Published On: Thu, Jul 4th, 2019

The Best Ways To Optimize Your B2B Survey Research

B2B surveys are conducted by businesses on a periodic basis, so that they can determine the processes and criteria that customers would use to perform buying decisions. It is also made to leverage product or service strengths and the areas that require enhancement. 

It evolves the need of the marketplace and whether or not customer needs to be segmented for advertising. So, how consumer surveys are different from B2B surveys and what should be done to optimize a business for this research. 

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photo/ Michael Jarmoluk via pixabay.com

How a consumer survey is different from a B2B survey?

The major difference between a Business to Business and a consumer survey is that B2B surveys are performed to form conclusions regarding organizations. On the other hand, all consumer surveys draw conclusions regarding individual people. 

Dealing effectively with it can result in forming effective business to business surveys. On the other hand, failing to deal with it results in inferior level surveys.

Techniques for a robust business to business insight and analysis:

  • For B2B Insights, form profiles that show customers as their subdivisions.
  • Profiles by different roles that people play.
  • Summaries of “customers as a whole” and major customers 

Techniques to identify names of B2B people to survey:

  • Assess CRM databases to ensure they are accurate, updated and complete.
  • Investigate customer lists that go beyond CRM databases.
  • Work with sales professionals to make the most of rep knowledge.
  • Use talented telephone interviewers to perform calls for the identification of names.
  • Use commercial database in the form of identity supplements.

Techniques to address business to business sample issues:

  • Ensure primary accounts are properly covered.
  • Obtain information using the right level and not just upper management.
  • Sample by job roles not just customer accounts.
  • In case of relevant situations, you can sample by websites not only firms.
  • Factor in local and centralized decision-making.

Techniques to survey potential customers effectively:

  • Explore various types of sources to find out customers.
  • Allocate adequate resources and time to identify names of people.
  • Check with specialty and general business to business panels to evaluate their viability.
  • To encourage, and provide a summary of chosen survey results.
  • Include speeding checks and trap questions.

Techniques to successfully survey channel partners:

  • Set up an NDA or a nondisclosure agreement wherever required.
  • Consolidate B2B customer survey activities of suppliers and channel partners.
  • Standardize the submission formats of sample by channel partners.

Techniques for optimal data collection:

  • Ensure that the method is practicable in regards to obtaining contact information.
  • Choose data collection method post deciding the different types of question.
  • Use interviewers that possess extensive business to business experience for telephone surveys.
  • Use mixed collection modes whenever necessary.

Techniques for an insightful B2B reporting:

  • Use various interaction roll-up reports to assist managers at different levels.
  • Provide sales representative reports to outline major B2B customers and performance.
  • Build action into the form of reporting places by integration of responsibilities and initiatives.
  • Present key themes, by keeping all details in an as-required role.


So, these are some of the effective ways to optimize your business for performing impactful B2B research. 

Author: Aalia Ray

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