How You Can Generate B2B Leads on LinkedIn… With A Quiz!

LinkedIn Lead Generation Quiz

LinkedIn is arguably the BEST social media platform for B2B leads. And yet… not that many businesses are making the most of it:

  • Only 1% of LinkedIn users are creating content
  • Many of them are doing it without an actual strategy, like sharing company news and updates rather than delivering value.

But this is great news for you, because I’ll show you exactly how to get B2B leads on LinkedIn with 5 actionable tips and an ace up your sleeve: a quiz.

What type of B2B quiz are we talking about?

To get actual B2B leads on LinkedIn (not just engagement), you need a quiz that: 

  • Collects the email addresses of your target customers
  • Brings you a tonne of data
  • Gives them something valuable when they complete it (like a personalised report)
  • Positions your business or services as the obvious next step

You can get more leads, more data and more sales with a FREE ScoreApp quiz.

To reach as many relevant prospects as possible, you’ll want to promote it on your website, marketing channels and social media.

But to get B2B leads on LinkedIn through your quiz, you first need some foundations in place.

5 easy steps to leverage your LinkedIn profile and get more B2B leads

It’s not enough to just ‘be’ on LinkedIn. You must optimise your profile and create content with an actual strategy. 

Here’s how! 

Step 1: Write an attention-grabbing LinkedIn headline

This shouldn’t be just about who you are but rather what your audience can expect from you.

You have 220 characters to play with (so use them well!) You’ll need…

A strong headline

For the best results, clarify exactly what you do or what type of business you are, who you work with and how this benefits them

A simple but effective framework is:

“I’m a [type of business] helping X achieve Y by doing Z” (or “without doing Z”)

For example, ‘I’m a business coach, helping entrepreneurs build a 7-figure business without hitting burnout.’ 


You also want to include keywords that describe what you do (e.g. business coach or graphic designer).

That way, more of your target customers will find you on LinkedIn when looking for your type of business or services.

Think about it, you’ve probably searched for a particular person on LinkedIn before, so make sure you include those in there!

And don’t just think about what you do either, think about other search terms such as ‘Freelance WordPress Website Designer’ – all those words are potential search terms. 

Bringing it all together

Start with that framework and include your keywords. Then, rewrite your initial idea until you get a clear and compelling overview.

For example:

  • “I’m a business coach helping overwhelmed service providers streamline their day-to-day with my 7-step framework”
  • “Freelance Graphic designer helping solopreneurs become visible on social media (without wasting +4h on Canva every week)” 

You can always add to it (don’t be afraid to inject some personality!), but this framework is a strong starting point, especially if you’re new on LinkedIn.

Step 2: Write a clear and strategic ‘About’ section 

Your LinkedIn summary can convince people to follow you and take action. So, think of it as a condensed overview of your business or even a mini sales page!

You get up to 2,600 characters (360-630 words on average). Here’s how you can use them wisely.

What NOT to do

  • Write a boring, 3rd-person About section that reads like a CV (e.g. “Passionate and motivated individual looking to work with…”)
  • Make it ALL about yourself

What to focus on

  • Talk about how your target customers will benefit from connecting and engaging with you
  • Use the 1st person, and talk to your target audience directly (e.g. “I’ll help you…” rather than “I help business owners…”)
  • Showcase your personality
  • Try this framework: 
  • Start with the biggest problem that your audience is experiencing – The goal here is to make them think “Relatable!” and get them to click ‘see more.’ So, make sure your hook is specific and compelling.

    For example, going back to our graphic designer, it could be something like, ‘are you spending 3-6 hours a week trying to design beautiful graphics to showcase your content?’ 
  • Agitate that problem – How is it impacting them on a day-to-day basis? How is it making them feel?

So, continuing with our example, ‘And is it incredibly frustrating when you can’t get your graphics to look how you want them to?’

  • Position your business as the solution – How will you help your audience fix that problem? How will they feel after buying your product or working with you?

For example, ‘That’s why I clear 3-6 hours a week for my clients by designing their content for them. There’s no need to give me any copy either, because I repurpose it from your videos, blog or podcast myself!’

  • Consider including a little about you as a person, too – After all, people buy from people, NOT corporate robots.

    For example: “When I’m not creating show-stopping graphics, you’ll probably see me at my local coffee shop (matcha latte, anyone?) or finding excuses to rewatch Friends.”
  • End it with a strong call to action – Hint hint: to take your quiz!
  • Finally, include more keywords about your type of business and products or services. Use them naturally throughout and don’t overdo it. Just have them in mind when you’re writing this copy. 

Step 3: Create a range of relevant content to post 

It’s finally YOUR time to join that 1% of LinkedIn creators (cue the confetti). But rather than just ‘likes’, you’ll want to do that with posts that bring you actual B2B leads.

Define your content buckets

  • What do you want to be known for?
  • Once you’re clear on that, work your way backwards – Identify 2-4 content buckets (as in ‘topic categories’) that feed into your main focus

For example, ScoreApp co-founder Daniel Priestley is known for helping entrepreneurs become key people of influence in their industry. 

Daniel talks about business strategy, entrepreneurship, the challenges of being an entrepreneur and the current events and changes that impact business owners. 

You could probably post about lots of things, but it’s far better to keep your topics of expertise smaller and niche, because you’ll start to become ‘known’ for one thing. Just like Daniel is known for business strategy and business growth. 

Your turn, now! Have a think about your content topics and what you’d like to be ‘known’ for. 

Create content in different formats

Now that you know what topics you’ll cover:

  • Start preparing your content – For example, on LinkedIn, you can share carousels, text-only posts, videos, articles, text-and-image posts (with single or multiple photos/graphics) and newsletters
  • Showcase your personality – You might be tempted to play it safe by only sharing stats and facts. But how are you going to stand out against all the competitors talking about… err, the exact same things? Instead, include your stories, real-life examples and personal perspective on those topics 
  • Test your content – Once you’ve been sharing it for a few weeks, you can analyse it to see what works well with your audience. What do they engage with? And what types of posts got you some actual B2B leads on LinkedIn? For example, you might find that your target customers don’t engage with many text-only posts but LOVE your carousels. So, create more of those
  • Promote your quiz on LinkedIn – Use it as a call to action in some LinkedIn posts (e.g. “Found this useful? Test your own SEO and get a FREE report by taking our quiz” with a direct link). You can do so in the comment section, too

Step 4: Connect with your audience, and start interacting with them

To get B2B leads on LinkedIn, you can’t expect to just post and ghost. So, treat it as a two-way conversation, not a one-sided lecture!

Find your target customers

  • Use LinkedIn’s search feature – Depending on who they are, you can look for your target customers by focusing on their company, location, job title, keywords and so on
  • Connect with them – Send them a request (and personalise it, if you have time). No cold pitches as soon as they accept it, though! Don’t be that person on LinkedIn

Engage with them

Interact with your target audience’s posts, and leave valuable insightful comments. Your audience will hugely appreciate and value this – hey you might be one of few commenters and actually make their day – this can go a long way to building a relationship.

Also, don’t forget to reply to all the comments on your posts too. Try and do so right after posting, in particular (psst: this will help you with the algorithm, and more people will see your content).

Step 5: DM your target audience, and offer something free and super helpful (i.e. your quiz!)

Nobody likes to be pitch-slapped. But you know what most people do appreciate on LinkedIn? Genuine conversations and valuable freebies. Especially if you’ve already connected with them and have been commenting on their posts. 

Send strategic LinkedIn DMs to your target customers

To do this you must…

  • Make it about them, not you – Lead with the benefit they’ll get when they take your quiz
  • Keep your message short and sweet – People are busy, especially in the B2B world. A DM with a huge wall of text? It could feel overwhelming. So, get to the point, and keep your message conversational

A LinkedIn DM script to promote your quiz 

Hi <NAME>, 

I really enjoyed your latest post on [insert what their latest post was about and why you liked it]. 

I thought I’d get in touch because I’ve recently created the [insert name of your assessment/scorecard/quiz]. 

It takes just [insert time] and by the end of it you’ll recieve a [insert what they’ll receive]. 

I know it’s helped others such as [name of someone in their industry] and [name of someone in their industry] who’ve also taken the quiz! 

Here’s the link to get your personalised report.

Let’s put that into action with an example from our graphic designer, shall we? 

Hi <NAME>, 

I really enjoyed your latest post on the common myths about growing a business, number 7 particularly rang true for me! 

I thought I’d get in touch because I’ve recently created a How Good Are Your Carousels Scorecard.

It takes just two minutes to do and by the end you’ll receive a personalised report which will tell you exactly how to improve your carousels so you get more leads from LinkedIn. 

I know this has helps others in your industry such as [name] and [name], who have also taken the quiz. 

Here’s the link to get your personalised report. 

Set up your B2B lead generation quiz today and for FREE

Overall, to get B2B leads on LinkedIn, you need:

  • An optimised profile
  • Content that speaks to your audience
  • Something valuable to offer your audience that turns them from a LinkedIn connection to a lead…

And that’s exactly where your quiz comes into play.

And the best part? It’ll be a breeze to create one for FREE with ScoreApp.

We make quiz funnel marketing easy, so that you can attract relevant warm leads, collect insightful data and increase your sales.

So, create your free quiz today, and get ready to generate B2B leads on LinkedIn, through your website and… with any of your marketing channels!

About the author
Martin Huntbach Head of SEO
Martin Huntbach
Chief Marketing Officer
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