Surveys are the underdogs in the lead generation process. They have always been looked at as a tool to gather feedback after the entire marketing or sales process has been executed. But no one really understood the importance of surveys, especially in B2B demand generation where the need of the customer is more important in comparison to selling a standardized product in the B2C market. Hence we have decided to discuss some details and tips on how one can use surveys, especially for B2B demand generation.
The Role of Surveys in B2B Demand Generation
- Using surveys to gather market intelligence:
Most leads will only provide you a small quantum of information such as the name, email id and the company the person works in. But what about the information which actually matters the most? Such as the decision makers, what problems the company is facing which they want solved, what is the level of commitment in terms of looking out for a solution and when they are most likely to make a purchase? All these questions can only be answered through a small survey. The ones who are genuinely interested will fill it up, while the rest of them will ignore it, which is another level of weeding out the MQLs.
- Using surveys to find relevant content:
To nurture the leads that you have, your marketing team will be working overtime on developing the right content to ensure that the lead stays warm and the touchpoints are fulfilled. But how can you be so sure that the content being developed is the right content for them? Getting a survey out and making the leads fill them up will provide insights as to what the customer is exactly looking for, and hence you can push out the relevant content towards them to push them towards making the purchase.
- Using surveys to identify pain points:
One of the demand generation best practises includes using surveys to understand the pain points for the leads that are being nurtured. If they have visited your website or responded to the survey means they are looking for some solution to some problem. Ask them the relevant questions in the survey to make them spill the beans. And when you have the questions they are looking to be answered, is the time you pounce on the opportunity and close the deal by giving them what they are looking for.
- Using surveys to provide a seamless customer experience:
Many organizations conduct business but fail in providing a satisfactory customer experience. And the feedback is also not collected effectively. You could find some demand generation survey templates around that will help you narrow down on relevant questions that you can ask your customers to understand how their experience was dealing with your company, and if you do encounter any gaps, you can fill them in time.
- Using surveys to gain referrals and repeat orders: increased ROI:
The link between demand generation and surveys is quite deep. One can leverage surveys to understand if your customer is truly happy with your service. If they are, you can use the data from the surveys to pitch in for referrals to your current customers resulting in more leads to close. On the other hand, a good experience will result in repeat orders from customers which will effectively affect your top line positively.
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