Qualified leads through personalized maturity assessment
The challenge they faced
A B2B demand generation firm needed a way to qualify prospects and demonstrate marketing maturity to their sales team before outreach. The client lacked a tool to assess where prospects stood relative to industry peers, forcing the team to engage leads without clear insight into their marketing effectiveness or readiness to buy. This gap left sales unable to prioritize high-potential opportunities or tailor conversations to each prospect's specific gaps and stage.
The strategy we mapped
The team needed a way to assess where prospects stood in their marketing maturity and deliver personalized insights based on their responses. We structured the work around building a complete quiz experience in HubSpot that would capture respondent data, segment audiences based on their answers, and trigger automated follow-up.
Before any automation could run, we had to establish how quiz responses would be tracked and reported. This meant creating a custom object in HubSpot to store quiz-specific data and connect it to the team's existing contact records. Once that foundation was in place, we could then build the quiz pages, design the results experience, and set up the workflows that would send personalized results back to respondents.
The solutions we executed
We built custom quiz pages and a results page template that aligned with the team's brand guidelines and gave respondents a clear view of their assessment outcome. To make the results meaningful, we created a custom object in HubSpot to store quiz responses and linked it to contacts and companies, which then allowed us to track and report on quiz performance separately from standard contact data.
We segmented the team's contact list based on quiz results and marketing maturity levels, so future campaigns could speak to each group's specific needs and stage. We also designed a branded email template for delivering quiz results to respondents, and set up a workflow to send those results automatically when the quiz was completed. Finally, we built a centralized dashboard with custom reports tracking quiz participation, respondent information, and maturity distribution across the team's audience.
What changed after the engagement.
The client now has a fully functional marketing maturity assessment quiz embedded in HubSpot that captures prospect data, qualifies leads based on their marketing effectiveness, and automatically delivers personalized results. Quiz responses are stored in a custom HubSpot object linked to contacts and companies, enabling the sales team to segment audiences by maturity level and tailor outreach accordingly. A centralized dashboard tracks quiz participation and respondent insights, while automated email workflows deliver branded results immediately upon completion. The team can now prioritize high-potential opportunities and engage prospects with conversation strategies matched to their specific marketing gaps and readiness to buy.
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