GM, here is what we have coming up for you this week:

• Quizzes are one of the most underrated B2B lead generation tools. B2C companies have used quizzes to convert visitors into leads for years. This is why more B2B

  brands should too.

• You should be testing more stuff. Growth marketers report that more than 50% of their experiments fail. Why this means you should run more tests and how to set yourself up for success.

✅ Quizzes are one of the most underrated B2B lead generation tools.

Pop quiz! What’s a fun and engaging way to generate leads that doesn’t break the bank?

Answer: quizzes.

B2C brands have been using quizzes to convert strangers into customers for years. Warby Parker uses a simple quiz to help users choose which glasses are right for them.

Grammarly helps you find out how much of a grammar troll you are in this fun personality quiz.

Thousands of B2C brands generate leads using quizzes every day. But, as usual, B2B brands have been slower to catch on.

Here are a few reasons quizzes are a winning marketing tactic that you should consider incorporating into your B2B marketing plan.

Why quizzes work

1) Making a quiz will force you to think deeply about your ICP and understand their needs. This will help you in all areas of your marketing mix.

2) Decision-making is hard! Many people are so scared of making the wrong decision that they simply don't make any decision at all (for more on this, check out our newsletter on marketing psychology hacks).

The more you can guide people and lead them toward the right decision, the more likely they are to purchase.

3) At the end of the day, people are self-focused. They like answering questions about themselves and learning new information about themselves. The more you can connect with them in this way the better.

And the insights you provide them don’t necessarily have to be profound. Sometimes a fun quiz is just as effective. There is a reason BuzzFeed has made millions telling people silly things like which Disney character they are based on their coffee order.

4) It brings a contact closer to a buying decision.

Pretend you’re a cybersecurity software company. Consider the difference between these two sections on a landing page for a new visitor:

• A form to request a demo of a product they barely know anything about yet

• A “Which Type of Cyberattack are you Most Vulnerable to?” quiz that teaches them where they’re currently at risk and recommends the product(s) that would best protect them.

The second option engages the user, educates them about why they need the product and makes them feel like you understand their specific needs.

📰 In the news this week

📉 Google ad revenue drops for the second straight quarter.

🤖 This non-AI lawsuit could have a big impact on the AI world.

📱 What the numbers say about the potential impact of a TikTok ban.

👩‍🎓 A marketing agency brought on two AI interns in January. They’re hired

🎯 Why developing a marketing effectiveness culture is an ongoing process.

🧪 You should be testing more stuff.

A wise person once said, “Marketing is just another word for experimenting.”

With that in mind, an interesting metric that caught our eye this week was that 65% of growth marketers reported over half of their tests fail.

Why does this matter? Because, it’s our job as marketers to try new things, figure out what works, and then scale up.

But, as every marketer knows, things change quickly. Just because something works today doesn’t mean it will work tomorrow. You must stay on the cutting edge and constantly evolve your marketing strategy to keep things firing on all cylinders.

So, if our job is to find things that work, but over half of the things we try will fail, we all need to be prepared to try a lot of things. You need to give yourself enough at-bats to be able to get some hits.

That said, time and budgets are limited. So design your experiments to be MVPs (minimum viable products). This is the quickest and most barebones way to test your hypothesis and draw conclusions.

A great example is how certain YouTubers use short form content to test video ideas.

Before they spent time and energy creating a long form video, Colin and Samir created a YouTube Short to test their topic.

After that short video hit millions of views, it proved to them that demand for that content was there. They expanded the topic into an 18-minute video which hit 1.7M views and became one of the most popular videos they’ve ever made.

B2B marketers should follow the same principle. For example:

Test a short post on LinkedIn before writing the 5,000 word blog.

Run a topic by 2-3 customers before deciding to do a whole webinar about it.

Split-test the new messaging on some ads with a small budget before rolling it out to the whole company.

You get the idea.

😂 Marketing meme of the week.

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