Peanut butter and jelly. Peas and carrots. Interactive assets and qualified leads. The third pair might not be as famous as the other two, but it should be -- at least among B2B marketers. B2B lead generation will be more effective if more marketers use interactive assets to uncover buyer intent. Why? Because interactive assets stand out from the sea of ​​static content so familiar to B2B buyers. These assets don't have to be closed, they provide some value to your prospects in exchange for their information. As a bonus, interactive lead engagement allows for personalization - something B2B buyers take very seriously. It can also improve marketing and sales alignment, helping marketers identify leads their sales teams will approve. Creating an interactive experience for potential customers will help you discover their intent, whether you're starting with a new blog post, whitepaper or webinar, or repurposing existing content. Here are the benefits of using interactivity in lead generation marketing campaigns. 1. Interactive assets get better engagement than traditional lead generation content Who wants to read another text-heavy white paper? There are not many of us. Especially if we have to fill industry mailing list lead generation forms to get access to white papers. However, this format leads to a flurry of sales calls and emails — calls and emails that don’t take into account who we are or whether we need their product. Interactive assets bypass resistance to B2B lead generation forms because people don't have to fill out forms to interact with you. If the lead gate is present, it is optional. So potential customers can view your content (you pay a lot for what they can see). And because there is no lead door, more B2B prospects will view your content than if you locked it behind a lead door. So, does it work? you bet. Successful B2B content marketers are more than twice as likely to incorporate interactivity into their templates. 2. Interactive marketing tools allow for more personalization later in the buyer’s journey You know how important personalization is now. B2B buyers expect it. In fact, 72% of them "want suppliers to personalize engagement based on my needs." Enterprise Buyer Expectations - The State of the Connected Consumer Interactive assets rely on sales enablement questions to drive prospects on your brand journey. When a potential customer clicks on it, it responds. It will change based on their input. Overall, it provides a more engaging experience than static pdfs. Like it or not, most of us generally prefer not to read unless there is obvious value. Utilizing interactive assets will help convey your message. 3. Engage with prospects to provide detailed buyer insights for sales