# Scorecard Marketing

> Quiz/assessment funnel lead generation — an AI agent skill based on *Scorecard Marketing* by Daniel Priestley.

Published 2026-02-19 · Updated 2026-08-17 · Marketing & Messaging · Free and MIT-licensed
Canonical: https://skills.wondel.ai/skills/scorecard-marketing/
Source: https://github.com/wondelai/skills/tree/main/scorecard-marketing

**Install:** `npx skills add wondelai/skills/scorecard-marketing --global`

## What is the Scorecard Marketing skill?

Scorecard Marketing is Daniel Priestley’s four-step quiz-funnel playbook as a free AI agent skill. Hand it your offer and it writes the concept hook and landing page, the scored questions grouped into categories, a different results page for each score tier, and the follow-up sequence each tier receives.

## Key concepts from Scorecard Marketing your agent applies

- **Assessment Design** — Create scorecards that evaluate prospects across 5-8 dimensions relevant to your solution.
- **Question Psychology** — Craft questions that make respondents realize their gaps while building trust in your expertise.
- **Scoring Logic** — Design scoring thresholds that segment leads by readiness and match them to appropriate offers.
- **Results Pages** — Turn score results into personalized recommendations that naturally lead to your solution.
- **Follow-Up Sequences** — Create score-based email nurture paths that speak to each segment's specific situation.

## When to use Scorecard Marketing — and when not to

Reach for it when:

- Your lead magnet is a PDF, and the only thing you learn about a downloader is their email address.
- Sales calls start from zero because nothing upstream told you the prospect’s budget, urgency or maturity.
- You keep competing for people already shopping around, and losing to whoever quoted the lowest price.
- Your entire list is one undifferentiated segment receiving one undifferentiated email sequence.

Reach for something else when:

- You need the offer the assessment points at, not the assessment — build that with $100M Offers first.
- There is no traffic to run it against — the message and media squares in 1-Page Marketing Plan come first.
- You want pipeline you can turn up by hiring rather than by publishing — Predictable Revenue builds that.
- You are scoring existing customers to reduce churn, not qualifying strangers — see Improve Retention.

## About Daniel Priestley

Award-winning entrepreneur, co-founder of ScoreApp & Dent Global. Daniel Priestley is an award-winning entrepreneur who has built and sold businesses across the UK, Australia, and Singapore. He co-founded ScoreApp and Dent Global, helping thousands of entrepreneurs scale through key person of influence strategies.
The book: https://openlibrary.org/books/OL42780451M/Scorecard_Marketing

## Example prompts

- Design a scorecard assessment for my digital marketing agency using scorecard-marketing skill _(Lead generation)_
- Write 10 scorecard questions that qualify leads for my coaching program using scorecard-marketing skill _(Assessment design)_
- Create personalized results pages for each score tier using scorecard-marketing skill _(Conversion)_
- Build email follow-up sequences based on assessment scores using scorecard-marketing skill _(Email marketing)_

## Frequently asked questions

### How do I install the Scorecard Marketing skill?

Run `npx skills add wondelai/skills/scorecard-marketing --global`. It takes about 30 seconds and needs no account. The Scorecard Marketing skill then works in Claude, Claude Code, Claude Cowork, Codex, Cursor, OpenClaw and Hermes Agent — anything that reads the open agentskills.io format — and your agent loads it on its own when a task calls for it. It is free and MIT-licensed, and the source is at https://github.com/wondelai/skills.

### Which book is the Scorecard Marketing skill based on?

It packages *Scorecard Marketing* by Daniel Priestley — award-winning entrepreneur, co-founder of ScoreApp & Dent Global. The skill distils the book's method into instructions your agent follows while it works, covering assessment design, question psychology and scoring logic. It sits in the Marketing & Messaging part of the library.

### What are the four steps?

Landing page, questionnaire, results, follow-up. The landing page sells the score itself through a concept hook. The questionnaire captures contact details first, then asks scored questions grouped into a handful of measurable categories. The results page gives a different diagnosis and a different call to action per tier. The follow-up is segmented by that tier, so a high scorer and a low scorer never receive the same email.

### Why would an assessment beat a normal lead magnet?

Because of what each side walks away with. The prospect answers questions about themselves and sees a gap they had not named — Priestley’s argument is that people buy from whoever helped them uncover the need, not from whoever happened to be there during an active search. You walk away with structured answers across every category instead of an email address, which is the only reason segmented follow-up is possible at all.

### Does the skill build the quiz, or only write it?

It writes it. You get the hook, the questions with their point weights and category groupings, the scoring thresholds, the results copy per tier and the email sequences — as text you paste into whatever you already use, from a dedicated quiz platform to a form plus a spreadsheet. Nothing here provisions software or hosts a funnel. If your agent has access to your site’s codebase, it can build the pages from that copy.

### Won’t people see straight through a quiz that exists to sell them something?

They will, if it does. The line the skill holds is that the hook must promise something the results actually deliver — a real diagnosis, not a pitch wearing a score. It is also why qualifying questions about budget and timing sit in their own uncategorised group: they inform your follow-up without distorting the score the respondent came for. An assessment that flatters everyone into a sales call only ever works once.

## Related

- All Marketing & Messaging skills: https://skills.wondel.ai/skills/marketing/
- StoryBrand Messaging: https://skills.wondel.ai/skills/storybrand-messaging/
- Made to Stick: https://skills.wondel.ai/skills/made-to-stick/
- Contagious: https://skills.wondel.ai/skills/contagious/
- 1-Page Marketing Plan: https://skills.wondel.ai/skills/one-page-marketing/
- Obviously Awesome: https://skills.wondel.ai/skills/obviously-awesome/