By now, you probably know what an interactive experience is. If not, let me explain quickly. An interactive experience is a piece of content in which the viewer plays a central and active role rather than a passive role when consuming it.
As a user, when you are browsing online, you see many types of interactive experiences. But these known and popular interactive experiences (e.g., Quizzes, Marketing Games, Contests, etc.) are usually used by companies that sell consumer goods. So, lots of marketers have the wrong impression that interactive content is more successful in a B2C marketing strategy.
But, that’s not true! Many types of interactive experiences can improve your B2B marketing strategy. In this article, I will present 7 of the most popular B2B interactive experiences.
7 types of B2B Interactive Experiences
1. Guided Selling
Adding a guided selling experience to your website is like having an employee that welcomes visitors to your physical shop. It will help you uncover their needs and directs them to the right place!
In other words, in a guided selling experience, website visitors will answer a series of questions regarding what they are looking for. In the end, they will be presented with a product or a solution that fits these needs.
Guided Selling is particularly useful if you are selling multiple projects/solutions. But, it can also be powerful if you have only one product/solution with many different features to choose from.
While Guided Selling is popular for B2C companies, it is also very interesting for B2B companies. For example, if you are a SaaS company with 3 different pricing plans (Beginners, Advanced, and Pros), you could add a guided selling experience. This will help clients decide which plans are best for them.
2. Interactive Flipbook
An interactive flipbook is a type of B2B interactive experiences where visitors read and interact with an online page-turning publication. There are many types of interactive flipbooks, such as product catalogs, guides, brochures, reports, etc.
Interactive flipbooks are quite interesting for B2B companies. Mainly, because they are a great way to share information on your company, your products, and/or your services.
An effective way to start using interactive flipbooks is by converting your current PDFs, ebooks, and other downloadable pieces of content into stunning interactive flipbooks. By doing that, you’ll be able to add many interactive elements to them (e.g., hotspots, polls, lead forms, etc.). This will make your new interactive flipbooks way more user-friendly than your previous pieces of content.
Another fantastic benefit of interactive flipbooks is the possibility to track many new KPIs. For example, who reads them, where they click, where they exit, etc.
3. Interactive Video
What is the difference between a normal video and an interactive video? In a normal video, you would sit passively and watch. But, in an interactive video, you’ll be asked to participate actively. So, it’s much more engaging for your customers because they’ll have to make choices based on their own preferences. Therefore, get a more personalized experience.
You can convert a normal video into an interactive video by adding interactive elements. There are many types of interactive elements, e.g, such as hotspots, custom journeys, navigation menus, lead forms, quizzes, and much more. Moreover, with an interactive video, you can learn a lot about your target audience by analyzing all their interactions during the videos.
They are different types of interactive videos, such as branching videos, shoppable videos, sales consultations, etc. For B2B companies, one of the most interesting types of Interactive Video is a sales consultation video. In a sales consultation, you open a conversation with your viewers by asking them questions while they watch and giving them instant feedback. It’s an incredible add-on to your sales funnel.
A calculator asks users questions about their current setup, situation, needs, or expectations, and then gives them a numerical result. This numerical result can be an estimate of savings, price, revenue, ROI, risk exposure, or anything else. It is calculated based on a custom formula defined by you.
Calculators are a great addition to your website because they can help customers understand the true value of your product offering. For example, an ROI calculator is always great for B2B companies. It shows clients that investing in your product or your service will benefit them in the long run. Another great calculator for B2B companies is a Savings Calculator. With it, you can show customers how much money they will save by choosing you over a competitor or a substitute product. Finally, if you are selling a product with a complex price, you can help customers understand it better with a price calculator. A price calculator will calculate a cost estimation for them.
An assessment is a type of B2B interactive experience that asks participants a set of questions and gives them a score and custom advice or feedback on completion. It is typically longer than a quiz. Assessments are a great way for your customers to evaluate their skills, competences, knowledge, needs, etc. They are very valuable for B2B companies because they position you as an expert and a go-to source in your field.
A good idea is to add a gated assessment on your website. That way, you’ll grow your email list. But, you’ll also be able to target each individual on your email list more precisely with their answers.
For example, if someone books a demo after the completion of the assessment, the sales rep in charge of the demo will already know the customer’s needs because he will have access to the answer of the assessment. Plus, by completing the assessment, and looking into the results and feedback, the clients will already know more about your product and its benefit for him.
6. Interactive Infographic
An infographic is a visual representation that allows readers to understand the content that is being presented quickly and clearly.
There are many types of infographics, such as statistical infographics, timeline infographics, process (How to…) infographics, comparison infographics, list-based infographics, etc. You can get an interactive infographic by adding interactive elements to your standard infographic. Such elements include animations, quizzes, contests, lead-forms, marketing games, information boxes, etc. These interactive elements will enhance the user experience of the readers.
Interactive Infographics are particularly useful for B2B companies because they often have lots of data or information to share with their customers. For example, an infographic is a great way to promote new trends in your industry, your latest case study, or your new feature. However, an infographic should always be clear and concise and doesn’t leave much room for precisions and specific information. By adding interactive information boxes to your infographic, you can make sure your customers can get more details directly from your interactive infographic if he needs it.
7. Interactive Conversation
An interactive conversation is a two-way dialog using voices, images, and animations that simulate a conversation with the user. It’s an excellent way to connect with your audience on a more personal level.
While interactive conversations can be used for many different purposes, they are really effective in nurturing your relationship with your customers and making sure they fully understand your product and or service. They are also considered a low-cost alternative to a video.
In a B2B context, you could create an interactive conversation to teach your clients how to use your products depending on their needs. For example, you could ask your clients what is their main difficulty when using your product between options A, B, and C. Then, you could ask them why, and finally, you could teach them how it works depending on their answers and problems. It’s way more engaging and personal than an FAQ.
I hope this article gave you lots of great ideas on how to add B2B interactive experiences to your marketing strategy. Just a thought on your way out, Interactive Content is mainly used in Marketing, but it can also be very beneficial for your sales team or your HR department.
Please, let us know in the comments if you are using an interactive experience in your B2B marketing strategy or if you are planning to do it in the future. We love to hear from you!