Achieving Success in Customer Engagement: When & How to Include Surveys in B2B Marketing

Surveys enable you to gain insight about customer engagement and how they interact with your brand. This means that you need to be deliberate about your questions and avoid provoking respondents to answer with false data. The question becomes: when is the best way to engage with your audiences and how to include your surveys as part of an overall marketing strategy? Let’s take a look at how you can achieve survey success by knowing what to include in your surveys and when to send them out.

How to send out a survey

When it comes to online surveys, there is science behind creating a good survey; and once you’ve got a handle on it, and you have enough subscribers and customers, you can automate the whole process so that there is a consistent flow of data coming in about your prospects and customers.

A successful survey is one that enables respondents to answer Yes or No questions as well as open-ended ones. Yes/No questions enable respondents to go through the survey faster while open-ended questions are qualitative in nature.  Asking broader questions – then get more specific. A broader question may be “How satisfied are you and how likely are you to recommend the product to your friend or family member?”

When to send out a survey

When is the best time to send out a survey invitation? Should it be during the day and at what specific time?

According to CheckMarket research, sending out a survey invite on a Monday works when connecting with B2B buyers. This is the time when respondents are checking and answering their emails. Monday is the day to send an email because the solution they have bought, or are planning to buy is fresh on their mind – and that means they are thinking of you and how you can help.

CheckMarket saw that the day to send out a survey also depends on the length of the survey and have found that Wednesdays and Fridays work best for longer surveys.

Earlier on Monday is the best time to send out an email invitation. Also, 3 and 6 o’clock are a good time to send out a survey invitation. CheckMarket found that sending a survey invite between 12- 2 should be avoided because there is a strong possibility that decision-makers are not at their desks. Thursday and Friday between 3 and 5 were also most favourable.

Surveys work to help you get inside the minds of your prospects and customers. The more you know about what they want and need, and how they perceive your company, the more effective will you be at qualifying leads, measuring customer satisfaction and enhancing company culture.

How well do you know your customers? Perhaps it’s time to think about doing research on who they are and what they want.


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