If you're in B2B marketing, you already know most “lead magnets” are ignored faster than you can say “whitepaper.” But interactive calculators—tools that actually solve a problem for your prospects—still cut through. This guide is for marketers, sales teams, and founders who want to set up personalized calculators in Outgrow to generate real leads, not just vanity form fills.
Whether you’re calculating ROI, pricing, or “How much will X save my team?”—here’s how you build one that doesn’t suck up your whole week or leave you with a trickle of junk leads.
Why Calculators Work for B2B (And When They Don’t)
Calculators can be magic. Instead of just telling people what you do, you show value with their own numbers. Prospects get a quick answer; you get their contact info (if you do it right).
But, a reality check: - If your calculator is too generic (“How much could you save?” without meaningful inputs), it’ll feel like a gimmick. - If it’s too complex, people bounce. - If the output isn’t useful or credible, you lose trust.
So, the sweet spot: a focused calculator that addresses a real, specific pain point for your ideal customer.
Step 1: Nail Down Your Calculator’s Purpose
Don’t start with the tech. Start with a problem your prospects actually care about. Ask yourself: - What question are my buyers always asking? - Can I answer it with a formula or logic? - Will the result be genuinely useful—or just a pitch in disguise?
Examples that actually work: - “What’s the real cost of manual data entry for my SaaS business?” - “How much time can our automation tool save your team each month?” - “What’s your custom ROI for switching to our platform?”
Skip calculators that just spit out obvious or fluffy results (“Find out if you need to modernize your operations!”).
Step 2: Map Out Inputs and Outputs
Before you touch Outgrow, grab a pen or open a doc.
- List the questions you’ll ask (inputs). Keep it to the essentials—three to six is usually plenty.
- Write down the output(s) you’ll show. Make sure they’re clear, specific, and tied to the problem.
Pro tip: If you can’t explain your formula to a colleague in one minute, it’s too complicated. Simplify.
Example: - Inputs: # of employees, avg. hourly wage, hours spent on task per week - Output: Estimated annual cost of manual process
Step 3: Sign Up and Get Into Outgrow
Assuming you don’t have an account, go to Outgrow and sign up. Their onboarding is straightforward—no surprises here.
Once inside: - Hit “Create New Experience” - Choose “Calculator” (not quiz or chatbot—you want calculations) - Pick “Numeric Calculator” for most B2B uses
Ignore the templates for now. They’re fine for inspiration, but most are too generic for B2B.
Step 4: Build Your Calculator Step-by-Step
4.1: Set Up Your Questions
- Add your input questions one at a time.
- Use plain language—avoid jargon your prospects might not know.
- Use helpful hints (the little “?” icon) for clarity if needed.
Keep it to one question per screen—makes it feel less overwhelming.
4.2: Define Formulas and Logic
- In the “Formulas” section, plug in your math.
- Outgrow’s formula editor is drag-and-drop but can get clunky with anything advanced.
- If you need IF/THEN logic, test it on a dummy calculator first—Outgrow sometimes chokes on nested conditions.
- Double-check your math with a few real-world scenarios to avoid embarrassing errors.
Pro tip: If your formula is too complex for Outgrow, consider a downloadable calculator (e.g., Google Sheets) instead. Don’t force it.
4.3: Set Up Results Pages
- Outgrow lets you customize results based on user input.
- Personalize the output: “Based on your inputs, you’re spending $X per year on manual data entry.”
- Add a simple, honest call to action (“Want to discuss how to cut that in half? Let’s talk.”)
Skip the hard sell. If your result is valuable, they’ll be interested.
Step 5: Make It Look Like You, Not Outgrow
- Upload your logo and brand colors.
- Use your own fonts if possible (or at least something close).
- Adjust the layout so it looks clean and uncluttered—fewer distractions lead to more completions.
Don’t go overboard with animations or cutesy graphics—B2B buyers care about answers, not confetti.
Step 6: Connect Lead Capture (Without Annoying People)
- Place the lead form after the results, or at least make sure they see some value before asking for info.
- Only ask for what you really need (name, email—maybe company name). Every extra field kills conversions.
- Integrate with your CRM or email platform—Outgrow connects to most major tools, but double-check the integration actually works before you launch.
Pro tip: Test the lead flow yourself. Is it smooth, or do you feel like bailing halfway?
Step 7: Publish and Embed
- Outgrow gives you a hosted link, but you’ll get better results embedding the calculator right on your site (landing page, resource hub, etc.).
- Use the iframe or JavaScript embed code. Double-check mobile responsiveness—Outgrow’s embeds aren’t always perfect on smaller screens.
- Run a few tests as an anonymous user to make sure everything works.
Step 8: Promote and Measure (But Don’t Obsess)
- Drive traffic to your calculator via email, LinkedIn, or in your sales outreach.
- Watch for real engagement—not just vanity numbers. Are qualified leads filling it out? Are they converting?
- If people are dropping off, tweak your questions or reduce friction.
Ignore the “views” stat. It’s all about completed calculators and actual leads.
What Works, What Doesn’t, and What to Ignore
Works: - Focused calculators that answer a real, expensive problem for your buyer. - Honest, actionable results (not just “Contact sales for a custom quote!”). - Short, clear flows—no one wants to fill out a survey.
Doesn’t work: - Overly broad or generic calculators (“Find your business potential!”). - Gated results—if you hide everything behind a form, you’ll lose trust. - Asking for a phone number (unless you absolutely need it).
Ignore: - Outgrow’s “viral share” options. In B2B, most people won’t tweet their ROI. - Unnecessary bells and whistles. If it distracts from the answer, drop it.
Keep It Simple, Iterate, and Don’t Overthink It
You don’t need a fancy, 10-step funnel. The best B2B calculators are simple, honest, and practical. Start with one problem, launch your calculator, and see what happens. Use real feedback to improve—not just your gut.
And remember: If you’re not sure your calculator would impress you, it probably won’t impress your prospects either. Keep it useful, keep it real, and you’ll get leads who actually care.