Surveys are fantastic tools to learn more about your audience, so you can then customize their user experience to their individual needs. However, more often than not, collecting survey data and then executing on it are two very separate tasks. Survey tools and marketing software rarely talk to each other, and that can be a challenge. So how do you overcome that?

Many of our customers use SurveyMonkey as one of their primary survey tools, so we are teaming up with them to help you better connect your survey data with your HubSpot. Together, we've launched a new HubSpot-SurveyMonkey integration so you can more easily use survey data to customize your marketing. This integration works with both the free and paid versions of SurveyMonkey. 

There are a lot of different things you can do with this new integration. For example, you could:

  • Send a content preference survey, and then use Smart CTAs and Smart lists to ensure customers only get the content types they like best (Requires Professional or Enterprise HubSpot).
  • Trigger follow-up emails based on a customer satisfaction survey
  • Create a Social Inbox monitoring list of your happiest customers.

To access this integration, navigate to Contact Settings and select SurveyMonkey >> Settings at the bottom left-hand side of the screen. Clicking on "Settings" will bring you to a screen where you can authorize your SurveyMonkey account and set up the integration. 

Once you’ve implemented the integration, survey data will be added to your HubSpot contact record. From there you can segment on specific answers respondents gave to survey questions and use those segments for lists, emails, workflows, CTAs, and more!

So now that we're ready to go, let's discuss some key marketing activities you can do with this new integration.

Create a List Based on Survey Responses

Using survey data to customize your marketing is a great idea, and the first step is to create a list of similar contacts in order to target your communications.

For example, imagine you run an ice cream parlor. One day, you send out a survey asking whether your customers prefer vanilla or chocolate ice cream. A few months later, you decide to launch a new chocolate flavor and want to promote it to customers who would be the most excited. Using the integration, you could build a list of contacts who responded with "chocolate" as their preferred flavor and then send an email letting them know about the new ice cream! 

After you set up the integration, each survey question will be saved as a custom field within your HubSpot contacts database. In fact, you'll see SurveyMonkey listed as one of the options in your list builder, like the image below.

To build your list, choose the survey and then the question for which you'd like to create a segment. In the example below, a customer is looking to build a list by segmenting off of an NPS Survey, which is a type of customer satisfaction survey. Using this survey, you can distinguish between your promoters and your unsatisfied customers.

This customer used the SurveyMonkey Integration to segment out a list of people who rated their company with a 9 or a 10, meaning they'd be likely or extremely likely to recommend their product to a friend. By making a list of these people, the customer could follow up with a special offer or even a simple thank you. 


Store Survey Responses on a Contact's Profile

As long as your survey isn't anonymous, you can store a recipient's responses to a survey right in your contact database. This is certainly helpful for marketing, as we've seen in the example above, but it can also be really good information for sales representatives or account managers.

The example below shows a hypothetical customer's NPS response on their profile. By viewing this contact profile, the account manager will know what the customer is happy about and what he or she can improve for the customer. 


Personalize Content and CTAs Based on Survey Responses

Let's say you're trying to determine what kind of content different members like most. You could set up a survey using SurveyMonkey to ask your audience if they prefer ebooks, webinars, or other content types.

If the results are overwhelmingly in favor of one content format, that tells you something about your marketing. If the results are more mixed however, you can use the SurveyMonkey integration to ensure that people who said they prefer ebooks, only get content offers for ebooks. Similarly, you can customize the experience for people who prefer webinars to make sure they only see offers about webinars.

In the example below, we've used a Smart CTA (available at HubSpot Pro & Enterprise) to create a CTA that changes based on the preferences of the survey respondent. 



These are only a few examples of how the SurveyMonkey integration enables you to do some creative segmentation and marketing. We'd love to hear some more ideas in the comments below. 

Want to make the most out of HubSpot's integrations? On June 10th at 2pm EDT, join us for a webinar on SurveyMonkey, Zapier and other integrations you can use with your HubSpot account. 


Get Started with HubSpot & SurveyMonkey


Originally published May 7, 2014 11:30:00 AM, updated October 20 2017