KEO Marketing

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B2B Brands Increasingly Use Interactive Marketing Apps to Engage Leads

marketing appsWhat if you could deliver a truly interactive experience that demonstrated the value of your product or service in a compelling, concrete way? Many B2B brands are making it happen by creating brand-relevant marketing applications that increase engagement and generate leads.

To see how it’s done, look no further than PaperCut, a provider of print and copy control software for businesses and schools. On the PaperCut website, you can use an ROI calculator to see exactly how much money your organization could save by investing in PaperCut products.

In PaperCut’s ROI app, users input actual numbers related to staff size and print usage. Results automatically display the amount of money saved after five years and the amount of time it will take to break even on a PaperCut purchase.

Another example is Atlas Copco, the industrial tool company. The company offers a construction app for mobile devices, which allows users to research products, request information, or get a quote. Unlike the PaperCut example, Atlas Copco’s app requires an extra step: users have to download the app. But given the breadth of the company’s product lines, serious buyers probably won’t think twice about going ahead with the download.

Here are few things B2B brands should keep in mind when it comes to marketing apps:

  • Web or mobile app? It’s much easier – not to mention faster – to provide valuable information via a web app. Mobile apps require users to perform a download, potentially decreasing the size of your lead pool.
  • Call to action: After users have completed all actions, be sure to tell them what to do next. Should they contact you? Get a quote? Request information? Whatever the case, be sure users are clear on next steps.
  • Consider gating the results: If users have to enter information to calculate a result (like in the PaperCut example), consider sharing the results only if they provide an email address. That way, you can turn your app into a lead capture tool.

Marketing apps give your brand a new way to interact with your audience and generate leads. As a leading interactive marketing agency, KEO Marketing helps B2B brands by creating apps that give leads valuable information that they would have difficulty accessing any place else, helping them discover new opportunities to connect with buyers and increase sales.


With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.