How to Use Surveys to Enhance Your Buyer's Journey

Sulabh Chauhan
Jan 23,2020

Online and offline marketing are the two pillars of the marketing department of any company. While companies still practice offline marketing, they have shifted their focus on the online marketing of late.

The reason?

The rise of the digital age.

In online marketing, content forms a crucial part. And content marketers need to know when, where, what content to deliver and to whom. For them to deliver the right content at every stage in a buyer’s journey, asking questions is a surefire way.

And a CRM survey is the best way to ask those questions.

So, if you’ve not yet taken advantage of surveys to nurture your customers, then let’s walk you through the know-how.

The Buyer’s Journey and Its Three Stages

Most of the buyers will pass through at least the three stages of the buyer’s journey before finally buying your product(s). So, let’s understand these three primary stages first and learn how to frame the right content and survey questions.


This is the first stage of the buyer’s journey where buyers are just experiencing some problems and searching for solutions. They haven’t decided on what approach to follow to solve their problem or what solution to look for.

You can tap into customers’ pain points at this stage and provide them with content helpful in addressing their problems.

The first thing to understand is: Content here should be purely for the purpose of problem-solving, and not for sales. How?

Suppose you deal in electronic gadgets. If you have to sell wireless headphones, consider the following two questions.

1. ‘Do you want to buy wireless headphones from our site?’


2. ‘Having trouble using wired headphones when working at home?

Which question is more suitable to start your survey with? The second one, right?

The reason is that it acknowledges the users’ pain point. While the first question is too straightforward and doesn’t have any mention of pain point.

So, always design your questions to ensure users that you are there to solve their problem, not sell your product(s).

You can also take help from ‘website intercept surveys’ to create your survey. A Website Intercept Survey is a short survey to gather users’ online experience. It can be in the form of a pop-up survey or an on-page survey. It gives you real-time feedback and actionable information to prepare your main survey.

Always include ‘Other’ as an option in questions. Especially when your questions may have more response options than you might provide.

Include some open-end questions in your survey to let buyers freely express their views.

The content types suitable to share at this stage are:

- Whitepapers

- Ebooks

- Checklists

- Informational videos

- Guides

- Analysis Reports

- Blog Posts

Once you gain customers’ trust with a problem-solving approach, they may consider buying your products.


In this stage, prospective customers get the hang of the possible solutions to their
problem. And they start examining different solutions and approaches cost-wise and quality-wise.

At this stage, content in the form of webinars come in handy the most. Videos, podcasts, and case studies are also good forms of content to consider. A webinar is, however, one of the most suitable contents at this stage.

For Webinar:

Consider asking quizzes or puzzles for early webinar-attendees.

Some good questions you can ask at this stage include:

- How do you think the webinar will help you?

- What’s the biggest problem/obstacle/hurdle you are facing at present?

(Remember to customize this question to make it more specific to your webinar’s topic.)

These are some examples of ice-breaker questions that help audience get ready before you start the webinar. Here also, ensure that your questions don’t focus on only your brand and products. Rather, they should focus more on the audience and their needs.

Always ask for feedback immediately after the webinar ends. It will help you get the highest response rate. A good idea will be a Net Promoter Score (NPS) survey to evaluate the effectiveness of your webinar.

Or you can ask 4-5 webinar-specific questions to get exhaustive insight into attendees’ experiences. Further, you can also include a link to your survey in the follow-up emails to all webinar attendees.


Once a customer has vetted all the possible solutions, they decide to go for the best-fitting solution for them. This is why this stage is the ‘Decision Stage’.

This stage is where you have to actually start pitching for your products.

The content suitable for this stage may be in the form of:

- Product Demos

- Product Comparisons

- Product Reviews

- Testimonials, etc.

- Promotional calls

- Promotional emails, etc.

Remember, you should leave no stone unturned in answering all the questions your buyers might have. And assure them that they will definitely benefit from your solution(s). Only this way, you can close the deal with your prospective customers.

Talking of the CRM survey, it should be sales-oriented. You may also include incentives, promo codes, or offers, etc. to engage the audience to attend your survey.


You see that preparing the right content and sending the right surveys at every stage of the buyer’s journey is highly rewarding. With some good survey tools like our SugarCRM survey module for Sugar and SuiteCRM, you can ease the tedious tasks of conducting surveys. Our module comes with features like survey automation, data piping, skip logic, and many more.

So, good luck with the conversion of visitors to prospects and finally to your loyal customers!!

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