Episode 48  Frederick Dudek (Freddy D)

The Power of Quiz Marketing: Boosting Lead Conversion Rates with Maxwell Nee

In this episode of the Business Superfans Podcast, Maxwell Nee, the Chief Revenue Officer at ScoreApp, shares his journey from a successful business coaching consultant to a key player in the innovative world of quiz marketing. With an impressive background that includes being a multi-award-winning entrepreneur, bodybuilder, and dancer, Maxwell’s expertise is underscored by his previous venture that boasted $250,000 in monthly revenue and an extensive team.

His transition to ScoreApp began when he encountered quiz marketing—a method he initially implemented manually before investing in ScoreApp as it launched. Today, he leads the charge in the Asia Pacific region, focusing on leveraging quiz marketing to enhance lead generation and customer engagement for businesses. During the conversation, he emphasizes the unique advantages of quiz marketing, which boasts conversion rates between 20% to 40%, significantly higher than traditional lead magnets. This episode highlights not only Maxwell's personal story but also the transformative potential of quiz marketing for businesses looking to enhance their customer engagement strategies.

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Takeaways:

• Maxwell Nee transitioned from a successful business coach to Chief Revenue Officer of ScoreApp, leveraging his expertise in lead generation.
• Quiz marketing can dramatically increase lead conversion rates, achieving up to 40% compared to typical methods.
• Personalization in customer engagement is crucial; it helps businesses foster relationships and create brand advocates.
• ScoreApp allows businesses to automate the lead generation process while providing personalized experiences for potential customers.
• The platform not only aids in client acquisition but also enhances customer satisfaction through tailored interactions.
• Transforming intangible services into tangible results through scorecards can significantly boost business growth.

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Links referenced in this episode:

• scoreapp.com/book

Companies mentioned in this episode:

• ScoreApp
• Forbes
• Singapore's the Business Times
• Australian Business Review
• Amazon
• Costco
• Ikea

Maxwell Nee | Chief Revenue Officer | ScoreApp

https://www.linkedin.com/in/maxwellnee/

https://www.facebook.com/groups/286510226284050

https://www.instagram.com/score_app/

Mentioned in this episode:

Maxwell Nee

Maxwell Nee Chief Revenue Officer for ScoreApp scoreapp.com https://www.linkedin.com/in/maxwellnee/

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Freddie D: 00:02:56

Maxwell Nee is the Chief revenue officer of ScoreApp, a quiz marketing platform with 6,800 paying clients. He's also a multi award winning entrepreneur, bodybuilder and dancer.

He's been featured in tv, Radio, Forbes, Singapore's the Business Times and the Australian Business Review. Welcome Maxwell Nee from Score App to the Business Superfans podcast. We're excited to have you on the show.

Maxwell Nee: 00:03:21

Thank you for having me, Freddie.

Freddie D: 00:03:23

So tell me a little bit about your journey, the story of where you came from and how did you end up being Chief revenue officer at Score App, which is a really cool lead generation and customer engagement app.

Maxwell Nee: 00:03:37

Yeah, good question. So I used to own a business coaching consulting business and at its peak we were doing about $250,000 a month.

We had 23 team members, had 80% profit margin at some point. But I was working like crazy hours to make that happen and to sustain that we needed about 2,000 leads per month.

So I was always looking for an edge, always looking for something that could help us to generate more highly qualified leads. Then I came across Quiz Marketing. Back then we frankensteined our own quiz marketing because Score App didn't exist.

So we put together a form with some logic and then Google sheets and manual calculations and spreadsheets and one jump to another, jump to another. Then we got to sped out the result and then my friend, the founder of Score App, Daniel Priestley, emails me one day, hey Max, check this out.

It was basically like a pitch tech. We've built this app called Score App. We're looking to accelerate it. Would you like to invest? So I started as an investor in Score.

Freddie D: 00:04:40

Really?

Maxwell Nee: 00:04:40

And yeah, so I put some money in. I already knew that was going to work because I have a thousand clients.

I literally had a thousand clients for my coaching business back then that I could port over. And then I ported them over, increase my investment, which is fantastic.

So now I've taken the mantle of Chief Revenue Officer to help us grow in this region. So I'm based in Asia Pacific. Pretty much all the team is based in London and Europe. So I cover this part of the world.

Freddie D: 00:05:07

Great backstory. So tell us a little bit about how ScoreApp operates. Lead generation and customer engagement. So let's break them into two segments.

Let's first talk about lead engagement because you gotta first get leads before you get customers. Then what makes it unique from other apps on a marketplace and how can it benefit businesses from an attraction? The attraction marketing aspect?

Maxwell Nee: 00:05:31

Yeah, good question.

First I like to distinguish what's a lead Lead is Someone that puts their hand up and they say, hey Freddie, here's my contact details, name, phone number. I'm potentially interested to buy what you have to sell. Maybe not now, but here's my information because.

So you can contact me and I'd love to, love to stay in touch and follow you. Right? So that's a lead. And how do you generate a lead? What's a lead magnet? You need something that converts an audience or traffic.

And audience might be people on a podcast or people searching on social media or even just in person at a conference or trade show or whatever else, converting that person, an action that you give them so that they give you their information. That's the lead magnet. And typical lead magnets are like a free ebook, a discount code, an invitation to an event, a workshop, an invitation to book.

A call. Might be a trade of business cards. If it's in person. Right. That typically works at about 10% of a conversion rate.

So your ideal audience, 10% of them, you gotta speak to 10 before someone will give you their information. Now what we found is that quiz marketing converts at 20 to 40% for the same audience, same leads, same everything else, which is great.

So that means you've got your potential buyers list, could be double to quadruple, two to four times bigger. Then a lot of people ask me, why does that work so well? You know, that's a big jump.

And it works well because if you think about the textbook example of a quiz funnel or quiz marketing platform, it's one example is like the personal trainer example. So there's three body types, small, medium, large.

Find out which body type you are specifically so that you can get personalized coaching and training to hit your specific body goals. So a quiz can do all of that because it does a needs analysis. Right. So just like when you go to the doctor and you're like, I'm sick.

He says, what's wrong with you? And you say, I don't know. Then he says, does your throat hurt? And are you coughing? Are you. Questions, all the questions, right?

So that's what it does. A quiz funnel is an easy analysis as well as a fun, engaging, two way personalized transaction for the lead.

So you put that all together and then you get a very high conversion rate because people love to discover about themselves. They'd love to know. Okay, that's Freddie's score. What's my score? Right. And also if that's the average, where do I sit on the average? Right.

That's what makes it very, very compelling.

Freddie D: 00:08:09

Yeah, you Remind me of the old days in sales where we would do in person sales. And it's really what it was.

A good sales guy or gal would ask a lot of questions and would direct the questions where they wanted a conversation to go. And based upon that feedback of the answers, then it would tree down whatever direction you needed to go to.

So what you've done is you've taken that whole process and actually automated that aspect of what I used to do when I did one on one sales or group sales, where I would go into an organization and we would have a meeting to demonstrate manufacturing software. I would say, okay, Mike, what's your objectives out of today's meeting? So what are your challenges? And Steve, what are yours? John, what are yours?

I would get everybody's feedback and when we would finish our presentation, I would go back and say, okay, Steve, did we address your needs of what you're looking for? John, did we accommodate that?

So basically what I was doing is closing them based upon the questions that I asked from the beginning and then the questions I asked at the end. And you're doing the same thing, but in an automated, smart way.

Maxwell Nee: 00:09:23

Yeah, that's exactly right. I can tell, and everyone can tell from the way that you speak. You've got oodles of experience, Fred.

So if you think about a sales conversation, let's say it's. It typically takes you an hour to go through that process.

All we've done is we've put into a software where there's a free, medium, low, high paid version and the first 15 minutes of that hour can be done with this software rather than you going in cold every single time and use that, the value that you provide in that first 15 minutes as a lead back.

Freddie D: 00:09:59

Yeah, because now you've got the information and then you can skew your answers through your platform as to how they answer the type of questions. You can present them with the type of answers that they need. That moves them down that whole process.

Maxwell Nee: 00:10:13

Yeah, yeah, exactly.

Freddie D: 00:10:15

So now let's take that into customer engagement and how does a platform engage with customers? And then what I would call transform them into superfans to where they're saying, man, this company really takes care of us, we love this company.

And oh, Steve, you need to talk to Maxwell because he's got a great solution that could benefit your company. And so now you've got these, what I call super fans or brand advocates on steroids. But I like the business superfans, it's cooler.

And they're out there as your sales Force and it's costing you nothing for them to be doing that. So let's talk about how SCORE can help manifest that.

Maxwell Nee: 00:10:58

Yeah. So if you think about so what I hear what you're saying is amazing customer service.

How can you have remarkable customer service that's just like fairy dust on top of an experience that just makes you stand out from the crowd? How do you be the seven star hotel of whatever you're doing, whatever industry you're in?

For me, not all of the answer, but a lot of the answer is in one word, which is personalization. If I was to log on to Amazon.

Com and you were to log on to Amazon.com, freddy, we would both see completely different websites because they've personalized, they've used all the, they've used all of our lead magnets, all of our data, all of our needs analysis, the thousands of purchases over the years that personalized the exact thing that I want to see that you want to see. So that they provide like that seven star service that, that just sort of follows you and caters to you automatically.

So ScoreApp can help you to do that. So what it does is that it gathers data, rich information, whether it's on a new opportunity or an existing client.

A lot of people provide scorecards for their clients during their client journey.

So like beginning, middle and end a customer survey so that they can keep tweaking and sharpening their service, their delivery, how their sales team communicates, everything.

Freddie D: 00:12:20

Sure. Because in reality the sale begins at the onboarding process. Getting the deal isn't is the easy part.

The hard part is getting a smooth onboarding process, creating a solid customer experience for the employees of the customers, setting proper expectations for those organizations and those employees, and more importantly, management.

So you create super fans out of the employees that can actually use the technology because you set the proper expectations for implementation with management.

And so now that changes the whole dynamics because these guys will say ScoreApp has got our back on this stuff because it's going to take us a bit to get this implemented into our system, into our organization. We still have to run business as we did the old way because we can't stop and spend time to get this implemented. So yeah, it's very important.

That whole aspect of it that you just discussed.

Maxwell Nee: 00:13:19

Yeah, yeah, yeah. So I'll share an example of how we do it. Right. So we're a SaaS company. We've got 7,000 clients all around the world.

We need a very big room to fit them all into the room. Those are the paying clients, we've also got close to about a hundred thousand on the free account list. And me being one of them right now.

Yeah, you being one of them. Thank you. Our internal mantra is that we want to force our clients to be successful.

So we're constantly looking at feedback, we're looking at our reviews, we're looking at our exit forms, client onboarding forms to take all that information and to interactions to, you know, really, really provide that next level of service for, for our clients.

One example that we've taken upon ourselves is, you know, all of our customer service team, there's about seven people on the team constantly replying to things are real people. You know, they're all real people. We aren't up to the, to the AI chatbots yet. For our English audience, their English is their first language.

They're in English speaking countries. For our Spanish audience, Spanish is their first language. They're in Spanish speaking countries. Right.

So we've got multiple languages and also we have a weekly workshop just like on a, on a zoom call, just like this.

We if you want to just talk to someone, then jump on that happen the same time every week and you get to jump on there and also learn what everyone else is doing.

Freddie D: 00:14:38

Yeah, and I wanted to just reemphasize that for our listeners is that's really important to have that open medium so that your customers can come in. And more importantly, it also gives them ability to perhaps collaborate with other customers.

And so that potentially opens up opportunities for partnerships. But at the same time, you are developing those relationships using today's technology to build those relationships.

So it's one on one slash, one on many.

Maxwell Nee: 00:15:11

Exactly, exactly. So you're really leveraging your time.

Freddie D: 00:15:15

Right? Very cool. So Maxwell, share the story of a success of one of your customers that implemented the score app into their business.

And how did that transform their business?

Maxwell Nee: 00:15:31

Yeah, so what a score app is particularly, it's good at a lot of things, but what it's really good at is that it's good at making the intangible tangible.

So for example, if you sell an intangible service like personal branding, like you sell a personal branding kit, or you might sell emotional trauma healing.

We've got two good customer testimonials on the website where they've created a scorecard, they've done a needs analysis, type set of questions and then they provided a score, you know, a percentage out of a hundred. And what that does is that it helps the client to identify and spot and put their finger on.

Okay, so this is why this thing doesn't feel like it's working. Well, I couldn't quite put my finger on it. Right. So it gives them a score.

And when you apply that methodology onto more tangible things like sales results, numbers, company growth, it. It's. It's even more powerful.

So if you think about it, I used to do digital marketing for gyms, and the typical gym would make in my area would make about $2 million a year. I used to have a gym where that used to make $8 million a year. So four times larger, same audience.

They were just charging more, and they had more clients. I went to go speak to them one day, I said, what are you doing? Their conversion rate was like, 97%. They told me, and why is your conversion rate 97%?

They said, well, whenever anyone walks into our gym off the street or whatever, we've got this body scanning thing. And typically it costs $30, which does. Every other jib would sell this scanning service for $30. But we want to give you one scan for free.

And the scan tells you basically how unfit you are. And it tells you. It pokes all the pain points, and it puts a magnifying glass onto, like, your visceral fat.

So your visceral fat is a fat around your organs.

It's a very, very real measurement that leads to all the problems that you don't want to have, you know, like diabetes, being lethargic, and short lifespan. It identifies issues like your liver, which then affects your eyesight, like all these terrible things that you just don't want to have in your life.

When someone sees that, they say, wow, I need to do something about my health now. So it's need, emotion, urgency, all in one document. And that they pay whatever they have to ask to pay to join the gym.

Freddie D: 00:19:16

At that point, what they're doing is they're using that as their loss leader. So that's a brilliant way of using a loss leader, because actually, it's making them huge amounts of money.

It's like here in the United States, I'm sure you've heard of Costco, I think, in Australia as well. But here in the United States, you can get the rotisserie chicken still today for $5.

Maxwell Nee: 00:19:37

Oh, yeah. And the hot dogs, right?

Freddie D: 00:19:38

Yeah, and the hot dogs. A dollar fifty. So that just reels you in, and then you're in Costco. And who walks out of just spending five bucks? Nobody.

Maxwell Nee: 00:19:48

Yeah, yeah. It. It's a bit. It's a bit like Ikea.

You walk into Ikea, then you Got to walk out, maze the other side, and then all of a sudden, you've got three times as much furniture in your house.

Freddie D: 00:19:59

Exactly, exactly. No, it's a great story.

My wife and I, we had a business for a little while where we were helping people get listed in online directories like Yelp and a multitude of other online directories. We were the first ones to, you know, focus customers into vertical directories. So automotive, medical, et cetera.

We were developing a tool that would go out, scan the Internet based upon their information, and present their score. We called it a cloud score. And what was your local cloud was the whole idea. Same thing when people say, wow, I'm not listed, nobody can find me.

What do we gotta do to fix it? Sale was done. So I can quickly see where this is a huge tool leveraged properly. So what's it take to get score implemented into a business?

Maxwell Nee: 00:20:52

Not a lot. It used to take about a day and a half for someone to set this up. It's a. It was a bit like setting up a website. A lot of stuff you could fiddle with.

You got to jump in or like a Facebook account from scratch and setting everything up. So, yeah, it used to take about a day and a half. But we've since implemented the AI wizard.

All you need to do is you do a needs analysis and then it'll write about six or seven hours of copywriting for you and structure a marketing campaign for you in a few minutes. So we've.

We've gotten it down to maybe 20 minutes to an hour, and then it'll Write basically draft 1, 2, and 3 for you, and then you need to go in and do your final edits.

Freddie D: 00:21:33

Wow. I'd say two years, things have evolved dramatically. I use AI tools all the time to help clean up my podcast shows and other things that I do.

And it's a game changer. But the catch is you gotta really know how to communicate with it.

Maxwell Nee: 00:21:50

Yeah, yeah, yeah.

Freddie D: 00:21:51

So garbage in, garbage out.

Maxwell Nee: 00:21:53

Yeah, exactly the same.

Freddie D: 00:21:55

30, 40 years was the same rule when I first got started in a tech world. Garbage in, garbage out.

Maxwell Nee: 00:22:01

Yeah, it's a tool, right? It's like a calculator, but if you put the wrong numbers into a calculator, you're going to get the wrong numbers out.

So, yeah, let me switch gears here.

Freddie D: 00:22:09

How can this be utilized for employees?

Maxwell Nee: 00:22:11

Yeah, so we have people that use it for recruitment, you know, because in recruitment there's a lot of filtering, right? So it does a lot. It can do a lot of filtering. Employees use it for KPIs customer performance reviews, you know, all that type of thing.

And then you know, obviously the sales and marketing side, closing more sales, then we also have people that use it for, especially if anyone does like events.

So for example, if you do like a town hall for your organization once a month or once a quarter or once a year, you want to have people register for the event. But then you probably also want to use that conversion event to ask them some questions and put them through a scorecard.

Freddie D: 00:22:55

I'm going to go back to the employees for a second because I think that the platform could be utilized to track the sentiment of the team regarding the organization. And you could probably do it anonymously.

As you know, management sometimes can operate in their own little world and the workforce may have a completely different perception. Some of well managed companies that I've worked with, they always engaged with their team to get feedback of what they could do better.

I'm a firm believer that a good manager's job is to ensure that their team is successful. And if their team is successful and become super fans of the company, management doesn't have to worry. The teams will take care of it.

You look at Sir Richard Branson, the guy's out on his island, he's out on the cruise ship having fun with the customers, going in space, all that stuff. Who's doing all the work? Well, he's empowered his team to handle all the things.

So this is a great tool that I see that can work not only for generating new business, but really building your existing stakeholders, which is all of the ecosystem within an organization, you can use it for your supply chain. Likewise, if you got a distribution channel.

So this has got a lot of abilities to really help any business understand their whole ecosystem of their business.

Maxwell Nee: 00:24:28

Yeah, exactly, exactly. Internal survey tool satisfaction measuring, all the intangibles, sentiment. Yeah, yeah.

Freddie D: 00:24:37

And same again with complementary businesses. You think of a construction company, got flooring and painting and plumbing and electrical. How's that working? How's that partnership going?

What's the feedback from the customers from all these different companies that came in under a general contractor, for example?

Maxwell Nee: 00:24:56

Yeah, exactly, exactly.

Freddie D: 00:24:58

So do you have another story that you can share with our listeners here about other ways that the Score app can be applied and really transform the business?

Maxwell Nee: 00:25:08

Yeah, so let me think. I've mainly got lead generation stories.

Freddie D: 00:25:15

That's fine.

Maxwell Nee: 00:25:16

Yeah, yeah. So we do have a very left field one.

So we had this client on the website that's offered little outdoor camping homes like a little wooden home, like lamping A wooden home. But you. It was. It was mobile. A bit like a removal. Yeah, yeah, yeah. So camping with a toilet. Right, With a real toilet, basically. And they.

They delivered a scorecard where they said, are you ready for the. The glamping life? And it just exploded. It exploded. Their business.

Their business went from less than a million to eight digits for tens of millions in sales. That's a very, very niche audience, niche offer. I wouldn't take that scorecard.

Like, I actually wouldn't need to know that, but, you know, I'm not in their target audience. They just did really, really well. There's huge pockets of opportunity where people want to learn about themselves.

And ScoreUp is just like the horizontal layer that could help you reveal and dig into those pockets.

Freddie D: 00:26:20

That's an interesting story. I mean, that's a big success story, really.

Maxwell Nee: 00:26:23

Yeah.

Freddie D: 00:26:24

So I'm sure they're super fans of the Score app, that's for sure.

Maxwell Nee: 00:26:29

Yeah, yeah, yeah. So that story is actually written in this book, Scorecard Marketing.

Freddie D: 00:26:33

Okay.

Maxwell Nee: 00:26:34

If we can actually give out free copies of that book. So we have a bunch of physical ones, if you like. If not, we can get you out a PDF copy as a freebie.

Freddie D: 00:26:43

If you open up. My next questions or one of my questions was, what is your free offer that you have for our listeners? So it sounds like that would be.

The electronic version would be a great offer for our listeners.

Maxwell Nee: 00:26:54

Yeah. So if you jump on to Score app S C O R e a p p.com forward slash book, we'll get that out to you.

Freddie D: 00:27:04

Yeah, cool. Very cool. You talk about accountants, financial advisors. Looks like a multitude of different types of people. So let's expand upon that a little bit.

Maxwell Nee: 00:27:16

Yeah. So it works really well for coaches, consultants, service providers, thought leaders, any type of digital entrepreneur.

So if you do business on Zoom, it'll probably work really well for you. Right.

Or if you can do business on Zoom, and one example is there's a few people that have different versions of something that might be called, like the five types of wealth, which is not just money, wealth, it's health, relationships, freedom, impact, all that type of thing. Those do very well. Because everyone wants more wealth. It doesn't matter which field it is.

So everyone wants to know what they can do to really laser in on the type of wealth that they want more. That one in particular does really well. And it's been called different things. The five types of Wealth. The Wheel of Life. Right.

Freddie D: 00:28:04

I never heard of the Wheel of Life.

Maxwell Nee: 00:28:05

Yeah, yeah, the Wheel of Life. Right. Discover your Genius as well. Which, which genius is. Is your strengths, your weaknesses. A lot of the.

A scorecard that most people would have done, whether it's in your first job or you're in university or during high school, that type of thing is the personality quiz, the textbook university personality quiz.

That's the front end of the scorecard when we fill out a personality quiz, but on the back end when you sign all those disclaimers and everything else, what you don't know is that your information is then being distributed to all these universities so they can keep doing their research on the human population. That is a really good example. Macro example of scorecard marketing.

Freddie D: 00:28:48

Sure, yeah. As you made me think of because I've had some HR people that talked about doing personality tests for employees and things like that.

So this platform would work very well to being able to do that and find the ideal employee that would fit within the culture of the company so that you maintain that culture and expand that culture, which, you know, an ideal culture propels success for a company.

Maxwell Nee: 00:29:17

Yeah, exactly.

Freddie D: 00:29:18

A lot of great information there, Maxwell, for our listeners. You've given a lot of insights on different ways that they can use square and appreciate the time on the show. How can people get a hold of you?

Maxwell Nee: 00:29:31

Yeah, good question. So I am addicted to LinkedIn, so if you want to, if you want to get me, I'll most likely be active on LinkedIn at that point in time.

Maxwell Nee is what you can search and I'm the only one on there with that name.

Freddie D: 00:29:46

Any last parting bits that you want to tell our listeners?

Maxwell Nee: 00:29:49

No, the only thing I would say is we, if you're interested to learn more, just jump on the website, register a free account and then you'll start getting all the bits and bobs to, to give you what you need to see how we can help you win with this software.

Freddie D: 00:30:02

Thank you so much for being a guest on the show, Maxwell. Appreciate it very much. And we will look to have you on the show down the road.

Maxwell Nee: 00:30:11

Yeah, thank you, Freddie. Cheers.