Lead forms are a common way for B2B marketers to capture information, but often that information is incomplete. Audra Sorman, writing for Marketo, says there is a solution: surveys.
Sorman says surveys are "the perfect complement to lead forms" and suggests four specific ways surveys can improve demand generation:
- Find out who's ready to buy -- and who many need more cultivation. Sorman recommends a follow up that includes a link to survey with copy such as “Please take our 2-minute survey so we can help you faster, only getting in touch about stuff that matters to you.”
- Create better nurture programs with surveys that keep warm or cool prospects engaged. Sorman says "if your nurture programs aren’t personalized, or if you feel like they could use a little boost, surveys are a great way to stay on top of the content and industry trends that are affecting your prospects."
- Use surveys to gain insights. Writes Sorman, "Once you know what your prospects’ biggest pain points are—from their day-to-day tasks to long-term goals—you can develop the right marketing content and arm your sales team with talking points so they don’t have to go in cold."
- Use surveys after the sale is made. A post-sale survey should ask if a customer would recommend the product or service to a colleague and could also be used to gather customer testimonials.
Please read Christine's comment on this topic also (see "Comments" below).
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