Why Are Quizzes Perfect For B2B Marketing?

Quizzes are a popular way to generate and nurture leads. But what makes them so great? Here are the top 5 reasons that make quizzes perfect for B2B marketing!
Reading time: 6 minutes

Quizzes are the perfect way to engage your audience and get them excited about learning more about your brand – making them one of the most popular ways to generate leads.

Quizzes are perfect for B2B marketing because they can help you capture leads, nurture relationships with potential customers, and educate your audience about your products and services. 

There are many reasons to choose quizzes as a part of your next B2B marketing campaign, and we’ll go over the 5 reasons that stand out the most.


#1 Quizzes get more social shares than most other types of content

One of the reasons why quizzes are so powerful is because people simply love them. A well-targeted and well-crafted quiz will grab almost anyone’s attention and make them want to take it. 

And once they have their results, it’s only natural for people to wonder how others they know would do on the same quiz.

Something about us and our psychology makes us naturally prone to compare ourselves with others, especially with those we know, like family, friends, and coworkers. This is why people share quizzes on social media and other channels far more frequently than any other type of content.

You may be wondering, “Hey, that’s only true for quizzes about our love lives, our appearance, or our habits. B2B marketing quizzes don’t go viral!”

While that may be a fair point, there’s something you have to remember:

A good marketing quiz isn’t necessarily one that reaches millions of users — it’s one that reaches the right audience

While it’s true that businesses don’t share quizzes or their results half as much as regular people do, they tend to share them with a much more focused and niche audience within their professional network. 

This is much better for your marketing campaign because it means your quiz is more likely to reach precisely the type of people you want it to reach: other companies in the same niche.

For example, suppose you’re a B2B fintech company that offers co-branded business credit cards targeted at online-only businesses, and you craft a quiz that touches on their specific pain points with other business credit card providers. 

In that case, they’re likely to share the quiz with other online-only businesses they know, not their spouses, aunts, and high school friends.

#2 Quizzes are great lead generators

While you could potentially use quizzes at any stage of your sales cycle for different purposes, quizzes are notoriously effective in generating top-of-the-funnel (TOFU) leads. 

Just as an infographic and a video can be more effective ways to get your message across to the general audience than a plain old blog post, quizzes are more effective at generating leads than the more traditional (and boring) white papers B2B marketers seem to love.

True, the one calling the shots will likely not base their decision solely on a quiz — they’ll rely on your company’s white papers for that, but the quiz can be the line that connects that prospect with the white paper in the first place, effectively turning them into a warm lead.

But how does this work? 

Well, it’s simple and it’s been used by many lead generation companies. You write a quiz that asks key questions related to the problem your product or company solves to gauge your audience’s knowledge on the subject. The quiz itself offers small, bite-size pieces of information that help respondents learn something new along the way.

Then, you add a capture form at the end of the quiz so you can send them their results. You can either pitch them your white paper in the email capture form or suggest it along with the quiz results, pointing out whatever they got wrong and how the white paper explains it in detail and how your company can help theirs.

#3 Quizzes increase engagement and build awareness for your brand

A good marketing quiz doesn’t just generate leads — it also increases engagement with your website and brand because it’s a type of interactive content. 

This particular type of interactive content has the power to keep you glued to your device. Think about it — if web visitors start taking a quiz, they’re likely to go through to the end because they’re eager to see their quiz results. There’s a reward for finishing the quiz, and there’s no shortcut to getting there; you have to go through the whole quiz and answer all the questions to get your results.

Additionally, when a visitor takes the time to answer a series of questions, they are much more likely to remember your brand and what it stands for than if they had just read an article on your blog about the same subject.

The mere act of taking a quiz also makes people more engaged with the subject matter. They have to think about the questions and come up with answers, which means they are more likely to remember what they learned and associate it with your brand. This is especially true if the quiz is on a topic important to them or their business.

The key is to craft quizzes that touch on your target business’s key pain points. This way, they’ll be more likely to remember your quiz (and your brand) when they’re looking for a solution to their problem.

#4 Quizzes are a great way to capture important information about your leads

Another key benefit of quizzes is that they are a great way to capture important information about your leads.

This includes everything from basic contact information like name and email address to more detailed information like their business phone number (which you can later use for cold calling), job title, company size, and even their budget.

This type of information is valuable because it allows you to segment your leads into different groups based on their needs. For example, if you know that a lead is a decision-maker for their company’s budget, you can prioritize them as a hot lead and reach out to them right away.

Polls are another form of interactive content that you can use to capture important information about your leads, but they have one major flaw — they only allow leads to choose from a limited set of options that you provide.

This means that you might not get the information you’re looking for or that the information you do get might not be accurate.

On the other hand, quizzes allow you to ask leads open-ended questions that give you more precise information to segment them into different groups. This way, you can be sure that you’re reaching out to the right leads with the right message.

#5 Quizzes are great for driving more traffic to your website

One of the most important things for any business website is traffic. 

The more people visit your site, the better, as this means more potential leads and customers. One great way to increase traffic to your site is by using quizzes. We already mentioned how quizzes are highly shareable. This means they have the potential to go viral, which can lead to a surge in traffic to your website.

Of course, this isn’t the only reason why quizzes effectively drive traffic. Quizzes are also great for SEO, leading to higher organic traffic. Google loves quizzes because they’re interactive and engaging, which is one of the things the search engine giant is looking for.

Tips on crafting the perfect quiz for B2B marketing

Now that we’ve gone over some of the key benefits of quizzes for B2B marketing, let’s look at some tips on crafting the perfect quiz.

Keep it short and sweet: No one wants to waste their time taking a long and drawn-out quiz. The key is to keep your quiz short and to the point and to offer information in small, bite-size pieces. This way, leads won’t get overwhelmed or bored and will be more likely to finish the quiz.

Make it relevant: As we mentioned before, it’s important to ensure your quiz is relevant to your target business’s key pain points. This will not only get more clicks from the right audience, but it will also make sure that leads remember your quiz (and your brand) when they’re ready to buy.

Make it interactive: Quizzes should be fun and interactive, not dry and boring. This means adding images, videos, and graphics to make the quiz more visually appealing. It also means adding elements like progress bars and timers to keep leads engaged.

Use form builders to make crafting your quizzes easier: There are several great form builders that can make crafting your quiz easier and faster. This is important because the more time you spend creating your quiz, the less time you’ll have to promote and market it.

The bottom line

Quizzes are an interactive and fun way to get information about your leads, segment them into different groups, and drive traffic to your website. 

They’re also a great way to promote your B2B whitepapers among relevant leads, getting them in front of the decision-makers that matter, and helping you drive up sales for your business. If you’re looking for a way to add some interactivity to your B2B marketing efforts, quizzes are the perfect solution!

For more of such tips and advice, check out our blog!

Jordan Bishop
Jordan Bishop

Jordan Bishop is the founder of Yore Oyster and How I Travel, two sites to help you optimize your finances while living an international life. He recently published his first book, Unperfect, an exploration of problem solving.

Subscribe to our blog

Get insights & actionable advice read by thousands of professionals every week.

Start driving better conversations.
Novocall will be your new favorite business phone system.