Want to try something other than the typical white paper to feed the top of your marketing funnel with leads? In this article, you’ll learn all about using quizzes for B2B lead generation.
Quizzes and wizards are a great way of generating engagement with your audience. You’ve seen how well they work in a B2B world, especially when your Facebook friends announce on Facebook what Friends character they are! People love taking quizzes and they can work in a B2B context too, it just needs to add more value than figuring out if you’re a Carry or a Samantha.
How can a quiz help generate leads?
The most common way we generate leads in B2B marketing is to offer something of value in return for the contact information of the prospect. Usually, that value is in a white paper, ebook or similar asset of value. The problem with all of these is that they aren’t personal and the more personalised an asset the more value it has. An ebook on generating leads in a specific industry is more valuable than an ebook broadly covering lead generation. The approach to generating leads using quizzes is:
- Select a relevant and useful quiz topic
- Position the quiz with a clear value proposition
- Ask relevant questions
- Use the answers to generate a personalised response that offers genuine value
- Capture contact information and use answers to enrich the prospect profile.
At the end of the quiz, you should have:
- helped the respondent with valuable information based on their answers
- captured a high-quality lead you can nurture
- and have additional information you can use for sales followup.
- Selecting a relevant and useful quiz topic
In a B2B context, the type of quiz that will offer you the best quality leads is going to be one that informs and educates the prospect. As B2B marketers we will either:
- Educate the buyer about a challenge they are already researching.
- Make the prospect aware of a challenge they have or opportunity they can leverage.
Deciding on your goal will inform how you position the quiz with your audience.
Position the quiz with a clear value proposition
The very first thing your prospect will ask is how the quiz will help them. So this needs to be front and centre of your thought process. If you’re asking the prospect to spend time on the quiz then the quiz needs to generate a return for them. Here are some examples, note that the value is obvious from the title of the quiz.
- Do you think you know SEO? Find out now by answering these 15 questions. (Brightedge)
- U.S. Tax Calculator for foreign-owned corporations (Kaufman Rossin)
- What’s the best landing page builder for me? (FullerFunnels)
Ask relevant questions
A quiz is all about asking questions and your prospect will start one with that expectation. However, you need to find the right balance between the number of questions and the value you can generate. The more questions you ask the lower your completion rate. We would recommend asking no more than 5 to 7 questions and reviewing your completion rate regularly.
As important as the number of questions you ask, is making sure you ask relevant questions. For example, if your quiz is about determining the best platform for website hosting, don’t then ask irrelevant questions about the HR process of the organisation. The asking of irrelevant questions will set off alarm bells much sooner than asking too many questions.
Give personalized value at the end of the quiz
There is no point in the prospect taking the quiz if the end result isn’t personalized to their responses. This is likely to both frustrate and annoy the respondent, in such cases, it’s better not to have a quiz at all. It’s important to offer genuine value which is personalized based on the responses the prospect provides. As a result of personalising the output, the respondent is much more likely to act on the information you provide and ultimately be much more receptive to moving through your sales funnel.
Captures the information you need to generate a lead
A quiz must give value to the respondent but equally, it must give value to your business and help you meet your business goals. This means you need to be able to use quizzes to generate leads and ultimately sales. Ensure you have the steps in place to capture lead information such as an email address. This data capture gate could be a step before the quiz results are provided or better yet placed on the same page as the quiz result with the promise of more relevant content. For example, the FullerFunnels quiz that helps respondents find the best landing page builder offers access to an e-book on how to drive traffic to landing pages.
What marketing tools can you use to build quizzes?
There are plenty of tools on the market to build quizzes the question you have to ask yourself is how easily can the quiz be built, where can you the host the quiz and how you then access the data the quiz generates. A simple and all one solution for building quizzes is ClickFunnels. Using ClickFunnels you can build the quiz easily but more importantly, landing pages around the quiz and the data management are all integrated within the tool. ClickFunnels isn’t a dedicated quiz builder, instead, ClickFunnels is a marketing tool that gives you the necessary capability to use the data you generate and makes it easier to promote your quiz in the first place.
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