Content Types

Assessments use question-and-answer format to determine relevant details about a prospect and provides tailored results based responses.

What’s your marketing name?

Ann Handley

Joe Pulizzi

Seth Godin

Taylor Swift

Sanjay Dholakia

Ardath Albee

No more please.

They’re all the same.

Love ’em!

All things content

Lead or demand gen

Events and webinars

Design and creative

Honest Abe

You’ve either just started in marketing and don’t know that entering a lead form = emails galore, or you’ve been in marketing for a while and know the frustrations of an incomplete form or bad data! Either way, you’re honest and have respect for a lead form. Keep it up!


You’re the George Clooney of the bunch! You respect the lead form and know its implications, but you also have a sense of humor around the topic. You want to access the content on the other side of the form, but don’t want to be contacted – and you may want to give your fellow marketers a laugh along the way.

Jane Doe

You’ve been in marketing for a while and know how this works: Prospect fills out a lead form, prospect gets emailed. You already have so many messages piling up in your inbox, you just can’t take any more — so you choose to fly under the radar to get the content you want.

What is an assessment?

An assessment is a type of interactive content where a user answers a series of questions and sees a custom result based on responses. They let you create a true dialogue with your audience, collecting relevant information for your marketing programs in exchange for personalized content.

What are some examples of how assessments are used?

Assessments can be used as:

  • Personality Tests

  • Maturity Assessments

  • Product Evaluations

  • Benchmark Assessments

  • Product Pickers

  • And More!

See examples of assessments in action.

Why do audiences love assessments?

Assessments have a higher consultative feel, as they address specific questions and issues, and provide custom results that feel personalized. There are no ‘right’ answers in an assessment – responses map to different results.

Why do marketers love assessments?

With assessments, you can ask questions related to key sales criteria, letting prospects self identify faster through more organic question responses than having a standard lead form. This lets you qualify (and disqualify) leads more efficiently. Also, because interactive content is connected to your marketing automation platform, you can use the responses to influence scoring and nurturing efforts.

Where in the funnel should marketers use assessments?

Assessments are a very flexible content type and can be used anywhere across the funnel – top, middle, or bottom. It all depends on the type of assessment you use. For example, at the top of the funnel, a more lightweight, awareness-focused personality test may get your prospects interested, while a bottom-of-the-funnel assessment could be a product picker that helps buyers choose the solution that makes sense for their needs.

Don't get left out. Subscribe to our blog and always be in the know.