Not every interactive experience should be a calculator.
That is the mistake many companies make. They start with the format instead of the buyer need. They decide they want a quiz, a configurator, a map, or a product demo before asking the only question that matters:
What does the buyer need help doing?
Some buyers need to compare. Some need to calculate. Some need to explore proof. Some need to understand a sequence. Some need to see data differently. Some need to configure a solution. Some need to personalize a guide around their situation.
The format should follow the friction.
This section breaks down different types of interactive experiences and how each can be used to create more useful, engaging, buyer-moving moments across a website, campaign, or sales process.