Should we build an interactive tool for our product launch?

An interactive tool earns its place in a product launch when it helps buyers understand what a new offer means for their own business. A configurator, calculator or assessment can turn complex product information into a more useful B2B buyer experience, giving people a clearer route through the detail than a static page alone.

The useful bit is the exchange. Buyers share information about their needs or circumstances and receive something valuable in return, such as tailored guidance, a benchmark, expert advice or a service. That interaction can also give marketing and sales a richer view of the buyer's priorities. For a launch, the tool should make the product easier to grasp, not add a layer of digital theatre around an unclear proposition.

The right interactive content format depends on the decision a buyer is trying to make during the product launch. Calculators work when buyers need a numerical answer. Assessment tools work when targeted questions can produce a useful report or recommendation. Configurators work when buyers need to explore how a product or service could fit their particular needs.

Complex B2B offers often need a layered experience rather than one linear story. Technical specialists may want depth, while senior decision-makers may need a simpler view of commercial relevance. A guided digital journey can let both audiences choose their level of detail without stripping out the substance. Where generative AI is involved, structured rules, trusted content sources and human oversight help keep personalised recommendations accurate and valuable.

We believe interactive tools are worth building when they turn product complexity into a useful conversation with the right audience. A tool should give people clarity, control and a reason to engage, while creating insight that helps the launch work harder after the first visit. We have built a configurator for Dematic that helped potential customers explore a new retail automation offer through a short, straightforward journey, while capturing information for lead generation and sales discussions. We have also developed personalised assessment experiences that combine structured rules, trusted content and human oversight. The point is not interaction for its own sake. It is a clearer path from curiosity to understanding.