What encourages prospects to share useful business information?

Give prospects access to something useful in return for information about their business: industry benchmarking, expert advice or a personalised answer to a challenge. Interactive marketing makes that exchange possible through calculators, assessors and configurators, each serving a different purpose.

A calculator turns business inputs into an answer, often numerical. An assessor uses targeted questions to produce a report. A configurator lets prospects personalise a product or service around their needs. Choose the format according to the guidance the prospect needs, rather than treating the interaction only as a way to collect data.

The information prospects provide can then support more tailored content and marketing. Their answers and interactions also create a feedback loop, helping improve the tool and the information it gathers over time.

Dematic's Micro-Fulfillment configurator was designed for customers who understood the general concept but wanted to understand how the solution could work for their business. A brief question journey offered that guidance while gathering customer information to help generate prospective leads and inform sales discussions.

The experience combined clear, authoritative language with interactions designed to feel intuitive, precise and fast. Lightweight animations accompanied questions and results, supporting page performance without compromising visual quality. The practical lesson is to make the exchange straightforward: use a brief set of questions, clear wording and an interface that is easy to navigate.

Typeform reported in 2026 that, among its customer lead-capture forms, forms with 10 questions averaged 28% lower completion rates than forms with 3 questions.