Aprovechar las encuestas online para potenciar tus campañas de Marketing

1. 1 using online surveys in your marketing
The ultimate guide to
using online
surveys in
your marketing
P
How to Improve
Your Marketing with
Online Surveys
A publication of
Share This Ebook!
www.Hubspot.com

2. 2 using online surveys in your marketing
IS THIS BOOK RIGHT FOR ME?
Not quite sure if this ebook is right for you? See the below description to determine if
your level matches the content you are about to read.
INTRODUCTORY This ebook!
Introductory content is for marketers who are new to the subject.
This content typically includes step-by-step instructions on how
to get started with this aspect of inbound marketing and learn its
fundamentals. After reading it, you will be able to execute basic
marketing tactics related to the topic.
INTERMEDIATE
Intermediate content is for marketers who are familiar with the
subject but have only basic experience in executing strategies and
tactics on the topic. This content typically covers the fundamentals
and moves on to reveal more complex functions and examples.
After reading it, you will feel comfortable leading projects with this
aspect of inbound marketing.
ADVANCED
Advanced content is for marketers who are, or want to be, experts
on the subject. In it, we walk you through advanced features of
this aspect of inbound marketing and help you develop complete
mastery of the subject. After reading it, you will feel ready not only
Share This Ebook! to execute strategies and tactics, but also to teach others how to
be successful.
www.Hubspot.com

3. 3 using online surveys in your marketing
HubSpot’s All-in-One
Marketing Software
U q
Lead
Generation
blogging &
social media
... brings your whole marketing world to-
M s
gether in one, powerful, integrated system.
Get Found: Help prospects find you online Email & Search
Convert: Nurture your leads and drive conversions
Analyze: Measure and improve your marketing
Automation optimization
Plus more apps and integrations
Request A Demo Video Overview
g Y
Lead
management
Marketing
analytics
Share This Ebook!
www.Hubspot.com

4. 4 using online surveys in your marketing
HubSpot all-in-one marketing software
helps more than 7,500 companies in 46
countries attract leads and convert them
into customers. A pioneer in inbound mar-
keting, HubSpot aims to help its customers
make marketing that people actually love.
SurveyMonkey is the world’s most
popular online survey tool. It offers an
easy way to send free surveys, polls,
questionnaires, customer feedback
and market research. Check it out to
get access to survey questions and
professional templates.
Share This Ebook!
www.Hubspot.com

5. 5 using online surveys in your marketing
COntents
problems online surveys can help you solve /8
the 5-step methodology to launching marketing surveys /22
how to build your survey questions /29
what tools you need to launch an online survey /37
conclusion & additional resources /41
Share This Ebook!
www.Hubspot.com

6. 6 using online surveys in your marketing
“ By building more feedback
mechanisms and inviting ideas
from their target audiences,
businesses can improve their
”
marketing messages.
When the Web first became available to users, it was primarily about retrieving
information. As it evolved in the 2000s, it became known as Web 2.0 - a platform
associated not only with consumption of information, but also with collaboration and
participation.
This new reality became characterized by a dialogue formation within the community.
The idea of marketing as a two-way channel as opposed to a broadcasting tool is
revolutionary. It represents the potential of building lasting relationships with prospective
and current customers and keeping retention numbers high. By building more feedback
mechanisms and inviting ideas from their target audiences, businesses can improve their
marketing messages and create new opportunities for business growth.
Surveys have become strong feedback mechanisms that help marketers draw insights
from their communities and more effective at achieving better results.
Share This Ebook!
www.Hubspot.com

7. 7 using online surveys in your marketing
“Survey results help us attract a more diverse community, improve our education
outreach program impact, create a more robust board governance structure, inspire staff
development efforts, and target potential donors,” noted Sue Dahling Sullivan, the Chief
Strategic Officer at the Citi Performing Arts Center in Boston, Massachusetts.
Of course, you can survey your community in different ways: in person, via the phone, in
group settings like focus groups, etc. In this ebook, we will focus on online surveys.
P
Online survey solutions like SurveyMonkey
enable marketers to quickly develop
questionnaires for online users to fill out. They
offer templates to make the process easy and
targeted. Online surveys work for a range of
companies that sell online, and are especially
powerful for businesses with a good-sized opt-
in email list and a large social medial following.
That being said, don’t draw insights about your user base just by looking at surveys.
People often say one thing and do just the opposite. Back up your data with behavior-
based analytics. For instance, run A/B tests that look at how people actually react when
provided with a given choice. Do they really click on that link in an email? Do they really
scroll down to see your call-to-action? Find if what they say they do represents what they
actually do.
Share This Ebook!
www.Hubspot.com

8. 8 using online surveys in your marketing
CHAPTER 1
problems
online
surveys can
help you
solve
Share This Ebook!
www.Hubspot.com

9. 9 using online surveys in your marketing
“ Before you start using online surveys,
you should know the different
”
problems they can help you solve.
Marketing professionals love using online surveys to gauge sentiments or prove a point.
Yet, before jumping in and adopting this marketing tool, you should be aware of the
different problems that surveys can help you solve. In this chapter we will discuss a few
of the marketing goals pertaining to online surveys:
1 Market Research
2 Optimization of Marketing
3 Thought Leadership
4 Internal Communication
Share This Ebook!
www.Hubspot.com

10. 10 using online surveys in your marketing
1
Market Research
One of the most popular uses of online surveys
Y
is for market research. As a company, you can
sponsor a market research that brings you
valuable information about the relationship
between your target audience and your service
or product.
A market research survey can serve different
goals, including the opportunity to measure
awareness, make discoveries about your
branding and positioning and understand your
company’s role in the competitive landscape
As SurveyMonkey noted, “Surveying your customers to test branding and naming
concepts will help you understand the attitudes motivations, and preferences of your
customers, especially in relation to your competitors.”
Share This Ebook!
www.Hubspot.com

11. 11 using online surveys in your marketing
Building Buyer Personas
Buyer personas are a crucial component of
U
successful inbound marketing, particularly
for the sales and marketing departments.
After all, the marketing team needs to
know to whom they are marketing, and the
sales team needs to know to whom they
are selling.
You need to ask some key questions in order to build an effective buyer persona, and you
can do that with a mix of approaches, including interviews, existing research and surveys.
(Also, former customers are one of the best places to start. If you’re using closed-loop
analytics, you can also reach out to those customers who exhibit the behaviors you are
looking for.)
For instance, some of the questions you can pose in your survey can include
demographic information, what the respondents’ key challenges and goals are, and
what solutions will make a true difference to them. If you need help with the process,
reference HubSpot’s Buyer Persona Template.
Share This Ebook!
www.Hubspot.com

12. 12 using online surveys in your marketing
2
Optimization of
Marketing
Online surveys can help you optimize your existing marketing efforts, especially when it
comes to email marketing, content creation and events. For instance, surveys can play
a key role in identifying good segmentation and targeting opportunities because they
reveal if your audience likes the format of your content, its distribution, etc. Survey your
audience to identify their preferences, needs and goals. Let’s look at some examples!
Email marketing
M
Email marketing is most powerful when
it is relevant to recipients. Relevancy is
becoming even more central to today’s
marketing strategy, and buyers have
come to expect personalization in their
communications.
According to a study by MarketingSherpa, four out of ten subscribers reported that
they’ve marked emails as spam simply because they were irrelevant. On the flip side,
MarketingSherpa also reports that emails that have been tailored to specific audiences
through segmentation get 50% more clicks than their counterparts.
Share This Ebook!
www.Hubspot.com

13. 13 using online surveys in your marketing
4 out of 10
U U U U U subscribers
U U U U U
due to
irrelevancy ? mark email
as spam M
The best segmentation tactics are based on true data about your audience. Of course,
you can get some of that data by simply asking your audience!
In 2012, HubSpot launched a one-click email survey whose goal was to help HubSpot’s
community in the areas that concern them the most. So the only question in the survey
asked respondents about the topics that interested them the most. The email had higher-
than-average clickthrough rate (CTR), which meant that HubSpot’s recipients appreciated
the content and engaged with it.
Share This Ebook!
www.Hubspot.com

14. 14 using online surveys in your marketing
Here is the one-click survey email sent to a segment of HubSpot’s email database:
As you can see, this is not an overly complicated email, but simply includes ten links
(calls-to-action) that represent the different categories of HubSpot’s content. This survey
was created, sent and tracked using the HubSpot Email tool.
What is truly powerful about using the HubSpot integrated marketing software for this
one-click survey is that the insights emerging from it can flow into the lead intelligence of
the select group of recipients.
Share This Ebook!
www.Hubspot.com

15. 15 using online surveys in your marketing
Now the marketers at HubSpot can launch automated follow-up email campaigns based
on these insights and ensure that the HubSpot community is getting the content they are
most interested in. This segmented content distribution can be achieved not only through
email communication, but also through dynamic content like Smart Calls-to-Action.
Content Creation
W
Of course, you don’t have to stop at one-click
surveys. You can craft an online survey with
multiple questions that help you get a sense of
whether you are creating the right marketing
campaigns and launching them in a way that
your audience values.
Share This Ebook!
www.Hubspot.com

16. 16 using online surveys in your marketing
For instance, HubSpot used SurveyMonkey to launch a content survey that evaluated
HubSpot’s content strategy: what pieces of marketing content (ebooks, webinars, blog
posts, etc.) the community wanted more or less of.
When creating a similar type of survey, ensure it has a clear goal and provides you with
actionable next steps. For instance, some of the insights HubSpot took away from the
survey above included mentions of marketing publications to partner with, an increasing
interest in information consumption on mobile devices as well as an ongoing attachment
to receiving print-friendly resources.
Share This Ebook!
www.Hubspot.com

17. 17 using online surveys in your marketing
Events
Lastly, don’t forget about the huge role surveys
play in event marketing. It’s great to identify
optimization opportunities for your next big
event and make your attendees happy.
You can launch a survey before the actual event: in this
way you can identify preferences for speakers, catering,
programs, music and themes. After the even, you can
use a survey to follow up with attendees: this will be a
great opportunity to find out what you need to focus on
make your next event an even bigger success.
Share This Ebook!
www.Hubspot.com

18. 18 using online surveys in your marketing
3
Thought Leadership
Besides the insightful information about your audience and the marketing optimization
opportunities this data provides, online surveys also empower you to become an industry
thought leader and generate more inbound leads.
HubSpot frequently uses data-driven reports for
lead generation and blogging. HubSpot’s State
of Inbound Marketing, for instance, is research
getting published every year and is downloaded
by thousands of people. The report covers how
marketers understand and use inbound marketing.
Another example of HubSpot’s data-driven
content is the 2012 report Uncovering Marketing
Benchmarks from 7,000 Businesses. This report
discusses how you can increase both traffic
and leads by improving a variety of different
marketing assets, including web pages, blogging,
landing pages and social media publishing.
Share This Ebook!
www.Hubspot.com

19. 19 using online surveys in your marketing
“ Thanks to such
thought leadership
marketers
can drive lead
generation
opportunities,
more PR exposure
and stand out from
S
”
the competition.
In 2010, Suitcase.com launched a survey asking customers about baggage purchase
influencers, travel habits and other luggage-related questions. “People responded very
quickly to us and told us what they are looking for,” John Ebb, the company’s CEO said in
an interview with HubSpot. The survey was administered through an email newsletter and
enjoyed participation from 235 recipients. Having discovered that increased baggage
fees and tighter security regulations impact consumer behavior, Suitcase.com developed
a Consumer Luggage Report and blogged about it. “It was picked up by Reader’s Digest
right away,” said John.
John placed the report on a separate web page, from which visitors could download the
complete file. Needless to say, this page targets keyword phrases highly relevant for the
luggage industry. Since its launch, it has enjoyed a +20% conversion rate (20% of the
people who arrived at that page downloaded the report).
Share This Ebook!
www.Hubspot.com

20. 20 using online surveys in your marketing
4
Internal Communication
Online surveys can also help you with marketing within your sales organization by
improving your internal communication. Marketers should think about the sales team as
another customer base, and try to ‘market’ to that internal audience.
For instance, you should develop a quarterly survey that asks your sales representatives
about how satisfied they are with the quality and quantity of the leads they are getting,
which marketing campaigns stood out for them, and if they have ideas for optimization of
the funnel.
w
Often times, these questions can lead to
curious discoveries or help you understand
the real concerns of the sales organization.
In any case, online surveys would
strengthen the communication between
sales and marketing and help you become
more closely aligned as a team.
Share This Ebook!
www.Hubspot.com

21. 21 using online surveys in your marketing
Surveys as Company-Wide Tools
Of course, surveys can help not only with your marketing activities, but also with
company-wide issues. They are a powerful organizational tool.
Surveys are especially helpful in improving the
x
customer experience as they offer a speedy
way to understand what your customers want
and make actionable changes.
You can use surveys for projects
and activities like:
Customer/support feedback
Net Promoter Score (NPS)
Planning company meetings
Early product feedback
Share This Ebook!
www.Hubspot.com

22. 22 using online surveys in your marketing
CHAPTER 2
the 5-step
methodology
to launching
marketing
surveys
Share This Ebook!
www.Hubspot.com

23. 23 using online surveys in your marketing
“ Adopting the right
methodology in creating
online surveys will ensure
”
your time is well spent.
Now that you know what problems you can solve with online surveys, you should also be
aware of the methodology you need to adopt in order to execute the survey right. That
will make your investment worth it and yield solid results. In this section we will walk you
through our recommended methodology for setting up a successful online survey:
1 Define Goal
2 Identify Segment
3 Define Timing
4 Pick the Right Distribution
5 Collect Results & Analyze
Share This Ebook!
www.Hubspot.com

24. 24 using online surveys in your marketing
1
Define Goal
The most important step in setting up a survey is figuring out what you actually want to
know and making your objectives clear and simple. Once you’ve set your objectives, you
can determine the data you need to gather to make the right decision.
As with everything in marketing (and life!), fuzzy goals lead to fuzzy results. You need to
be as precise as you can be in order to see reliable results that bring you real benefits.
Good surveys are characterized by clear objectives that are easily understood.
?
Spend time up front to identify:
What is the goal of this survey?
Why are you creating this survey?
What do you hope to accomplish with this survey?
How will you use the data you are collecting?
What decisions do you hope to impact with the
results of this survey?
Sounds obvious, but we have seen plenty of surveys where a few minutes of planning
could have made the difference between receiving quality responses or un–interpretable
data.
Share This Ebook!
www.Hubspot.com

25. 25 using online surveys in your marketing
2
Identify Segment
Next step in the methodology is finding the right audience for your survey. Survey
respondents should be a ‘sample’ of a ‘population.’ A population is the entire set of
people who you want to ask. Your sample is the portion of that bigger population that
actually ends up taking your survey.
The great thing about this step is that your
g
goal (so step number one) will drive your
decision about what audience you need to
reach out to.
For instance, a survey that is trying to
find more opportunities to reengage old
contacts will be different (and promoted to
a different audience) than a survey trying
to find whether your messaging resonates
with your ideal buyer persona.
Share This Ebook!
www.Hubspot.com

26. 26 using online surveys in your marketing
3
Define Timing
Step number three is figuring out when to conduct the survey. This becomes really
important if you are a seasonal business or if the topic of your survey is related to world
events, such as the Olympics or a release of a new popular product.
The folks at SurveyMonkey tested the effect that response day had on answers to
survey questions. They sent out the same exact survey each day of the week, asking
about a wide range of topics, such as food, cars, movies, and vacation and found that
responses changed based on what day the survey was sent out and what day the person
responded. For example, people who answered the survey on a Monday reported taking
fewer airplane flights than people who answered it on Wednesday.
The experts at SurveyMonkey
t
recommend that you let your
survey run for at least five
days. “Patience in surveying
gives you the peace of mind
knowing that you didn’t just
get answers — you got the
right answers,” they noted.
Share This Ebook!
www.Hubspot.com

27. 27 using online surveys in your marketing
4
Pick the Right Distribution
Step number four is finding the right channel to use in the distribution of your survey.
Once you build your questions and create a link for your survey (whether you use survey
software like SurveyMonkey) or create your own form (could be a landing page or just
a simple Google Docs form), you should think about how this link would spread. For
instance, you can distribute it via email, through paid ads, in social media or show it
during a live event.
The distribution will also be dictated by the
`
goal and audience of your survey. If you
want to ask your existing audience a set
of question, you can send an email to your
contact database. If you want to reach out to
a completely new audience, you can launch
a paid ad and specify the people who should
view it.
Share This Ebook!
www.Hubspot.com

28. 28 using online surveys in your marketing
5
Collect & Analyze Results
Once you have sent enough traffic to your survey and let it run for at least five days, you
can collect all responses and analyze the data.
Here you also have two options: if you are
Z
using survey software like SurveyMonkey, you
can do some analysis within the tool itself and
export the charts that interest you the most.
If you are using a different tool to create the
survey (or if you want to slice the data in non-
standard ways), you can export it in Excel and
build charts and pivot tables that help you
draw valuable insights.
Just don’t forget to tie the insights you get to actionable next steps and make all the work
around the survey worth your time and effort!
Share This Ebook!
www.Hubspot.com

29. 29 using online surveys in your marketing
CHAPTER 3
how to build
your survey
questions
Share This Ebook!
www.Hubspot.com

30. 30 using online surveys in your marketing
“ The questions you ask in a
survey impact its completion
”
rate, so get them right.
There are different kinds of question designs and factors to consider when launching
online surveys. Their design and wording can hugely impact the response rate to your
surveys, so getting them right is really important from a business perspective.
In this section we will cover some general best practices and recommendations when it
comes to posing survey questions.
build up a flow
Make sure your survey flows in a logical order. Begin with a brief introduction that
motivates survey respondents to complete the survey. Start with questions that are broad
and continue with those narrower in scope.
Collect demographic data and ask any sensitive questions at the end of your survey,
unless you are using that information to filter survey participants. Also, if you are asking
for contact information, place that information last.
Share This Ebook!
www.Hubspot.com

31. 31 using online surveys in your marketing
(
Keep it simple
Keep your questions simple,
straightforward, and concise. That
will help your survey respondents
understand you better and will make
it easy for you to analyze your data.
The folks at SurveyMonkey proved that the more questions a survey has, the lower the
completion rate. For each extra 35 questions, the completion rate goes down by a whole
percentage point. So, don’t ask too many questions.
avoid double-barrelled questions
Did you enjoy our ebook about surveys that you found on our website? is a double-
barrelled question. It has two parts imbedded in it--did you enjoy our ebook and did you
find the ebook on our site--and one can answer positively to one part and negatively to
the other. These double-barrelled questions don’t belong to surveys.
Instead, go with closed-ended survey questions that give respondents specific choices
(e.g., yes or no). These types of questions are great for collating and analysis purposes.
Open-ended questions are effective at providing you with qualitative information and
insights. You can use them when you want to see how survey takers will describe
something in their own words.
Share This Ebook!
www.Hubspot.com

32. 32 using online surveys in your marketing
RANDOMIZE THE ORDER OF QUESTIONS
The order questions appear in your survey can directly impact the responses you gather.
Priming is the reason behind this dynamic: respondents are primed to think about one
issue while answering the subsequent question.
Another reason question order matters
0
is that survey takers may want to appear
consistent in their responses. For instance,
if you ask a person to put together a
controversial event announcement, then
ask how much they enjoy event marketing,
they may be inclined to rate their interest
lower if they struggled to write it.
Response options from previous questions can also impact people’s reaction to later
answers. For instance, if you ask respondents which of the following marketing channels
(email, blog and social media) they find most effective and then ask them to rank the
success rate of all their marketing channels, you may focus their attention on just the
suggested options from question one.
How can you address question order effects in your own surveys? One option is to
randomize your questions so that respondents are not all answering questions in the
same order.
Share This Ebook!
www.Hubspot.com

33. 33 using online surveys in your marketing
BE SPECIFIC
A question such as: “How happy were you with the quality of information on our blog?”
seems pretty standard. But what does happy mean? Or quality? In this context, it might
be more helpful to break up the question and be as specific as possible:
For instance:
2 “How helpful are our blog posts?”
2 “How compelling is the information we share on our blog?”
In this revision, “helpful” and “compelling” are two distinct ideas that help you focus on
actionable next steps.
add scale points to specific questions
<
Once you have identified a specific idea of
interest, you can add scale points. Let’s say
we asked you to rate how helpful this blog
post is. It can be the most helpful or the least
helpful blog post you’ve ever read. We can
safely assume there is something in between—
extremely helpful, very helpful, somewhat
helpful, slightly helpful, not at all helpful.
Share This Ebook!
www.Hubspot.com

34. 34 using online surveys in your marketing
If you decide to use rating scales (e.g., from one to five), keep the numbering consistent
throughout the survey. Use the same number of points on the scale and make sure
meanings of high and low stay consistent throughout.
Fully labeled scales are an added measure of stability that will help your respondents
focus and thus help you make better decisions from the feedback provided. Also, here
is the moment to mention that if you decide to use numbers as your scale points (e.g.,
rank this blog post on a scale from one to five, you need to be clear and descriptive about
what one and five represent).
u n vl x
not very
helpful helpful
Share This Ebook!
www.Hubspot.com

35. 35 using online surveys in your marketing
consider offering rewards
A large number of survey researchers try to boost response rates by offering some sort
of reward for completing a survey. Academic research suggests that offering some sort of
reward can initially increase completion rates.
Yet, once you reward people for a task, they
often won’t do the same task in the future
%
without a reward. In other words, rewards can
help the first time you ask, but may hurt during
later attempts to interview the same people.
Use rewards when you need a one-time survey
fielded quickly and avoid rewards when you
expect to interview the same people with any
sort of regularity.
Lastly, some psychology literature shows that incentives, particularly cash, can reduce
people’s intrinsic motivation to do things, leading to more careless responding and that
can mean potentially poorer quality data.
Share This Ebook!
www.Hubspot.com

36. 36 using online surveys in your marketing
Test your survey
!
Once you have gone through the creation of
your questions and planning of your survey,
ensure that everything is working as designed.
Make sure you pretest your survey with a few
members of your target audience and/or
co–workers to find glitches and unexpected
question interpretations.
Share This Ebook!
www.Hubspot.com

37. 37 using online surveys in your marketing
CHAPTER 4
what tools
you need to
launch an
online survey
Share This Ebook!
www.Hubspot.com

38. 38 using online surveys in your marketing
“ Take a look at the different
components you will need
”
to execute an online survey.
There are different tools you can use to launch successful online surveys. Rather
than exploring the software solutions you can choose from, let’s take a look at the
components you will need for the execution of a survey.
Form
l
After you put together a list of questions, you
will need a system that enables you to build a
form with these questions. At the end of that
process, you will need to get a clean link (URL)
that points people to the questions you want
them to answer.
Share This Ebook!
www.Hubspot.com

39. 39 using online surveys in your marketing
To create that form, you can use survey software like SurveyMonkey, QuestionsPro or
Murvey. They make the process of creating the form easy by giving you templates to
choose from. Another option for creating the form is to simply use a web form on one of
your landing pages. For instance, you can do that with HubSpot, Wufoo or a Google doc.
So how do you make the right decision on what tool to use for the creation of your
form? Consider what integrations matter to you the most. For instance, if you launch
(or plan to launch) a series of surveys, it makes sense to use an online survey software
for the management of all your results. If you would rather see the survey answers
get incorporated into the lead intelligence you already have collected about your
respondents, go with a marketing software platform like HubSpot.
Promotional tools
"
Now that you have created the form with all
the questions you would like to see answered,
you should start thinking about how you will
spread the word about your survey. Going back
to the methodology of creating your survey, you
will first need to decide what sample you are
trying to reach. Then, consider all the different
distribution assets you have access to: email,
social media, calls-to-action across your
website, paid ads, etc.
Share This Ebook!
www.Hubspot.com

40. 40 using online surveys in your marketing
analysis tools
Lastly, once you get the form out and start
collecting responses from it, you can start
Y
thinking about the way you want to analyze
that data. As mentioned earlier in the ebook,
most online survey programs offer automated
analytics tools that create charts and graphs
based on the information your survey
gathered. So with just a few clicks you can get
a pretty good picture of the attitudes emerging
from the survey.
And of course, there is also always Excel to help you dig deeper into the data and make
curious comparisons. Once you export the survey responses from your form, you should
be able to open them in Excel and slice the data in any way you want to, building pivot
tables and even customizing the look and feel of your charts to match your company’s
branding.
Share This Ebook!
www.Hubspot.com

41. 41 using online surveys in your marketing
conclusion
& additional
resources
Share This Ebook!
www.Hubspot.com

42. 42 using online surveys in your marketing
“ Now go identify a problem
you want to solve and use
a survey to tackle it in a
”
smart, data-driven way.
Online surveys serve as powerful marketing tools: they can help you build up your buyer
persona, optimize your marketing assets and channels, grow into a more influential
industry thought leader and even become better at lead generation. Not to mention
how beneficial they are as company-wide feedback mechanisms: they can help you find
customer pain points, evaluate if your product and service is moving in the right direction
and even organize employees across different departments.
Yet, before you jump into online surveys, you need to make sure that you are using the
right methodology: know your goal, target sample and timing. Most importantly, always
look for actionable next steps that emerge from your survey.
We hope this ebook helped you understand the fundamentals of using online surveys for
marketing. Now go identify a problem you want to solve and use a survey to tackle it in a
smart, data-driven way.
Share This Ebook!
www.Hubspot.com

43. 43 using online surveys in your marketing
make your marketing
surveys ACTIONable
Incorporate the insights you
get from online surveys into
your marketing database. Use
it for better segmentation. Find
out how HubSpot can help you
make your surveys actionable:
get a free demo today.
http://bitly.com/HubSpot-Demo
Share This Ebook!
www.Hubspot.com