I’ve mentioned IBM many times in the past and it’s because they’re masterful at making their somewhat abstract offerings compelling and grounded.

After all, after seeing IBM’s Watson control an interactive, light-up dress, who wouldn’t want to have it?

IBM also shows off a simpler way that interactive content could be used to provide businesses with a service.

You can click around and through the interactive element, which doesn’t appear to be more than an interactive infographic. This is approachable for many businesses. Having moving elements immediately draws the eye of the reader. Maybe it’s an instinctual thing, but it works.



Interactive infographics are SnapApp’s specialty and they make that known in their content. There is no better example of this than the company’s Interactive Content ROI Calculator.

Sure, this may have been created last year, but this evergreen gem will stay relevant so long as people need interactive content. What’s so clever about it is that in order to “get your number,” you must provide your email. They provide value for value and in an appealing, engaging manner.


Kaon Interactive

Kaon interactive is doing some really cool stuff in B2B. They’ve created impressive marketing tools for several large B2B brands..

Kaon created an app for Thermo Fisher Scientific, which sells lab supplies. The tool they commissioned was designed to show off workflows in various lab situations and of course, what products you would need for those workflows.

This is an incredibly cool example of how B2B brands are using newer technologies to explain technical details that might not be otherwise obvious. Marketers could and should wield this sort of technology, but only a few have started to because of obvious technical challenges.


Lloyd’s Register

Lloyd’s Register, a construction engineering company in the UK, had a problem. They needed to train workers, but it was often costly and dangerous.

In reply, they commissioned virtual reality (VR) training. The company then took that internal-facing training system, and started using it as a marketing tool. Is there a better way to show off your professional and dedication to your work?

It will impress potential clients and make it easy to convert them with an advantage like that.



Finally, there is Cisco, who has been using augmented reality (AR) to help businesses sell their products.

Augmented reality is when you use the camera on your mobile device and then other images, animations, and information are displayed alongside the real-life image.
It’s interesting because it is presently difficult to find a lot of marketing that uses AR right now. Even Cisco has a hard time showing off its services, despite having the technology.
Once there are more apps available for brands to create that sort of marketing, both B2B and B2C, I anticipate augmented reality exploding.
Imagine downloading a guide, but instead of just reading a PDF, you use AR too superimpose instructions over the software you are learning to use or a piece of technology you are considering buying.

That’s the future.


We’ve just scratched the surface of what interactive content can do.

As we get increasingly more immersed in technology and AI technology continues to develop, there will be more and more ways for marketers to present information.
It’s exciting to watch unfold. Interactive marketing grounds products that otherwise are very abstract.
If you don’t have a dashboard, then what are you going to show your customers? New technologies make it possible to interact with things that aren’t physically there and for customers to be places they can’t.

Marketers should seize any and all opportunities to use these future-forward technologies, especially in B2B.

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