How To Integrate Surveys With External Tools

As you probably already know from previous articles, collecting and analyzing customer feedback brings tangible benefits. You can upgrade your website and increase conversion rates, tailor offer to the needs of potential customers, improve their satisfaction, etc. All you need to do to collect feedback and turn it into such benefits is a customer feedback tool like Survicate. But it’s not all.

Surveys can bring even more benefits when you integrate them with external tools. Primarily, with marketing automation, analytics, and Customer Relationship Management (CRM) tools. In this article, you’ll learn how you can benefit from such integrations.

Integrating surveys with CRMs

A good CRM is a must for almost all companies, especially those in the B2B sphere. The most basic use-case of integrating Survicate with a CRM: generating leads and sending them straight to your CRM. How does it work? You can create a survey with several steps to qualify leads. For those who look like potential customers, show a lead form. When they submit it, contact data is sent to a CRM. Simple, right? But still, this customer generated leads worth more than $12000 with Survicate with a website visit to lead conversion rate of over 5%. Difficult to achieve with other techniques.

But there are much more advanced use-cases of our integrations with CRMs. If you use tools like HubSpot CRM or Salesforce®, you can send your customers to Survicate email surveys and send answers to their profiles. Gathered data helps you research and improve customer experience, as well as to measure the performance of your support team.

survicate widget form to contact

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Integrating surveys with marketing automation platforms

Marketing automation tools are incredibly useful. We use Intercom to communicate with our users precisely segmented into uniform groups. For example, people who signed up in the last 7 days, people who started a survey but are reporting below-average performance, etc. It allows us to offer users personalized and useful communication at scale.

But even if you set up hundreds of events in the marketing automation platform of your choice, you’ll still be missing data. You won’t know why people do what they do or how they assess you. That’s where surveys come in handy.

You can use targeted website surveys to collect feedback from customers on your website or use marketing automation platforms to distribute in-message surveys or Net Promoter Score surveys.

in-message NPS surveys

You’ll see responses on profiles of customers so you’ll be able to address their needs or concerns. You can do it either manually (ie. regularly look for users who answer in a certain way and message them) or use them in automated communication. In this case, you should build segments or set triggers based on answers to send emails or in-app messages automatically when a user answers a survey in a certain way.

Of course, you can also see all those data in .csv or .xls files that you can download from your dashboard. There, you will see more than just answers and emails – also URL where feedback has been submitted (if you’re using targeted website surveys), version of a browser, exact date, etc.

Popular use-cases: NPS email survey and automated email communication based on answers (different messages to promoters, passives and detractors), researching reasons why people don’t come back to the application after creating an account or starting a trial.

Related resources:

Integrating surveys with analytics tools

Let’s not forget that you can also integrate Survicate with analytical tools. Primarily – Google Analytics, the king of website analytics, but also Woopra. Similarly to marketing automation integration, answers are sent to those systems as events. Then, you can build custom segments of customers or website visitors who answer to a certain survey in a certain way. How to use it?

One of the most interesting use-cases is creating retargeting lists to show relevant ads to people who give certain answers. Imagine a shop with home appliances. You can ask visitors why they’re looking for products. If they answer that they need to replace a fridge or another single item, you can retarget them with ads of products from this category. But if they answer that they’re looking for products to furnish a new apartment, you can serve them ads of different products.

Also, you can set higher bids as their eventual order is likely to be much bigger. Read more about using data from Survicate surveys in retargeting campaigns: Improve retargeting campaigns with user feedback.

Final thoughts

As you see, integrating Survicate with external tools can bring you even more value than benefits described in this article. What is great is that paired with CRM or Marketing Automation tools, surveys translate into value quickly. You don’t need to implement changes on your website, think about expanding offers, etc. You just get leads or get more information about them and customer success or sales teams can use them immediately to close deals and delight customers better than ever. If you integrate Survicate with an analytical platform, you’ll be able to analyze how each group of respondents behaves and converts and to serve them tailored ads in retargeting.

Survicate integrates directly with tools like Intercom, Pardot, HubSpot, Marketo, Act-on, GetResponse, or ActiveCampaign (a full list of our integrations). If you use any of those tools, feel free to turn integrations on and see how they work for you. If you use a CRM or marketing automation tool that’s not on the list, give us a shout and we’ll see what we can do about it.

Want to make sure you’re making the most of your survey design capabilities? Take a look at our checklist!

Lucjan Kierczak

Head of Marketing at Survicate.

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