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4 min

How to get the most out of a B2B survey questionnaire

A breakdown of what to do in order to get the most out of a B2B survey questionnaire

Aug 18, 2022
B2B market research


Surveys, by their very nature, are a great way to learn more about your customers and prospects. A b2b survey is one that gathers information from b2b customers such as C-level executives, industry leaders, or employees. But if you want to get the most out of your b2b survey questionnaire, you need to pay careful attention to how it's designed. Some elements of a questionnaire will be dictated by industry standards or even regulatory requirements. Yet, there are many ways that you can improve the effectiveness of your b2b survey. In this post, we'll give you some tips on how you can make the most out of a B2B survey questionnaire

Think of your B2B survey questionnaire as a conversation

When you are creating a B2B survey questionnaire, it is important to think of your questionnaire as a conversation. You are asking questions and getting answers. You do not want your survey to feel like an interview or sales pitch. This is because doing so will likely turn off potential respondents. Your goal is to gather data from people who can provide valuable insights into the industry. Therefore, it is recommended that you keep the tone of the survey conversional.

A conversational tone will help you achieve the following:

-Your survey will feel more approachable, which may increase response rates.

-It will be easier for respondents to answer questions as they relate to their own experiences and opinions.

-This will make it easier for respondents to relate your questions back to their experiences.

-The survey will allow respondents to answer questions in their own words, which can lead to more accurate results.

Create a timeline that makes sense for email distribution

You should also consider how long you want the survey to take. If you’re going for an in-depth analysis that takes longer than a week or two, give yourself room for follow-up questions and responses. On the other hand, if your goal is just to get a general overview of your customer base and you don't need much detail from them, you can send out shorter surveys with no more than three questions per email. For a guide on customer satisfaction surveys, check out this article here

If it makes sense for your business model and budget, try sending out multiple emails over time. This is so that respondents who sign up later aren't left out in the cold. You may also want to stagger them by topic. For instance, if there are several different topics of interest on which people can be asked questions (what they do online; how they spend their money), then it might make sense to divide up these topics into separate surveys. In addition, you can also send them at different times so as not to overwhelm anyone with too many emails all at once.

The first step is to decide on the length of your survey and the number of questions it will contain. Then, it's time to start thinking about what kinds of questions you should ask. This is where surveying software can really come in handy; some programs will help guide you through the process by offering pre-written questions that are already proven to be effective. Additionally, you can also think about survey programming and scripting at this point. 

Hoth.com has a guide on email distribution, where you can find useful information on how to send out email lists. 

Ask questions in the correct order

Asking B2B survey questions in the correct order will help you create a smooth survey flow. The following tips can be used to create questions in a logical order.

  • Create questions in the correct order.
  • Use a logical sequence.
  • Don't ask the same question twice.
  • Don't ask questions that are too general or too specific. You'll risk having them ignored by respondents, which can lead to skewed results that aren't representative of your target audience's opinion on the issue at hand.

Don't ask questions that are too complex or require a lot of information. Keep it simple and use short, clear sentences. It's also important to understand how respondents will interpret the question so you can avoid any confusion or ambiguity.

Don't ask questions that are too subjective or open-ended. The reason behind this is that these types of questions can be difficult for respondents to answer. For a guide on B2B survey questions to ask, check out our recent blog post. 

Survey questionnaires are helpful in getting lots of information

Survey questionnaires are helpful in getting lots of information on specific topics. For example, if you have a business that sells food and drinks, you could make your questionnaire about the quality of ingredients used in your products. This will give you an idea of what customers like most about your products and how they feel about the service provided by your company. From a b2b perspective, you could roll out the survey to ingredient suppliers to find out their thoughts. For instance, you could gather information about cheaper or better quality ingredients to source. You can also use survey questionnaires for market research purposes too. Alternatively, you could use them to figure out whether or not a certain product is needed in the market.

With a survey questionnaire, you can gather data from a large number of people very easily. In today's fast-paced world where everything needs to be done quickly and efficiently, this comes as an advantage. This is because it allows companies to get their surveys completed within no time at all.

Survey questionnaires are also very easy to use and program.  All you need is an idea of what your survey should contain, such as questions about age, gender, and income level. You can then go beyond demographics to ask questions related to the subject matter of the research. Lastly,  you can then create a questionnaire that covers these areas and distribute it to those who will be answering them (customers or employees).


In conclusion, b2b surveys are an excellent way to gather information about your target market. They're also an important part of any marketing strategy because they help you better understand what your customers want. Additionally, they also give you an idea of why they buy from you. Once you have this information, you can use it in a number of ways: create more compelling messages that resonate with your audience; adjust pricing structures based on perceived value; or even redesign products based on feedback received during testing phases. With these tips in mind, we hope that you are able to craft the most effective survey questionnaire possible!

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