What Is a Maturity Assessment? The Secret to Producing Hot Leads

Maybe you’ve heard the term ‘maturity assessment’ floating around in the sales and marketing departments…but you’re not quite sure what exactly it is.

Let’s clear that up.

For the user, a maturity assessment is essentially a resource that helps indicate whether or not a certain solution or strategy is right for you based on the answers provided within the assessment. For the business, it’s a discovery tool that helps better qualify leads based on responses within the assessment – to see if they’re “ready.”

As part of a content-enabled campaign, there’s value in a maturity assessment both for the user and the provider – and it helps both parties understand important information involved in the decision-making process.

Let’s look at these in a bit more detail, explore the advantages of using them, and examine some real-life examples, too.

The Value of the Maturity Assessment

As we touched on earlier, the maturity assessment is a resource that provides value both to the participant and for the business distributing the assessment.

Users that complete an assessment enter their unique input and are able to learn about their needs, pain points, and gaps in service through their own self-discovery process. Overall, this makes the lead education process feel more organic and more personalized, as it’s not a formal sales pitch – and it’s a highly personalized experience, too.

For example: A business owner interested in learning about VoIP options might complete an assessment to find out if they currently have the right phone solution in place, to see if they have enough bandwidth to take on an upgrade, or to see how they stack up against other businesses already using this technology.

For marketers, these assessments are helpful because they allow sales teams to spot super MQLs who are ready to be sent to the sales team as ideal customers. Maturity assessments can be an important part of larger lead scoring efforts, and can help the sales department better prioritize leads to follow up with.

For example: Based on the responses to one of these assessments, sales teams can categorize respondents who fit the super MQL criteria and quickly follow up with them to continue the lead nurturing process. In some instances, this might mean entering these leads into a specific email segment so that automated email campaigns can continue the lead nurturing process via a drip campaign.

Now that we understand the value behind maturity assessments, let’s look at some examples from companies who are leveraging these resources to understand what they look like in action.

Examples of Maturity Assessments

IT Assessment

In the example below from Service Now, we can see how a person completing this assessment is actively learning about their unique IT needs, while also sharing important customer data at the same time.

The beautiful thing about this is that both parties are getting value out of the engaging, interactive experience. There’s no pushy sales pitch being made, and the customer is being honest about their needs and service gaps. Win-win.

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Credit Management Assessment

In this maturity assessment from Euler Hermes, participants are learning whether or not strategic credit management could be helpful for their business. As the user works through the questions, they’re actually scoring themselves as prospective leads – but they’re also learning about their pain points and gathering helpful information along the way. The information is flowing two ways, not just one.

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Website Assessment

Hubspot conducts a free website analysis for those who are interested in learning two things: 1) How well their website currently performs, and, 2) Where improvements can be made.

Since Hubspot is a website platform, this is a fantastic way for them to provide valuable information to potential leads in exchange for customer data. From here, they can follow up with personalized marketing messages based on the results of the assessment and nurture leads until they’re ready to convert.

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What to Include In Your Maturity Assessment

Maybe at this point you’re thinking, “This all sounds great! I’d love to build my own maturity assessment…but where do I begin?”

There are a few key sales qualifying criteria you’ll want to include in your assessment to help ensure it’s an engaging experience for the user and that it gathers the right information you need for the sales and marketing teams.

Often times, the best way to find out what you should include is to conduct your own assessment of sorts:

  • Talk to your sales team. Ask them about what information is essential to them to properly qualify leads and what questions they need to be answered.
  • Reach out to current customers. Gather feedback from your current customers and look for patterns in what made them choose your solution. There may be common pain points you solve for them or benefits you offer that many of your ideal clients need to hear about.
  • Look at what is trending in your industry. Are there common themes you can speak to within your assessment? Can you differentiate your offering based on current trends?
  • Base it off a longer-form piece of content. A maturity assessment shouldn’t be this daunting long thing, or no one will complete it. Brevity helps with momentum. A great way to build maturity assessments is to base the subject around a strong piece of existing content that you can then guide users to once they’ve completed for further information.

Once you’ve gathered your data and know what you’ll include within the assessment, you’ll want to find a tool for building out this piece interactive content and be sure that the data from it will integrate into your CRM, ESP, and/or lead scoring/sales tool. Doing so helps insure that the data collected within assessments is easily shared across platforms and can be put to work without complex and time-consuming data merges.

From here, you can build and launch your custom maturity assessment and start educating your leads and gathering essential data from them at the same time.

Leverage the Maturity Assessment

We know that lead scoring is already being used by 86% of marketers, but the question is: How can those efforts be fine-tuned for better, more efficient results? It seems that content like interactive assessments is certainly part of the answer to that question, thanks to their ability to gather customer data in a passive, engaging format.

Now is the time to start thinking about how you can build your own assessment to bolster your sales in the year ahead. By gathering the right customer data up front, you can vastly improve the efficiency and effectiveness of this department and generate impressive ROI (which are both always good things.)

This post originally appeared on SnapApp.