e-books vs. interactive tools

What type of content creates the most top-of-funnel engagement and opportunity pipeline? Results from a field trial by Emblaze (formerly B2B DecisionLabs) might surprise you.

Most sellers and marketers (83 percent) believe it’s important that digital content be more interactive to provide self-service buyer enablement. The idea is that interactive tools like calculators or assessments foster more meaningful, self-directed experiences that will motivate more prospects to buy.

But does that belief hold true? Turns out, changing just one variable in a sales development campaign—an interactive vs. static content asset—changes the entire outcome.

Find out what wins in this webinar replay with Tim Riesterer, Chief Strategy Officer, and Frank Pinder, EVP Digital Transformation, at Corporate Visions and Emblaze. Based on brand-new field trial results, you’ll discover:

  • How different types of content assets affect your prospects’ motivation to act—from engagement to pipeline.
  • How the psychology of early-stage “hand-raisers” determines which assets get them to respond or take your call.
  • How to most effectively “re-ignite” your dormant leads to generate more opportunities and maximize the return on your demand gen efforts.


Digital selling techniques , Prospecting and pipeline creation , Memorable messaging and marketing , Customer acquisition


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