How To Use a Quiz To Improve Your B2B Sales Conversions

Most B2B companies seem to rely on the same tactics.

They try to attract customers with a generic PDF lead magnet, expect them to magically get in touch, send the same message to get them on a call… No wonder they then complain about their poor lead generation and sales.

Instead, YOU can choose to do things differently and get outstanding results. How? With quizzes!

Yep, they’re not just for engagement. When you build a strong quiz funnel, it’ll keep generating more leads, pre-qualifying them for you, and boosting your B2B sales conversion rates.

Here’s how.

Common issues with B2B sales cycles

You shouldn’t treat your B2B sales funnel like you would if you sold B2C products, services, or experiences. Why? Because B2B comes with additional challenges:

More complex buyer personas – B2B companies have multiple stakeholders and decision-makers with different pain points, preferences, and priorities
Longer sales cycles – B2C funnels tend to be faster or can even be pretty much immediate, especially if you’re selling to impulse buyers. On the contrary, B2B sales cycles take +100 days
Importance of consistency – If you fail to stay in touch with your leads in the right way throughout this entire cycle? You’ll lose them. So, for example, B2B requires regular follow-ups and a smooth transition from marketing to sales
Too much or not enough data – Sometimes, marketing and sales teams lack communication. So, the latter has to start from scratch when dealing with a prospect (= cue a generic approach). Some other times, there is an exchange of data… but it’s too much, or those systems are too complicated. So, the end result is the same

To boost your B2B sales funnel conversion rates, you must craft a strategy that takes all those challenges into account. That’s where a quiz funnel comes into play!

Why are quizzes great for B2B sales?

Quiz funnels are ideal because they involve:

An engaging lead magnet – To take full control of your funnel, you must collect your target customers’ email addresses to contact them directly. However, static and generic PDFs are so overused that they only convert at 3-10%. Quizzes, on the other hand, offer an interactive and personalised experience. No wonder they’re some of the best B2B lead magnets, converting at 30-50%!
Relevant and useful insights – A quiz literally allows you to ask specific questions to your target customers. So, you can collect valuable and actionable data to use in your marketing and sales
Lead qualification and segmentation – Your quiz can also divide your leads into groups based on their answers (such as their problems, goals, likes, dislikes, budget, decision-making authority, and so on). This will also show you who would be the right fit, so that you don’t waste your time, energy, and money talking to the wrong people
Personalisation – Use your quiz data to inform the rest of your B2B sales cycle, making it more tailored for each prospect. From different email nurturing sequences for each segment to personalised follow-ups and sales calls, you’ll make every touchpoint A LOT more effective, boosting conversions

With ScoreApp, you can create and automate a full quiz funnel that’ll attract warm leads, bring you powerful insights, and increase your sales. Start today and for FREE

How to integrate a quiz lead magnet into your B2B sales funnel and boost conversions

So, how does this work in practice? We’ll show you how to use your quiz at every stage to eventually increase your B2B sales funnel conversion rates.

Creating the right B2B sales quiz

First things first: to build the kind of B2B sales funnel that keeps bringing you customers, you can’t churn out a random quiz!

Get clear on your goals – A quiz funnel will benefit you in various ways, but what are you MAINLY hoping to achieve? For example, this could be increasing your lead generation, pre-qualifying your prospects before a call, recommending the right option without a call, and so on. Once you’re clear on this, it’s easier to work your way backwards
Plan the right quiz angle – It should feed into that main goal and be valuable for your audience. The best way to do this? Meeting them where they are right now and solving a problem or answering a question for them. For example, an email copywriter could lead with a quiz titled “Why is your list not making you money?” whereas an SEO agency could launch an “SEO scorecard for businesses that aren’t showing up on Google (yet!)”
Ask the right questions – Aim for 5-15 questions that are entertaining to answer and that bring you the insights you need. With ScoreApp, you can start from a template, use our intuitive drag-and-drop builder, and keep your participants engaged through different question formats
Create a strong quiz landing page – Even though it’s a free lead magnet, you must still “sell it”. So, write compelling copy, leading with the BENEFIT of taking this quiz (for example, will your participants receive a bespoke report? What will they learn about their situation?). Include high-quality visuals, social proof, and calls to action, too. With ScoreApp, you can start from a stunning landing page template and customise it to match your unique branding and needs

Once you have the right quiz, start using it to increase your B2B sales conversion rates. This will look different at each stage of your funnel, so let’s look at them individually.

Top of the funnel (awareness stage)

Your target customers are starting to understand their problem, what’s causing it, and how it can be solved. So, your goal is to reach as many of them as possible and help them get that clarity.

You can do this with a shareable ScoreApp quiz that meets them where they are, shows them their biggest problem, and starts positioning your B2B products or services as the obvious solution.

For example, a business coach could create a quiz lead magnet titled “What’s blocking your business growth?”

Make sure this quiz is IMPOSSIBLE to miss on your website. Keep sharing it in your marketing too, using it as a call to action at the end of your blog posts, social media content and… whenever you show up for your business!

Middle of the funnel (consideration stage)

Your leads are now trying to decide if and how they want to do something to solve their problem. So, you’ll need to uncover whether they’re the right fit for your products or services, and if so, make this decision a no-brainer for them.

Your quiz can do this for you by segmenting and pre-qualifying your leads based on their answers. Then, with personalised email sequences, you’ll get to nurture the right-fit prospects, educate them, and prime them for a sale.

For example, your middle-of-the-funnel emails could include:

Each lead’s biggest problem (hint hint: use your Scoreapp quiz to uncover it)
Your solution
Compelling narrative-based emails that create a connection
Objective comparison articles
Sales enablement content like videos and blog posts that tackle each lead’s objections
Reviews, testimonials, and case studies of how you helped customers who used to be in their shoes

With ScoreApp, you can do all this automatically by connecting your quiz to your email marketing platform. Easy!

Alternatively, you can choose to have a separate quiz for your middle-of-the-funnel leads. Just make sure you still meet them where they are. For example, “What marketing strategy would boost your growth?”

Bottom of the funnel (decision stage)

Once you know someone would be a good fit for your B2B products or services and they’ve been nurtured properly? You can either recommend the best option for them (like a specific package, product, or SaaS plan) or offer them a sales call.

Either way, your quiz funnel will boost your B2B sales conversions by allowing you to use a personalised approach, whether that’s a tailored recommendation or an invitation referencing their unique situation and answers. Much better than sending the same generic promotion to EVERYONE, right?!

But that’s not even it, especially if you rely on calls. When you also give your sales team access to your quiz data, they’ll get to:

Ensure a smooth transition from marketing to sales, without confusion or running the risk of losing that lead
Tailor their messages and follow-ups
Improve the sales call itself by leading with each prospect’s biggest problem and goal, being aware of exactly who they’re talking to, what their objections are, and… EVERYTHING you uncovered with your quiz!

Once again, you can also choose to have a separate quiz for your bottom-of-the-funnel leads. But remember: these people are already aware of their problem and its potential solutions. So, your focus should be on helping them take action (for example, “Content Marketing Readiness Test”).