Vickie Sullivan

Market Strategy for Thought Leaders

Resources  >> How You Can Use Surveys to Attract Qualified Leads

Written by: Vickie Sullivan  |  August 15, 2017

How You Can Use Surveys to Attract Qualified Leads

How You Can Use Surveys to Attract Qualified Leads
Close up of a businessman wearing glasses and standing near a gray wall with a black brain hologram shining with a blue light.

I almost stopped reading this Strategy + Business article about PwC’s Strategy Profiler, thinking “this is one of those surveys—nothing new here.” And then I saw it … the big lesson for the rest of us.

Yes, everyone does a survey or uses an interactive tool nowadays. But look past the system and take a 30,000-foot view. This article does two things that drive potential clients to reach out:

• It breaks down a big topic (strategy) into bite-size pieces. Not only does it allow for self-diagnosis, but it also shows a lot of nuance. And check out the label for the best of the best: supercompetitors. Who doesn’t want to be that? Key message here: Even if you know which category you’re in, there’s still work to do—work that you need an outsider (people like us) for.


Listen: 2 ways to tell folks they need help without sounding self-serving


• It plants seeds to show urgency. This survey goes one step beyond by comparing scores. The “here’s how you measure against your peers” information is a great way to say, “You’re running behind the pack in these areas.” No one likes being behind. Now there’s a specific challenge to resolve.

Let’s take a page from their playbook. There’s no law saying you can’t educate and attract leads at the same time. Ask yourself: How do I help folks understand their situation better? And once they know their situation, do your best buyers know how you can help?


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