Grab attention with fun, quiz-style personalization

Create attention-grabbing, top-of-funnel campaigns that build brand awareness and encourage meaningful interaction. Give readers a simple way to self-personalize their experience for higher relevance, without making lead capture the primary goal.

This playbook is designed to spark ideas and provide the practical details you need to understand how a campaign will play out - what’s supported, how it functions, and what to plan for. Pick the steps that fit your objectives, and mix or adapt approaches from other playbooks to create campaigns that suit your goals and tech stack.

This diagram presents a high-level overview of the playbook, illustrating each step and the integrations supported along the way. The article then explores each step in more detail.

Create interactive, attention-grabbing content in Turtl, using Hatch AI to speed up production and strengthen your message. This could be an interactive report or thought-leadership piece designed to educate, spark curiosity, and encourage people to explore further.

For this playbook, teams often use personalization to create quizzes or assessments. When readers land on the base content, they’re prompted to complete a short upfront form with a few simple questions - such as “What marketing persona are you?” or “What’s your AI personality?” Based on their responses, they’re then shown a personalized version of the content tailored to their selections.

The goal isn’t heavy lead capture in this case. It’s brand awareness, meaningful interaction, and giving readers a simple way to personalise their own experience so your content feels more relevant and memorable from the first touch.

The personalization form is what readers complete when they first land on the content. It acts as the control layer for the base asset, capturing responses that determine how the experience is personalised.

Personalisation is applied by marking variable text or visuals with tokens and setting page rules that show or hide sections based on logic or scoring. This ensures each reader only sees content that’s relevant to them.

Once everything is set up, publish the content and test the experience to make sure the personalization behaves as expected.

Share widely across your website, social channels, and any other top-of-funnel routes to maximise reach. Turtl provides ready-made sharing assets - including GIFs perfect for email campaigns - and supports UTM tracking so you can see which channels perform best.

As readers engage, they’ll complete the personalization form you set up in Step 2 and instantly receive a refined version of the content based on their responses.

As readers engage with the content, their activity is captured in your Turtl dashboards. Because this playbook doesn’t require readers to identify themselves, they’ll appear as Unknown Readers. Even so, you can still see how each reader interacts with a specific personalised document, helping you understand which content variations and messages are driving engagement in early-stage demand.

Accounts [Coming soon]: Soon you’ll be able to analyse engagement at the account level, not just by individual readers. Turtl will automatically detect accounts using IP data, giving you a clearer view of where your demand is coming from, even if individual identities remain anonymous.

As engagement builds, use your Turtl Dashboards to understand what’s resonating and what needs improvement. Hatch AI plays a key role here, with an analytics chatbot enabling you to interpret the data quickly, surfacing clear recommendations you can use to optimise future campaigns and maximise ROI.

Key data points to consider:

Supported Integrations

In this demand generation campaign, the priority is reach rather than immediate lead capture, so most readers will initially appear as Unknown Readers in Turtl. Even so, their engagement is still tracked and retained.

If a reader first engages with your content anonymously and is later identified in your CRM through another channel - such as a webinar registration or website form - Turtl will automatically match their past activity when they return to any Turtl content.

At that point, the reader becomes a Known Reader in Turtl, allowing you to view their full engagement history, attribute interest more accurately, and activate that intent data in your external platforms for smarter prioritisation and follow-up.

Supported Integrations

Once readers become known in Turtl Analytics, it’s recommended to start enriching your CRM, MAP, and other platforms with their engagement signals. The aim is to make these insights useful beyond Turtl, giving other systems and teams the context they need to act quickly.

By sending data such as Engagement Scores, Topics of Interest, and content consumption patterns into your external tools, you can better prioritise follow-up, personalise outreach, and run more targeted campaigns.

The goal isn’t to overwhelm your stack with more data, but to enrich what’s already there - so prioritisation, messaging, and campaigns are better informed.

This ensures the demand you generate in Turtl flows seamlessly into the rest of your GTM engine, making downstream activity more precise and effective.

Turtl supports syncing intent data with platforms including HubSpot, Marketo, Pardot, Demandbase, and 6sense. What can be synced depends on the platform and the audience data available.

Supported Integrations

As contacts move through your buyer journey and get linked to opportunities or deals in your CRM, use Turtl’s Revenue Dashboard to see how their content engagement contributes to pipeline and revenue. Hatch AI helps you dig into the data, showing which content is driving momentum, surfacing patterns behind successful deals, and helping you repeat what’s working so you can maximize ROI.

Looking ahead, account-level revenue analytics (coming soon) will extend this view, reducing the reliance on Known Readers in Turtl to connect content to revenue. This will make it possible to understand how content engagement influences deals at the account level, even when individual buyers aren’t explicitly identified.

This step is about credibility and confidence. You’re not trying to prove that content alone closed a deal. You’re showing, with evidence, how content supports momentum, shapes buying journeys, and contributes to revenue over time.