Hacking Lead-Generation With Lead Quizzes

You might think that quizzes are only for entertainment, but when paired with a clear lead-gen strategy, they can be highly effective tools to activate your target audience and generate loads of new leads.  This blog post will give you all the inspiration, tips and behind-the-scenes insights you need to unleash the power of lead-magnet quizzes.

B2C and B2B companies alike use quizzes in a variety of different ways – with formats ranging from fun personality tests to more serious knowledge tests about industry insights. A quiz is designed to challenge, entertain and engage people; and brands all over the world are tapping into this phenomenon.

What is a lead quiz?

Example of a lead-quiz 

A lead quiz activates target audiences by entertaining, challenging or testing them. It generates leads through the strategic placement of lead forms – at the beginning of the quiz or before revealing quiz results to the user. Modern marketers use quizzes on social media to drive engagement and convert visitors into new leads for their sales funnel.

Lead Quiz and Data Capture

You don’t need to get all your information through the lead-gen form. Therefore the lead-gen form can be short, and you gain the rest of the data through the quiz. The shorter opt-in form increases the likelihood the customer will opt-in.

You might already have experienced difficulties in getting people to provide their contact information through traditional conversion tactics, such as asking people to give out contact info in return for an e-book. People are careful when choosing what they give their contact info out for, and want something of value in return.

Well, let’s get started.

Pick your quiz type

First, pick your topic and quiz type. There are different quiz types, designed to reach different goals.

  • The Personality Quiz: This type of quiz categorises individuals into personality types based on their answers. If you were a marketing company, you could set up a quiz analysing what type of marketer you are: analytical, creative, organised, chaotic, and offer advice for each personality type.
  • The Knowledge Test: This type of quiz tests the knowledge of an individual and gives results based on their score. You could quiz your audience about your brand, its products, general knowledge or industry knowledge.
  • The Educational Quiz: This type of quiz tests knowledge, just like the knowledge test, and provides feedback on each question. You can use this to educate your clients about anything from changes in industries, regulations, rules, or whatever comes to mind.
  • The Video Quiz: This type of quiz is a video with questions appearing while the viewer watches. You can educate your audience about a topic and ask into it to improve the learning experience.
  • Product Recommender: This type of quiz recommends products. The customer answers a series of multiple-choice questions and is led to a specific product that matches his needs. If you are a retailer company, you can present your spring outfits and offer a discount on completion.
  • Skills Test: This type of test tests your customers’ knowledge about industry news, trends technology or a lighter topic. It provides a score on completion and helps your clients find out what skills they need to improve.
  • Industry Benchmark Test: This type of test evaluates how your customers stack up against their peers in the industry. You can use your research studies to make your questionnaire.
  • The Best Practise Assessment: This type of test helps your customers evaluate how well they follow industry or functional best practices.
  • The Risk Assessment: This type of test helps your customers discover what their current risk exposure is based on their current business practices or documentation.
  • The Compliance Assessment: This type of test helps your customers stay on top of law, practices or industry standards by asking questions into the topic and providing feedback.
  • The Technology Readiness Test:  This type of test provides people helpful advice on their technology needs.

Remember, all of these can be changed into a contest by adding a chance to win a prize on completion.

Lead-Generation Tactics

Now that you have picked your quiz type, it’s time to set up your lead-gen tactics.

For this part, it’s important to keep balance in what you ask for and what you give back.

Let’s break this down; you are asking for permission to send emails to someone. People take that simple action seriously today: those emails will arrive in their inbox and take up their scarce time. In other words, you are asking for something of value, so it’s only fair that you give them something of equal value in return. It’s a trade-off!

The value of the lead quiz lies in the personalised results.

The more extensive the quiz is, the more valuable the results will be, and the more you can ask of your prospect. The less valuable and insightful the results are, the lesser the value of the quiz, and you should use less intrusive lead-gen tactics.

There are six lead-gen tactics you can pick for the lead quiz.

More intrusive tactics, for quizzes with a higher value:

  • Gate the results: High-gate
    Place your lead-gen form with a maximum of 5-6 input fields before the results appear.
  • Gate the results: Low-gate
    Place your lead-gen form with a maximum of 2-4 input fields in the end before the results appear.
  • Unlock the full analysis’ gate
    You only show the most basic part of the result and require the user to fill in their details to ‘unlock’ the full analysis.

Less intrusive tactics, for quizzes with less value

  • Opt-in before results
    With this tactic, you’re not making it mandatory to fill out any form, but suggesting it before the results are revealed to the user. Here, you point out the value of subscribing to your newsletter/blog and encourage people to fill it with a highlighted CTA – and make the ‘skip this’ buttonless attractive.
  • Opt-in along with results
    You place an opt-in form just below or to the side of the results.
  • Partially gated content
    Here you allow the user to view or read a certain amount of the content, and gate the rest with a lead-gen form.

When you choose your lead-gen tactic, remember that you don’t need to ask for as much information on the opt-in form as with static content (e-books & white papers). The quiz provides you with valuable insight into the buyer’s mind and with the right mix of questions and lead-gen tactics you will start feeding the sales funnel with a steady flow of new, qualified leads.

Personalisation and lead-nurturing


We’re entering a new era of marketing where customers expect more. Every customer is different, and we need to meet their specific needs. According to Forrester Research, over 78% of consumers will only engage offers if they are personalised based on their previous engagements with the brand.

With all the personal information about your prospect (that you have gathered through the quiz), it is a lot easier to personalise your marketing and lead nurturing in the future. Personalising also provides more value to your customer, who now receives information about something he really needs or appreciates.

Your goal should be to send fewer and more personalised e-mails.

The richer and more detailed the information you have on your prospects, the higher the value is for you and your sales team.

Despite the increased consumer demand for more personalised content, a new Retail Dive Survey reveals that less than 50% of US. buyers don’t want to exchange personal data for discounts or other benefits. That’s three out of five people unwilling to share their personal data (birthday, income, car, ownership, product likes/dislikes, etc.).

That’s why companies are monitoring shoppers through search history on their website, coupon downloads and social media interactions.

This puts companies and marketers in a bit of a pickle don’t you think?

Consumers want more personalised marketing, but refuse to give out the contact information needed! Frustrating, right?

Well, here’s the thing. The key power of interactive content is that it provides your clients valuable experiences through its instant and personalised feedback and your clients seek it out. The personality quiz satisfies people’s curiosity about themselves and informs the marketer about client’s preferences, likes and dislikes. The educational quiz educates clients about something they want to know more about and tells the marketer about people’s gaps in knowledge.

You can see how the value of the quiz and educational quiz is higher for the consumer than, say a gated e-book. Therefore, the consumer is more likely to, reveal their personal information willingly, for a lead-gen quiz.

Draft your lead-nurturing content

You can start with drafting four different e-mails tailored to each personality, category, or score that your lead-quiz provided.

Let’s say you picked the personality test ‘What Type of Marketer Are You?’ In that case, you can prepare an e-mail for each personality. For the ‘creative personality’, you can prepare an email jammed with your best creative products or blog posts. Then do the same for the other three personalities.


An example of how to use data generated by quizzes to segment your audience and send super-targeted emails.

If you, on the other hand, chose the educational quiz or skill quiz and your client scored low on a specific topic, you can prepare an e-mail presenting educational content, or your product, to help him to improve his knowledge or skills.

Points to keep in mind.

  • Keep the text to the point and easy to read
  • Speak to the characteristics of each personality/category/score
  • Keep your tone positive

Integrating with Marketing Automation

Now that you have completed all of this, let’s do one more cool thing! Let’s add marketing automation to the process.

Marketing automation refers to automating repetitive tasks such as e-mails, social media, and other website actions to make the tasks easier. Automation is especially beneficial if you want to save time.

You have already prepared emails for each category of your quiz. The results placed your prospects into category 1, 2, 3, or 4 (no matter what quiz form you chose), based on their responses. For each one you have a personalised mail ready to address their personal needs, pains, gaps in knowledge or likes, in which they revealed through the quiz.

This example illustrates how to use interactive content to automate targeted emails.

Now all you have to do is to allow integration from your interactive platform to your e-mail content managing system, and choose when you want the e-mails to be sent out. It can be timed however you want; a day, a week, or two weeks later.

Create Rich Lead Profiles and Convert Your Leads Into Purchases

With interactive content, you can build rich lead profiles over time. Every click, answer and choice are registered and used to build up profiles of your prospects.

If you enjoyed this and want to launch another lead-quiz (or any other interactive content, see here), all the personal information gathered will be added to your customer profiles to create even richer profiles.

The Lead Quiz is a powerful, inexpensive way to generate leads and capture key insights about your target audience – while activating them with engaging content. Marketers can use quizzes to ask their audience questions that help qualify leads and identify those with sales potential. By segmenting their quiz participants and integrating with their email automation software, marketers can nurture leads with personalized emails – thus improving conversion and boosting sales.









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