom of the tree, e.g. case studies, are effective tools for sales conversions. They show a prospect how another company used a product to solve a similar problem. Case studies work especially well if the story is from a similar industry. I think they are one of the most powerful marketing/sales documents I create and I love that they give us a chance to tell a story. I guess that is my Journalistic background at work!
  • I think brands have to be very strategic about the kind of content they create – the days of tossing spaghetti at a wall and hoping something works are behind us. You have to think through how the reader/prospect is going to interact and use the content, and where they will use it, when deciding what to develop.

You also have to dance a line between what the company wants to tell its audience and what the buyer is really interested in – this is something companies find very difficult. It really helps to have the perspective of an external professional writer and to have some good market or persona research.

Your prospects have to find your content useful, valuable, and interesting or it is a waste of time and money.

Dan Trefethen

SnapApp | Content Manager


At SnapApp, we infuse interactive content with everything we do. If we’re releasing a big research report, we make an interactive infographic that accompanies it, or a quiz for the landing page, etc. If there’s a webinar, we try to use polls or surveys to get the registrants more involved.

We also use assessments for both fun, seasonal concepts like “Which Game of Thrones House Are You? Marketing Edition” and more middle-of-the-funnel lead qualifying content, like “Are You Ready for Interactive Content?” where users can measure their own marketing practice and see where it lines up with an interactive strategy.

Recently we created an interactive platform tour for our website where anyone interested can get a glimpse inside without having to talk to sales just yet. We also have a lot of interactive video in the works which always drives big engagement.

For us, interactive leaps over the traditional hurdles content and demand gen marketers are dealing with and helps connect with our audience more directly, while also giving more insight into what they like, or are interested in, and where they are struggling or succeeding in their own marketing efforts.

Tara Belt

Primus Soft | Director of Enterprise Sales


In an industry that is constantly changing and becoming more and more competitive, it is imperative to not only separate yourself from the competition but you must engage with the right audience. We can be overwhelmed by marketing content ranging from twitter post, Facebook ads, eBooks, texts, phone calls, countless sales emails, etc. but most of the advertising today is focused on “selling” rather discovering what they want and need.

I get at least 15-20 marketing emails a day and most of the time I ignore them but occasionally there will a few that jump out at me. These almost always resonate with me either on a professional or personal level.

One of my favorite interactive content pieces are quizzes and assessments. Since we started short quizzes and assessments, our sales have nearly doubled! Generating leads is important but brand awareness as well as engaging with existing customers can build brand loyalty and interactive marketing does just that.

Christine Whittemore

Simple Marketing Now | Content Marketing and Inbound Strategy


There’s something about a good interactive experience that delights while delivering value to both the user and the business. A terrific example of this is the interactive online assessment that LostGolfBalls.com created and documented for the HubSpot Blog.

As you read through, you realize that the best way to generate qualified leads with an interactive tool is by spending a great deal of time upfront thinking about your customers and their questions and how your offerings fit into the responses.

Yoav Shalev

Clkim | Founder/CEO


One of the ways we like to qualify leads is to present a targeted audience with a multiple choice questionnaire that challenges their knowledge about a particular subject such as affiliate marketing, mobile advertising, branding, SMS marketing, Social Media, etc.

Preparing a really good questionnaire and running it on a notable 3rd party site gives us the opportunity to attract a lot of highly qualified prospects without exposing our brand or having the prospect be bias toward us or competitors.

Often, the structure of our questions also enables us to learn about Clkim’s brand awareness and better understand our positioning in their top of mind.

More than anything having the potential client go through a highly targeted questionnaire provides us invaluable data about each and every lead that allows us to prioritize them according to their level of expertise, industry knowledge and willingness to learn about new solutions.

Michelle Delgado

Clutch | Content Developer and Marketer


At Clutch, we spend a lot of time thinking about how to share the survey data our research is built on. We currently work with graphic designers to build infographics that help illuminate this data for our audience, but I would love to experiment with an interactive version of our graphs that could allow readers to explore different variables. This feature would help us anticipate the curiosity our reports might spark in readers; without having to embark on cumbersome tangents to explain every possible facet of the data, readers could toggle variables to explore our data in a richer, more immersive way that’s self-directed.

Theodora Chan

Pen & Pixel | Co-Founder & Content Director


I’ve found Facebook Live Q&A sessions to be fantastic at generation engagement and qualifying leads. I recently held a Q&A session on the basics of content marketing and SEO in a private Facebook Group for female entrepreneurs.

The result? Over 100 responses and 15 requests for a proposal.

Chiara Belluomo

Brandalism | Content Strategist


We’re very excited to be producing an interactive quiz for one of our clients in the financial space. We’ve seen this type work in collaborative campaigns that we’ve been a part of, particularly in the education space. Not only does this type of content engage the audience more effectively by capturing their attention right from the very beginning, and cutting through all the noise, it provides valuable data at every stage of their engagement that we can then use to inform future campaigns and generate leads and more targeted messaging.

Stacy Jackson

We haven’t implemented any interactive content yet, but we are very excited about all the options available. The trick for a B2B company is making it entertaining and informative without seeming too silly (or worse, irrelevant).

Interactive infographics and quizzes are two types of content we look forward to creating during the second half of the year. Combine the leads we collect from these initiatives with our marketing automation platform’s content personalization, and I think we’ll see even more visitor engagement and leads.

Kristina Proffitt

Cronofy | Content Marketer


Our main focus right now is adding more demo and tutorial videos to our website. Videos that showcase our Calendar API allow visitors to better visualize what they can achieve with Cronofy and therefore generates more interest and more conversions.

Lisa Manyon

Write On | Founder


To engage prime prospects I am currenting using a quiz platform to help women entrepreneurs discover “What Type of Messenger Are YOU?”. Participants take the quiz here and have the option of opting in to get a detailed report of their results. This engagement is increasing list size.

I also offer a complimentary Copywriting Action Plan (downloadable PDF) on my website to help people focus on PASSION points not pain points when crafting their marketing messages.

I recently updated my website video and autoresponder series and am getting a 78% open rate with a 75% click rate (further evidence that focusing on passion over pain works).

Kent Lewis

Anvil Media | President


When I moved into the digital marketing realm in the mid-nineties, the term “interactive” was associated primarily with CD-ROM & game development. Back in 1998, one of our first “interactive” campaigns for Hasbro was a homegrown video using live-animation action figures to promote a new line of products. The video was distributed via email, as YouTube was still a seven years from existence.

Back then, polls and surveys were also big, as social media was still primarily bulletin boards and chat rooms. Fast-forward to the mid-2000s and interactive content evolved into calculators, apps and infographics. We’ve created both for clients ranging from healthcare to real estate, with modest success. In the early 2010s, we created an infographic for USC’s nursing program to outline where the degree could take you from a career perspective and marketed it aggressively. It did get picked up globally.

More recently infographics have become more interactive, but good design principles still drive effective engagement.

At Anvil, we’ve tested just about every form of content to maximize the quantity and quality of leads. I’ve included a list of links to sample content format/types, in relative order of efficacy in generating leads for our measurable marketing agency:

SlideShare: Building Your Brand via Social Media in 15 Minutes Daily (SlideShare is one of the most under-utilized social platforms, particularly for business, and can be an effective lead gen platform).

Native Advertising/Video: Anvil Media’s Kent Lewis Interviewed on Worldwide Business with Kathy Ireland (high quality video is one thing, but broadcast coverage of an interview with a former supermodel and successful entrepreneur can take your visibility and credibility to new levels, globally).

Webinars: Drive Sales in Senior Living with Content Marketing (the old gold standard still works today; many of our best leads originate from speaking opportunities, including seminars and webinars).

Rahel Bailie

Scroll LLP | Chief Knowledge Officer


In a B2B world, interactivity in content types needs to be carefully managed as for our audience, time is at a premium. My perception is that B2B audiences are wary of “novelty” things that could be a time suck. It’s important to get the right mix. I’ve been told repeatedly that people don’t want to be forced to watch a video when they can scan the same information in a fraction of the time.

As a result, any interactivity needs to provide some intrinsic value that can’t be conveyed with static content. For example, an explanation of a methodology is best in an infographic, whereas a marketing message should be a quick-to-scan page of text. Describing a service is best done in scannable text, but interactivity works better for spatial explainations.

A favourite for me are social lists, where people can add their own items to the list. These are helpful when they contribute to a larger body of knowledge. This adds value to the participant as well as the organisation.

Dennis Wakabayashi

The Integer Group | Group Director of Digital and Marketing Integration


Using interactive content of all kinds, is crucial to the success of digital campaigns and digital reputation management because it increases share of voice by engaging user generated content.

Additionally, the lead generation workflows lead to customer lifetime value contributions by converting “unknown” to “known” customers.

The reason I didn’t cite a specific engagement is because they are all relevant and do important jobs like growing loyalty, distributing discounts or entertaining engagement – companies should use these tactics as often as possible.

Are you ready to get interactive?

There you have it.

How are you going to use interactive content to better qualify leads?

Let us know in the comments below.






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