geralt / Pixabay
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.
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.
Prospects 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 big contributors for middle-funnel content – a vital lead scoring opportunity that 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
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.
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 Go to the full article.
Source:: Business 2 Community