In B2B marketing often the problem with leads is that they are the wrong type or in other words they are not qualified. One of the ways around this is to pose your marketing as a question and then segment the questions given in the marketing based on the responses. The final question can be an offer for contact based on a finely tuned decision tree.
An example for a legal consulting firm for this type of questioning might be asking a general question about their legal readiness. The next question might ask which of the following areas are your most problematic. After that response there may be a question about the company size etc. After 4 or 5 questions you have a highly defined lead.
If you can take advantage of each of the possible permutations of responses then you are in good shape. Some companies will sell the leads where their own company is not in a position to help. An example of this might be a merchant cash advance company giving the lead over by permission of the user in the quiz to a bankruptcy attorney based on the responses.
One of the third party companies that provides a ready to go logic and display system for this type of marketing is LeadQuizzes.com
A company that can help you craft a holistic marketing solution for your B2B company is Boston based FireRock Marketing.
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