What are lead generation questions?
Lead generation questions are survey questions included on the registration or entry form of a contest promotion. Their purpose is to collect information that helps advertisers achieve specific business goals.
These questions should be developed during a needs analysis conversation with the advertiser. The information collected can then be used to segment email subscribers based on interests, purchase intent, or other relevant characteristics.
Identifying leads is only the first step. The real ROI comes from using that data to deliver targeted offers and marketing campaigns.
What do they mean for advertisers?
Lead generation questions help advertisers define what a qualified lead looks like and collect the information needed to identify those prospects.
For example, when the team at Leighton – Grand Forks met with a local fencing company, they learned the advertiser wanted to build a larger lead database and better understand potential customers.
To attract their target audience, they launched a fence giveaway and included the following lead generation questions:
What type of fence do you prefer?
- Wood
- Vinyl
- Chainlink
- Ornamental
Are you in the market for a fence in the next year?
- Yes
- No
With just these two questions, the advertiser identified 490 people who were interested in purchasing a fence within the next year. They also gained valuable insight into which fence styles were most appealing to potential customers. Check out the full case study!
Best Practices for Effective Lead Generation Questions
Take a look at the tips below before meeting with an advertiser about adding lead generation questions to their promotion or interactive content:
- Ask your advertiser what they want to know
During the needs analysis conversation, find out what your advertiser’s goals are and what information would help them achieve those goals. Format the lead generation questions to collect that information.
- Include no more than three lead generation questions on one form
Keep lead generation questions to a maximum of three per form. Longer forms can feel overwhelming and may discourage participation.
Make the questions required
Because these questions provide the primary value to the advertiser, make them required whenever possible to maximize response rates.
- Don’t ask for information you’ll get elsewhere on the form
If you have a field for zip code, don’t waste a lead-gen question asking people where they live.
- Avoid open-ended questions
Use multiple-choice, dropdown, or checklist responses instead of open-ended questions. Structured responses make it easier to analyze data, segment audiences, and identify qualified leads.
- Don’t ask questions with obvious answers
Focus on questions that generate actionable insights. Avoid questions where participants are likely to answer the same way, as they provide little value for segmentation or future marketing efforts.
For example, if the contest prize is a tailgate wing party, asking “Do you like wings?” isn’t useful because we can assume everyone entering enjoys wings. Instead, try something more specific, like “What variety of wings is your favorite?”, with answers like Traditional, Barbecue, Extra Spicy, or other varieties from the advertiser’s menu.
- Think about how the answers will be used
Before adding a question, consider how the advertiser will use the answers. Will the information help segment an email list? Could it support a personalized offer or follow-up campaign? The most effective lead generation questions collect data that can immediately be put into action.
Want some examples? Download our Seller’s Guide. It will provide you with great lead-generation questions for more than 40 advertising categories.
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Kristen is a Customer Success Manager and Content Creator. She works to create useful content with thought-leadership our partners can use to drive revenue, engagement, and audience growth with promotions.