Build A Content Experience That Adds Up

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Through a targeted email campaign, SilkRoad achieved a 46% lead submission rate with their "Onboarding Costs" ROI calculator.

What are calculators?

Calculators are content types that take inputs from a user and combine them based on a set formula to generate numerical results. They are typically used to calculate an uplift (potential number of new leads generated) or a saving (commonly thought of as ROI). Common examples include:

  • ROI Calculators
  • Cost Calculators
  • Revenue Generation Calculators
  • Time Savings Calculators


Why are calculators valuable?

Calculators are a great inclusion into a dialogue that is taking place between you and your audience, at specific stages of the buyers’ journey. Part of their specific appeal is its ability to generate a quantitative output that allows a user to directly measure the impact of your product or solution.

Calculators can be a vital step in the buyer's journey for prospects who have already identified that they have a pain and are evaluating specific solutions because of their quick and simplistic use. Not to mention, they are great for collecting rich profile data as well.

What are the mechanics behind calculators?

The key insight when building a calculator is to make sure you generate results that have specific and valuable insight about an individual and how they are solving a specific pain point.

To build a content experience that delivers the same value, marketers need to:

  • Identify what inputs are needed in order to generate a result and builds those as a series of questions for the user.
  • Create a set of calculations that will translate a users answers into a result in real-time - all behind the scenes of course.

How can you customize calculators?

The way in which you ask questions is all completely customizable. It could be presented as a simple set of input fields, pre-defined ranges, drop-down menus or be sprinkled throughout an experience where the user is both learning about a subject and inputting their individual data related to the topic in question.

The result can then be delivered to the audience as one or more calculated results or in a pre-determined set of bucketed ranges that are tied together with follow-on calls-to-action and content tied specifically to the inputs and results the user provided.

How can you leverage calculators?

Marketers can capture all of the users inputs to the calculator tied to lead data that flows into a marketing automation or CRM platform in real-time. That data can then be used for lead scoring, trigger campaigns, disqualification and sales intelligence.


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