Generate Qualified Leads with Interactive Scoring Assessments

What You Get

This assessment quiz template generates qualified leads through interactive scoring. Thirteen pre-configured fields include 10 scored multiple choice questions, automatic score calculation (0-100 points), and email capture. Users get personalized insights based on their score tier, while you get pre-qualified leads with engagement data.

Template Structure

10 Scored Assessment Questions (Radio Buttons)

Each question evaluates a different dimension of marketing maturity with 4 answer options worth 0, 3-4, 6-7, or 10 points. Questions assess:

1. Email List Size - Audience reach metric

2. Email Campaign Frequency - Engagement cadence

3. Marketing Automation Level - Process sophistication

4. Analytics Review Frequency - Data-driven decision making

5. Content Creation Cadence - Thought leadership consistency

6. A/B Testing Practices - Optimization maturity

7. CRM Usage - Technology stack advancement

8. Audience Segmentation - Targeting precision

9. Marketing Attribution - ROI measurement capability

10. Marketing Budget - Resource allocation level

Point values reflect industry best practices. Higher scores indicate more mature marketing operations.

Calculated Total Score (Visible at End)

Automatically sums all 10 question responses for a total score out of 100. Appears as the final screen before submit button, showing users their score immediately. Uses FormFlux's calculated field with formula that references each question by its normalized label.

Score interpretation:

• 0-30 points: Beginner - Building foundation
• 31-60 points: Intermediate - Growing capabilities
• 61-100 points: Advanced - Industry leader

Email Address (Required)

Captures lead email for follow-up and personalized recommendations. Positioned after questions but before final score to maximize conversion. Users who complete questions have high commitment and willingly provide email to receive insights.

Company Name (Optional)

Optional field for B2B lead enrichment. Helps sales team research accounts before outreach. Making it optional reduces friction while still capturing data from serious prospects.

How to Use This Template

1. Load Template

Click "Use This Template" and sign up for FormFlux (free, no credit card). Assessment quiz loads in the builder with all fields pre-configured including scoring logic.

2. Customize for Your Industry

Replace default "Marketing Maturity Assessment" with your topic:

Sales Readiness Assessment

• Pipeline size and conversion rates
• Sales process documentation
• CRM adoption and data quality
• Sales enablement resources
• Team coaching and training
• Forecasting accuracy
• Deal velocity metrics
• Win/loss analysis practices
• Customer retention strategies
• Sales technology stack

Cybersecurity Maturity Assessment

• Password policy strength
• Multi-factor authentication adoption
• Employee security training frequency
• Incident response plan existence
• Data backup procedures
• Access control implementation
• Vulnerability scanning practices
• Third-party vendor security
• Compliance framework adherence
• Security budget allocation

Technology Readiness Assessment

• Cloud adoption level
• Legacy system modernization
• API integration capabilities
• Data infrastructure maturity
• Development process automation
• Monitoring and observability
• Disaster recovery planning
• Technical debt management
• Innovation budget
• Team skill development

3. Adjust Scoring Logic

Modify point values based on your assessment criteria:

Equal Weight (Current)

• All questions worth 0-10 points
• Total score 0-100

Weighted Importance

• Critical questions: 0-15 points
• Important questions: 0-10 points
• Nice-to-have questions: 0-5 points
• Total: Adjusted scale

Pass/Fail Questions

• Deal-breaker questions: 0 or 25 points
• Qualifying questions: 0-10 points
• Creates clearer tiers

4. Set Up Result Tiers

Define score ranges and corresponding actions:

Beginner (0-30 points)

• Message: "Building Your Foundation"
• Offer: Free guide, blog post series
• Sales action: Educational nurture sequence
• Timeline: 6-12 month sales cycle

Intermediate (31-60 points)

• Message: "Growing Your Capabilities"
• Offer: Webinar invitation, case study
• Sales action: Mid-funnel content + demo offer
• Timeline: 3-6 month sales cycle

Advanced (61-100 points)

• Message: "Industry Leader - Optimize Further"
• Offer: Book sales call, custom demo
• Sales action: Direct sales outreach
• Timeline: Immediate to 3 month sales cycle

Use conditional logic (Pro) to show tier-specific messages or redirect to tier-specific landing pages.

5. Configure Lead Routing

Automate follow-up based on score:

Zapier Integration

1. Connect FormFlux to Zapier

2. Add filters:

- If total score >= 61: Create high-priority lead in CRM, notify sales via Slack

- If total score 31-60: Add to nurture email sequence

- If total score <= 30: Send educational content, add to long-term nurture

3. Include score and tier in CRM record for context

Webhook to Your System

1. Enable webhook integration

2. Send score, tier, all responses, and timestamp

3. Process in your backend for custom routing logic

Google Sheets Lead Database

1. Connect Google Sheets integration

2. Auto-populate: Name, Email, Company, Score, Tier, Timestamp

3. Sales team reviews daily, prioritizes high scores

4. Track conversion rates by tier

6. Create Results Email (Pro Feature)

Users see their score immediately on the thank-you screen. To send personalized follow-up recommendations via email, use the auto-responder integration (requires Pro subscription):

Subject: Your Marketing Maturity Score: {{calculated_score}}/100 Body:

```

Hi {{email}},

Thank you for completing our Marketing Maturity Assessment!

Your Score: {{calculated_score}} out of 100

[If score 0-30]

You're in the "Building Foundation" tier. Most companies at this stage benefit from:

• Establishing core marketing processes
• Building your email list systematically
• Setting up basic analytics tracking
• Creating a content calendar

Recommended next step: Download our free "Marketing Foundations Checklist" to prioritize improvements.

[If score 31-60]

You're in the "Growing Capabilities" tier. Focus areas for advancement:

• Implementing marketing automation
• Expanding content production
• Refining audience segmentation
• Improving attribution tracking

Recommended next step: Watch our webinar on "Scaling Marketing Operations" to learn proven strategies.

[If score 61-100]

You're in the "Advanced" tier - impressive! To optimize further:

• Fine-tuning attribution models
• Expanding to new channels strategically
• Implementing predictive analytics
• Building thought leadership

Recommended next step: Book a strategy call to discuss custom optimizations for industry leaders.

Ready to accelerate your progress? Reply to this email or book a call: [Calendly link]

Best regards,

[Your Name]

```

7. Promote Your Assessment

Drive traffic to maximize lead generation:

Landing Page

• Headline: "Discover Your Marketing Maturity Score in 2 Minutes"
• Benefits: Free personalized insights, industry benchmarking, actionable recommendations
• Social proof: "Join 5,000+ marketers who've taken this assessment"
• Clear CTA: "Start Assessment"

Social Media

• LinkedIn: "How does your marketing stack up? Take our 2-minute assessment."
• Twitter: "Score your marketing maturity (0-100). Took me 90 seconds. Surprisingly accurate."
• Share example results to demonstrate value

Email Campaigns

• Subject: "How mature is your marketing? Find out in 2 minutes"
• CTA: Link to assessment landing page
• Highlight: "Get personalized recommendations based on your score"

Content Marketing

• Add assessment CTA to blog posts on related topics
• Create "Assessment Results Analysis" content showing aggregate insights
• Reference assessment in webinars and workshops

Paid Ads

• Google Ads: Target "marketing assessment" and related keywords
• LinkedIn Ads: Target marketing roles (CMO, Marketing Director, Marketing Manager)
• Retargeting: Show assessment to blog visitors who haven't completed it

Customization Examples

Add Industry Selector

Tailor questions based on industry:

• Type: Dropdown (first question)
• Label: "What industry are you in?"
• Options: SaaS, E-commerce, B2B Services, Healthcare, Finance, etc.
• Use conditional logic to show industry-specific questions

Add Company Size Field

Segment leads by company scale:

• Type: Dropdown
• Label: "Company size"
• Options: 1-10, 11-50, 51-200, 201-1000, 1000+ employees
• Use for lead qualification (enterprise vs SMB routing)

Add Timeline Question

Qualify purchase intent:

• Type: Radio
• Label: "When are you looking to improve your marketing?"
• Options: Immediately, 1-3 months, 3-6 months, 6+ months, Just researching
• Score accordingly: Immediate = 10 pts, Just researching = 0 pts

Add Budget Question (Qualifying)

Filter budget fit:

• Type: Dropdown
• Label: "Monthly marketing budget"
• Options: <$1K, $1K-$5K, $5K-$20K, $20K-$50K, $50K+
• Auto-disqualify if below minimum (show educational content instead of sales outreach)

Add Job Title (Qualification)

Identify decision-makers:

• Type: Text or dropdown
• Label: "Job title"
• Common options: CMO, Marketing Director, Marketing Manager, Coordinator, Other
• Prioritize C-level and Director in lead routing

Why Use This Template

High Conversion Rates

Assessment quizzes achieve 40% conversion rates compared to 10-15% for standard lead forms. According to 2026 quiz marketing data, users who start interactive assessments complete at 65% rates. The investment of time creates commitment and reciprocity.

Pre-Qualified Leads

Score and engagement data qualify leads before sales contact. A prospect who scores 75/100 and spends 3 minutes completing your assessment is more qualified than someone who filled out a 3-field "Contact Us" form. Sales teams can tailor outreach based on score tier and specific answer patterns.

Educational Value Builds Trust

Providing personalized insights positions your brand as helpful expert rather than pushy vendor. Users appreciate actionable recommendations regardless of whether they become customers immediately. This builds long-term trust and brand affinity.

Viral Sharing Potential

Shareable results drive organic reach. Users post "I scored 82/100 on Marketing Maturity" on social media, bringing brand visibility and referral traffic. Each share is implicit endorsement from peer network.

Multi-Stage Funnel Coverage

Assessments attract prospects across the funnel:

• Top of funnel: Curious about their current state
• Middle of funnel: Evaluating where to improve
• Bottom of funnel: Looking for validation before purchase decision

Single asset captures leads at all stages with appropriate follow-up for each tier.

Lead Nurturing by Score Tier

Beginner (0-30) - Long-Term Nurture

Immediate:

• Thank you email with score
• Free downloadable checklist or template
• Link to foundational blog posts

Week 1-4:

• Educational email series (1/week)
• Topics: Getting started, quick wins, common mistakes
• Goal: Build knowledge and awareness

Month 2-6:

• Monthly newsletter with tips
• Invitations to beginner webinars
• Case studies of companies that improved from beginner tier

Conversion Timeline: 6-12 months Conversion Rate: 5-10% to sales opportunity

Intermediate (31-60) - Active Nurture

Immediate:

• Thank you email with score and specific recommendations
• Link to mid-level resources (e.g., "Scaling Marketing Operations" guide)
• Webinar invitation on advanced tactics

Week 1:

• Follow-up email with case study relevant to their weak areas
• Offer: Free 15-minute consultation

Week 2-4:

• Educational content focused on advancing specific capabilities
• Product demos showing how to achieve higher scores

Month 2-3:

• Trial offer or discount
• "Companies like yours improved from X to Y using our platform"

Conversion Timeline: 3-6 months Conversion Rate: 15-25% to sales opportunity

Advanced (61-100) - Sales Outreach

Immediate:

• Thank you email congratulating high score
• Acknowledgment of sophistication
• Direct sales call offer: "Let's discuss optimizations for industry leaders"

Day 1-2:

• Personalized sales email referencing specific answers
• Phone call if contact info provided
• LinkedIn connection request from sales rep

Week 1:

• Custom demo focused on advanced features
• Invitation to exclusive roundtable or executive briefing
• Premium content (e.g., "Advanced Attribution Modeling Guide")

Week 2-4:

• Proposal tailored to their specific situation
• ROI calculator based on their current metrics
• References from similar advanced companies

Conversion Timeline: Immediate to 3 months Conversion Rate: 30-45% to sales opportunity

Integration Setup Examples

HubSpot Lead Scoring via Zapier

1. Connect FormFlux to Zapier

2. Trigger: New quiz submission

3. Action: Create or update contact in HubSpot

4. Map fields:

- Email → Contact email

- Company → Company name

- Total score → Custom property "Assessment Score"

- Individual question answers → Custom properties

5. Set HubSpot lead score based on quiz score:

- Assessment score 61-100: Add 50 points

- Assessment score 31-60: Add 25 points

- Assessment score 0-30: Add 10 points

6. Assign to appropriate workflow based on tier

Salesforce Opportunity Creation

1. Zapier: FormFlux → Salesforce

2. Trigger: New submission with score >= 61

3. Action: Create lead in Salesforce

4. Map data:

- Name, email, company (standard fields)

- Quiz score → Custom field

- Answer breakdown → Description field

5. Set lead source: "Assessment Quiz"

6. Auto-assign to sales rep based on company size or region

7. Create task: "Follow up on high-score assessment lead within 24 hours"

Slack High-Score Alerts

1. Connect Slack integration in FormFlux

2. Filter: Only send if total score >= 61

3. Channel: #sales-hot-leads

4. Message format:

```

🔥 High-Score Assessment Lead!

{{email}} from {{company}} just scored {{score}}/100

Score Tier: Advanced (Top 20%)

Weak areas:

- [Parse answers to identify lowest-scoring questions]

View full responses: [link]

```

5. Sales team responds within 1 hour to hot leads

Email Drip Campaign by Tier

1. Connect to email marketing tool (Mailchimp, ConvertKit)

2. Create 3 segments based on score:

- Beginner (0-30)

- Intermediate (31-60)

- Advanced (61-100)

3. Enroll in tier-specific email sequences:

Beginner Sequence (12 emails over 6 months):

• Email 1: Welcome + foundations checklist
• Email 2: Common mistakes to avoid
• Email 3-6: Educational content (1 per week)
• Email 7-12: Case studies + soft CTAs (1 per 2 weeks)

Intermediate Sequence (8 emails over 3 months):

• Email 1: Welcome + scaling guide
• Email 2: Webinar invitation
• Email 3-4: Advanced tactics (1 per week)
• Email 5: Trial or demo offer
• Email 6-8: Case studies + hard CTAs (1 per 2 weeks)

Advanced Sequence (4 emails over 1 month):

• Email 1: Congratulations + strategy call invitation
• Email 2: Custom demo + ROI calculator
• Email 3: Proposal with pricing
• Email 4: Final offer with urgency

Analytics & Optimization

Metrics to Track

Quiz Performance:

• Start rate (views to starts)
• Completion rate (starts to completions)
• Email capture rate (completions to emails provided)
• Average time to complete
• Score distribution

Lead Quality:

• Conversion rate by score tier (lead to opportunity)
• Sales cycle length by tier
• Close rate by tier
• Average deal size by tier

Content Effectiveness:

• Which questions have highest abandonment (optimize or remove)
• Question order testing (does question sequence impact completion?)
• CTA testing (results email vs immediate results)

A/B Testing Ideas

Intro Message:

• Test "Discover your score in 2 minutes" vs "Benchmark against industry leaders"
• Test emphasizing speed vs emphasizing insight value

Email Placement:

• Test asking email before questions vs after questions vs after results
• Measure impact on completion rate and email capture rate

Question Count:

• Test 10 questions vs 7 questions vs 5 questions
• Balance completion rate with qualification depth

Result Delivery:

• Test showing results immediately vs "Check your email"
• Measure email open rates and engagement

Call-to-Action:

• Test "Book a call" vs "Download guide" vs "Start free trial"
• Measure conversion to next funnel stage

Common Questions

How long does it take users to complete?

Average completion time is 2-3 minutes for 10 questions in conversational mode. This timing achieves high completion (users aren't overwhelmed) while demonstrating commitment (users invested enough time to want results).

Should I show the score immediately or send via email?

This template shows the score immediately on the final screen before submission, ensuring all users can see their results. For additional engagement, send personalized recommendations and detailed reports via email using the auto-responder integration (Pro feature). This hybrid approach maximizes both completion rates and email capture.

Can I reuse this template for different topics?

Yes. The scoring structure works for any assessment. Replace questions and adjust point values to match your industry. Marketing, sales, IT security, HR, operations, finance, customer success all work with this format.

What if users game the quiz for higher scores?

Self-reported assessments have inherent honesty issues. Mitigate by:

• Framing questions neutrally (not "Are you amazing at X?")
• Making score just one factor in lead qualification
• Verifying claims during sales conversations
• Focusing on answer patterns not just total score

Most users answer honestly because they want accurate recommendations.

How do I prevent spam submissions?

Enable reCAPTCHA in form settings for bot protection. Set response limits if needed (e.g., 1 submission per email address). Monitor for obviously fake data (e.g., company name "asdf", perfect scores with gibberish emails).

Can I charge for the detailed results?

Yes, but significantly reduces lead volume. Free assessment with basic results + paid ($10-$50) detailed report works for high-value industries (finance, legal, healthcare). Most B2B SaaS companies get better ROI from free assessments that generate leads.

Ready to Use This Template?

Click "Use This Template" to load the assessment quiz in your FormFlux account. Free signup, no credit card required. Customize questions for your industry, set up lead routing, and start generating qualified leads with 40%+ conversion rates.

What's included:

• 10 pre-scored assessment questions
• Automatic score calculation (0-100)
• Email capture field
• Company name field (optional)
• Conversational mode enabled
• Mobile-responsive design
• All integrations available (Zapier, Google Sheets, Slack, webhooks)
• Export to CSV/JSON

Setup time: 2-3 minutes to customize questions Cost: Free (Pro features optional for conditional results) Expected conversion rate: 40%+ (vs 10-15% for standard forms)