Hacking Lead-Generation With Lead Quizzes11 min read

Hack lead generation with lead quizzes blog post cover picture

You might think that quizzes are only for entertainment, but when paired with a clear lead-generation strategy, they can be highly effective tools. They are great 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 quizzes.

B2C and B2B companies alike use lead 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 are lead quizzes?

Lead Quizzes example: Qhat is your marketing superpower?
Example of a lead-quiz 

Lead quizzes activate 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 Quizzes and Data Capture

You don’t need to get all your information through the lead-generation form. Therefore the form can be short, and you access the rest of the data through lead quizzes. 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 lead quizzes type

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

The Personality Quiz: 

It categorizes individuals into personality types based on their answers. If you were a marketing company, you could set up a quiz analyzing what type of marketer you are: analytical, creative, organized, chaotic, and offer advice for each personality type.

The Knowledge Test:

It is based on 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:

Educational quizzes test knowledge and provide 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 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:

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:

It 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:

It 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:

It helps your consumers 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:

It helps your clients to stay on top of law, practices, or industry standards by asking questions about the topic and providing feedback.

The Technology Readiness Test: 

It offers people with 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 lead quizzes type, it’s time to set up your lead-generation 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 quizzes lies in the personalized 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-generation tactics.

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

More intrusive tactics, for lead quizzes with a higher value:

  • Gate the results: High-gate
    Place your lead-generation form with a maximum of 5-6 input fields before the results appear.
  • Gate the results: Low-gate
    Place your lead-generation 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 lead quizzes with less value

  • Opt-in before results
    With this tactic, you’re not making it mandatory to fill out any form. But, instead, you are suggesting it before the results are revealed to the user. Here, you point out the value of subscribing to your newsletter/blog. You also 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-generation form.

When you choose your lead-generation 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-generation tactics you will start feeding the sales funnel with a steady flow of new, qualified leads.

Personalization 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 HubSpot, “80% of consumers are more likely to make a purchase when brands offer personalized experiences.”

With all the personal information about your prospect (that you have gathered through lead quizzes), it is a lot easier to personalize your marketing and lead nurturing in the future. Personalizing 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 personalized 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.

There is an increased consumer demand for more personalized content. Retail Dive Survey reveals that less than 50% of the US buyers don’t want to exchange personal data for discounts and other benefits. That’s three out of five people unwilling to share their personal data (birthday, income, car and ownership or 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 personalized 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 personalized feedback and your clients seek it out. For instance, the personality quiz satisfies people’s curiosity about themselves and informs the marketer about the client’s preferences and likes but also dislikes. The educational quiz educates clients about something they want to know more about and tells the marketer about people’s gaps in knowledge.

The value of lead quizzes is just simply valued higher as it is more personalized than a gated e-book. Therefore, the consumer is more likely to participate and reveal their personal information.

Draft your lead-nurturing content

You can start by drafting four different e-mails tailored to each personality, category, or score that your lead quizzes 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 lead 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 lead quizzes. The results placed your prospects into category 1, 2, 3, or 4 (no matter what lead quizzes form you chose), based on their responses. For each one, you have a personalised email ready to address their personal needs, pains, gaps in knowledge or likes, in which they revealed through the quiz.

Lead Quizzes: 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 other lead quizzes (or any other types of interactive content), all the personal information gathered will be added to your customer profiles to create even richer profiles.

Lead Quizzes: Marketing Automation

Lead Quizzes are a powerful and 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 quizzes, participants are integrating with their email automation software, marketers can nurture leads with personalized emails – thus improving conversion and boosting sales.

You can easily make your own lead quizzes with our templates. Take a look at them!

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