What encourages prospects to share useful business information?

Give prospects a clear reason to contribute information: access to something useful, rather than another marketing request to complete. The Frameworks describes calculators, assessment tools and configurators as a value exchange. A prospect supplies information and receives industry benchmarks, expert advice or a service they could not otherwise access. The business gains information that would otherwise be difficult to obtain and can use it to create more targeted marketing.

For an interactive tool, define the benefit to the prospect alongside the information the business wants to collect. The exchange should make participation worthwhile, not simply create a route to gathering data. A 2025 finding from TopRank Marketing, covering B2B marketers in the US and UK across technology, manufacturing, financial and professional services and other industries, reports that 78% say interactive and experiential content increases repeat engagement, but only 33% regularly include it in campaigns.

Ask for business information that contributes to a useful answer for the prospect and a meaningful profile for the organisation. The Frameworks built a cyber exposure calculator for Hiscox to help businesses understand their cyber risk and the monetary value of their exposure. Hiscox wanted to address a common difficulty: businesses struggling to quantify cyber exposure can pay too much or too little for insurance.

In return for helping businesses understand that exposure, Hiscox gains a company security profile, including size, industry and security capabilities. The practical principle is to connect the information requested with the answer being delivered. A profile built around the prospect's insurance needs gives Hiscox relevant business context for later conversations, while the prospect receives a clearer picture of the risk they need to consider.