Useful guidance for a manageable effort
A useful assessment gives prospects a clearer understanding of how an offering could work for their business without demanding a lengthy interaction. Dematic's online Micro-Fulfillment configurator was designed for customers who already understood the general concept but needed more specific information about its relevance to their operations. The digital experience used a brief set of questions and straightforward navigation to help customers explore the solution, while giving Dematic customer information to inform sales discussions.
The practical principle is a fair exchange of value. Calculators, assessments and configurators ask prospects to share information in return for something they could not otherwise access, such as expert advice, benchmarking or a service. Keep the questions focused on the business issue the prospect wants to understand, and make the guidance worth the effort of answering.
Sources: Dematic Micro-Fulfillment: A Simple, Powerful Engagement Tool, Everyone’s a winner: exchanging value in B2B marketing