One of the lead generation measures is content marketing.
We introduced survey materials (questionnaire survey results reports) as content that can help you acquire many leads through our company’s “HR Pro.” (
A thorough explanation of effective content for acquiring leads from HR personnel and managers!
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Naturally, survey materials are created after conducting a questionnaire survey in advance, and you can obtain leads by disseminating the survey materials, but there are actually measures that can be used to obtain leads at the same time as conducting a questionnaire survey.
This time, we will explain in detail about survey research as a lead generation method.
What are regular survey tools?
There are many survey media that allow you to conduct surveys, not limited to BtoC and BtoB.
In the case of BtoC, there are benefits such as points that can be converted into cash later, and in the case of BtoB, responses are collected from the media’s own monitors.
In most of these survey media, in addition to the content of the survey responses, most of the information about the respondents is provided by the attribute information that they answered in the question content.
Of course, the purpose of use is to create research materials, use it for advertising, and create content that is the first step in the process of acquiring leads.
Use questionnaire surveys as a lead acquisition strategy
In normal survey media, only the answer contents and respondent attributes are provided, but if detailed information such as the respondent’s company name, department, position, phone number, and email is also provided, it becomes part of lead generation. .
A similar case could be made if you actually conducted a survey at a company event or forum. Professional events and forums are held only in limited frequency, and the human resources and costs involved in collecting surveys are large.
The following items can be surveyed using web media.
Japan’s largest human resources portal site “HR Pro”
Business media for executives “Management Pro”
Management PRO-Q, a survey media for management professionals
Sales/Marketing PRO-Q, a survey media for corporate sales and marketing professionals
Advantages of survey surveys from a lead generation perspective
・Targeting
Survey responses come from customers who are interested in the survey theme, so targeting can be done by question theme or question content.
・Lead qualification
Depending on the content of the questions, you can learn about the respondents’ sense of the issue, so you can screen leads and pass on hot leads to sales.
・Lead nurturing
By looking at the results of the survey, respondents can gain a greater awareness of their company’s challenges, and are expected to have the effect of increasing their interest in services to help solve problems.
Differences in number of survey questions
There are two types of questionnaire surveys available at our company: one with a maximum of 4 questions and one with a maximum of 20 questions.The differences in terms of lead acquisition based on the number of questions are as follows.
We would appreciate it if you could refer to it.
・Quick mini survey (up to 4 questions set)
Issues, measures, and other positive information can be acquired, but other information cannot be acquired.
However, since a maximum of four questions are designed, the burden on the question designer is relatively light.
・Questionnaire survey (up to 20 questions set)
In addition to issues and measures, it is possible to obtain sufficient information on the current situation of respondents and their backgrounds.
In the case of a design with a maximum of 20 questions, it is necessary to develop questions that will not make respondents feel uncomfortable, and it is also important to consider the number of questions so that they do not feel burdened when answering.
◆Summary
◆There are measures that allow you to acquire leads at the same time as surveying.
◆From the perspective of lead acquisition, surveys have three advantages: targeting, lead qualification, and lead nurturing.
◆Due to lead generation, the amount of lead information that can be obtained and the burden on the question designer will vary depending on the number of questions.