Are there things your B2B SaaS company is assuming about what your customers want? And in the harsh reality of the SaaS market, guessing does not suffice. To connect with your customers, drive product usage, and grow quickly, it requires real data.
There Is More to B2B SaaS Surveys Than Asking Questions. They are the tools that can provide you with loads of information on your audience, their pain points, and what they require. Now, imagine making decisions based on facts, not guesses. Imagine finding a way to make your product, marketing, and sales a perfect fit for what your customers actually want.
Learn how to use B2B SaaS surveys for market research in this guide. You will translate what you learn into a long-term success plan.
The Importance for B2B SaaS Companies to Fulfill Market Research Surveys
As a B2B SaaS, market research is paramount. It prepares you for the unique challenges and opportunities in this business. It can’t be the case that you think it’ll all just work out. You gotta know what’s really happening!
Learn the Customers’ Needs and Pain Points
Surveys can reveal your customers’ true needs. What are their frustrations? What can you do to enable them with your SaaS product? For instance: “What is your biggest challenge with your current software?” or “What would make your job easier?” These answers can be gold! You will learn about issues you never knew were a thing.
Validating Product-Market Fit
Are users falling in love with your product? Surveys enable you to check how well your SaaS product, in general, aligns with market demand. Do people think it’s useful? For example, ask: “Would you recommend our product?” or ascertain “Is your problem solved?”. The advantage here again shows excellent product-market fit. This means you are good so far!
Finding Opportunities and Trends for Growth
The world of B2B SaaS is ever-evolving. Surveys reveal new trends, markets, and growth opportunities. The new customers, potentially new grouping of customers you can go to? Is there something that everybody has been asking for? Do it before your competitors find out!
Surveys for B2B SaaS Market Research
Not all surveys are equally useful — they’re good for various objectives. Choose the appropriate one for the information you require. Let us review the best alternatives.
Reading CSAT (Customer Satisfaction) Surveys
CSAT surveys assess customers’ satisfaction with your product or service. Most of the time, they ask: “How satisfied are you with [certain aspect]?”. The answer is likely out of some kind of scale: 1 to 5. A high score means customers are happy! Continue to track this over time to see if your improvements are having an impact.
Surveys Utilizing Net Promoter Score (NPS)
Customer Loyalty Check: NPS Surveys. They ask: “How likely are you to recommend our product to a friend?”. Those who respond with a 9 or 10 are “promoters.” Respondents who answer 6 or below are “detractors.” Your NPS score is the percentage of promoters minus the percentage of detractors. In SaaS, a good score is above 30.
Product Feedback Surveys
Want to improve your product? Use product feedback surveys. Inquire about precise features, the ease of use, and the overall feeling. Use questions such as: “What do you think of the new dashboard?” or “How can we improve [feature]?”. An open-ended question allows people to respond in detail.
How to Write B2B SaaS Survey Questions
So, asking the right question leads to a good answer. Well, bad questions waste everyone’s time. You need to be strategic.
Define Clear Research Objectives
The better question is, what do you want to learn? What is the purpose of this survey? Is customer satisfaction something you want to monitor? Explore new product ideas? Form your goals into stated questions. For example, if you want to understand how well your customer onboarding is going, ask “How easy was it to get up and running with your account?”.
Selecting Appropriate Question Types
Multiple-choice questions are easy to analyze. Open-ended questions provide fruitful insights. Rating scales allow you to quantify opinions. Mix and mingle for the best of both worlds. For instance, use multiple choice for demographic info (company size, etc.) and open-ended questions for rich feedback.
Avoidance of Leading Questions and Bias
Do not push people into answering a particular way. Biased questions can destroy your data. Rather than asking “Isn’t our product amazing?”, say “How would you rate our product?”. You’re not asking leading questions; you’re neutral and giving fair treatment.
Using Best Practices to Distribute and Promote Surveys
No one takes a great survey, that’s worthless. Run your survey with the right people.
Determine Who Your Target Audience Will Be
Who do you want to hear from? Current customers? Potential customers? People within a certain industry? You’ll want to know who your audience is before you send your survey out. You could target users that’s been a customer for six months or more. They can provide very valuable insights from their experienced perspective.
Choosing the Most Suitable Distribution Channels
Email is a classic choice. You can trap people within your product through in-app notifications. And social media can expand that audience. Choose the platforms users in your audience use the most. Sending an email invite from a personal address tends to feel more authentic to users and can increase the completion rate.
Incentivizing Participation
People are busy. Make them want to take your survey. It could be a discount, or a free ebook, or early access to features. It turns out that even a tiny incentive increases response rates. Be upfront: Make sure you clearly state the incentive when you send out the survey invite.
How to Conduct Survey Data Analysis: Digging into the Data
Gathering data is merely the beginning. You have to make sense of all that. Get those numbers into action.
Using Data Analysis Tools
Consider using free templates such as Google Forms, SurveyMonkey, or Qualtrics to analyze your data. These platforms can generate charts, graphs, and reports. For more advanced analysis, you may wish to use more advanced tools like SPSS or R if you are comfortable with statistics.
Recognizing Trends and Patterns
Identify trends in the data. What are the top answers? Are there any surprises? Do different customer cohorts have different feelings? If many people are saying that your customer support is slow, you have a trend that you need to solve.
Making Insights Actionable: Strategies to Execute Insights
You’ve identified some key trends. What do you do now? Make those insights useful to real changes. If customers don’t like a feature, remove it. If they love something else, enhance it even further. Survey data helps you steer your product roadmap, your marketing campaigns, and your customer support efforts.
Final Thought: The Value of Surveys in B2B SaaS
Surveys are a potent growth lever in B2B SaaS. They are used to find out your customers, verifies your product, search for new opportunities. You can take insights to action by asking good questions, connecting with the right people, and analyzing the data.
Want to elevate your B2B SaaS business? Start using surveys today! Ask more questions, learn more, ascend more. Keep in mind, the market is never stagnant, so your research shouldn’t be either.
