Here’s a question: What if I told you there’s a marketing tool that converts and educates your prospects about what they need, AND makes them genuinely like you more?

Sounds too good to be true.

Stay with me because we’re talking about quiz and assessment marketing, and no, this isn’t some gimmicky Buzzfeed “Which sandwich are you?” situation. This strategic business asset is changing the game for B2B companies, especially in professional services like recruitment.

By the end of this episode, you’ll understand why quiz marketing is exploding right now, how it solves multiple business problems simultaneously, and most importantly, how you can implement this in your business.

Let’s get into it.

Why Assessment Marketing is Powerful

Let’s discuss what makes quizzes and assessments valuable to your marketing toolkit.

You’re probably already doing great work with your marketing, creating content, building relationships, and establishing your expertise. And that’s brilliant. But here’s what’s exciting: quizzes and assessments offer something that complements everything you do.

Here’s what makes them unique:

They’re interactive rather than passive. Instead of reading or watching content, your prospects are actively participating. They’re clicking, thinking, and engaging with your brand in a way that creates a different kind of connection.

They’re personalised from the start. Every person who takes your assessment gets results tailored specifically to their situation, not general advice that might apply to them, but specific insights about where they are right now.

They provide immediate value. There’s no waiting, no “we’ll get back to you.” When someone completes your assessment, they receive insights they can use immediately. That instant gratification creates a powerful positive association with your brand.

And here’s the fascinating bit: while your prospects discover insights about their business, you’re also learning about them. They voluntarily share information about their challenges, goals, and priorities; not because you’re asking intrusive questions, but because the process is valuable to them. 

Getting Remarkable Results

We’re not talking about entertainment quizzes. We’re talking about diagnostic tools wrapped in an engaging experience. Think of it as a conversation starter that provides value.

But it’s not just about the numbers, it’s about the psychology.

Think about the last time you took a quiz or assessment. What happened? You got curious. You wanted to know where you stood. You kept clicking to find out more. And when you got those results, you felt like you learnt something valuable.

This is the psychology of self-discovery at work because humans inherently need to understand themselves.

About 80% of people use personality or diagnostic quizzes at least monthly. Each question answered triggers a small dopamine hit, which your brain rewards you for making progress. And when you reach the results? That’s a sense of accomplishment.

Here’s the beautiful part for business owners: While all this is happening, your prospects are actively educating themselves about their challenges, gaps, and opportunities. They’re not being told they are discovering, and that makes all the difference in how they receive and act on the information.

The Dual Power: Diagnostic Value and Rapport Building

Let me break down why assessment marketing is particularly powerful for business owners. It serves two critical purposes simultaneously.

Purpose Number One: Diagnostic Value

Most of your ideal clients don’t fully understand their own problems. They know something’s not working but can’t pinpoint exactly what or why.

A well-designed assessment helps them:

• Identify specific gaps they didn’t even realise existed


• Benchmark themselves against industry standards


• Recognise pain points they couldn’t articulate before


• Understand the urgency of addressing these issues

When someone takes your assessment and sees their results, they’re not being sold to—they’re getting an objective evaluation. You’re positioning yourself as the expert diagnostician who understands their challenges deeply.

This creates a different kind of relationship from the start; one built on insight and expertise rather than just promotion.

Purpose Number Two: Rapport Building Through Engagement

Here’s something that’s often underestimated: Quizzes break down psychological barriers uniquely.

Something powerful happens when you lead with education and insight through an interactive experience. Your prospect’s defences naturally lower. They’re having an enjoyable, valuable experience. They’re interacting with your brand helpfully and collaboratively.

The “fun factor” of interactive content creates positive brand associations. The interactive format makes it engaging even if the topic is a serious business strategy.

And here’s the key: By providing immediate, personalised insights for free, you demonstrate genuine interest in helping, not just selling. You’re giving them transparency about what they need before you ever ask for a meeting or a sale.

This builds trust at a foundational level. Trust that translates into warmer leads, shorter sales cycles, and higher conversion rates down the line.

The Power of Personalisation

Now let’s talk about something that should excite every business owner: data.

When someone takes your quiz, you’re collecting gold:

• Their specific pain points and challenges


• Their current situation and goals


• Budget and timeline indicators


• Decision-making authority


• What they prioritise most

This isn’t invasive because they volunteer this information in exchange for value.

Making it Practical

Okay, so you’re probably thinking: “This sounds great, but how do I actually do this?”

Let me make this practical.

Start with the right quiz type. For business owners, I recommend starting with a diagnostic assessment. Something like:

• How Effective Is Your Talent Attraction Strategy?


• Is Your Business Ready to Scale?

This positions you as the expert while providing genuine value.

Keep it focused. Six to ten questions is the sweet spot for B2B audiences. You want completion rates above 65%, so don’t make it too long. Target under 7 minutes to complete.

Structure your questions strategically. Start with easy, engaging questions to build rapport and momentum. Then move into more specific business questions. Include one or two qualifying questions about budget, timeline, or authority and make them natural, not pushy.

Make the results page powerful. This is where the magic happens. Your results page should include:

• Personalised insights interpreting their score


• Specific, actionable recommendations


• Social proof testimonials or case studies


• A clear next step with a strong call-to-action

Build the follow-up sequence. This is crucial. When someone completes your quiz, trigger an automated email sequence:

• Immediately: Send their detailed results


• Day 2-3: Deep dive into their specific challenge


• Day 5-7: Share a relevant case study


• Day 10-14: Provide educational content addressing their gaps


• Day 14-21: Invite them to the next step, maybe a consultation

Platform-wise, tools like ScoreApp or Typeform make this incredibly easy. You can build your first quiz in 20-30 minutes using templates. You don’t need to be technical.

The investment is minimal, usually £20-100 per month for a platform, but the returns are exponential compared to traditional lead generation.

Your Next Step Experience It Yourself

Now, I believe in practising what we preach.

If you are curious about the current state of your marketing, we’ve created an assessment designed specifically for recruitment search and staffing owners based on our insights from working with clients over the last eighteen years.

The Client and Candidate Attraction Scorecard is a perfect example of today’s discussion.

In just 3 minutes, you’ll get a personalised snapshot of your current marketing across five critical areas:

• Goal Clarity and Strategic Focus


• Your Offer and Value Proposition


• Brand and Positioning


• Lead Generation Effectiveness


• Implementation and Measurement

You’ll receive instant results showing where you’re strong and where small, focused improvements could make a significant difference. No fluff just actionable insights tailored to your business.

You’ll see what we’ve been discussing firsthand. You’ll experience how engaging and valuable a well-designed assessment can be. You’ll understand why these convert so much better than traditional lead magnets.

To take your free scorecard, go to superfastrecruitment.co.uk/scorecard.

After you get your results, we offer a complimentary 45-minute Marketing Strategy Consultation. In this consultation, we’ll review your scorecard in detail, identify your highest-impact opportunities, and outline specific next steps. The