In 2026, B2B quizzes are for growing share of voice. I’ve had the privilege of interviewing two B2B marketers who are successfully using quizzes. One from Atlassian, and one from Stitch.cx. I’d like to share examples of what they have built, and what they said about how their quizzes were utilized.
Atlassian: What’s Your Natural Leadership Style?
This quiz as first published in 2022, but remains a relevant example today, nearly four years later. Which in itself is an accomplishment. With the turnover of content, and the costs associated with that, it’s nice when something has staying power.
Some background on this quiz from Sarah Goff-Dupont, who shared the context on the Interact podcast. What she said was that the quiz, and the accompanying article, were addressing the topic of leadership styles, since one of Atlassian’s ICP is leaders in organizations. When she looked at the SERPs and AI answers for the topic of Leadership Styles, most of the content shown was the same. So Sarah decided to build her piece around the quiz, so people could see which leadership style applies to them. The piece still has the written text to accompany, and be picked up by Google/ChatGPT, but the quiz itself is highly engaging on its own.
So the quiz and the article interface very well. The article lays out all of the leadership styles, and the quiz helps you find yours, along with suggestions on how to improve your leadership based on your style. This increases engagement, and from what Sarah was saying, also helps with increasing share of voice, because a quiz is more memorable than text. Also, the active engagement from the customer taking the quiz creates more buy-in because they participated in the process.
Thank you to Sarah and Atlassian for such a great example of using a quiz in a B2B setting. I think this one does an excellent job of cutting through the noise and speaking directly to the ICP buyer, connecting on a human level, driving memorability and engagement.
Stitch.cx – Which AI Use Case Should Your Marketing Team Start With?
Bri Jones runs marketing at Stitch, and we sat down to chat about her quiz strategy. She’s created several quizzes, and they mostly hinge around decision making. The reason being that her audience has enough information, but wants help making decisions on what to do with that information. Thus her quiz strategy is to help people distill all the information into action they can take.
The example here of an AI decision making quiz works well because everyone has heard they should be doing AI everything in 2026, and the quiz helps simplify and put a framework around where to actually begin.
The quiz ends with an actionable step for how to begin using AI. Again, super smart example of using a quiz to turn information into action.
How to Use Quizzes for B2B Customer Engagement
The examples above highlight two main things that have been repeated over and over again in B2B for using quizzes.
- Use quizzes to create unique content. If you are competing in a crowded space, use quizzes to create Interactive Content that is unique against the competition, like Atlassian did.
- Use quizzes to personalize information. If you are in a space where information is abundant but action can be difficult, use quizzes to help people take action by personalizing the recommendation given to them at the end of the quiz.