That\u2019s a question a person has. They want to understand how they lead, how they relate to other people, and what that means for them. The quiz gives them a way to explore that question.<\/p>\n\n\n\nThe professional context matters. The tone, language, and framing fit Atlassian\u2019s brand and the people it wants to reach. But the underlying interest is something you could recognize in plenty of other settings. Lots of people want to understand their leadership style. Atlassian took that interest and made it relevant to its audience.<\/p>\n\n\n\nThat\u2019s the part I think people miss when they\u2019re creating B2B quizzes. The quiz is still for a person. The people making purchasing decisions at businesses are people. The people influencing those decisions are people too. They have things they\u2019re curious about, things they want to get better at, and questions they would appreciate some help answering.<\/p>\n\n\n\n
So when you define the audience for your quiz, go further than the company size, industry, and job title. Those things can help you identify who you want to reach, but you also need to understand why that person would care about the quiz.<\/p>\n\n\n\n
A manager might want to understand how they come across to their team. A business owner might want to know which part of their marketing deserves more attention. Someone responsible for training might want help identifying where their own skills need development. These are illustrative starting points; the right question depends on the people your business actually serves.<\/p>\n\n\n\n
You\u2019re looking for the overlap between something your audience wants to understand and something your business has the expertise to help them with.<\/p>\n\n\n\n
Once you have that, the quiz questions should feel relevant to the person\u2019s experience. If you were creating a leadership quiz, for example, you could ask what they tend to do when their team disagrees about a decision. That gives them a recognizable situation to think about, and their answer can help shape useful guidance.<\/p>\n\n\n\n
Compare that with asking about their purchasing timeline before you\u2019ve helped them understand anything. A purchasing timeline might matter in a sales conversation. It doesn\u2019t automatically belong in a quiz about leadership style. Every question needs to earn its place in the experience you promised.<\/p>\n\n\n\n
The results need to follow through on that promise. If someone took a quiz to understand their leadership style, explain their leadership style. Help them recognize what it looks like in practice, where it serves them well, and what they could pay attention to.<\/p>\n\n\n\n
For a hypothetical leadership quiz, one person might benefit from making more room for their team\u2019s input. Another might benefit from bringing a discussion to a decision sooner. The useful advice changes with the person. That\u2019s what makes the result worth reading.<\/p>\n\n\n\n
From there, you can offer a relevant next step. It might be an article that goes deeper into their result, an exercise they can try, or an invitation to get more help. The connection should make sense based on what they just learned.<\/p>\n\n\n\n
There\u2019s still room for lead qualification when someone is exploring whether your solution fits their needs. At that point, questions about their situation can help both of you figure out whether working together makes sense. But you have to pay attention to where they are in the relationship and what they came to you for.<\/p>\n\n\n\n
Before you start building your B2B quiz, picture one of the people you want to reach and ask: what would this person actually want to find out? Build the quiz around giving them a useful answer.<\/p>\n","protected":false},"excerpt":{"rendered":"
The biggest mistake in B2B quizzes is treating them as a disguised lead qualification form. Here\u2019s how to build one people actually want to take, including a real example from Atlassian\u2019s leadership style quiz.<\/p>\n","protected":false},"author":3,"featured_media":52841,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[],"class_list":["post-52836","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tutorials"],"yoast_head":"\n
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