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Hey SaaS marketers! Breaking into a new market category? Interactive content like quizzes or assessments can be a powerful tool to educate, engage, and convert your audience. Here’s a step-by-step guide on using quizzes effectively in your go-to-market strategy.
Why Use Quizzes?
- Engagement: Quizzes are fun and engaging, making them perfect for catching and keeping attention.
- Education: They can educate the market about your new category and its benefits in a digestible format. Instead of telling prospects they have a problem, we guided them to the realization through fun, insightful questions. This method helps them reach their own “aha” moment. Ideal for inbound-heavy SaaS with “build your own category” or “go niche” GTM strategies.
- Lead Generation: Capture valuable data and qualify leads based on their responses.
Who Should Use Quizzes?
- Innovators and Educators: If your SaaS is pioneering a new category, you’ll need to educate your market. Quizzes do this interactively and memorably.
- Data-Driven Marketers: Looking to gather insights on your audience? Quizzes provide direct feedback from potential customers.
How to Craft an Effective Quiz?
- Define Your Objectives: Start with clear goals. Are you looking to educate about your new category? Maybe segment your audience for personalized follow-ups?
- Keep It Relevant and Fun: Design questions that are both informative and engaging. Throw in a mix of multiple-choice and true/false to keep it light.
- Focus on Value: Each question should lead the participant closer to understanding the value of the new category. Wrap up with a compelling call-to-action, like downloading a whitepaper or scheduling a demo.
- Promote Widely: Use your channels to promote the quiz—social media, email, your website. Consider paid ads to extend your reach.
Making the Most Out of Quiz Results
- Analyze Responses: Use the data to understand market readiness and objections. This can guide your content and product development.
- Segment and Target: Based on responses, segment your leads for tailored follow-up campaigns. This personalizes the journey and improves conversion rates.
- Educate and Nurture: Follow up with educational content that addresses common questions and concerns raised during the quiz.
Why It's a Game-Changer
- Builds Awareness: Quizzes introduce and clarify new concepts, helping you build market awareness for your new category.
- Drives Engagement: Interactive content keeps potential customers engaged longer, increasing the chances of conversion.
- Enhances Lead Quality: By qualifying leads through their quiz answers, you focus on prospects most likely to convert.
Wrap-Up: Is This Strategy for You?
If you’re pioneering a new SaaS category and need to educate your market, quizzes offer a dynamic way to engage, qualify, and convert your audience.
By Chris Clifford
Chief Strategy Officer. Chris founded his first technology startup at the age of 17 out of his dorm room and has gone on to co-found, advise and angel invest in a number of technology and CPG companies.