The starting point
The e-commerce company was successfully collecting email addresses through classic opt-in forms and downloads of generic PDF material. The database was growing, but the marketing team had a problem: they knew almost nothing about the people in it.
The problem
- Anonymous leads. An email address says nothing about the problem a customer is actually trying to solve.
- Blanket marketing. When you do not know what is bothering a customer, you have to send generic newsletters. Those get low open rates and even lower conversion.
- Shooting blind. Sales campaigns were ineffective, because the company could not aim the right message at the right person.
The solution: a dynamic AI quiz
Instead of another dull PDF, we built an interactive tool that gives value to both sides, the customer and the company.
How it works:
- Dynamic questioning. The customer moves through a quiz where the questions change based on their previous answers.
- AI scoring. Once the quiz is finished, AI immediately generates a personalised report tailored to that customer’s specific problems.
- Automatic segmentation. The company gets not only an email address but an accurate profile of the customer, their pain points, and placement in the right marketing segment.
What changed
- High engagement. More than 500 people completed the quiz in the first month alone.
- The end of anonymous data. The marketing team knows exactly what problem every single lead in the database is dealing with.
- Hyper-personalisation. The company started sending tightly targeted email campaigns. A customer who reported problem A in the quiz gets the solution to problem A, not a generic discount.
What transfers to your company
- Give people value about themselves. People dislike filling in forms but like learning something about themselves. A personalised AI report is a far stronger lead magnet than a static PDF.
- Quality over quantity. Better to have 500 thoroughly profiled leads you know exactly how to talk to than 5,000 anonymous addresses that ignore your messages.
- Automate the segmentation. Use AI to sort customers into the right buckets right at the start. The rest of your sales funnel becomes far more efficient as a result.
How to bring this into your company
If you want to know what a lead scoring system like this would look like for you, let us start with a 15-minute call. We go through whether it makes sense in your company and which of our workshops is the best starting point.