As B2B company’s continue to tackle Digital Marketing they will continue to look at what works in a B2C space. This includes Personality or Assessment Quizzes.

I’m sure you’ve taken one or two (or maybe a lot more). They have titles like, “What US President are you?” or “What vacation spot is perfect for you?” or “What kind of dessert are you?”

Digital Marketing is the Wild West for B2B company’s right now and Marketing departments are in flux. Not to relinquish their role to support sales activities, but to go beyond the normal.

.. and creating a personality/assessment like type of activity is something they can do. Imagine you are a buyer or engineer. Before they know about your company or service, they don’t want a newsletter or promo blast from you. They want something of value that will help them do their job.

First, get them on a landing page that explains the assessment they are about to take. Explain how it will help them benefit their job. Ask them to submit a form that only includes their first name and e-mail address. Upon submital, have a new page load that asks the first question. Every time they click next, have another page load with a new question. It’s imperative you have new pages load, otherwise they are only filling out a long contact us form.

Behind the scenes, assign scores to their answers. Also assign a grade based on their activities. Upon submitting their final question, have their grade show up. At this point, ask them to give you a little more information and ask them if it’s okay to have sales contact them. Below is an example for a company that distributes safety equipment.

When was the last time you replaced your safety equipment?

  1. Last Year (Assign 25 points)
  2. 1-3 Years ago (Assign 20 Points)
  3. 3-5 Years Ago (Assign 15 Points)
  4. Over 5 Years Ago (Assign 10 Points)

In the past five years, have you ever failed an OSHA evaluation?

  1. Never (Assign 25 Points)
  2. Once (Assign 20 Points)
  3. A few times (Assign 15 Points)
  4. We’ve never been evaluated (Assign 10 Points)

In the past five years, have you ever had an onsite injury in your warehouse?

  1. Never (Assign 25 Points)
  2. Once (Assign 20 Points)
  3. A few times (Assign 15 Points)
  4. It’s a regular occurrence (Assign 10 Points)

Does your company have a safety policy in place that employees review?

  1. Yes. It’s reviewed at least monthly (Assign 25 Points)
  2. Yes. It’s reviewed once a year (Assign 20 Points)
  3. Yes, but it’s not taken seriously (Assign 15 Points)
  4. No or I’m not sure (Assign 10 Points)

If I answer all questions perfectly, I get a score of 100, which could correlate to an A grade. If I score this, sales doesn’t need to contact me and will not raise my hand. If I answer all questions poorly, I get a score of 40, which could relate to an F grade. In this case, I will raise my hand for help and sales has all the information they need to help this person/company. Sounds like true lead generation/qualification activities to me..

Consider this if you have Pardot, Marketo, Eloqua, Hubspot or something similar.

 

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