Quiz Lead Magnet With an AI Agent, Tally and ScoreApp

The short answer: if you already send three or four different follow-up sequences and every new lead still gets the same one, a scored quiz can pick the sequence at signup. Below 100 finished quizzes a month, ScoreApp's Starter plan at $39 a month, or $351 billed yearly, carries the categories, a results page per score tier and the CRM sync (ScoreApp pricing, checked on 26 October 2026); with no budget, Tally's free plan does the same sorting, and its Claude connector is free on every Tally plan (Tally pricing, Claude connector). The agent drafts questions and points; a person writes the expected result for a set of test answers first and publishes only when each one lands. For example, 80 leads a month read and tagged by hand at 3 minutes each is 80 x 3 = 240 minutes of sorting the quiz takes off somebody's month.

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A lead magnet that hands everyone the same PDF leaves sales with a list that has no shape. A quiz adds each answer to a category, and the top category names the segment. Drafting questions is the part a model does well. Knowing which answer marks a buyer is not, so the agent drafts and a person keeps the scoring table. Single-tool setup lives in How to Use ScoreApp and How to Use Tally; the products in the ScoreApp and Tally entries.

Before the agent writes a word:

1. Price it per finished quiz. ScoreApp meters responses. For example, 250 finishers a month is past Starter's 100 and inside Business's 1,000, at $99 a month or $891 a year (ScoreApp pricing). Tally puts no meter on free submissions; its fair use policy only calls 50,000 a month, sustained for three or four months, heavy use.
2. Start from the sequences you already send. One segment per follow-up that differs in substance; two segments that would get the same emails are one segment.
3. Decide what the agent may touch. Tally's connector builds forms and reads submissions. ScoreApp's MCP server creates scorecards, questions and categories and reads leads and scores (ScoreApp MCP). Claude's free plan allows one custom connector, enough for ScoreApp (Claude help).
4. Take the before figure. Replies or booked calls per 100 new leads from your current lead magnet, over the last eight weeks. The quiz is judged against that, not against its own completion rate.

From scoring table to segment

1. A person writes the scoring table. The owner of the offer lists the segments, the signal that marks each and its sequence, then eight test answer sets with the segment each must produce, including one borderline case and one tie. Decide in writing what a tie does. The table is the human check, fixed before the agent's draft can anchor anyone.

2. The agent drafts questions and points. In Tally, ask Claude for a category quiz laid out like Tally's personality quiz guide: one number field per segment, a Calculate rule under each answer, a Thank you page per outcome, plus a text field assigned the segment's name for the hand-off, as the calculated fields article describes. Its forms stay private drafts until you ask it to publish (MCP docs). In ScoreApp, the AI Builder stops on a screen where you edit questions and scoring before Build this scorecard (AI Builder guide); each segment becomes a category, and a section set to Display Highest shows the winner (categories article). Give the agent the table and two rules: no question sales would not use, and every answer scores into one segment.

3. The human check: run the test sets. In ScoreApp, run them in draft mode, where test data is wiped at publish and a draft password lets colleagues in (draft mode article). In Tally, publish but keep the link to yourself until the tests pass. Then the agent reads the results back (lead scores in ScoreApp, submissions in Tally) and sets each beside the table, and the person fixes the points on every mismatch until all eight land. Tally's guide names two quiet failures to check first: an answer letter that scores a different outcome in another question, and a page break between a question and its logic blocks.

4. Consent on the lead form. ScoreApp offers Implied Consent, Explicit Consent (Optional) and Explicit Consent (Required), and stores the opt-in wording and a timestamp with each tick (lead form article). Choose Optional: everyone sees a result, and only people who ticked get the sequence. In Tally, add an empty checkbox and a line on how the emails will be used, as its GDPR form guide shows.

5. The segment lands in the email tool. In ScoreApp, connect Mailchimp, Kit or another integration, map Highest Category and Opt In to fields there, and click Test integration (field mappings). Kit runs double opt-in by default, so a lead shows up only after confirming (Kit guide). From Tally, send rows to a Google Sheet, free for every user (Sheets integration), or on through Make.

6. A person publishes. The click belongs to whoever signed off the eight tests, not to the agent.

The free version: Tally, Claude and a spreadsheet

The sorting needs nothing paid: Tally's free plan includes logic and calculations, custom thank-you pages, webhooks and the Sheets, Zapier and Make integrations (Tally pricing), and the connector needs only a free Claude account.

For a small list, do the hand-off once a week: filter the sheet to rows with the consent box ticked, split them by segment label and import each file with its segment's tag. Mailchimp's importer applies the tags you choose to every contact in a file, its free plan holds 250 contacts and 500 sends a month, and subscribed imports skip the signup process, so proof of permission stays with you (Mailchimp import guide, Mailchimp entry).

That holds until the import becomes the job. ScoreApp adds category charts, tier-specific text and result fields mapped straight into the CRM, and from Business at $99 a month the dynamic PDF, stored UTM parameters and audience segmentation (ScoreApp pricing). One of its features moves the human check: Smart Sections, on Business and Pro, have AI write results copy for each respondent the moment they finish (Smart Sections), so nobody reads it before the lead does. Generate an example for every tier, and keep prices and promises out of the prompt.

What it costs a month

Prices checked on 26 October 2026 on the Tally, ScoreApp and Claude pricing pages and in Mailchimp's import guide.

What the law changes in the build

Article 13(1) of the ePrivacy Directive allows email for direct marketing only to people who gave prior consent, and its customer exception in Article 13(2) covers contact details obtained in the context of a sale, which a quiz is not (consolidated text on EUR-Lex). The sequence needs the tick.

The GDPR sets what the tick must be. Consent is a statement or clear affirmative action (Article 4(11)), the controller must be able to demonstrate it (Article 7(1)), and judging whether it was freely given takes utmost account of whether a service is made conditional on consent it does not need (Article 7(4)); Recital 32 adds that pre-ticked boxes do not count (GDPR on EUR-Lex). Hence a result that never waits for the box.

Two questions for counsel. Article 13(5) applies the consent rule to subscribers who are natural persons and leaves business subscribers to national law, so ask how your country treats a named person's work address. And if a question touches health, beliefs or another category in Article 9(1) of the GDPR, ask before the agent writes it.

How to tell the segments are working

• The measure. Replies or booked calls per 100 leads, per segment, eight weeks after launch.
• The baseline. The same count for the old lead magnet over the eight weeks before.
• The holdout. Every tenth lead, by order of arrival, gets your generic sequence instead of its segment's. If the segment sequences do not beat it, the quiz sorts without adding anything.
• Drift. Monthly, ask the agent how leads split across segments; ScoreApp's statistics tool reports it on every plan (ScoreApp MCP). A segment that swallows the list means the points lean, and the eight tests run again after any change.

Where Tally's free plan stops

Tally gives away the scoring, the logic and the outcome pages and holds one step back: a customised email to each respondent with their result is a Pro feature, per its scored quiz guide. Lead magnets usually promise the result in the inbox, so the free build runs right up to the step that keeps the promise, and the upgrade waits there at $29 a month on monthly billing (Tally pricing). Promise the result on screen, and pay once the sequences have earned it.

FAQ

Should the email form come before the questions or after them?

After, if the result is the value. ScoreApp's After Questions setting shows the form just before the results, though it leaves the questions reachable at /questions (lead form article). Tally's scored quiz guide names the trade: early capture keeps people who quit halfway, late capture lowers the barrier to starting. Either way, the result should not depend on the marketing box.

Can I build the same thing in Typeform?

Yes. Typeform scores choice questions and shows a different ending per score range, with ranges that must not overlap (endings by score), and its MCP server gives Claude read-only or write access. The difference is the meter: Basic includes 100 responses a month, from $28 a month billed yearly or $39 monthly (Typeform pricing, checked on 26 October 2026); the Typeform entry explains how that cap behaves.

Does connecting an AI assistant send my leads' data to it?

Only what you ask for. ScoreApp says lead details reach Anthropic or OpenAI when you ask about individual leads, and that Hide lead contact details removes names and emails while scores stay readable (AI data article). This build needs test scores, not addresses, so switch it on before you connect, and name the assistant in your privacy notice if leads' answers pass through it.