Today’s guest post comes courtesy of Seth Lieberman, CEO of SnapApp, a marketing platform used by companies to easily create interactive content to generate leads and drive revenue across the web, mobile, social and email.
Relevance is key to winning the attention of prospects and customers. The challenge many B2B marketers face, however, is how to efficiently serve up the most compelling content on a case by case basis. Behavioral data can show trends and reveal insights over time, but what about first-time top of the funnel visitors with no browsing history, or the fast moving buyers who may not fit into your typical sales profile? How can you consistently fill the top of the funnel while shortening your sales cycle? Enter the “personality” or “persona” test.
A persona or personality test (sometimes called an “assessment”) is a series of topical questions structured to match people with specific personalities, patterns, or identities based on their responses. For example Cisco Systems teamed up with PC World to run: “What Kind of Network Manager are You?” to gather information on office/ IT department setups. Personality tests can range from all business to casual and prospects like them because they receive real time value—which equates to a 73% click through rate.* The benefit to marketers: more leads and valuable insights for profiling, scoring and nurturing.
Drive leads and qualify them more rapidly with personality tests
Nurture leads and reduce time to purchase with personality tests
Case Studies: 73% form completion, 20% social sharing, 3000 Facebook likes
Want to see it in action? Take the What’s Your Content Consumption personality test, or, ready to give it a try but short on ideas? Here are a few to get you started: