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14 Free Personality Tests You Can Take Online Today

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14 Free Personality Tests You Can Take Online Today

Personality tests are a great way to explore different aspects of who you are, and uncover layers you perhaps hadn’t recognized about yourself before.

Being truly self-aware is hard — while they might not be always 100% accurate, personality tests work well as a starting point for self-discovery by providing results you might not have concluded on your own. These insights are invaluable for personal and professional growth.

When you’ve got some downtime and want to explore aspects of who you are, why you make certain decisions, who you work well with, or get some guidance on potential career paths, take a look at the best free online personality tests we’ve compiled. 

Free Myers-Brigg Personality Tests

Myers-Briggs is a widely respected and popular personality assessment tool — first used in the 1940s, the test was developed by Katharine Cook Briggs and her daughter, Isabel Briggs Myers. Initially inspired by Jung’s personality theory, the Myers-Briggs test conveniently separates people into 16 categories of personalities, providing each person with a four-letter acronym.

The following four tests are broad-stroke indicators of who you are, using inspiration from Myers-Briggs. Among other things, the tests cover your communication styles, your strengths and weaknesses, your desires and ambitions, how you see the world, and how people perceive you.

If you’ve never taken a test based off Carl Gustav Jung’s psychological traits, or Myers-Briggs’ 16 categories of personalities, I’d suggest you take at least one of these. You’ll be surprised by the accuracy of some of the statements, and more importantly, you could gain insight into how your behavior is perceived by others, helping you improve both professional and personal relationships.

1. 16 Personalities

16 Personalities covers five broad personality aspects: mind, energy, nature, tactics and identity. The test is based on Carl Gustav Jung’s study of psychological traits (e.g. extroversion vs. introversion) and the Myers-Briggs test, two popular personality theories meant to determine an extensive overview of who you are.

Among other things, the test will cover how you communicate and relate to others — both professionally and personally — what you value and strive for, and how you make decisions. 16 Personalities has been taken over 126 million times, and is available in 30 languages.

Pros: Once you’ve gotten your results, you’ll find extensive information on your personality type including strengths and weaknesses, relationships, friendships, parenthood, and workplace habits. The test is incredibly accurate and can tell you how your personality type plays out in specific situations. 

Cons: With seven bubbles varying from “Agree” to “Disagree”, it can be difficult and time-consuming to figure out where exactly you fall on each question. A “Strongly agree,” “Agree”, “Neutral”,”Disagree”, and “Strongly disagree” chart might’ve been easier to answer. 

16 personalities free test you can take online

Best for: Learning how your personality type influences many different areas of your life, as well as how it impacts your relationships. 

2. Personality Perfect

Similar to 16 Personalities, Personality Perfect is also based on Jung’s and Myers-Briggs’ personality theories, and uses four broad categories — extraversion vs. introversion, sensing and intuition, thinking and feeling, and judging and perceiving — to compile a four-letter abbreviation of your personality type (e.g. “INFP”).

The test provides a broad overview of how you connect with others, how you behave, and, perhaps most surprising, how you’re likely seen by others.

Pros: Once you know your four-letter personality abbreviation, you can apply that label to various situations, like work and love, and determine how others’ perceive your behaviors in those settings. 

Cons: Tests that are based on Jung’s personality theories are typically considered rough tendencies, and not strict classifications — and many researchers say Myers-Briggs tests are unscientific due to the different results you might get if you take the test twice. 

personality perfect free test you can take online

Best for: Learning how others perceive you or how they might misinterpret your behaviors, and finding out what you value most. 

3. Human Metrics

If you’ve ever wondered which famous personalities share your personality type, you’re in luck — Human Metrics shows you that information, along with your four-letter personality type (again, based off Jung and Myers-Briggs theories).

With this test, you’ll get information about which career paths are most suitable for your personality type. If you’re having trouble choosing a career path or doubting the one you’ve chosen, maybe this test can help you figure it out.

Pros: This specific test allows you to see all 64 questions on one screen, which makes it easier to scroll back and change an answer if you’d like to. 

Cons: Many of these responses can feel situation-dependent. “You feel involved when watching TV soaps”, for instance, could depend on the show you’re watching, how you’re feeling that day (relaxed? overwhelmed?) and simply might not be a strong predictor of who you are as a person. 

human metrics free personality test you can take online

Best for: Determining a career path that is most well-suited for your personality. 

4. TestColor

Test Color, a test validated by a team of clinical psychologists, psychoanalysts and mathematicians, asks you just two questions: “Click on the colors you like most,” and “Click on the colors you like least.”

Test Color tells you about your emotional intelligence, your creativity and imagination, your social skills, and your work style, including organization and management styles. I found it to be surprisingly accurate: in two questions, it nailed how I communicate with others and how I act in group settings.

Pros: It’s incredibly quick and easy — taking roughly 5 minutes to complete. 

Cons: The results are relatively vague and general, and the test doesn’t divide your personality into categories depending on situation. (For instance, it doesn’t tell you the difference between your personality in work settings and romantic situations.) 

test color free personality test you can take online

Best for: Finding out the ratio of extraverted to introverted you are, plus getting short descriptions of the qualities that most characterize your personality. 

Free Disc Personality Tests

The DISC assessment determines where you lie on four DISC factors: dominance, influence, steadiness, and compliance. DISC is one of the most popular and authoritative career assessments out there, and many companies encourage their employees to take it.

Undoubtedly, personality affects our career ambitions, as well as how we perform in different workplace environments. If you’re particularly extraverted, maybe you’ve chosen a career path that enables you to work daily with large groups of people. If you have certain communication styles that rely on passivity and emotion, perhaps your boss’s direct statements sometimes offend you.

Arming yourself with a sense of self-awareness could help you find your optimal career path, foster better work relationships, and mitigate work conflict more effectively. Here are four career-focused tests to help you achieve higher work satisfaction.

1. Crystal

Crystal provides a free DISC assessment, which tells you (among other things) how your personality fits into your work environment, who you work well with, who you might have conflict with, how you perceive other’s behaviors, and how other’s perceive yours.

The test helps you understand how your own personality biases you towards certain colleagues (i.e. your personality might take another coworker’s comments offensively, while the coworker just believes in being direct), which could strengthen your work relationships.

Best of all, Crystal also offers an accurate personality test, enabling you to build an extensive personality profile on one website. Plus, when you input your company, Crystal lets you see your colleague’s personality profiles — undeniably critical information when you’re looking to empathize with a coworker.

Pros: Can be a useful tool for identifying areas to focus on for professional development and coaching. 

Cons: There has been no correlational study to show that test results match real-world job performance. 

crystal free personality test you can take online

Best for: Learning how your personality biases you towards colleagues’ behavior, and gaining a deeper understanding of your coworkers’ personalities. 

2. 123Test

123Test offers a DISC personality test you can take in five minutes, so there’s really no excuses. You’ll get a score to find out which DISC factors predict your behaviors towards other people.

The test offers critical information for understanding why you might get along better with one employee, and have more conflict with another. It identifies how you perceive other people’s actions (i.e. “You’re sensitive to her blunt nature, even though she believes she’s just being straightforward”), which can help you improve work relationships.

Pros: It’s incredibly quick and straightforward, and will give you a general sense for how you could misinterpret colleagues’ behaviors. 

Cons: With a few simple images (like the example, below), this test is less advanced than others in the list, and could provide different results every time you take it depending on your mood. 

123test free personality test you can take online

Best for: Analyzing and improving your relationships with coworkers. 

3. Truity Career Personality Profiler 

This test, based on the Holland Code and Big Five theories, will analyze your interests and personality traits and tell you careers (and college majors) that are a good match for you. It also lets you know about specific tasks and projects you’d love, what motivates you, and provides advice to help you maximize your strengths. 

Even if you’re happy with your current career track, the test provides suggestions for specific skills you could learn to get ahead in your career.

Pros: If you’re early in your career (or a college student), this is a good test for uncovering your interests and discovering potential career paths. Best of all, it lets you know which projects or tasks you’d enjoy — allowing you to mix-and-match and determine the ideal career based on your personal interests. 

Cons: It can be difficult to know what you’d enjoy doing if you’ve never done it. For instance, as a college student, I might not know how to answer whether or not I’d enjoy designing a magazine cover, if I’ve never experienced design work. 

truity career test free personality test you can take online

Best for: Figuring out an ideal career path, and learning which skills are required to excel in that career. 

4. Interpersonal Skills assessment

Having well-developed interpersonal skills is critical to forming deep and meaningful personal and professional relationships. Interpersonal Skills assesses your listening skills, verbal communication skills, ability to work in teams, and emotional intelligence.

Better yet, the test identifies areas of weakness and provides tactical advice on how to improve those skills.

Pros: After you’ve completed the test, Interpersonal Skills provides you with helpful resources to level-up your communication or listening skills. Resources include “An Introduction to Communication Skills” and “Advanced Communication Skills” ($13 each). And even without the resources, this is a quick and easy test for evaluating areas for improvement in your own communication style. 

Cons: To evaluate your listening skills, you might need to ask other people how they perceive you. Maybe you think you’re a good listener, but others disagree — if that’s the case, it can be difficult to accurately self-analyze your own skills for this test (or any others). 

interpersonal skills free personality test you can take online

Best for: Improving your communication and listening skills.

5. Sokanu

Major companies including General Assembly, NYU, and Redfin use Sokanu, a career assessment tool that tests you on your personality, background, interests, and goals to determine an ideal career path.

After you take the test, it provides you multiple matches, which you can sort through to explore different careers and workplaces before choosing an ideal match.

Pros: The test provides you with multiple options for careers that could fulfill you — which I appreciate, since it can be stressful to get to the end of a test and find out there’s only job that would make you happy.  Plus, Sokanu offers a library filled with over 1,000 careers, and explains what type of people thrive in them — and why.

Cons: If you don’t know much about what interests you professionally, it can be a difficult test to take. Question one, for instance, is “Would you like to… Advise organizations on how to meet their business goals?” As a high school student, I wouldn’t have any idea how to answer that question. 

Sokanu free personality test you can take online

Best for: Determining a few different career paths that could make you happy — and then having the opportunity to pick-and-choose from there. 

Free Emotional Intelligence Tests

Psychology Today defines emotional intelligence as, “the ability to identify and manage your own emotions and the emotions of others.” Arguably, having emotional intelligence is the most important factor in dealing with conflict and communicating with others.

It’s undeniable that emotional intelligence is important — in fact, research has shown success is 80-90% attributable to emotional intelligence (EI), and only 10-20% to your IQ.

In the workplace, whether you’re around coworkers in the midst of a stressful project, or dealing with a tough performance review from your boss, it’s critical you know how to both identify and handle your own emotions; it’s equally important you know how to read other people’s emotions, and manage them appropriately.

So let’s dive in. Below are four emotional intelligence tests to help you recognize your level of emotional intelligence, and also how to improve it.

1. Berkeley Emotional Intelligence

This test, designed by Berkeley, shows you 20 pictures and asks you to recognize the facial expression on each person’s face. It’s easy, quick, and fun, and an informative way to learn how well you read other people’s emotions — which is a critical skill for assessing and mitigating conflict.

Pros: It’s fun and easy, and correctly identifying people’s facial expressions is a scientifically-proven way to evaluate someone’s emotional intelligence (EI). 

Cons: 20 questions is a relatively short test to determine emotional intelligence, so the test is a good starting point, but might not offer a comprehensive view of your EI. 

berkeley emotional intelligence free personality test you can take online

Best for: Figuring out how well you analyze and interpret other people’s emotions — a vital component of strong emotional intelligence.

2. VeryWellMind

If you don’t have the time for anything more in-depth, this test only asks you 10 quick questions before delivering your results.

It’s admittedly not medical or scientific by any means, but does offer other articles depending on your score. If you score low, for example, VeryWellMind.com includes a link to another one of their articles, “Emotions and Types of Emotional Responses.”

Pros: Takes only a few minutes to complete, and the questions are straightforward and easy to answer. 

Cons: It’s easy and fun, but isn’t necessarily as accurate or scientific as the others in this list. 

verywellmind free personality test you can take online

Best for: A speedy gut-check on how emotionally intelligent you are, with resources to further your understanding. 

3. Empathy Quotient

Unlike the tests above, this one is designed to clinically assess you — the test was developed by Simon Baron-Cohen at the Autism Research Center at the University of Cambridge, and uses the same emotional measurements mental health professionals use to diagnose social impairment.

It’s a 60-item questionnaire and is suitable to measure “temperamental empathy” in adults.

Pros: It uses the same measurements that mental health professionals use to diagnose social impairments — meaning it’s accurate and scientifically-backed, and should provide you with a deeper understanding of your own empathy (and areas for improvement). 

Cons: The test requires you to have a certain level of self-awareness and understand how others’ perceive you. For instance, one statement is, “I am very blunt, which some people take to be rudeness, even though this is unintentional” — it might be difficult for someone to know whether their bluntness comes across as rudeness. 

Empathy Quotient free personality test you can take online

Best for: A more in-depth test to accurately analyze how emotionally intelligent you are. 

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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Why The Sales Team Hates Your Leads (And How To Fix It)

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Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.

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via GIPHY

To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

1716755163 123 Why The Sales Team Hates Your Leads And How To1716755163 123 Why The Sales Team Hates Your Leads And How To

Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

1716755163 298 Why The Sales Team Hates Your Leads And How To1716755163 298 Why The Sales Team Hates Your Leads And How To

So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

1716755163 789 Why The Sales Team Hates Your Leads And How To1716755163 789 Why The Sales Team Hates Your Leads And How To
  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

1716755164 910 Why The Sales Team Hates Your Leads And How To1716755164 910 Why The Sales Team Hates Your Leads And How To

So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

1716755164 348 Why The Sales Team Hates Your Leads And How To1716755164 348 Why The Sales Team Hates Your Leads And How To

The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.


Disruptive Design Raising the Bar of Content Marketing with Graphic

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