How to Use Surveys for B2B Lead Generation
Peanut butter and jelly. Salt and pepper. Demand generation and…surveys?
While lead forms are a great way to capture contact information about your prospects, they may not collect other critical information because too many fields can overwhelm potential customers.
For example, let’s say you do demand gen for a tech company. You’ve got a database full of leads who filled out their basic contact information, but what about the details beyond their job title and function? What are your prospects’ biggest pain points, and what kind of content do they prefer to consume? Are they ready to make a purchase and when? This month? Quarter? Year? Are they even the key decision maker—or is there someone else your sales team should be talking with to close the deal?
Short and sweet forms result in more completions, but how do you get to know your prospects better? A marketing automation platform will allow you to track their activity to understand their buyer’s journey, but asking them directly doesn’t hurt either if you do it the right way. That’s where surveys come in.
Innovative B2B marketers are using surveys as the perfect complement to lead forms. Best of all, select survey solutions can integrate with your marketing automation platform, syncing results with your leads to improve your lead scoring, personalize nurture, and increase renewals and referrals.