What should we ask prospects in interactive marketing?

Ask prospects about the business circumstances, needs and capabilities that make their result more useful and give later marketing or sales conversations meaningful context. Choose questions that connect the value prospects receive with what your team needs to understand, such as company size, existing capabilities, current priorities and relevant experience.

Give each question a practical purpose

Give each question a practical purpose: improving the prospect's result or revealing relevant context for continued engagement. Company size, industry, existing capabilities, priorities and experience can all serve that purpose, depending on the offer.

The Frameworks built a cyber exposure calculator for Hiscox that helps businesses understand 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 questions connect the information needed for a useful calculation with the context an insurer needs to understand a prospective customer.

The Frameworks' own form for The business of imagination report asks about marketing priorities in 2026 and current AI engagement, with options ranging from awareness to transforming operating models. Use that approach to distinguish what a prospect wants to achieve from the experience and capabilities already in place, giving follow-up a more specific starting point.

Gartner's 2026 guidance on buyer support emphasises explaining how a solution improves outcomes in the buyer's particular role and business context, rather than distributing static content without that context.

Sources: Everyone’s a winner: exchanging value in B2B marketing, The business of imagination

How The Frameworks helps

Turning prospect insights into follow-up

You need prospect interactions to provide useful context for the marketing and sales conversations that follow. The Frameworks focuses on the connection between what prospects share during an interactive experience and how your teams can use that information afterwards. It works with you to shape short interactive journeys around that connection, treating the exchange as a source of audience understanding rather than an isolated result for the participant. Its approach links the experience with subsequent content and sales conversations, so the information gathered has a purpose beyond the interaction itself.

The Frameworks delivers interactive tools and configurator journeys, marketing-system connections, and tailored campaign content and sales toolkits. Together, these give your teams a way to gather prospect information, carry it into continued engagement and use it to inform follow-up. You gain a clearer basis for targeting content and preparing sales conversations that reflect what prospects have already shared.

Let’s talk about using prospect insights in follow-up 

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