Marketo Survey Options

[Tom_Kerlin2]

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

[Courtney_McAra4]

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]

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

thanks!

[Courtney_McAra4]

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.   

[Nicholas_Manojl]

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.

[Tim_Madel1]

SurveyMonkey's integration seemed expensive to me as well.

[SanfordWhiteman · Accepted solution]

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.")

[Anonymous]

Sanford Whiteman​ - what would you suggest to capture survey response history? Would I need to create a history field for each of the custom fields/questions in my survey? Or, is there a way to capture the responses and post as a string to just one history field? Many thanks!

[SanfordWhiteman]

You can capture all responses to a given survey instance to a single JSON field, and keep a history of that field.  This method is the easiest to scale to multiple surveys, but is the least searchable within Marketo (but can be searched in SFDC, where JSON is a recognized datatype, or using... I daresay... FlowBoost)..

Or you can can capture survey responses to individual fields and ​also ​assemble one combined "survey object" field on the browser side, then keep a history of the combined field.

Or (this would be my least preferred option) you can capture to individual fields and assemble the "survey object" field all in a Marketo flow.

[Anonymous]

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]

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

[Anonymous]

Got it. Thanks for you help.

[Anonymous]

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.

[Tom_Kerlin2]

Thanks Mark - How much does it cost to integrate?

[Hank_Hansen]

The last time I checked, the connector was way overpriced IMHO.

[Anonymous]

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.

[Courtney_McAra4]

Hi Christina Wells​!

Sorry to hear that cost was an issue for you - Totally understand that as B2B marketers we have to be very careful how we spend our budgets!  Sometimes additional features like this just are not in the cards for one reason or another.

I did want to comment about it being "close to the total cost of your Marketo instance" and ask - are you using Marketo Spark?  The reason I ask is because I wouldn't want anyone to think that our pricing is similar to Marketo - we are definitely a 4-figure flat fee i.e. cost is not based on database size or number of users.  I know here at SurveyMonkey (and at previous employers) I've paid over 6-figures for my annual license to Marketo, and we are no where NEAR that mark!    

[Anonymous]

Courtney, certainly appreciate the response and clarity from SurveyMonkey. We have an agency model with several instances - so in our case, the $7,500 annual fee for use of the SurveyMonkey integration with Marketo is close to the cost of one of our agency instances. I shared with the sales person I spoke with at SurveyMonkey that it would be nice to have an option for companies who do value surveys and see them as a necessary tool to run their business, but do not require enterprise-level functionality of Survey Monkey nor will they send surveys at a volume that warrants such an account. If you offer anything that is more introductory, where a company like ours could run our customer feedback survey, that would be ideal. Until then, it remains cost prohibitive.

[Courtney_McAra4]

Thanks Christina Wells​!  I'm sure our Dev Team will take that into consideration!  The whole reason we came up with Version was due to customer feedback so perhaps there will be a Version 3 someday!