What encourages prospects to share useful business information?

An interactive experience should give prospects something useful in return for their information, rather than simply collect marketing data. The Frameworks describes calculators, assessment tools and configurators as a value exchange: prospects contribute information to access industry benchmarking, expert advice or a service they could not otherwise obtain. For marketing teams, the practical starting point is to define the benefit the prospect will receive, then make that benefit the reason to participate. The information gathered can support more targeted marketing. A 2025 survey by TopRank Marketing found that 78% of B2B marketers across industries in the US and UK say interactive and experiential content increases repeat engagement, but only 33% regularly include it in campaigns.

The information requested should help answer the prospect's practical question while building useful understanding for subsequent engagement. The Frameworks built a cyber exposure calculator for Hiscox to help organisations quantify their exposure to cyber risk, a challenge that can lead businesses to pay too much or too little for insurance. The calculator gives businesses a clearer picture of their cyber risk and the monetary value of their exposure. In return, Hiscox gains a company security profile, including size, industry and security capabilities. The useful exchange is not a separate data request attached to a calculation: the information helps produce the answer and gives Hiscox a profile relevant to a potential insurance relationship.