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6 min

A complete guide to a B2B marketing survey

Learn all you need to know about a B2B marketing survey in this guide

Apr 13, 2023
B2B market research


A B2B marketing survey can be a great way to learn more about your audience's needs and wants. It can also help you craft better marketing strategies and make sure that you're meeting their expectations. In this article, we'll talk about why B2B marketers should consider including surveys in their campaigns. We'll also talk about how to get started creating one on your own. By the end of this guide, you'll know exactly how to create effective surveys for your business!

What is a B2B marketing survey?

A B2B marketing survey is an effective way to gather feedback from your customers and prospective customers. You can use this information to improve your products or services and determine how well your marketing strategies are working. With the help of a B2B marketing survey, you can also identify opportunities for growth.

A good B2B marketing survey has the following characteristics:-

  • It has a clear purpose that aligns with business goals (for example, improving the customer experience).
  • A B2B marketing survey is designed for people in specific roles at different stages of the buying process (for example, CEOs vs. marketers).
  • The questions are relevant to those roles and stages of the buying process (for example, asking about budgets instead of ROI).
  • It's easy to complete and has the right mix of questions (for example, some open-ended questions and some closed ones).
  • A good B2B marketing survey is also easy to understand (for example, using plain language and avoiding jargon).

Why is a B2B marketing survey important?

Surveys are an effective way to gather feedback from your audience. They help you get a better understanding of their needs and wants. In this way, you can develop content that will resonate with them. Surveys also give you insight into what channels are most effective for reaching these people so that you can allocate resources accordingly.

A B2B marketing survey is important for companies because it helps them understand their customers and how they can improve their services. With a survey, you can find out what your customers are looking for and what they think of your products. This will help you make decisions about how to improve those products and services so that you can better meet the needs of your customers.

B2B marketing surveys are important for companies because they give them a chance to gather insights into their potential customers' needs and preferences. These insights can help companies develop relevant products and services, which will increase their chances of success in the marketplace. A B2B marketing survey can also help a company identify potential partners or suppliers who could fill their product pipeline with new offerings. This is especially valuable if the company is looking to expand its portfolio by introducing new products or services, but isn't sure where to start.

Examples of questions to ask in your B2B marketing survey

  • Open-ended questions. These are the most common type of survey questions and allow respondents to provide free-form answers. Open-ended questions are useful for getting detailed feedback that might be hard to get through other types of survey questions.
  • Questions that require a yes or no answer. Yes or no questions can help you gauge whether your customers agree with certain statements or not. They also don't require them to elaborate much on their opinions. For example: "Do you think our product is easy enough for someone who knows little about it?"
  • Rating scales (5-point Likert scales). A five-point Likert scale asks respondents how strongly they agree or disagree with statements  where 1 means "strongly disagree" and 5 means "strongly agree." This type of question allows you to compare responses across different groups.

The benefits of running an effective B2B marketing survey

Running an effective marketing survey is the best way to learn about your target audience and improve your business. Here are some of the most important benefits of running a B2B marketing survey:

  • Helps you learn about your target audience. If you're trying to sell something, it's important that you know exactly who will be interested in buying it. A good way of doing this is through surveys where people can tell you what they want from businesses like yours.
  • Improves marketing campaigns by understanding customer needs.
  • Grow your business by identifying opportunities for improvement.
  • Improve your customer service by identifying pain points, which will help you to make improvements in the future.
  • Measure the success of your marketing initiatives so that you can continue to do more of what works.

Learning how to create an effective B2B marketing survey is essential for your business

A marketing survey is a research method that involves asking questions to collect data from your customers or prospects. Surveys help you understand what your audience wants, and how they feel about your brand and product offerings. They also help you identify what can be done to improve those experiences.

You can use a B2B marketing survey in the following ways:-

  • Learn more about the needs of your target audience so that you can create better products or services for them in the future.
  • Gain insight into how satisfied customers are with their experience using your product/service (and if there's room for improvement).
  • Identify any areas where there might be confusion or frustration among users.

Asking questions is the best way to learn more about your target audience. The more you know about them, the better you can sell to them. You can ask questions about demographics (e.g., age and gender), interests/preferences (e.g., hobbies), or even opinions on current events. A B2B marketing survey is also important because it gives you the opportunity to solicit feedback from customers or potential customers about your brand, products, services, and marketing campaigns. This information can be used to improve these elements in the future. In this way, they can better meet the needs of those who use them.

A well-designed survey can be your guide for future marketing campaigns

Surveys are an effective way to get a clear picture of how your customers feel about the products and services you offer. They can help you identify areas of improvement, set goals, and plan future marketing campaigns. They are also a great way to set goals because they allow you to get feedback on what people like or dislike about your business. The insights gathered from surveys help businesses determine what they should focus on in order to improve their offerings. Surveys also give insight into what consumers want from brands. This information is valuable when it comes time for companies to create new products or services.

Some things to know when developing a B2B marketing survey

When you are developing your survey, it's important to keep in mind that there are different types of surveys. For example, if you're conducting a research study on the effectiveness of your marketing campaign, then you'll want to create an online questionnaire that asks participants specific questions about their experiences with the campaign. On the other hand, let's say that your goal is simply to gather general information about potential customers (e.g., how much money they make). Then, starting with only one question at a time may be better since it allows respondents more time and space for answering each question.

When developing B2B marketing surveys:

  • Start with only one question at a time; don't ask too many questions in one survey!
  • Make sure each question is long enough so that people can answer it fully without having any difficulty understanding its meaning.
  • Don't use vague language when asking about something specific. You'll get better results if everyone understands exactly how to respond to a question.

In the world of B2B marketing surveys, there are different types of surveys. For example, an open-ended survey is one where you ask your audience to answer in their own words, rather than providing a list of possible answers. This type of survey can be useful for getting deeper insights into what customers think about your company or product. However, it's important not to overwhelm your audience with too many questions at once. Instead of asking multiple questions at once, start by just asking one question at a time and then follow up later with more information if needed.

Surveys are great for getting feedback from past customers, current customers, and potential customers

Companies also use a B2B marketing survey as part of their marketing research process. When conducting surveys for this purpose, it's important that you consider the following factors:

  • Who is my target audience?
  • What do I want them to do after completing the survey (e-mail me back with answers)?
  • How many questions should I ask in my survey (5-10)?
  • What kind of questions should I ask? Should I use a rating scale or write out answers for each question (5-point scale vs. open-ended)? 
  • How do I get my survey in front of respondents?

You can't be perfect, but there are ways to make your next survey better than the last. Here's what you need to know:

  • Keep it short: If a survey is too long or complicated for people to complete, they won't bother finishing it at all. Remember that most people take surveys on their phones or computers. So, make sure that your survey is mobile-friendly.
  • Ask one question at a time: This goes hand-in-hand with keeping things simple. Make sure each question stands alone so users don't get overwhelmed with too many options.
  • Make sure your questions are phrased in a way that encourages respondents to answer honestly.
  • Ask follow-up questions based on what other people have said.
  • Give the survey a clear, concise name.
  • Use a preamble that explains why you're doing this survey and what you hope to learn from respondents.
  • Make sure there are no questions that ask for personal information (i.e., social security numbers).
  • Be careful not to make any assumptions or ask leading questions that might bias respondents' answers (such as, "Do you think this product is effective?").
  • Use plain language and avoid technical jargon unless absolutely necessary (this will help make sure customers understand the survey).

Some mistakes to avoid when designing a B2B marketing survey

You should learn from past surveys by analysing their results and looking for trends that could be used in future studies. You can also make your surveys more effective by avoiding common pitfalls that many researchers fall into. Here are some mistakes to avoid when designing surveys:

-Missing to include relevant questions. Survey questions should be tailored to your specific research goals. However, you also need to include baseline questions that let you measure how respondents feel about the issue at hand before delving into more complex topics. These types of questions can help ensure that people have similar views on important issues so that you can compare their responses.

-Not asking all questions in the same way. You should always use consistent language when asking survey questions. This is so that people can easily understand what you mean and will not misinterpret your questions. If you ask about different topics in different ways, it will be difficult for you to compare responses later on.

-Asking irrelevant questions. You should not ask survey respondents about topics that do not directly relate to your research goals. This can confuse or frustrate people, which will affect the quality of their responses. It’s also important to avoid asking questions that may make some respondents feel uncomfortable answering them.

-Not providing enough information. People are more likely to respond accurately if they have all the facts needed for a particular question before they answer it.


The most important thing to remember about B2B marketing surveys is that they can help you improve your business. Survey results can be used to inform future decisions. A B2B marketing survey can also guide your marketing campaigns and provide feedback from customers and potential clients. Liked reading this article? Also check out: What are the different types of market research techniques for B2B.

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