Useful follow-up starts with a worthwhile exchange
Interactive marketing gives prospects something useful while helping you understand their business. The difficulty is making both sides of that exchange work: prospects need a reason to share information, and you need responses that can inform more relevant content and conversations. Ask for business context that contributes to a useful answer, whether that is a calculation, an assessment or a configured solution. Then use what prospects tell you, and how they interact with the questions, to refine the experience and tailor subsequent marketing. Connecting the tool to your marketing system can also help carry that understanding into future engagement.
For Hiscox, The Frameworks built a cyber exposure calculator to help businesses understand their cyber risk and the monetary value of their exposure. In return, Hiscox gained a company security profile, including its size, industry and security capabilities. The calculation gave businesses a practical reason to participate while supplying Hiscox with information relevant to their insurance needs.
For UST, The Frameworks developed NavigatorAI, which guides prospects through tailored questions and generates personalised recommendations informed by UST's AI playbook and expertise. Publicly available business and audience data helped shape each journey. Integration with HubSpot enabled first-party data capture and supported future engagement. Here, the experience combined an immediate, personalised response with a connection to the systems used to continue the relationship.
Sources: UST NavigatorAI: Creating personalised experiences with generative AI, Everyone’s a winner: exchanging value in B2B marketing