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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 Alla Elfimova
Director of Marketing. Ex-Publicis, Ex-Millward Brown. 10+ years of experience in Retail, Technology, Telecom, Media & Entertainment industry verticals, driving growth for the brands like Samsung, Verizon, Kohl’s, Twitter and Coca-Cola.