how e-books vs. interactive tools affect sales campaigns

According to a B2B DecisionLabs survey, 83 percent of sellers and marketers say it’s important to make digital content more interactive to provide self-service buyer enablement. The idea is that interactive tools (like calculators or assessments) deliver a meaningful, self-directed experience that motivates more prospects to buy.

But how does that belief hold up in practice? Does including interactive content in your sales cadences create more engagement, interest, and, ultimately, pipeline?

To find out, Frank Pinder, General Manager of B2B DecisionLabs, led a field trial to compare how an interactive assessment performs against a traditional e-book in a sales development campaign.

Get this research brief to find out:

  • How different types of content assets affect your prospects’ motivation to act—from engagement to pipeline.
  • How the psychology of early-stage “hand-raisers” determines which assets get them to respond or take your call.
  • How to most effectively “re-ignite” your dormant leads to generate more opportunities and maximize the return on your demand gen efforts.