The Top 3 Use Cases for Qualifying Questions in Marketing Campaigns

July 23, 2019 | Elizabeth Rivelli


Marketers have access to more strategies and technologies than ever before. There’s no shortage of new tactics that promise to be the golden ticket to great leads, like ABM or conversational marketing. But with so many new and shiny approaches out there, it’s easy to lose sight of the tried and true channels that consistently generate leads. Not to mention, investing in a chat tool or hiring an agency to run your ABM campaigns can drain your marketing dollars, fast. When it comes to your lead generation and qualification strategy, sometimes less is more.

Using Your Existing Content to Qualify Better Leads

Streamlining your lead qualification strategy makes life easier for you and your prospects. When someone visits your website, it can be overwhelming to get hit with a chat popup, overly personalized ads, and tons of gated content. Buyers are smart—they can spot these tactics from a mile away, and will bounce if they feel like you’re prying for their information at every corner.

Instead of evaluating the strategies you could add to your arsenal, take a step back and look at the assets you already have. Chances are, you have a healthy supply of valuable content—like white papers, blog posts, and case studies—that aren’t being used to their full potential for lead generation and qualification. Additionally, browse around your high traffic web pages, maybe a demo request page, and determine if those pages are designed to capture and qualify leads. If the answer is no, we’re here to help. Keep reading to learn how the traditional top drivers of traffic and leads can be optimized to generate qualified leads, and provide a better buying experience for your visitors.

1. PDF Assets

Your PDF assets are pillars that support your other marketing activities, like a website resource page, PPC campaign, or nurture stream. The problem is, PDF content tends to get downloaded and ignored—we’re all guilty of doing this, and so are our prospects. The way to transform your PDFs into a lead qualification machine is by embedding qualifying questions that help marketers get to know the reader better.

Take your top performing PDFs and layer in 2-3 qualifying questions throughout. Some examples could be, “What is your biggest challenge right now?” or “What is your team measured on?” Place a lead form at the back of your PDF, and offer a personalized demo with sales as the CTA, in addition to a related piece of content. With that information, you sales team can follow up more effectively, and tailor their conversation to focus on the goals and challenges your lead shared when they responded to your qualifying questions.

2. Blog Posts

Marketers know that investing in a blog is like the power of compound interest—over time, consistency and quality will increase traffic and improve your SEO ranking. But blogs don’t always have a clear path to conversion, or obvious next steps other than hitting subscribe. With lead qualifying questions, marketers can use their blog posts to capture and qualify leads, and create opportunities for conversion.

Find a recent blog post that performed well, and embed two questions. The first question should be relevant to the topic of the post, and the second should be a qualifying question, such as, “How effective is your [problem you solve for] strategy?” Use an email-only lead form that directs readers to a related blog post as your CTA. Based on a reader’s response to the qualifying question, you’ll know whether that person is a hot lead that should be sent to sales right away, or if they could benefit from nurture to keep them moving through the funnel.

3. Demo Request/Contact Forms

For most marketers, the highest converting lead forms tend to be on demo request or contact us pages. But it’s important to remember that not all inbounds are created equal, especially because contact and demo request forms can be used as general ‘get in touch with us’ forms. A new inbound lead could be an existing customer looking for tech support, or a student doing research on your company.

Using qualifying questions on your contact and demo request forms helps marketers segment and qualify these leads, so they can follow up with appropriate messaging based on their level of intent. Wherever you have a demo request or contact us form, add 2-3 qualifying questions to help determine if an inbound request is a sales-ready lead. Some common ones are, “What is most important to you in a new product?” or “What is your timeline for adoption?” Based on their responses, marketers can easily disqualify leads that aren’t a fit, and provide sales with valuable information they can use to personalize their follow up outreach.

Final Thoughts

As marketers, our attention is pulled in many different directions. But at the end of the day, we’re focused on two key things—supporting our sales team and contributing to the bottom line. With increasingly sales-focused KPIs, it’s easy to fantasize about the monumental results we could get with this new strategy, or by implementing that new MarTech solution. And while popular new tactics can help you reach your goals, sometimes it’s more effective to sharpen your tools, rather than find new ones.

You can generate qualified leads that convert and drive revenue for your business simply by optimizing your existing content. Adding lead-qualifying questions that are created in partnership with your sales team allows marketers to get to know their leads, understand their intent to purchase, and gives them what they need to move down the funnel. It’s a simple tactic that doesn’t require expensive paid programs, complicated databases, or highly-trained team members. The best part? You can start seeing value right away. Learn how SnapApp can take your lead qualification strategy to the next level.


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