Engagement is the spark that turns interest into action—and action into sales. According to Sam Horton, senior director of strategic ecosystem partnerships at Firework, “Consumers are no longer satisfied with passive viewing experiences as they want to interact and engage with the content they consume.” This shift in customer behavior is backed by data: interactive videos generate 300 percent higher engagement rates than traditional video formats. Engaged prospects trust your brand more, are easier to nurture, and are significantly more likely to progress through your sales funnel. For B2B businesses navigating long and complex sales cycles, this matters more than ever.

What Is Interactive Marketing?

Hubspot explained interactive marketing as a “tactic that uses engaging visuals or videos to get your audience to engage with your content.” Interactive marketing rises above traditional methods by transforming the customer journey from passive consumption into active participation. Unlike conventional approaches that deliver one-way messages such as static ads, email blasts, or pre-recorded webinars, interactive marketing invites your audience to engage directly with your content, creating a personalized experience. By creating opportunities for conversation and discovery, interactive marketing elevates initiatives from effective to exceptional.

Examples of Interactive Content Formats

Here are some formats of interactive marketing and how brands use them:

• Interactive Videos

  Videos offer a visual platform for explaining topics and entertaining viewers. By asking questions or allowing users to guide the action, interactive videos engage viewers. Asurian launched an interactive video that walked viewers through the process of selecting audio speakers based on personal usage preferences, space, and budget. Using the responses provided, the video generated personalized recommendations and directed viewers to purchase pages.

• Quizzes and Assessments

  Quizzes, polls, and assessments encourage viewers to interact with a website via interactive activities. HubSpot’s Website Grader is a free tool that provides website assessment in real time. Simply key in your website URL and email address. This interactive tool evaluates metrics like speed and SEO rating.

• Calculators

  These tools are especially helpful for companies that want to showcase data. For example, Salesforce’s Agentforce ROI Calculator helps prospects visualize the financial benefits of their solutions. This not only engages users but also moves them closer to making an informed purchase decision.

• Live Polling

  LinkedIn encourages users to maximize live events such as webinars by incorporating polls because they “boost retention and conversion rates by making live events more memorable and valuable.”

• Interactive Infographics

  Interactive infographics bring facts and figures to life with clickable features, animated charts, and interactive maps. Deloitte’s Global Human Capital Trends report, for instance, incorporates interactive elements, allowing users to click on specific data points for more insights. Users are naturally drawn to interactive elements. This keeps them engaged longer and encourages deeper exploration of your content.

• Augmented Reality (AR) Demos

  “AR and virtual reality (VR) aren’t just for games anymore,” according to William & Mary’s Raymond A. Mason School of Business. “Marketers can create better customer experiences and open up new avenues for immersive storytelling and personalized marketing strategies.” Autodesk, for example, promotes immersive storytelling using AR and VR tools so that “as you market your project, customers can give feedback in real time.” This hands-on approach gives potential customers a sense of the product’s capabilities in real-world applications.

• Surveys and Reports

  Engaging surveys collect real-time feedback, encourage participation, and help users make data-driven decisions. Slack engages its B2B audience with surveys like its State of Work report, where participants contribute data and receive insights based on industry benchmarks. HubSpot Research often runs surveys too, involving their target market. This provides value to users while positioning Slack and HubSpot as thought leaders.

Choosing the Right Interactive Content Format

Interactive content works best when it aligns with where your audience is in the buyer’s journey. Behaviors shift as prospects progress through the sales funnel, so it’s vital to engage audiences with the right interactive content at the right time. This makes them feel understood, builds trust, and helps move them closer to a purchase decision.

Top-of-Funnel: Create Awareness and Spark Interest

At this stage, your audience is just beginning to explore their challenges and look for solutions. The goal is to grab attention and provide value without overwhelming them. Consider the following formats:

• Interactive videos
• Interactive infographics

Middle-of-Funnel: Build Trust and Educate

Now that you’ve captured interest, it’s time to nurture relationships and demonstrate your expertise. Your audience wants detailed information to evaluate their options. This is the time for:

• Surveys and reports
• Quizzes and assessments
• Webinars with live polling

Bottom-of-Funnel: Drive Decisions and Conversions

At this stage, prospects are evaluating their final options and need a clear reason to choose your product or service. Interactive tools that demonstrate ROI and practical value work best here, including:

• Calculators
• AR/VR demos

Build Trust and Engagement through Interactive Content

Interactive content doesn’t just inform—it creates opportunities to build trust, strengthen relationships, and keep prospects engaged. By turning passive viewers into active participants, your audience remains invested in your brand. When buyers are engaged, they move through the sales cycle faster and spend more than their less-engaged counterparts. What interactive elements will you integrate into your strategic marketing plan?