Buyers are consuming content much further down the funnel, and they often only talk to sales after they’ve researched and narrowed down their options.

As the buying journey becomes more self-guided, companies are weighing the benefits of interactive tools that buyers can use to inform their decisions.

The idea is that when a prospect engages with an interactive tool (like a calculator or an assessment), they will have a more meaningful, self-directed experience that motivates them to act. So, the question becomes: Does it work? Does interactivity make your content more engaging, enjoyable, and—most importantly—does it motivate your audience to act?

Dr. Carmen Simon, Chief Science Officer at Emblaze (formerly B2B DecisionLabs), set out to answer these questions by studying how 30 people’s brains experienced a traditional (static) PDF e-book versus an interactive assessment containing the same content.

Get the results in this research brief.


Digital selling techniques , Memorable messaging and marketing , Customer acquisition


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