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Tom_Kerlin2
Level 7
April 1, 2016
Solved

Marketo Survey Options

  • April 1, 2016
  • 4 replies
  • 16485 views

Hi all,

I'd like to send an email to a list of registrants that contains a survey. I browsed through Marketo's product docs page and on communities posts, but it seems like Marketo does not offer an in-house survey feature. Instead, people will integrate external survey tools like Survey Monkey or create a landing page with custom form / form fields to collect information. Is there a best practice when it comes to pointing registrants to a survey from an email? What's a trusted third-party survey platform?Can you advise? I'm posting a LaunchPoint article I found (link is below). Thanks!

http://launchpoint.marketo.com/surveymonkey/904-surveymonkey/

-Tom

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Best answer by SanfordWhiteman

From an end-user perspective, there's nothing a survey platform can give you that you can't build with a Marketo form, or a fully custom form (or sequence of forms) using the Forms 2.0 API to submit values to Marketo. 

True, high(ish) end aesthetics and branching logic are built in to survey platforms, but there's nothing you can't duplicate yourself if you have the time and dev skills.  Plus, the ability to leverage existing lead values can give a custom solution an interesting edge, and there's no worry about integration costs or complexity.

But from the reporting perspective, a third-party survey provider is going to shine.  Marketo is not built to report on trends across your lead database.  (This is similar to the distinction between Munchkin's lead-centric "deep tracking" and Google Analytics's anonymous "wide tracking.")

4 replies

A
Anonymous
April 1, 2016

Survey Monkey has worked the best for me. Check out the integration options for the data back into Marketo via the connector. You can update the person records in Marketo with survey responses in real-time.

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Tom_Kerlin2Author
Level 7
April 4, 2016

Thanks Mark - How much does it cost to integrate?

Tom Kerlin
A
Anonymous
August 18, 2016

I just looked into this for our company and it was cost-prohibitive for where we are at and what budget remains for a survey tool. You have to have an Enterprise level account and there is also an annual license fee, which for us, was too close to the total cost of our Marketo instance to consider. I'm going to see what I can do in building my own survey with Marketo's forms/landing pages.

    SanfordWhiteman
    SanfordWhitemanAccepted solution
    Level 10
    April 2, 2016

    From an end-user perspective, there's nothing a survey platform can give you that you can't build with a Marketo form, or a fully custom form (or sequence of forms) using the Forms 2.0 API to submit values to Marketo. 

    True, high(ish) end aesthetics and branching logic are built in to survey platforms, but there's nothing you can't duplicate yourself if you have the time and dev skills.  Plus, the ability to leverage existing lead values can give a custom solution an interesting edge, and there's no worry about integration costs or complexity.

    But from the reporting perspective, a third-party survey provider is going to shine.  Marketo is not built to report on trends across your lead database.  (This is similar to the distinction between Munchkin's lead-centric "deep tracking" and Google Analytics's anonymous "wide tracking.")

      A
      Anonymous
      April 2, 2016

      you likely need to relate the responses to each other and create reports based on the questions. This is best done in SM...The primary key in reports like this is the question vs. email address in Marketo.

      SanfordWhiteman
      SanfordWhiteman
      Level 10
      April 2, 2016

      That's why I wrote the third paragraph in my post.

      Nicholas_Manojl
      Nicholas_Manojl
      Level 8
      April 4, 2016

      The Survey Monkey integration seemed expensive when I heard about it briefly.

      But it does write directly to the activity record, which means you can automate based on a particular response. Ie, "how satisfied were you?".

      At my previous company, we used Qualtrics, which was very highly regarded by my colleague.

        T
        Tim_Madel1
        Level 3
        August 16, 2016

        SurveyMonkey's integration seemed expensive to me as well.

        Courtney_McAra4
        Courtney_McAra4
        Level 4
        August 16, 2016

        Bump.

        For anyone who was paying attention to this old thread from April, our Product Team just upgraded the SurveyMonkey integration.  You can now map your survey answers directly to Marketo fields, eliminating the need to create Smart Campaigns to push values over.  Anyone with Version 1 was automatically upgraded the new and improved edition.

        If you have any questions feel free to reach out!

          Heather_Padgett
          Heather_Padgett
          Level 2
          October 19, 2016

          Question - is it still really expensive? That seems to be the biggest drawback...

          thanks!

          Courtney_McAra4
          Courtney_McAra4
          Level 4
          October 20, 2016

          It's not expensive - especially when compared to the six figures that a lot of us pay for Marketo and our CRM databases!  But I do realize that the term "expensive" is very subjective when it comes to marketing budgets. It does depend on a few factors (use case and the type of SurveyMonkey account you currently have) but is typically under $10K.  Let me know if you want to chat "marketer-to-marketer" and hash out any questions.   

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