Scorecard Marketing
Quiz/assessment funnel lead generation
Generate qualified leads through interactive quiz and assessment funnels. Based on Daniel Priestley's Scorecard Marketing, this skill helps your AI agent design assessments that educate prospects while capturing high-intent lead data.
Scorecard Marketing
npx skills add wondelai/skills/scorecard-marketing --global This skill is compatible with Claude, Claude Code, Claude Cowork, Codex, Cursor, OpenClaw, Hermes Agent, and other agentskills.io-compatible agents.
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.
Example prompts for the Scorecard Marketing skill
Design a scorecard assessment for my digital marketing agency using scorecard-marketing skill
Lead generationWrite 10 scorecard questions that qualify leads for my coaching program using scorecard-marketing skill
Assessment designCreate personalized results pages for each score tier using scorecard-marketing skill
ConversionBuild email follow-up sequences based on assessment scores using scorecard-marketing skill
Email marketingScorecard Marketing vs the other Marketing & Messaging skills
All 6 Marketing & Messaging skills are free and install the same way — the only question is which framework fits the job in front of you.
| Skill | Based on | Best for |
|---|---|---|
| StoryBrand Messaging | Building a StoryBrand — Donald Miller | Clear brand messaging using story structure |
| Made to Stick | Made to Stick — Chip & Dan Heath | SUCCESs framework for memorable messaging |
| Contagious | Contagious — Jonah Berger | Word-of-mouth and virality using STEPPS |
| 1-Page Marketing Plan | The 1-Page Marketing Plan — Allan Dib | End-to-end marketing plan: prospect to raving fan |
| Scorecard Marketing | Scorecard Marketing — Daniel Priestley | Quiz/assessment funnel lead generation |
| Obviously Awesome | Obviously Awesome — April Dunford | Product positioning: unique value, target customers |
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.
Guides that use this skill
Install Scorecard Marketing
Free, open-source, and ready in 30 seconds.
npx skills add wondelai/skills/scorecard-marketing --global MIT Licensed · Works with Claude, Claude Code, Claude Cowork, Codex, Cursor, OpenClaw, Hermes Agent & other agentskills.io agents · No account needed
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