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When it comes to digital marketing, interactivity is key to a more invested audience. No one wants to sit back and passively absorb information, especially from businesses. Instead, customers naturally gravitate toward more dynamic and engaging marketing content — just like they do in their personal lives.
It’s not hard to understand the appeal of interactive content marketing. Interactive calculators, quizzes, and other content blend education with entertainment. This combination helps businesses capture their target audience’s attention more effectively than static content while delivering value.
People often associate interactive content with business-to-consumer (B2C) marketing, but business-to-business (B2B) companies also successfully use this approach. Here are 16 examples of B2B interactive content to drive user engagement in your next marketing campaign.
Interactive Infographics
You need evidence to back up your claims, but too much data can drain the life from your blog posts. Interactive infographics use colorful visuals to help customers make sense of the information you're giving them. Interactive visuals ramp up engagement by inviting users to explore datasets, maps, and other elements.
Interactive content creation tools like Flourish and Ceros make it easy to create compelling visual content. You can add annotations, clickable highlighting options, easy pagination, filters, and scrolling effects.
Here are two companies that have created stunning interactive infographics for B2B customers.
1. RavenApps
RavenApps allows businesses to build custom user interfaces with the Salesforce ecosystem. The tech company uses interactive infographics to educate customers about their platform’s features and tools.
For example, UpSOQL Your Knowledge teaches clients about Salesforce Object Query Language (SOQL). Each box in the chart includes a hyperlink to a webpage with more details about different aspects of SOQL. These interactive features encourage users to explore the tool’s capabilities.
2. Imperva
Imperva is a leading cybersecurity software provider that uses interactive infographics to spotlight cyber threats and promote its security solutions.
Are You Slacking Off? invites clients to discover how their software as a service (SaaS) site availability compares to competitors. The infographic includes colorful charts, statistics, and eye-catching animations.
For instance, the section “The Cost of a Compromised System” includes animated smoke pouring out of a burning computer. Frantic employees wave their arms and use tools to battle the fire. These simple animations underscore the dangers of cyber threats and create a more lasting impression than static images.
Quizzes
Buzzfeed made interactive quizzes an internet phenomenon in the early 2010s. Millions of users took viral quizzes with titles like “Which “Frozen” Character Are You?” and “What Does Your Hair Say About You?” and it wasn't long before marketers got in on the trend.
B2B marketers can use quirky themes or creative scenarios to hook customers and encourage them to play along. For instance, you could market your leadership training services with a quiz titled, "What role would you play if your team got stranded on a deserted island?"
Not sure how to incorporate interactive quizzes into your B2B content? Here are two simple yet effective examples.
3. eVolpe Consulting Group
eVolpe is an IT consulting company that implements and maintains enterprise management systems. The business created an interactive quiz to help clients find the best customer relationship management (CRM) software.
The quiz consists of 14 questions identifying the user’s “CRM personality.” Once the customer completes the quiz, eVolpe recommends the best CRM software based on their needs. The results page also includes a contact form so clients can send questions to eVolpe’s consulting team.
This interactive quiz increases engagement by offering personalized product recommendations. The content also generates leads by inviting users to contact eVolpe for more information.
4. AmeriServ Financial
AmeriServ Financial is a full-service bank for individuals and businesses. Like eVolpe, it uses interactive quizzes to engage and inform potential clients.
For instance, the Business Structure Quiz allows customers to compare four popular business structures. Based on their responses, the quiz also recommends the most appropriate structure for the user’s business.
This content includes many interactive features. The user must click buttons to reveal new text and illustrations. It also has hyperlinks to web pages where customers can learn about different financial concepts. This content empowers business owners to expand their knowledge and shape their companies.
Interactive Photo Galleries and Image Sliders
It's no secret that most people enjoy looking at pretty or visually striking pictures. Interactive galleries and image sliders make these elements even more dynamic and immersive.
This type of interactive content typically includes arrows or buttons that allow users to navigate at their own pace. They may also have filter bars, pop-up captions, transitions, and zoom capabilities. These features provide more engaging experiences than static content and can help push potential customers toward conversion.
Let’s take a closer look at two effective interactive marketing examples with visual elements.
5. J+J Flooring
J+J Flooring specializes in commercial flooring products and installation. It showcases its carpets, hardwood, and other flooring through interactive photo galleries.
For instance, the product page for Bouclé II carpet includes an interactive photo gallery with different colors and patterns. Customers can click on each option to compare them quickly.
The “View In Your Space” button lets customers upload photos of their rooms. The website overlays the flooring onto the picture so users can visualize what it would look like in their businesses. These interactive features can boost sales by giving customers more confidence in their purchase decisions and moving them quickly through the sales funnel.
6. athenahealth
athenahealth offers innovative SaaS products for hospitals and other healthcare facilities. The company uses interactive sliders to share information about its products in compact and engaging formats.
The business’s home page uses an interactive slider to spotlight its electronic health records (EHR) software. Users can click the arrows at the bottom of the slider to explore its features.
The slider includes a transition effect between each slide to help maintain the user’s focus. The final slide also has a link to a three-minute demo video, encouraging the customer to continue exploring the product.
Calculators and Online Tools
Interactive calculators and online tools usually aren't the flashiest digital content, but they have their place in B2B marketing. This type of content lets users punch in their info and get personalized results immediately.
Use these interactive tools to drive traffic to your website and generate new leads. You can also use them to gather customer data and other valuable insights, so you can get to know your target audience better.
These examples reveal two ways B2B marketers use these powerful tools to boost customer engagement and provide valuable resources.
7. Hubspot
Hubspot is a leading developer of inbound marketing and sales software. The company has designed several interactive calculators to help B2B customers measure the impact of their marketing and sales efforts.
The ROI calculator enables clients to calculate the potential return on investment (ROI) of paid advertisements. Users enter their monthly budget, average sale price, and other data for a tailored estimate. Additionally, customers can share their results with colleagues or managers for informed decision-making.
8. Semrush
Semrush is a SaaS platform that helps businesses optimize their digital marketing campaigns. The company offers many interactive tools for clients to assess and improve their online presence.
For example, the Semrush Site Audit tool enables users to conduct a search engine optimization (SEO) analysis of their websites. The tool evaluates each website’s overall performance, internal linking, crawlability, and other factors influencing search engine rankings. It also provides suggestions for ways to improve the website’s SEO health.
Interactive Videos
Some of the most cutting-edge and memorable B2B marketing campaigns feature interactive videos. This exciting content lets customers engage with brands in innovative ways. For example, they might click a button to change the video’s storyline or complete an embedded quiz.
These interactive experiences transform the audience from passive viewers to active participants. Instead of simply consuming content, they get to help co-create it. This heightened user engagement can lead to increased conversion rates and help a business stand out to its target audience.
Here are two businesses with unique video content marketing ideas.
9. Rapt Media
Rapt Media develops interactive video technology for businesses. To showcase its solutions, it partnered with Aardman Animations to create “Dead Lonely,” an interactive film about zombies.
Viewers engage with this film by clicking buttons and making decisions for the zombie main character. At the end of the interactive experience, the companies include a call to action encouraging the user to engage with more content or contact the creators.
10. EmC Leaders
EmC Leaders offers workplace communication and collaboration training. The company developed “Workplace War Zone” to promote its services.
This interactive video follows a business professional struggling to navigate workplace conflict. The user clicks through each scene and makes decisions to influence the character’s actions, ultimately highlighting the benefits of the company’s training services.
Highly Interactive eBooks
Interactive eBooks take the reading experience to the next level by combining traditional print with digital technology. This interactive content B2B may include immersive activities, audio narration, charts, hyperlinked endnotes, and other elements.
This content format conveys dense information in a memorable and streamlined format. Here are two ways B2B marketers have used interactive eBooks to educate clients.
11. Temenos
Temenos provides software solutions for financial institutions. It creates interactive eBooks to educate clients about industry trends and relevant products.
In “How to bring the power of human touch to digital banking,” Temenos teaches customers how to use emotion to strengthen customer relationships. The eBook includes many interactive elements, including animated graphs, clickable hyperlinks, and buttons to navigate between chapters.
12. McKinsey & Company
McKinsey & Company is one of the top business consulting firms. The company produces a quarterly eBook about business and management trends.
Readers click arrows to turn the magazine’s pages, simulating a traditional reading experience. McKinsey Quarterly also includes hyperlinks and QR codes leading to reports and other resources. These interactive features increase engagement by encouraging customers to explore additional content and products.
Timelines and Interactive Maps
B2B companies can use timelines and interactive maps to display chronological or geographical information. These interactive content types represent complex data in accessible graphic formats and enable customers to discover relationships between data.
Check out these interactive content marketing examples to get inspiration for timelines and maps.
13. Deloitte
Deloitte offers consulting, financial advisory, and tax services. The company educates clients about significant trends and industry milestones using interactive timelines.
The Financial Services Regulatory Timeline Tool displays for financial markets. Users can scroll through the timeline to view recent and upcoming developments. They can also filter the events by theme, industry, and regulatory initiative. This timeline allows customers to stay informed about significant regulatory changes in their sectors.
14. Control Risks
Control Risks is a global risk consultancy firm. It uses an interactive map to help clients calculate the risk of operating in specific countries.
Users can hover over each country on the RiskMap to view its risk rating and a brief explanation. For instance, Canada has a low-increasing rating due to its benign business environment. This interactive content enables clients to identify opportunities in hospitable countries and avoid high-risk areas.
Virtual Tours and Product Demos
It's not always easy to picture a location or product, even for people with vivid imaginations. Virtual tours and product demos allow customers to get an up-close look at your offerings. These powerful tools enable you to provide interactive experiences from anywhere, expanding your reach.
Let’s take a look at two highly effective examples from top companies.
15. GE Healthcare
GE Healthcare is at the forefront of medical equipment. The company uses virtual tours to help B2B customers visualize how they can integrate GE Healthcare products into their facilities.
For example, clients can take an interactive video tour of the Olympic Village Polyclinic. This engaging content features GE Healthcare’s medical imaging technologies, which users can click on for more information.
16. Dooly
Dooly collects client data and insights to help sales representatives close deals. To showcase its sales enablement platform, the business has created a series of interactive product demos.
The Smart Notes product demo highlights the platform’s ability to sync meeting notes to Salesforce. Users click buttons to explore various features and can schedule a live demo with a sales rep. This interactive content saves time by increasing the number of qualified leads.
Start Creating Interactive B2B Content To Stay Ahead of Your Competition
Push the boundaries of B2B marketing by incorporating interactive elements into your content strategy. Interactive quizzes, product demos, and other engaging content will allow you to create more memorable and unique customer experiences. They’ll also give you a competitive edge by increasing brand awareness and lead generation.
Creating B2B interactive content may seem daunting, but there are plenty of tools to help you create immersive marketing campaigns. Start gradually, creating simple interactive calculators and quizzes. As you gain experience, you can branch out to more demanding projects like interactive videos.
