Quiz Blueprint

Step-by-step process:

1. Define purpose + outcomes

Before jumping into the campaign, define the purpose of the quiz + the expected outcome(s) of the campaign. Ask the stakeholders these questions:

• What is the main purpose of the quiz? (For example, are you looking to create awareness about a PoV/educate the audience/change the mindset/help explain complicated processes in detail, etc? 
• What is the expected outcome of the campaign? (Do you want higher reach, do you want MQLs, brand awareness). Ultimately, the goal is higher revenue, but it is important to know how you want to get there (by getting new leads, engaging frozen accounts/lost deals/upselling)

Remember, getting new shiny leads is not the only way to get to higher revenue. Upselling, unfreezing deals, shortening the sales cycle, etc are all equally effective ways to do that. Note down what you will be focusing on.

2. Define ICP 

Most campaigns start with determining who the campaign is for. 

• Who do you want to attract?
• Who is the target audience?
• Who benefits from this information/knowledge?
• Who can you sell to?

To do this, first, you:

Apply firmographic criteria like industry, company size, location, revenue, etc. The criteria do not have to be too rigid (unless mentioned otherwise), so a margin of 5% when it comes to numbers is acceptable, especially if the industry is niche.

Then,  

You apply other qualification criteria. For example, for a software development agency, it could be the fact that a prospect does not have a specialized team in-house, has received funding in the last 12-24 months, is hiring for SDE roles, etc. 

Next, you apply disqualification criteria. For the same example above, it can be factors like lack of funding, budget below $x, has an in-house specialized team, uses low-code/no-code app builders, has already signed a deal, or is in the process of signing a deal with a competitor, etc. 

To recap, here is what the ICP finalization process looks like:

1. Apply firmographic criteria
2. Apply other qualification criteria 
3. Apply disqualification criteria 

And that’s how you define ICP.

3. Create the quiz

There are 3 types of quizzes you can create. For a marketing agency, a few examples are mentioned below:

• Killer: What is your growth killer?
• Type: Which type of marketer are you?
• Score: How would you rate your marketing skills?

The quiz types and how to create them are explained in detail here.  

The point of the quiz is not just to educate. This is not a Buzzfeed-esque quiz designed to entertain either. The point of the quiz is to:

• Give value
• Get value

In order to do that, you need to ask prospects 2 types of questions:

1. Value-add questions: These are questions that you need to ask the prospects in order to publish a fair, well-researched report on the topic finalized. 
2. Qualifying questions: These are questions you ask the prospect to qualify them. These are 5-7 questions that lead through a discovery process about how the prospect is currently dealing with the challenge you help solve. 

For #1, you can do this by asking them questions that can help put them in 1 of 4 buckets. If you are a marketing agency wanting to know where your clients are at in terms of their internal marketing skills. In this scenario, the buckets can be: 

• Stage 1: no/low marketing skills, sales-led processes, non-existent marketing team
• Stage 2: small marketing team dependent on sales, performs functions that are predominantly sales-related
• Stage 3: More developed marketing team independent from sales, performs traditional marketing functions like designing sales collateral, SEO, content marketing, etc. 
• Stage 4: Completely developed marketing team, all revenue functions led by one head, multi-channel, multi-outreach approach.

By putting them into these 4 buckets, you can determine which stage they are on as well as advice them on the next steps. 

Examples of questions here can be:

• How big is your marketing team?
• What are the functions your marketing team undertakes?
• Which channels do you use for distribution?

For the latter part, i.e getting value, you need to ask them qualifying questions. In this case, you would want to know whether they fit your ICP by asking questions like:

• What is your #1 growth challenge?
• What is your current ARR?

These questions give you insights into their problems and their budgets. 

After the quiz, you show them the end-screen with a stage assigned to them. The end screen should also have a video detailing what the stage name means and what they can do next. The script for this video is the same as what is mentioned in the email report you will send next. In order to get a detailed report, they must fill out a form and hand out their email address. Then, you send them a detailed report through email based on their stage.

This is an example of a quiz and this is an example of a report.

Script to send detailed report:

Hey xyz,

Thanks for finishing our *name of quiz* quiz!

We ran the numbers and it seems like you’re on the *name of stage* stage.

If you haven’t watched our video, you’re probably wondering:

“What on earth does that mean?”

Well, let me explain it all in the report we’ve created for you:

Click here to view and download your results report now

Besides getting clear on what your results mean »

We are also sharing some tips on how to overcome your current challenges with *topic*, and change small things for big wins. 

Cheers,

xyz

P.s.: 

*state and detail their problem/challenge*

How can we help?

Your company intro + UVP + offer

If you’re interested, reply to this email, and let’s talk. 

4. Create 10 LinkedIn posts

You must create a sequence of 10 LinkedIn posts that promote your POV and quiz. The idea here is to generate awareness about topics surrounding the quiz and then asking the prospects to take your quiz. Other than the quiz, you also need to promote your webinar.

5. Scheduling a webinar (or two)

After reading the quiz report, the prospects may have multiple questions or may want to know about how they can progress. In order to guide them, you should host a webinar about 15-20 days after the launch of the quiz. 

This way, all the hot leads can be brought onto your webinar where you can answer their questions, give them detailed advice and ask them to book a 1-on-1 call with an expert if they need more information. 

Here is the blueprint to create, run and manage a webinar: