How B2B Surveys Can Help You Generate Leads and Scale Your Business

You may not have heard too much about B2B surveys, although they provide invaluable information for B2B companies. This kind of research is more prevalent among B2C companies, who need direct input from their customers to understand their target market better. However, B2B companies can benefit similarly, as it can help them deepen their relationships with their business customers and partners.

Surveys are the lifeblood of B2B market research while being the main drivers of lead generation. Here’s what you need to know about B2B surveys and how they can help you secure more leads:

What are B2B Surveys?

A B2B survey is a questionnaire tailored to business professionals so a B2B company can understand their needs better. They’re great for adjusting products and services to retain customers for longer and for generating more leads. Such information is crucial in running a B2B business, as you’ll have to maintain a strong relationship with your partners and business customers to continue thriving. Additionally, B2B surveys provide you with an avenue to nurture leads, leading them down the funnel until they finally convert.

Why are B2B Surveys Important?

B2B surveys are often given in the mid to late stages of the sales funnel once the prospects are familiar enough with the business and exhibit a degree of interest. For this reason, these surveys are vital parts of the funnel, as they can nudge prospects toward conversion.

Surveys can also be sent to post-sales customers like partners and members, which foster partner and customer retention. They offer you insightful information that will allow you to refine your products to ensure your old customers keep coming back for more. 

These surveys touch upon many aspects, such as pain points in your business’s digital experience or content assets like blogs and reports. They’re also fantastic for determining successful experiences, communications, and assets while giving you information on improving your current lead generation efforts. Lastly, they can help you understand your partners’ and prospects’ responses to your product, experience, or solution, allowing you to adjust them for a more optimal reaction.

How are B2B Surveys Different From B2C Surveys?

B2C surveys depend on probability sampling, as they are meant to reach all consumers under particular criteria instead of those in the mid to late stages of the sales funnel. On the other hand, B2B sampling pools are much smaller and more concentrated, relying on non-random sampling. Only specific individuals are chosen for the survey.

Additionally, B2B surveys are more targeted, as they aim for professionals with specific job titles, which means they’re naturally more qualitative. These surveys usually aren’t anonymous since they ask respondents to write information about their job titles, job departments, and often their names. B2C surveys are more generalist, containing respondents with many different variables such as age, location, and job status. 

Since B2B surveys provide you with factual information about the respondents and their companies, positions, emails, and phone numbers, you can determine which ones are marketing qualified leads (MQLs) and the best content marketing asset to use. You’ll have insight into who is ready to buy and ready to start a long-term business relationship with you.


B2B surveys can do wonders for your lead generation, as they give you vital information about the many ways you can improve your products or services and build a deeper relationship with your business customers. By sending out these surveys, you’ll have access to precious data that could help you outpace your competitors.

WhoKnows specializes in B2B lead generation by creating tools and solutions that help businesses function better. We can accelerate your sales through multi-channel campaigns, AI-assisted search, lead generation at scale, and more. Sign up now to get started!

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