A calculator is a type of interactive content that takes inputs from users and makes calculations, based on formulas to generate numerical results. This allows you to evaluate specific solutions to respondents’ pain points immediately.

Calculators let your audience quickly quantify the impact of a pain point or specify the potential value of your product solution. When used as a lead generator and qualifier, calculators have the advantage that there’s no direct interaction needed with a sales person of your team, making them more appealing to sales and marketing teams.

In general, with calculators, you are able to enhance the dialogue with your audience by providing valuable, personalized content (with or without a personalized PDF report) at specific stages in their buying journey.

While calculators can be use anywhere within the funnel, they tend to work best towards the middle or bottom of the funnel, as they help users find solutions to an identified problem. For example, you could create a energy savings calculator that showcases how your service can impact their monthly energy bill or an ROI calculator to highlight the value your services provide.