Using quizzes for marketing is extremely popular, but it's seemingly more difficult in a B2B setting. This is how you can use quizzes to market your B2B product most effectively
The most common question I get about quizzes is this. “I see how quizzes are great if you sell to consumers, like in a clothing brand or some other sort of retail, but what about if we sell to businesses? I don’t see how that fits?”
To which I say, when is the last time a “Business” signed a contract or put in a credit card to purchase a product? Did everyone gather around and write the signature together? Did each employee type in one number of the credit card until it was filled out?
No, they didn’t. An individual within that organization signed the contract or put in the credit card to make the purchase.
This is incredibly important to remember, and it opens up the opportunity for quizzes to work extremely well in B2B cases once you realize that people are who buy products. Now the challenge becomes how to reach the decision maker in an organization with your quiz so they’ll take it, become familiar with your brand, and then be the champion who decides to purchase your product.
Define Who The Buyer Is:
In a B2B sale, someone makes the purchasing decision, and typically there’s also another person who is the “champion” of the sale – the person who is really pulling for the purchase of a new product or service and convinces the rest of the team to buy in.
When creating a quiz, you may be targeting either the decision maker or the champion.
I’m going to be using Eventbrite as an example throughout this article, because they made an awesome quiz and are selling to other businesses (it’s an event marketing software).
So for them the champion is typically someone on the marketing team, and the decision maker is the event marketing coordinator. In some cases this can be the same person if it’s a small company, or in larger organizations they may be separate people.
Create a “Which (Blank) are You?” quiz where the buyer, or the interests of the buyer, is the (Blank)
Once you’ve nailed down who your buyer is, you have two options for the type of quiz you create that appeals to the buyer.
1. A “Which (Blank) are You?” Quiz: Where the blank is filled in with the title of the buyer. So for our Eventbrite example that would be “What’s Your Event Coordinator Personality?” or “What’s Your Marketing Personality?”
2. A “Which (Blank) is Best for You?” Where the (Blank) is some component or interest of the buyers’ job. For Eventbrite, in the example pictured below, they went with “What’s the best social network for your event?” because social media is an important component of an event coordinator’s job.
Craft quiz questions that show your industry expertise
Think about this. When you have a conversation with a potential customer, you are able to ask them questions and better understand who they are, and then use that information to tell a story about how your product or service can be helpful to the prospect. Now think about those conversations you have, and how often you end up asking the same questions over and over again.
Those questions, the ones that you end up asking to prospects all the time, are the very questions you should put into your quiz. This will not only show that you know about the industry and understand what the person is going through, but it will also help the quiz taker become more comfortable with your brand and more likely to become a lead at the end of the quiz.
1. Write 7 Questions
2. Each question should have 3-6 answer choices
3. Aim for using images in at least 50% of your questions
Use the quiz to generate leads you can easily segment
Here’s the best-kept secret in the marketing world – you can use quizzes to not only bring in new leads, but also segment by quiz result and by each question of the quiz. So let’s say you have a different follow-up sequence for people depending on which social network you are recommending they use to promote their event, you can use the quiz to filter people into the right sequence depending on which quiz outcome they get.
These opt-in forms average a 50% conversion rate, meaning that half of the people who finish your quiz will become a lead. That’s insanely good, and here’s how to make sure you get that conversion rate.
1. Let people know they can see their result right away
No matter how stodgy you may think your buyers are, we are all human and get curious about what our results will be. Simply stating “Enter your email to see your results!” is a powerful method of incentivizing the opt-in.
2. Tell people they’ll get personalized advice based on their quiz results.
Ideally you have follow-up sequences for each quiz result, but in any case you can at least send some relevant materials to people based on their outcome. Letting people know they’ll be getting information specifically designed for them is powerful because we’re all a bit selfish and if something helps us we’re much more likely to pull the trigger and go for it.
Show quiz results that make the buyer remember you (and more prepared to purchase)
The key with quiz results in B2B quizzes is to find the right mix of providing memorable entertainment value, but also making sure the quiz taker knows about your products that can help based on their quiz result. Here are the pointers for crafting B2B quiz results that do both of these things.
1. Have results that can connect to your products. What I mean is, don’t give someone a result that is so distant from your product offering that there is no way to tie it back. In the example below, the result shown is “LinkedIn” as the recommended social network for promoting an event. That’s not super obviously connected to event marketing software, but social media is a component of promoting events, and that’s close enough to where it can tie back in well.
2. Be positive. I know you want to be straight up with people, and you can still do that, but make sure to leave everyone who takes your quiz feeling good about their outcome. The reason for doing that is because people are more likely to make a purchase if they are in a good mood, and they are much more likely to share their results if the result makes them look good.
The trick to crafting quiz results that are positive is to just focus on the good aspects of a result and avoid all the negatives.
For example: Let’s use the screenshot above. You tell someone they are LinkedIn. There are a lot of not-so-good things about LinkedIn, we’ve all heard the jokes about how no one really knows what it’s for and it’s often considered the least amongst social networks, but here’s a different way to spin it.
Your Result: LinkedIn. Congratulations! You got LinkedIn as your recommended tool for promoting your event. That must mean you have a sophisticated audience. That’s amazing news because that typically correlates with people who have more disposable income, so your event is sure to not only be a hit but also be awesomely lucrative.
What I did there was focus on the fact that LinkedIn is a professional network, and how that means the event is more high-class, I totally skirted around the negative connotations of the social network.
3. Include a relevant link in each result. This can be a link to a blog post to learn more about the result, a link to a webinar, or a demo page. Ideally each link in each result is unique, because personalized link recommendations get clicked on 2.3x more than if you just use the same link in every result.
How to promote the quiz in a classy manner
Once your quiz is complete and ready to go, you’ll want to get it shared and promoted through various channels. The best way to do this in a clean look that follows your brand guidelines is to embed it in your site like in the picture below. That way when you run Google ads, Facebook ads, and other promotions for it they’ll all point to your website or landing page with the quiz on it and it’s fully white labeled.
Other ways to promote your quiz: