Using Surveys and Quizzes to Generate Qualified Leads

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Interactive content like surveys and quizzes is a highly engaging way to capture leads — and qualify them at the same time. These tools not only collect contact info but also offer insights into what the lead needs or where they are in their buyer journey.

Surveys are great for gathering feedback while simultaneously introducing prospects to your offerings. For instance, a marketing agency could ask businesses about their current marketing challenges and then offer a personalized solution based on the responses.

Quizzes work especially well in B2C, eCommerce, and overseas data education. Think “What’s your marketing style?” or “Which CRM is right for your business?” The quiz provides value by helping the user make a decision — and in return, you collect an email address and behavioral data.

The data you gather from quizzes or surveys can segment your list. Someone who scores low on “digital marketing readiness,” for example, might be a good candidate for a beginner’s course or a discovery call.

Platforms like Typeform, Outgrow, and Google Forms make it easy to create lead-generating quizzes and surveys. Embed them on your website, link to them from social media, or run ads to drive traffic.

Follow-up is key. Use the data collected to personalize your email sequences or sales outreach. This makes your follow-up more relevant and increases the likelihood of conversion.

Interactive content is more than a gimmick — it’s a smart way to engage users, build trust, and gather actionable lead data.