Custom product & infrastructure
Interactive Marketing Diagnostic (Next.js + CRM)
Buyers who don't know where to start don't book calls. Built a tool that meets them at the beginning and walks them to a specific problem.
Internal · Darling MarTech · Product-led lead generation · Interactive diagnostic tool
8 min
68%
3.2×
Before, build, and operating change
A lightweight view of the problem, the intervention, and what changed after the system shipped.
Before / Problem
- Cold outreach and ads produced low-intent leads who needed extensive qualification before a diagnosis could happen
- Homepage CTAs drove traffic to a booking page, bypassing buyers who were not yet ready to commit to a call
Build / Fix
Diagnostic framework design
Eight-question diagnostic structured around the six core marketing failure modes: strategy gap, conversion failure, system disconnection, visibility deficit, brand misalignment, and attribution blindness. Each answer combination maps to a weighted result across problem clusters.
Scoring and result engine
Weighted resolver built in TypeScript maps answer patterns to the highest-probability problem cluster. Result includes a problem label, a plain-language explanation, a recommended next step, and links to relevant proof, service, and contact paths.
After / Outcome
Buyers who complete the tool arrive at a first conversation with their problem already named. Average time-to-qualify dropped significantly. Diagnostic result data also feeds positioning research — knowing which problem clusters surface most frequently informs content and outreach strategy.
Most B2B buyers research for weeks before contacting a vendor. A tool that delivers immediate, specific value at the start of that research creates a fundamentally different lead — one who has already defined their problem and experienced the quality of thinking before the first conversation.
- →Cold outreach and ads produced low-intent leads who needed extensive qualification before a diagnosis could happen
- →Homepage CTAs drove traffic to a booking page, bypassing buyers who were not yet ready to commit to a call
- →Nothing useful sat between 'landed on the site' and 'book a call' for people who were not ready to talk yet
Diagnostic framework design
Eight-question diagnostic structured around the six core marketing failure modes: strategy gap, conversion failure, system disconnection, visibility deficit, brand misalignment, and attribution blindness. Each answer combination maps to a weighted result across problem clusters.
Scoring and result engine
Weighted resolver built in TypeScript maps answer patterns to the highest-probability problem cluster. Result includes a problem label, a plain-language explanation, a recommended next step, and links to relevant proof, service, and contact paths.
Progressive value delivery
Result is visible immediately without email gate. Deeper report — including a prioritized action list and recommended engagement format — gated by email for buyers who want to save or share the output. Lead captured at the point of demonstrated intent.
CRM integration and follow-up
Completed diagnostics post to CRM with result cluster tagged. Follow-up sequence varies by result: strategy gap leads receive a different sequence than attribution blindness leads. Booking link included in all sequences with result-specific framing.
Buyers who complete the tool arrive at a first conversation with their problem already named. Average time-to-qualify dropped significantly. Diagnostic result data also feeds positioning research — knowing which problem clusters surface most frequently informs content and outreach strategy.
SYSTEMS INVOLVED IN THE BUILD
The tools and system layers that made this project work — grouped by what they contributed.
Measurement, reporting, and source visibility that made the system readable.
Runtime, storage, and delivery layers that kept the build stable and usable.
Next.js
Design and production tools used to shape, ship, and maintain the build.
GitHub
Figma
Slack
CRM, routing, and automation layers that moved records and follow-up forward.
HubSpot
Search, discovery, and local-intent surfaces that brought the right people in.
Google
- Next.js interactive quiz engine
- Weighted TypeScript resolver
- Supabase result storage
- HubSpot CRM integration
- Segmented email follow-up
What this project demonstrates
Each block names the capability first. Figures below are supporting context from the same engagement — not the headline.
Interactive Diagnostic Product
Eight-question diagnostic mapped to the six failure modes so buyers could name a problem cluster before booking, improving qualification depth.
Referenced outcomes (same engagement)
- Completion rate through full diagnostic
- 68% — Completion rate through full diagnostic
- Average time-on-tool per session
- 8 min — Average time-on-tool per session
CRM-Tagged Result Routing
Completed diagnostics posted to the CRM with cluster tags so follow-up sequences and booking prompts could branch by diagnosis outcome.
Referenced outcomes (same engagement)
- Completion rate through full diagnostic
- 68% — Completion rate through full diagnostic
- Higher booking rate vs. cold outreach
- 3.2× — Higher booking rate vs. cold outreach
Outcome-Branching Lifecycle Automation
Follow-up sequences branch by diagnostic cluster so each buyer receives a different nurture path after completing the tool.
Referenced outcomes (same engagement)
- Completion rate through full diagnostic
- 68% — Completion rate through full diagnostic
- Higher booking rate vs. cold outreach
- 3.2× — Higher booking rate vs. cold outreach
Similar project shapes and delivery patterns — useful when you are comparing system fit, not client names.
Still deciding how similar this is to your situation?
Low trust: run the Growth System Audit. High trust: book a short diagnostic call once the shape is clear.