How I Helped a Corporate Trainer Generate 800+ Leads in 5 Months

When I first started Pollyanna Consulting a few years ago, it wasn’t from a completely blank slate. I had a few clients prior to that, the projects I worked on ranged from managing social media platforms to content marketing to web design.

But one of the things that struck me was everyone had a problem with generating leads.

One of my clients, Malcolm, is a corporate trainer. Back in the day, it was common for him to be travelling around the region giving training sessions to large corporate companies on project management.

However, when the pandemic struck, corporate travel and in-person training ground to a halt. Overnight, he saw his revenue stream disappear.

He quickly pivoted his business, and moved from offline to online training.

And as corporate companies were starting to organise themselves with work-from-home policies, Malcolm decided to focus on attracting the people he trained, meaning the managers as opposed to their bosses like the Human Resource Directors.

But how do you get leads for this?

It was around this time that I discovered the power of quiz funnels and I shared what I knew with Malcolm. I wanted to test this ‘new’ lead generation strategy and he was willing to give it a go.

In short, a quiz funnel is a lead magnet in a more sophisticated form. A standard lead magnet funnel would have something like a guide, eBook, or checklist for visitors to download in exchange for their email address, a quiz funnel does a lot more than that.

It delivers a more customised outcome for the visitor. It takes the visitor on a journey where at the end, they would be segmented into buckets or groups. This allows you to send them personalised messages that are more relevant, consequently leading to higher conversion rates. I could go on about this and I’ve shared my insight in our blog under the post "The Advantages of Using a Quiz Funnel in Your Business".

Anyway, I ran some tests for Malcolm, came up with his quiz hook, quiz questions and designed his quiz pages as well.

And we launched.

Malcolm’s quiz during the initial launch achieved the following metrics:

• 89% completion rate
• 50% opt-in rate
• 97% completion for all quiz questions
• Average of 60% post quiz click to offer
• Facebook ad costs per lead $0.57
• Cost per link click $0.19

Also, he discovered that 67% of his audience were looking for project management certification training and that led to Malcolm getting his company certified as an authorised training provider by the Project Management Institute (PMI?).

While anyone with project management experience can teach the topic, only authorised training providers can offer the 35 Professional Development Units (PDUs) contact hours that are required as part of the certification exam.

Apart from gaining such insight into his audience, Malcolm also acquired over 800 new leads in less than 5 months with his quiz funnel.

We ran several more quizzes after this because as Malcolm discovered more about his audience, his business objectives changed and that led to us refining the quiz funnel to serve his needs.

You can find out more about the services we offered to Malcolm when you visit our Quiz Funnel Accelerator webpage.

And if you’d like to find out more about how a quiz funnel can help you in your business, feel free to send me an email here or schedule a no-obligation call from our Quiz Funnel Accelerator page.

I hope to hear from you soon!

All my best,

Lynette

Disclaimer: The metrics and results mentioned in this article were obtained from specific campaigns run a few years ago and are provided for illustrative purposes only. Actual results may vary depending on various factors, including changes in platform algorithms, market conditions, and campaign execution. For the most up-to-date and relevant insights tailored to your business, please contact Pollyanna Consulting directly.