What makes a prospect assessment worth completing?

Treat a prospect assessment as an exchange: prospects share information about their business and receive something useful they could not otherwise access. That return might be industry benchmarking, expert advice or a personalised answer to a challenge. Choose the format around the guidance prospects need. A calculator uses numbers or business information to generate an answer, often numerical; an assessor asks targeted questions to produce a report; a configurator lets prospects personalise a product or service around their needs. The value should extend beyond submitting contact details or becoming a customer. Prospects should leave with an answer relevant to their circumstances. Their responses and interactions can also help improve the tool over time.

Dematic's micro-fulfillment configurator was designed for customers who already understood the general concept but needed specific information about how the solution could work for their business. The digital experience was built to be straightforward, helpful and easy to navigate, rather than revisit the whole proposition. Its landing page, headed "Less is more," moved customers through a brief set of questions, with the aim of reducing abandonment and maximising form completion. For e-commerce, supply chain and other customers, the intended return was a deeper understanding of Dematic Micro-Fulfillment. For Dematic, the interaction provided customer information to support prospective leads and sales discussions. The practical principle is to focus questions on the gap between a prospect's existing understanding and the specifics they need.