Most B2B websites ask a visitor to either read a wall of feature copy or fill out a contact form with no context. Both options ask for commitment before offering value, which is exactly backwards for a visitor who is still deciding whether your category even applies to them.
A short, well-built quiz solves this. It asks the visitor questions they already know the answers to, and gives them a specific, honest read on where they stand before asking for an email address or a call. That single sequencing change, value before commitment, changes who ends up in your pipeline.
The design details matter more than most teams expect. A quiz needs to be short enough to finish in under a minute, specific enough that the result feels earned rather than generic, and honest enough that some visitors get told "not yet" instead of being funneled toward a sale regardless of fit. That last point sounds like it costs you leads. In practice it builds trust with the leads who are a real fit, because they can tell the tool was not built purely to convert them.
A quiz also does something a static form cannot: it segments your pipeline automatically. Six questions answered honestly give a sales team more useful context than a form field asking "how can we help you," because the visitor's actual answers, not their guess at what a form wants to hear, arrive in the CRM.
If your funnel currently has a "Contact Us" button and nothing else, a quiz is one of the highest-leverage additions you can make before touching anything else.