Looking For Best Options for Surveys in Marketo

[kenmckown]

We are looking to implement surveys into our Marketo instance with branching paths and the ability to capture the data into Marketo.

Is there a recommended tool or is going the route of building one from scratch or a WordPress plugin on external sites that can integrate within Marketo? 

Just looking for best options that others have used and what works best.

[SanfordWhiteman · Accepted solution]

IMO the best combo is SurveyMonkey + a custom Marketo integration built using the very nice SM API. (Note I’m not talking about the SurveyMonkey Marketo native integration, which is very good but requires their $$$ Enterprise plan.)

This’ll give a nice balance of survey building/taking/reporting features, affordability, and visibility in Marketo (creating survey Custom Objects, setting program statuses, triggering personalized email follow-ups, etc.).

Another option is of course eschewing a survey-as-a-service platform entirely, instead building a survey-like sequence w/Marketo forms. You can do almost anything as far as the UX that way, provided you have a good JS developer. But you won’t have a visual builder — it’ll all be in code — and reporting may require pulling data from Marketo via the API into Excel, etc.. Even as a Marketo developer I have to say that’s suboptimal.

[Michael_Florin]

I had a good experience with Qualtrics & Marketo. The integration in Qualtrics writes to Marketo Custom Activities, which allows for solid follow-up procedures, success tracking and the like. But it also comes with a price tag on the Qualtrics side.

And I agree with Sanford that you can theoretically build the whole survey flow with Marketo forms and pages, but you rather might want to leave that to the specialized platforms. Something rather simple though, like an NPS survey with one verbatim field can be done quite nicely using Marketo alone.

[Miray]

I also suggest Qualtrics, but as @Michael_Florin  mentioned it comes with a prize tag