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Quiz funnel strategy

Two of the 13 are still yours after someone copies you

Before anything gets written or drawn, four things get decided: who answers, what they walk away with, which of 13 shapes carries it, and what the score is allowed to do. Those four decide whether your traffic keeps turning into qualified leads in year three or stops paying in month six.

Score your funnelHow the engagement runs

Not open yet. It rates your funnel on the four things that decide whether traffic converts, and names the weakest one.

What this stage settles

  • Who answers

    A person, not a company. A finance director and a practice owner want different things from four minutes and will not give you the same ones.

  • What they walk away with

    It has to be worth having even if nobody ever books a call. That is the test, and most of what gets built fails it.

  • Which of the 13

    Some hold their value for years. Some stopped being worth building the week a language model could produce one in an afternoon.

  • What the score is allowed to do

    Book a call, change the follow-up, or just tell somebody where they stand. Three different answers, three different builds.

The problem

Most of these get built before anyone decides what they are for

The usual order is backwards, and the bill for it arrives about nine months later.

Somebody signs off a build. The wording gets written to fill the screens. A score gets attached at the end, because the software has a field for one. Leads arrive, and your sales team cannot rank them, because nothing in the model was ever agreed with the people making the calls.

None of that is a build problem. Every decision that would have prevented it sits upstream of the first screen, and every one of them is cheap to make and expensive to change.

The real cost is not the build fee. It is a year of paid traffic running through something that collects email addresses and teaches you nothing about the people behind them.

You can rewrite a question in an afternoon. You cannot rewrite what the thing was for.

The 13

13 shapes, sorted by what happens to them in year two

RampFunnels censused 174 templates across 40 B2B industries and sorted what they actually do into 13 families. (RampFunnels Quiz Funnel Opportunity Atlas, September 2026)

Family 1

Cheap to build, cheap to take

Both still buy reach and neither buys you anything to defend. A list is now free to produce, so the asset stops being the list and starts being whatever traffic you point at it. Worth building for the top of the funnel. Not worth building a year of pipeline on.
Personality or type quizSelf-assessment checklist

Family 2

Where most B2B business lands

These earn their keep on the credibility of the model underneath, which is the slow part and the part nobody can lift off your page. A competitor can copy your wording in a morning. Copying the reasoning means doing the work you did.
Weighted scorecardRoot-cause diagnosticMaturity assessment, level 1 to 5Dated readiness checkQualification quiz

Family 3

Built around a number somebody has to justify

These move somebody who has already decided to spend. The output is a business case your champion carries to whoever holds the budget, which is usually a person your sales team will never speak to.
Cost-savings calculatorPricing and sizing calculatorProduct recommender

Family 4

Expensive, and still yours in three years

A grader scores something real instead of asking. A benchmark needs enough responses to make cohorts before it can say anything. A survey means generating the data before you can publish a word. All three cost more and all three are still earning when the cheap ones have been copied twice.
Grader, scoring a real assetPeer-cohort benchmarkSurvey published as a research report
The wording that carries whichever one you pickThe model that decides who gets called

What is included

Six pieces of paper, and you can argue with every one

This stage produces a document, not a deck. A deck gets presented at you. A document gets marked up.

The buyer, on one page

Who answers, what they already believe, and what they will not admit to a form. Written from your last 90 days of enquiries and what your sales team said about the last 20 of them.

The angle

The one thing this claims to tell somebody about themselves, in a sentence they would repeat to a colleague. If it cannot survive being repeated, it will not survive being shared.

The choice, with the reasoning attached

Which of the 13, why that one, and what the two runners-up would have cost you. You keep the reasoning, so the next person to own this can see why rather than guess.

The offer at the end

What the respondent gets back, and whether it stands up on its own. The honest test is whether they would still be glad they spent four minutes if you never contacted them.

The traffic plan

Which of the channels you already buy feeds this, and what a visitor from each one already knows when they land. A search click and a LinkedIn click are not the same person and should not meet the same first screen.

What counts as working

The numbers this gets judged on, agreed before launch rather than assembled afterwards from whatever looks best. It is much easier to write that list while nobody knows the answer.

How it runs

Four stages, and the last one is a hard stop

Nothing downstream gets made until the brief is signed, because everything downstream inherits it.

  1. One call with whoever owns the number

    Not the marketing brief. The call is with whoever decides which leads get chased, because they are the person whose definition of a good lead has to end up in the model.

    Ends with: an agreed definition of the lead worth calling.

  2. We read what you already have

    The last 90 days of enquiries, the ad account, and the notes on the deals that went quiet. Most of the angle is already in that material and nobody has had a reason to read it in one sitting.

    Ends with: the patterns worth building on, and the ones that are noise.

  3. You get the document and argue with it

    It arrives as a document rather than a deck, because a deck is presented and a document is marked up. The version that survives your objections is the one that gets built.

    Ends with: the strategy, marked up by you.

  4. Nothing gets made until it is signed

    This is the hard stop on the engagement. Wording, design and the wiring all inherit this decision, so changing it later means changing all three and paying for them twice.

    Ends with: a signed brief the other four services work from.

No week count is printed here, because none is fixed yet. What sets the pace is how quickly the person who owns the sales number can get on a call, and how much of your last 90 days of enquiries is written down somewhere we can read it.

The four stages of the whole engagement

What you keep

The brief outlives us, which is the point of writing it down

If you never work with RampFunnels again, this is the thing that still has value on your side of the table.

In the document

  • The buyer definition, and the beliefs it has to survive.
  • The angle, in one sentence, with the runners-up underneath it.
  • The shape chosen, the two rejected, and what each rejection cost.
  • The offer at the end, and the test it has to pass.
  • Which channels feed it, and what each visitor already knows.
  • What counts as working, written before anybody can see the answer.

What it unblocks

Four other pieces of work read this document before they start. The wording is written against the angle in it. The design is drawn for the person in it. The wiring is built for the routing rules it names. The scoring model is drafted from the definition of a good lead it settles.

That is why this is a separate job rather than the first hour of a build. Four things inherit it, and rework on a bad brief is paid for four times.

Design: what the respondent actually seesDevelopment: the build and the wiring

Packages

Every package starts here, including the smallest

There is no version of this work that begins with a screen.

All three packages open with this stage, because the other services cannot start without what it produces. The difference between them is how much gets built on top: one instrument, the funnel around it, or the programme that keeps reading the answers after launch.

Prices go on the pricing page as numbers once they are fixed. Until then the scope is the honest part, and the scope is above.

What is in each packageAll ten services

Where this matters most

Four sectors where the choice, not the build, decides the return

In each of these the runner-up shape is a plausible mistake that costs a year.

Vertical SaaS

Selling a category the buyer does not know exists. The job is teaching it in their vocabulary, which is a choice about shape before it is a choice about wording.

Membership associations

Thousands of members and one renewal date. What you already know about them is the dataset a peer benchmark needs, and almost nobody uses it.

Dental and veterinary suppliers

A practice owner has 20 minutes between patients. Length and pay-off decide whether anything gets finished, and both are settled here.

Fractional CFOs

The buyer wants a number they can defend to a board. That points hard at one family of three and away from the other ten.
All 28 sectorsThe channels that feed them

Before you buy

What teams ask before they buy this on its own

You can, and plenty of teams do. What you are buying by skipping it is the risk that the wording, the design and the wiring all get built on a choice nobody made deliberately. That is the expensive kind of rework, because all three have to be redone at once.

If the budget only stretches to one piece of work, this is the piece that changes the other four. It is also the smallest.

Your turn

See which shape your own traffic is asking for

Ours rates your funnel on the four things that decide whether paid traffic turns into pipeline, and the report tells you which one is leaking.

See your scoreBook a call

Not open yet. The score and the report are yours whether or not we ever speak.