How to Use Interactive Content for Lead Segmentation and Lead Scoring

This blog was contributed by Etee Dubey of Outgrow.

Customer conversion isn’t a one-step process. It takes a great deal of effort to generate a qualified lead. Moreover, converting them into a paying customer is another task in itself! But there are some well-tested strategies that marketers have been using and loving. So, let’s spill the secrets!

Did you know? – 96% of B2B marketers reveal that lead segmentation has proved to be the most valuable method for improving conversion rates for them. Lead segmentation and lead scoring, if done right, can help you get a better understanding of your customers’ needs and preferences. And once you give the customers what they need, they will be all yours. Hence, in this blog, we will be discussing how to use Interactive content for lead generation to drive the conversion rates through the roof!

So, without further ado, let’s proceed!

But first, what do you mean by lead segmentation and lead scoring?

You can’t expect every lead to be alike. This is why lead segmentation comes into play. Lead segmentation is the process of dividing leads into categories and subgroups. It could be on the basis of their needs, demographics, opinions, etc. And once you’ve divided your leads, you’ll find that some of these leads are more valuable than others. And that’s where (you guessed it!) lead scoring comes into the picture.

Lead scoring is a method used to rank leads against a scale to determine their perceived value to the organization. Lead scoring helps you judge how likely a lead is to engage and convert so that you can prioritize them accordingly.

Interactive content is one of the efficient ways marketers use to segment and score their leads. Read on to find out how you can too use interactive content for your lead segmentation and lead scoring needs.

What is interactive content?

Interactive content refers to any kind of content that requires a user to actively engage with it rather than passively reading or watching. It comes in various forms – calculators, outcome quizzes, assessments, chatbots, etc. Interactive content aims to add value to a user through real-time relevant results. This information is personalized as per the user’s responses, which makes it all the more useful.

Interactive content is a great way to generate qualified leads in exchange for educating your customers. It helps you segment your leads, nurture them, and increase their chances of converting into paying customers.

How to segment leads with interactive content?

Different interactive content types can help you segment leads on the basis of demographics, location, expected ROI, and a lot more! Let’s discuss this in detail.

1. Demographics

People differ in age, gender, sexuality, height, weight, etc. and have needs accordingly. Now, you wouldn’t generally target an 80-year-old man with your latest spring collection for dresses, right? Consumers need relevant content and lead segmentation is the way to do it. You can use interactive content to collect demographic-based data about your users in multiple ways.

Here is an example of MyBalto, an e-commerce company that provides food for pets. They created an activity calculator for dogs. This calculator takes various inputs about the physical characteristics of a dog, such as their weight, height, age, breed, etc. And in turn, it calculates the number of calories required for the specific dog.

MyBalto used this information to segment their leads according to these characteristics. For example, a 2-year-old Lhasa Apso can be targeted with more variety of grooming styles than a 4-year-old German Shepherd!

2. Location

Just like demographics, location is another factor that determines people’s choices. A lead’s location affects their needs and habits. Have a look at this interactive calculator by MagicBricks for further illustration.

This calculator asks various questions about property and taxes to tell you whether it would be cheaper to buy or rent. Next, it asks you to specify whether you live in a metro or non-metro area to give you more accurate results.

People living in metro and non-metro areas will have very different living costs. MagicBricks uses this information to segment their leads. This lets them offer a more personalized experience to their prospects. For example, they can target metro city residents with different offers as compared to non-metro residents. Land, property, and living prices are higher in metro cities which means that someone wanting to live there will look for different kinds of properties. Hence, MagicBricks can target them with more relevant deals, options, and packages.

3. Customer needs and preferences

Your main business objective is to fulfill your customers’ needs. So, it’s important not to bombard your leads with information that they don’t even need. Your communication needs to offer some value to the customers.

Interactive content is not only engaging but also offers personalized information that provides real value. This incentivizes any user to provide their lead information in addition to a lot of other information.

You can use this additional information to segment your leads. Moreover, you can use this data to create personalized offers. According to Monetate’sQuarterly E-commerce Report, personalized content doubled the customer conversion rate as compared to before.

Here is a perfect example of the same! Golf Avenue is a Canadian brand that sells used and new golf equipment. It created a quiz titled “Guess Your Golf Handicap” that allows users to calculate their golf handicap based on their skills. Now, depending upon the answers and the results, Gold Avenue segments its leads. An amateur player would benefit from different equipment than a pro. Someone who is just starting out may also not want to spend on new clubs. So this is how Gold Avenue offers users products based on their needs.

4. Budget

Not every lead can or will spend the same amount of money on your service. It depends on their preferences, needs, and purchasing power.

When you know your lead’s budget, you can target them with relevant plans and features of your product.

Suppose you are a smartphone retailer, and a lead has shown some interest in buying a smartphone. You can create a quiz called ‘What Is The Best Smartphone That You Can Afford?’. Here, you can ask your leads questions about their budget and their requirements. Based on that, you can suggest products that fit their needs. This not only improves their customer experience but also reduces the effort and time spent by your sales team.

Now that you know how you can use interactive content to segment your leads, let’s move on to lead scoring.

How to score leads with interactive content

Lead scoring is a process that helps align your sales and marketing teams by scoring your leads on the basis of different parameters. This process helps you decide which leads to prioritize. And, interactive content can help you acquire the necessary information for lead scoring. Here’s how. Take a look at these examples from varying industries to understand the wide application of interactive content in lead scoring.

1. Company info

Many B2B service providers want to collect company information about their leads. It could be the size of their departments, their gender ratio, or their industry type. And they can do so using interactive content.

Here’s an example. Suppose you run a PPC agency. You can use this quiz, titled ‘Should You Hire A PPC Agency Or Go Inhouse?’. Through this quiz, you can collect information on how many people a company is willing to hire for their in-house marketing team, how much they’re willing to spend on training, etc. A company that is willing to spend more on the agency by the hour will be more likely to convert into a paying customer. Thus, you will know who is a more qualified lead.

2. Lead engagement level

Turning a lead into a customer isn’t a one-way street. You can’t just repeatedly push information at customers if they show zero interest. If customers are interested, they’ll engage.

Let’s look at an example. If you have a company that sells construction supplies, you can embed a ‘Construction Quote’ calculator on your website to attract users. Now over time, you notice that one user has used this particular calculator multiple times. They have even downloaded the e-book you offered and checked out your blog.

This kind of engagement helps you gauge the interest of the user and their purchase intent. Someone who has shown such interest in your content is more likely to convert than someone who sent your mail to the spam folder. Lead scoring can help you prioritize users based on engagement.

3. Expected ROI

Your sales team can prioritize leads based on the expected ROI. This can be done by creating an ROI calculator for your product or service.

Here is an example from Outgrow. Outgrow is a no-code platform that allows businesses and individuals to create their own interactive content. You can create calculators, quizzes, surveys, and much more with the tool. Now, they wanted to score their leads with the help of their own calculator.

So they used an ROI tool on their website that calculates the ROI of their interactive content marketing strategy. It takes into account the company’s monthly visitors, CPC, etc. and gives a detailed result. Now on the basis of these results, Outgrow decides which leads have more chances of conversion and offers them customized plans accordingly.


Now that you’ve learned the art of lead segmentation and lead scoring with interactive content, you’re many steps closer to converting customers! We hope you enjoyed reading this blog as much as we did writing it.

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