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How do interactive tools compare to other content formats for SMB lead generation and conversion? Where in the sales cycle are they most effective? Do SMBs see their use of interactive tools increasing or decreasing? What kinds of interactive tools – for example calculators, pricing tools, self-assessments, quizzes or benchmarking tools – do SMBs like best? From which vendor categories do SMBs want interactive tools, and on what topics? How much contact information will they provide?
To answer these questions – and more – we recently surveyed 500 U.S. SMB principals. There are some great learnings on how to engage SMBs via interactive tools, and as a result to boost awareness, lead generation and purchase.