Case Study: How Cognism Uses Interactive Content For Demand Generation

In a sea of SEO content created solely for the purpose of ranking, many companies are seeking alternative ways to differentiate themselves. Alice de Courcy, CMO of Cognism, embraces a straightforward approach to stand out: delivering immediate value through content. 

Let's explore how the company uses interactive content, powered by involve.me, as a pivotal component of its value-first demand generation strategy.

About the Customer

Cognism is a powerful sales intelligence platform that provides organizations with the tools and data they need to find and connect with potential customers. It leverages artificial intelligence (AI) and machine learning algorithms to help businesses accelerate their sales processes, generate leads, and drive revenue growth.

Cognism takes pride in presenting the most concise and easily comprehensible offer right on its homepage:

Since its inception in 2015, Cognism has experienced remarkable growth, transforming from a startup into an international company with an impressive annual recurring revenue (ARR) exceeding $50 million.

Alice de Courcy, CMO of Cognism, shares valuable insights in her book "Diary of a First-Time CMO" on how the team prioritized understanding customers, diving into data, and creating diverse content across four essential paid social 'create demand' buckets: Thought Leadership, Content, Product, and Social Proof.

B2B Demand Generation Tools

Cognism did a great job highlighting the real-world value that other businesses have attained through their product. 

In addition to compelling case studies, the Cognism team goes the extra mile by offering newcomers the opportunity to gauge their individual ROI upon adopting the Cognism product. That’s where involve.me comes into play. 

involve.me as a no-code builder enables marketers to build custom calculators, forms, surveys and quizzes. Whether starting from scratch or selecting from a vast library of over 200 customizable templates, businesses can effortlessly construct powerful tools to capture leads and fuel demand generation efforts.

Let's delve into how Cognism effectively delivers value through interactive content created with involve.me no-code builder.

ROI Calculator

The Cognism team built The Diamond Data® calculator to demonstrate the positive impact on revenue that can be achieved by enhancing the connection rate through the usage of phone-verified mobile numbers.

It’s enough to provide some data such as average deal size, number of sales reps and calls per day, and win rate to find out how much additional revenue you could make using Cognism's Diamond Data.

The Diamond Data® calculator is readily accessible to all website visitors, completely free of charge. What's more, the results are conveniently accessible without requiring visitors to provide their email address. This ensures immediate value delivery. 

Those interested in Cognism's offerings can simply click "Book a Demo" (available in the calculator under the result) to be directed to the relevant page and learn more.

The involve.me calculator is designed to encourage social sharing. It includes social media sharing options, allowing users to easily share their results and a ROI calculator itself with others.

With a branded ROI calculator embedded into their website Cognism team managed to:

• Enhance the user experience

• Foster a sense of transparency and trust in a brand

• Get more data to improve their Ideal Customer Profile 
  

Learn how to build your own ROI calculator with involve.me without a single line of code.

How Can B2B Companies Benefit from an involve.me ROI Calculator?

Discover the numerous hidden advantages of developing your own ROI calculator to engage potential customers:

Value Proposition Demonstration

The custom calculator is designed to showcase the unique value proposition of a B2B company's offering. That’s exactly what Cognism has done with a branded calculator on their website. They communicated their offer in a captivating and engaging manner.

A custom calculator can be more effective than cold emails, email-gated e-books, and lengthy blog posts as it proves the value and gives personalized results straight away.

Lead Generation 

With involve.me's no-code builder, you have the option to email gate the results of the ROI calculator. This means that users need to provide their email addresses in order to access the results. This data collection process enables you to capture valuable leads and expand your email subscriber list.

With the email addresses collected through the ROI calculator, you can leverage involve.me's capabilities to send automated yet personalized follow-up emails.

Data Collection and Segmentation

Through the calculator, B2B companies can collect valuable data about their target audience. To do that, it’s enough to include questions that segment users based on specific criteria, such as industry, company size, or pain points. 

Pro Tip: To streamline data collection and analysis, consider integrating involve.me with your CRM of choice, such as Salesforce, HubSpot, Pipedrive, Sendinblue, and more.

This seamless integration enables automatic synchronization of data collected through the ROI calculator with your CRM. 

With involve.me's robust analytics and seamless integrations, you can enhance your email and content marketing campaigns, as well as your sales process, by implementing personalized strategies.

Sales Enablement

An ROI calculator can be used during conversations with prospects. With involve.me's ROI calculators, you have the flexibility to share them as a stand-alone page. This allows for easy presentation during demos and interactions with potential clients.

Sales teams can input prospect-specific data and demonstrate the potential ROI of the company's solution, helping to build a compelling business case and accelerate the sales cycle.

Improve SEO Rankings

When users engage with an embedded ROI calculator, they tend to spend more time on your website. This increased dwell time signals to search engines that your content is valuable and relevant, potentially boosting your website's SEO rankings.

A well-designed embedded ROI calculator has the potential to attract backlinks from other websites and generate social sharing, which will also positively impact your website's SEO performance.

Key Takeaways 

• Cognism effectively uses interactive content, such as involve.me's custom calculators, as a key component of their demand generation strategy.

• The Diamond Data® calculator created by Cognism showcases the impact of phone-verified mobile numbers on revenue, providing visitors with immediate value.

• The calculator is accessible to all website visitors, and the results are not email gated, ensuring a seamless user experience and instant value delivery.

• A branded ROI calculator embedded into a website enhances user experience, fosters transparency, and builds trust in the brand.

• B2B companies can leverage the power of involve.me's ROI calculator for lead generation, data collection, segmentation, and personalization of marketing strategies.