How Do Marketers Use Surveys in 2020?

You are a marketer. Your manager wants you to turn prospects into customers, prioritize Market Qualified Leads (MQLs), launch personalized lead nurturing programs, and use happy customers to drive new business. What’s the one tool you would use to lay the foundations for achieving these goals? If you said surveys, you got that right! In this article, I’ll look into why surveys became so popular with marketers.

How popular are surveys?

The technology stack of marketers has changed considerably since 2015. A research done by Capterra in early 2020 reveals that survey software was not used much by marketers in 2015, but became one of the most heavily used technology tools by marketers in 2020. The research shows that only about 5% of marketers used survey software for studying customer behavior in 2015, while in 2020 the number of marketers using surveys has increased to 73%.

Let’s have a closer look at why surveys have become a crucial tool for marketers and how they use online surveys.

Why surveys become important for marketers

Personalization is king! It’s 2020 and if businesses want to be successful, they need to find ways to personalize their content. Who wants to read about stuff they’re not interested in? No-one, and certainly not your leads!

That’s why there’s an ever-growing dependence on customer insights for marketing campaigns. Let’s say you generate a lot of unqualified leads and get a series of emails that address this exact business pain point. Aren’t you more likely to open these emails and read them, as opposed to when you receive some unrelated content?

Yes, you are, and marketers know that. Customer demand evolves rapidly, and it’s become increasingly important for marketers to monitor buyer behavior.

Here’s why online surveys are great for monitoring buyer behavior as explained by Harshit Srivastava, the Senior Content Analyst at Capterra:

With rapidly evolving customer demand, it has become increasingly important for marketers to monitor customer behavior more frequently. And online surveys help marketing professionals achieve this goal, quickly and cost-effectively. For this reason, we have observed tremendous growth in the adoption of online survey solutions among marketers. Our survey shows that between 2015-2020, the adoption of survey software among marketers grew from 5% to 73%.

It’s no wonder we’ve seen a significant increase in the collection of customer insights via surveys across all marketing teams: B2B, B2C, small, mid-size, and large teams. One of the reasons for this growth in adoption is the broad availability of online survey tools. These are the factors that have caused marketers to adopt surveys so widely:

  • Online survey platforms cost less than traditional survey methods such as telephone or postal surveys.
  • Online surveys are easier to make and take, and are less time-consuming resulting in higher response rates.
  • Online survey software allows access to a wider audience of respondents.
  • Responses are automatically processed and analyzed.
  • Survey software integrates perfectly with marketing automation or email marketing tool, so customer insights can be actioned in marketing campaigns instantly.
  • Surveys are great for monitoring demand changes, buyer behavior, and running personalized marketing campaigns.

How do marketers use online surveys in 2020?

Marketing teams of all sizes use online surveys for many use cases. These are the 8 most popular examples of how marketers use online surveys:

  1. Getting new leads through surveys with the contact form question
  2. Prioritizing Marketing Qualified Leads
  3. Discovering prospects’ pain points and challenges
  4. Learning about leads’ interests and preferences to craft more personalized lead nurturing campaigns
  5. Segmenting customers
  6. Earning authoritative links
  7. Improving marketing communication
  8. Running NPS campaigns and getting more referrals, positive customer reviews, testimonials, and case studies

Now, let’s deep dive into the two most popular use cases! These are running Net Promoter Score (NPS) campaigns and using surveys for lead nurturing through personalization.

How marketers win new customers through NPS campaigns

Marketers are also the ones who launch Net Promoter Score (NPS) campaigns in their companies. NPS surveys aim to establish how likely customers are to recommend your company to others. If you are not familiar with this kind of survey yet, take a look at our interactive NPS template to see how it works in practice.

If you get a score of 9 or 10, this means you’ve identified a promoter who’s potentially willing to leave you a positive business review. They just might need a little encouragement!

To get promoters to recommend your business to other people, you need to run follow-up marketing campaigns after sending NPS surveys. To achieve this goal, it’s useful to seamlessly integrate a survey tool with marketing automation platforms.

Survicate offers native, no coding required integrations with the tools used widely in marketing, including HubSpot, Mailchimp, ActiveCampaign, Marketo, and more. Native integrations are greatly appreciated by numerous people who review Survicate on Capterra. Here’s one of the reviews:

Overall: Survicate is really great, plenty of support with setup and unlike competitors doesn’t charge a fortune for CRM integration.
Pros: We use Survicate to run surveys from Hubspot. It was easy to set up and came in at a much lower price point than competitive products we looked at.

I’ve written a detailed blog post on how to use happy customers to acquire new customers. Feel free to read it if you’d like to dive deeper into this topic.

How marketers use online surveys for lead nurturing

Online surveys are a great way to learn more about your prospects’ pain points and needs, prioritize Marketing Qualified Leads (MQLs), and personalize your lead nurturing programs.

Try asking your leads questions like these: “What does your evaluation process consist of?”, “What are the three biggest challenges you’d like us to solve for you?” or “What would you like to read about next?”.

For more information on how to use surveys for lead nurturing, see one of my guest posts on ActiveCampagin’s blog where I expand on this topic.

Lead generation and conversion is yet another benefit of Survicate as a survey tool. It’s mentioned across multiple Capterra reviews! Here are some of them:

“Survicate is a great tool for collecting leads. Targeting allows us to show surveys and leads only to users who are likely to be interested in purchasing. […]”

“Survicate is a perfect tool for converting visits into leads. It lets us produce content which resulted in tripled growth of a number of online generated leads (without quality loss) and enhanced knowledge about customers’ insights (purchase intention etc.).”

Will online survey tools be adopted even more by marketers?

Yes, marketers are bound to discover that online surveys can help them with even more use cases and marketing objectives.

As Capterra’s Martech Comparison Report states, in 2015 only 5% of marketers used surveys for marketing efforts. By 2020, the adoption rate of surveys has increased to a staggering 73%, and it shows no signs of stopping. With the ever-increasing need for personalized communication, it’s only a matter of time before virtually every marketer uses online surveys.

Nicholas Podgórski

I’m a Product Marketing Manager at Survicate. I love running webinars and doing videos. When not at work, I enjoy listening to regional accents of Britain, working out, and having a sauna. Find me on LinkedIn.

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