How Online Surveys Can Help Inform B2B Marketing

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How Online Surveys Can Help Inform B2B Marketing

As a marketer, you must know your audience. However, when it comes to B2B marketing, this gets a little tricky.

Your prime audience today might not be the right audience just next year. Take this, for example – Hannah, the Creative Director of a large company this year (and your ideal target client) might choose to begin her start-up next year (and therefore, not remain your prime target).

B2B clients are constantly changing, so you will always need to take a step back to the drawing board and re-evaluate client preferences to ensure that you’re marketing to the right people.

With an ever-evolving customer profile, the best way to ensure that your marketing strategy stays on point is by getting some answers. That’s where surveys come in.

Surveys can significantly inform B2B Marketing, ensuring that your efforts aren’t going in vain. After all, whether you’re a veteran in the field or not, requirements keep changing, as do the challenges. While you may know a lot about just what strategy works, there will always be things you need to learn and insights that can be gleaned from regular client check-ins.

What is a B2B Customer Survey?

If you are a B2B company, you probably have several business clients, but a lot more customers. That’s because your customers span the hierarchies within a business that is responsible for getting you on-board.

In order to understand your target audience as a whole and ensure that your strategy is well informed, B2B Customer Surveys are the key. These are usually a little more difficult to implement than B2C surveys but can reveal a wealth of insight.

The best way to conduct a B2B Customer Survey is to survey multiple hierarchies within the company. Connect with everyone, from the decision-makers to members of the entire team that pertains to you. Understand their perspective and take on your product. To ensure validity and optimum response rates, send out the survey across several platforms and even follow up on call if need be.

And what’s more, doing so will help you strengthen your relationship with your business clients!

So as you set out conducting a B2B Customer Survey, here are some key advantages of doing so:

Understand Audience Pain Points

The challenges your audience are facing this year might not be true in the coming years. Take regular and quick polls asking your customers what problems they are facing and what changes might make a difference for them?

What is keeping them from making the optimum use of your product/services? Regularly polling your audience will ensure that you stay on top of the challenge and veer your marketing strategy to make the right impact.

For example – if you notice that a top complaint has been the lack of certain software integrations on your platform, focusing your resources towards ensuring 24×7 customer support isn’t going to have as much value towards enhancing customer experience as adding the integrations.

Improve Product and Services

Innovation is the key to staying ahead of the competition. While it isn’t up to the marketing team to improve products and services, connecting with your clients reveals a gold mine of information that may realign your business priorities and help improve the client experience.

After all, just because you don’t hear criticism doesn’t mean your product is the best in the market. A quick survey now and then can give you a lot more insights about what you should improve and implement than you realize.

People love sharing their opinions, so capitalize on that – a quick feedback survey gives them the perfect outlet. With customer insights, complaints, and pain-points rolling in, you will have a treasure trove of information to derive from!

Enhance your B2B Marketing Strategy

Marketing is only effective if it’s reaching the right people. So how do you know if your marketing strategy is optimized for your business? Wouldn’t it be brilliant if you could ask someone and get the answer? Guess what – you can.

While phrasing it just that way won’t help, ask clients questions that add to your strategy.

Which social media platform is their favorite? Do they read long articles or prefer short posts? Would they be interested in the webinar your team is planning on conducting? Are video tutorials more useful than a step-by-step user guide?

The answers can eventually help to define and guide your marketing efforts. The answers might take you by surprise.

After all – there is no point marketing on Instagram and Facebook if your audience spends a majority of time on LinkedIn, is there? Similarly, it can also give you ideas about increasing engagement and thereby growing conversions.

Refine Email Marketing

While everyone uses email marketing, very few use it effectively. It’s a common misconception that email marketing is one of the least useful communication methods.

If used wisely, not only will your emails be noticed, but they can grow your leads!

So how does one do that?

To begin with – personalize! Your audience is constantly being overwhelmed by emails sent from various channels. Stand out from the crowd by screaming their name.

To tailor your emails to clients, you need all the data you can get – and that’s where registration forms come in. Ask people their name and email, their business goal and the reason for using your platform when they sign up.

This will help customize each email to the recipient, making it more likely to catch their eye.  

Moreover, doing so can also help you identify clients that are more likely to convert. This can give you an idea of those you need to focus your marketing efforts towards!

Decode Content Marketing

Marketing that resonates is marketing that works. It’s not enough to be present on all the right channels with all the right features, it’s important to connect with your audience emotionally.

The best way to connect with people is emotionally. Understand their likes and dislikes and let your marketing reflect that.

Let’s dive in a little deeper – what are their key hobbies or preferences? Perhaps a significant percentage of your audience is interested in gardening, or maybe they religiously follow business news.

Getting to know what they like means you can create content specifically targeted to their interests. Moreover, this can also feed into your marketing strategy – if your audience is curious about business news, you can push more advertisements on business news websites. This way, your product is more likely to catch their attention as opposed to marketing that isn’t as targeted.


Surveys are at the very heart of B2B Marketing. You aren’t talking to businesses, but to the decision-makers in the companies.

You are appealing to people across hierarchies who may discover you and pitch your name to others. With designations constantly changing, it is B2B customer surveys that will help you ensure that your marketing strategy reaches and captivates the right audience.

Author Bio: "Krause Leia" is a passionate content marketer and a market researcher who is on the spree to capture multiple facets of industry through creativity and innovation. Krause is a content geek who writes for market research, digital marketing, and startup niche.

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