How to Segment Your Audience Using a Lead Generation Quiz

When used correctly, quizzes can be a lead-gen marketer’s best friend.

Segmenting your audience allows you to send more personalized messaging. With a quiz, you can segment your audience quickly and easily. You can do the same type of personalization that giants such as Amazon do—but without the cost.

Why Segmentation is so Important Today

Segmentation allows you to send highly relevant, personalized email campaigns. With automation, it’s simple to connect different outcomes to different email templates. This way, you can easily send a follow-up email or message for each different outcome (segment) based on the results. 

Real-World Example

Anne’s Bra Shop in Missouri has a loyal group of shoppers but doesn’t receive many newcomers since a Victoria’s Secret opened across the street. Anne came to us wanting to offer something useful (and Free) to visitors to her site. She wants users to “walk away from her site with more knowledge.”

The store is unique because all of the bras are handmade to fit the individual. Although these bras are bit more expensive than those at chain outlets, Anne knows many women struggle with mass-produced bras.

She has been creating custom bras since her mother was diagnosed with breast cancer, and couldn’t find anything supportive or comfortable enough to wear. Anne asked women unconventional and original questions to work on a customized solution.

How to Segment an Audience Using Quizzes

The quiz “Find Your Perfect Fit” popped up on the homepage. The quiz comprised 10 questions then provided personalized recommendations on the type of bra to shop for. One of the questions asked users to choose their most annoying bra problems they face. Anne segmented each of the owners.

At the end of the quiz, Anne offered a promo code that was redeemable in store or online. To her surprise, 78% of the people who took the poll actually did leave their own personal information.

She was able to segment her leads based on the following:

  1. Side gap in every bra
  2. Band around rib cage rides up
  3. Wires digging into the body
  4. Cups of bra are digging into the sides
  5. Falling straps
  6. Center wire not flat
How to Use Quizzes for B2B Marketing

Nurturing Based on Segmentation

Anne then nurtured her clients with highly-personalized email drip campaigns, based on the segments from the quiz results. Her email open rates were huge due to her customized tips.

Types of Interactive Content for Awesome Segmentation

Although they are all questionnaires of a sort, there are three different methods of asking.

Knowledge Assessments

If you’re a B2B site, you’ll need more engagement than static content. Knowledge assessments are crucial for engaging your visitors. These interactive formats also provide marketers with a ton of data that can’t be found anywhere else.

How to create a Knowledge Assessment Quiz
Lead Generation Quiz for Marketers

Personality Quizzes

Personality quizzes are popular no matter what type of company you are. These are very easy to create and result in many sign ups that you can nurture with personalized results.

Learn How to Create a Quiz

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