Quizzes aren’t just “fun content for engagement”. A strategic one can be the start of a profitable sales funnel that keeps bringing you leads and customers. How?
- An attractive ScoreApp quiz lead magnet will reach more people, give you plenty of data, and segment your subscribers based on their answers
- With HubSpot as your CRM and email marketing platform, you can then nurture them in a personalised way and make them the right offer at the right time
So, let’s look at how you can create your ScoreApp and HubSpot quiz funnel!
What are the benefits of using a quiz for lead generation?
Maybe you’re already using HubSpot but still growing your CRM manually or through a generic PDF lead magnet?
Starting with a quiz will skyrocket both your lead generation and sales!
- Traditional lead magnets are so overused that they only convert at 3-10%, whereas quizzes are much more sought after (30-50%!)
- Because quizzes are interactive and happen in real-time, there’s no danger of someone downloading your lead magnet and forgetting to go back to it (we’re all guilty of that, right?)
- Quizzes allow you to really get to know your audience by asking them strategic questions
- You can also use those questions to pre-qualify your leads instead of jumping on calls with everyone
- Your quiz lead magnet will segment your new contacts based on their problems, goals, preferences, and needs
- You’ll then get to nurture them in a more personalised way, especially through tailored email sequences
- When the time is right, recommend the best product or service for each lead, or invite them on a call with a custom message referencing their situation
- Refer to their quiz results during the call to show them you understand their challenges and to recommend the best next step for them, maximising sales
Create your FREE ScoreApp quiz lead magnet
Why you should create your HubSpot quiz with ScoreApp instead (and connect the two tools)
You might have heard of a “HubSpot quiz maker” but it’s really just an online form builder.
It’s NOT designed to provide the kind of interactive experience that leads to valuable results and strategic segments to inform the rest of your funnel.
Instead, we literally built ScoreApp to help more businesses attract warm leads, gain powerful insights, and increase sales through a quiz.
HubSpot is definitely one of the most comprehensive CRMs and email marketing tools, though. So, for the best results, use ScoreApp for your lead generation and segmentation and HubSpot to nurture those leads or pass them to your sales team.
That way, your HubSpot and ScoreApp quiz funnel will keep working like a well-oiled machine!
How to build a ScoreApp and HubSpot lead generation quiz funnel in 5 steps
It’s not about launching a set of intriguing but directionless questions. Your ScoreApp and HubSpot quiz will set the tone for your entire funnel. So, let’s plan it properly.
Step 1: Create your quiz lead magnet with ScoreApp
- Identify your goals – What exactly do you wish to achieve with your quiz funnel? Be specific! For example, this could be pre-qualifying your leads to only get on calls with right-fit prospects or sell the most relevant package without a call
- Come up with the right quiz lead magnet idea – Start with your target customers: what do they care about the most? What’s a small problem you can solve for them? Make sure this feeds into your offers, too. For example, a content marketing agency could create a “FREE Content Marketing Scorecard” or a quiz along the lines of “Why is your content marketing NOT bringing you clients?”
- Create a quiz landing page – What will your customers gain from taking this quiz? Lead with THAT! Complement your copy with high-quality visuals (like photos and videos), social proof to build trust, and compelling calls to action. With ScoreApp, you can use our intuitive drag-and-drop builder or customise a landing page template
- Create your quiz – Plan 5-15 questions that are engaging for your audience to answer and that bring you the insights you need (psst: you can use ScoreApp’s templates, pre-written questions, and AI features). Think of how you want to segment your subscribers, too. For example, that content marketing agency could ask “Are you happy with the leads you get from your blog every month?” and have answers like “Yes, I get plenty,” “No, it could be better”, and “I haven’t been blogging on my website”
- Create different results pages – Make them personalised and valuable for your leads. With ScoreApp, all results pages are both visually impressive and dynamic, and you can show your participants what they did well and what they still need to work on (with your help, of course!)
Step 2: Integrate ScoreApp with HubSpot
Thanks to our direct integration, connecting ScoreApp and HubSpot is as easy as 1, 2, 3:
- On ScoreApp, go to the Integrate tab and select HubSpot
- Click the link in the Connection section to start authenticating this integration
- Find your HubSpot account and confirm your new connection
Done!
Step 3: Map your ScoreApp and HubSpot fields
Whenever someone completes your quiz, ScoreApp will create (or update) a HubSpot record, sharing this lead’s First Name, Last Name, and Email… all automatically!
But to get the most out of your quiz funnel, you’ll want to fill your CRM records with more data, using them to personalise your interactions and touchpoints.
So, you should get ScoreApp to share additional insights with HubSpot.
This will really depend on what you need to know and how you planned your segments and funnel. To give you an idea, though, in the same Integrate section you can:
- Map leads form fields – When someone agrees to take your quiz, you can show them more ScoreApp fields, converting them into HubSpot fields. For example, as well as someone’s name and email address, you could ask them: “What’s your role within your company?” That way, your leads will show up in your HubSpot CRM as “CEO”, “Company director” or “Marketing manager”
- Map result fields – Make it a breeze for your team and salespeople to get an overview of someone’s situation (like their biggest problem or goal), and use their quiz results to inform your HubSpot lead scoring system. For example, you could choose to create a HubSpot field based on each lead’s overall quiz score, their lowest-scoring category, or their answer to a specific question (like “What’s your annual turnover?”)
You only need to set this up once. Then, your ScoreApp quiz will keep collecting insights and sending them to HubSpot!
Step 4: Nurture your leads with personalised emails and touchpoints on HubSpot
You could make someone an offer after impressing them with valuable quiz results. To set yourself up for success, though, you should really nurture them first.
That way, instead of trying to build trust and handle objections during a call, you’ll get to rely on email sequences doing that automatically and in a tailored way—until someone is ready for that next step.
To personalise your HubSpot emails and workflows for each segment, you can use those mapped fields to either:
- Set up different sequences
- Tailor certain elements in your emails (like some of your wording and links)
Overall, you should plan these nurturing emails so that they act as a bridge between your quiz lead magnet and your call to action, whether that’s inviting someone on a call, recommending the best product for them, or something else entirely.
So, it’ll really depend on your business model, audience, and goals, but to give you some ideas:
- Welcome your ScoreApp leads, and set the right expectations
- Focus on the biggest problem each of them is facing
- Position your business or a specific product/service as the logical solution
- Humanise your brand with narrative-based emails and anecdotes
- Educate your leads with relevant resources and content (like blog posts, videos, and emails that tackle their main objections)
- Build trust with social proof, reviews, and case studies
… then, make them the right offer!
Step 5: Test, review, and optimise your ScoreApp and HubSpot quiz funnel
So far, you put the foundations in place for a strategic quiz. To maximise your results, though, don’t forget to monitor and optimise them accordingly.
Luckily, both ScoreApp and Hubspot offer excellent reporting features!
- Test your quiz funnel before launching it – From your landing page to the questions and results, all the way to your email automations: check every element and link to ensure it works well (on phones, too!)
- Run some split testing – To get crystal clear on what resonates the most with your audience, show different versions of the same funnel element (like your quiz landing page or an email) to some ScoreApp and HubSpot leads
- Monitor your analytics – What performed best in your A/B testing? How are your leads interacting with your funnel? Where are most of them dropping off? Tweak it accordingly
Generate better leads and sell more with a ScoreApp and HubSpot quiz funnel
Your customers have different problems and priorities, and they don’t all buy in the same way. So, stop leaving money on the table by trying to force the same one-size-fits-all funnel onto everyone.
Instead, attract more leads with a compelling ScoreApp quiz, uncover their unique situation, nurture them accordingly on HubSpot, and make them the right offer at the right time (and watch your sales grow).
The first step? Create your ScoreApp quiz lead magnet today and for FREE.
