Lead Generation Surveys: The Complete Guide — SurveySparrow

Lead generation surveys are a brilliant tool for B2B businesses. They can work wonders if you use the right set of strategies.

This kind of survey helps you gain insights into what your prospective customers actually need, so you can align your business to better serve their needs.

The best part about customer surveys is that you can get responses directly from the horse’s mouth. This helps you eliminate guesswork and give your customers what they truly need.

What is Lead Generation?

HubSpot’s State of Marketing report says that more than 61% of marketers consider generating traffic and leads to be their biggest challenge.

The average cost of a B2B sales lead ranges from $31 to $60. You need to be extra careful about the steps that you take next to convert them into paying customers.

One of the most basic things that you need to do at this stage is to nurture them with content and information that will help their business.

Why is Lead Generation Important for Your Business?

Lead generation allows you to go after your target market who are searching for a product or a service that is similar to yours. From having an engaging website to investing in content marketing, there are a variety of ways using which you can generate leads.

In this article, we are going to talk about how surveys can help you generate leads.

What Can You Accomplish using Lead Generation Surveys?

Let us look at a few methods using which you can increase the conversions of your lead generation surveys.

1. Use Surveys to Segment Your Leads

2. Identify Your Most Qualified Leads (MQL)

In the survey, you can ask them what they are looking for and if they would like to give some feedback so that they could have a better experience. When you ask them questions about what they are looking for, it is an indicator that you care about their expectations. Using lead generation surveys at this stage will also let you know who is most likely to turn into a customer.

3. Collect Testimonials

You can send a simple survey form with questions about what exactly they like about your product. Collecting feedback from disgruntled customers can also help you in creating better products and services in the future. It will allow you to make amends for your mistakes if any.

4. Ask Questions about the Lead’s Decision-making Power

In your B2B lead generation survey, you can include questions such as the following:

“What is your designation?”

“Are you responsible to take decisions when it comes to the marketing tools that your organization purchases?”

“Are you looking for a marketing email automation platform currently?”

“What are the features that you are looking for in an email automation platform?”

The responses to the above questions will help you understand if the contact can take decisions. Or you can at least ask them to direct you to someone in the upper echelons of the organization.

5. Tweak Your Content Strategy with Surveys

In your lead generation survey, you can ask simple questions such as the following:

“Where do you collect industry information from?”

“What are the different sources that you use to learn more about your business?”

“What are the industry trends that you want to learn more about?”

If you think that your audience is not mature yet, you can offer them content that you are sending to their peers in the industry.

6. Understand Their Pain Points

Here are some of the questions that you can ask in the lead generation survey to understand their pain points:

“What is the solution that you are looking for specifically with your email marketing automation platform?”

“How can we help you create better email campaigns?”

“What are the goals that you are trying to accomplish?”

“What are the challenges which you face regularly that stops your business from achieving its goals?”

After you understand your lead’s pain points, you can come up with content that is relevant to this.

7. Offer Better Brand Experience

Establish a relationship with the prospect by sending them relevant content and useful updates. They will slowly warm up to your brand. After there is a rapport between your brand and the prospect, you can send them a survey asking follow-up questions about their expectations and specifications, if any. After this, you can create content that will bring them closer to your brand.

You can even ask them personal questions such as salary range and other expectations through anonymous surveys. If it is anonymous, they will be more than happy to reveal such details in your lead generation survey.

8. Engage Your Audience

Here are some of the questions that you can use in your lead generation surveys:

“What kind of content do you want to see from us?”

“Could you tell us your thoughts about our product?”

“What is your opinion about the latest research on email marketing automation from the XYZ report 2021?”

With quiz surveys on social media, there is also the possibility that people will share the quiz with their followers/friends. It will increase the reach of your quizzes and might even open you up to a new audience.

9. Qualify Leads

Here are some of the questions that you can ask to qualify leads in your lead generation survey:

“Have you used an email marketing automation platform earlier?”

“Do you currently use an email tool?”

“What is your budget for a single user?”

“Which of our plans would you be interested in?”

“What KPIs do you use to measure the success of an email marketing automation tool?”

The data that we gather from the above lead generation survey questions can give you an idea if someone is a reliable fit as a client. If their budget is below a range which you do not accept, then you can easily say no to the client instead of setting up a call with your sales team. You can even embed the lead generation survey in the website to qualify queries that you get there.

10. Measure Customer Satisfaction

Measure customer satisfaction with the help of exit surveys. Ask your customers for feedback on their experience. It is a great opportunity for you to correct your mistakes if there are any. The areas that you need to improve can be anything from the website experience, customer support experience, interaction with the sales team, onboarding process, and so on.

Using exit surveys gives you a great impression of a brand. It will also help you in securing increased business from them. Add referrals to the mix, and it will increase your bottom line too. Post-purchase CSAT surveys can help you in multiple ways. You can use them to upsell or cross-sell customers. It can also be used to ask for recommendations.

Make sure that you work on the feedback that your customers or prospects send. If you do not do that consistently, you will only be working on outbound lead generation strategies. You need to have a stream of incoming leads who get in touch with you.

How to Increase the Responses of Your Lead Generation Surveys?

1. Make Them Feel Important

2. Omnichannel Surveys

Post your surveys on social media, embed them in your landing pages, inform them about it via an automated call, and so on. When they keep seeing information about your surveys from different channels, they will complete the survey just to see the results. Make sure that you don’t spam with emails. That’s not what we are trying to convey here.

3. Keep Your Surveys Short

4. Keep Your Surveys Relevant

5. Use Conditional Branching

6. Offer Incentives


If you are looking for the services of an online survey tool, SurveySparrow is one that you could try and achieve your goals with. From anonymous online surveys to conditional branching, every feature that you expect from an online survey is there for you. Use surveys to give the kind of customer experience that your competitors can only dream of.

Originally published at https://surveysparrow.com on July 5, 2021.

SurveySparrow lets you turn surveys into conversations.

SurveySparrow lets you turn surveys into conversations.