Sunday, May 26, 2024

14 ways to get more out of your B2B customer surveys

Regularly B2B marketers are tapping into their audience for data that they’ll then use as fodder for any number of marketing strategies. Such data could help inform infographics, blog posts, white papers, webinars, etc. Thanks to surveys, they can produce content that answers questions their readers have, and they’re engaging with buyers to let them know they’re interested in their feedback.

As Profit Magazine wrote in 2012: “B2B companies can get a huge amount of value from customer satisfaction evaluation—not just feedback on what they’ve done well in the past, but what they can do well in the future.”

But not every B2B marketer knows exactly what to do with survey content once that mountain of data is presented to them. Let’s take a look at the many ways you can extend the reach of your research and develop that authority and credibility.

  1. Create an infographic with the summary highlights from the survey. Post it on social media like Instagram, Pinterest, and Twitter.
  2. Offer a summary as a one page download on your website to gather lead contact information.
  3. Turn the survey into a presentation deck and upload it to SlideShare.
  4. Conduct a webinar to showcase the survey results and invite your audience to listen and participate.
  5. Record the webinar and offer it as a free download.
  6. Write a white paper based on the survey results and add it to your Resource library.
  7. Group the survey results into appropriate categories and write special reports based on the categories.
  8. Take the audio from the webinar and turn it into a podcast.
  9. Narrate a version of the SlideShare deck and post it to YouTube.
  10. Write guest posts about the research on other websites, offering insight into how the research affects their audience.
  11. Publish a press release about your findings.
  12. Write a series of blog posts for your own business blog on the major insights from the survey.
  13. Turn the survey results into an ebook you can offer for download from your Resource library.
  14. Develop a new FAQ Web page based on the insights from the survey. Perhaps you discovered new questions about your products and services that you didn’t know your market had.

And these are just some of the ways you can repurpose your survey results. What would you add to the list?


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Julia Borgini
Julia Borgini
Julia Borgini is a technology writer, copywriter and consultant for B2B technology companies. She helps them connect with people and grow their business with helpful content and copy. Visit her website to see who she’s helping today:


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