B-to-B Marketers: Utilize Surveys Before The Sale

We’re all used to doing surveys after the fact to make sure the customers are satisfied and to see if you could be of additional service. Not many of us, though, think of surveys as a way to identify where the prospect is in the buying cycle and what the best way to communicate with them is.

I recently read a post by Stephan Dietrich of Neolane Inc. where he outlined ways to use surveys for this purpose. He suggests that e-mails and surveys can work well together.

One example he gives is that of a user downloading a white paper from your web site. If a few days later you can send him a survey, you can not only find out what their thoughts are on the paper, but also determine where they are in the buying process and maybe give them a limited time discount offer. While most results won’t end this quickly with a sale, it does give an opportunity to continue the conversation with the prospect and nurture them through the sales process.

Social media can be used to both identify and start conversations with potential buyers.

How are you using surveys to help generate leads and sales?


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  1. Robert Drew

    Though we regularly produce, and generate leads through, white papers and other collateral, my company has also utilized surveys in lieu of collateral. Put together an 8-10 question survey of moderate depth, and offer an attractive drawing prize, such as an iPad, to one lucky survey respondent. Results should be a set of B2B sales leads, offering rich data on the needs, situation, and even intent of a set of quality prospects. (Full disclosure: As a lead generation company we also implement this survey model for our own clients).

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