Let's be honest: most B2B teams know they should collect customer feedback, but picking the right survey tool is a minefield. There's a forest of options, each promising to transform your customer experience (CX) and fuel your go-to-market (GTM) motion. Thing is, most teams just want something that works without drowning them in features they’ll never touch or data dashboards they’ll never check.
If you’re a product manager, CX lead, or GTM team actually trying to use real customer feedback to make better decisions, this guide is for you. We’ll dig into Delighted and how it stacks up against other B2B survey platforms — the kind you’d actually use to improve customer experience, not just tick a checkbox.
Why B2B GTM Teams Need Survey Tools (But Don’t Need the Hype)
Let’s cut out the fluff. Here’s why these tools matter for B2B teams:
- You need direct, unvarnished feedback. Sales calls and NPS decks only tell you so much.
- You want a pulse on churn risk, product-market fit, and what’s actually annoying your users.
- You’re probably short on time. You need something that works out of the box — not a six-month “implementation journey.”
But here’s what you don’t need:
- An endless maze of “insights” that don’t translate to action.
- Surveys that annoy your best customers or spam your prospects.
- Enterprise pricing for a feature set you barely use.
With that in mind, let’s get into the actual tools.
What Is Delighted, Really?
Delighted is a survey tool that’s built for teams who want to measure customer sentiment quickly — think NPS, CSAT, CES, and basic customer feedback. It’s popular with SaaS companies, product teams, and anyone who wants to send a survey without a PhD in survey design.
Strengths: - Dead-simple setup — you can send your first survey in minutes. - Clean, mobile-friendly surveys (NPS, CSAT, CES, 5-star, etc.). - Integrations with Slack, Salesforce, and a bunch of CRMs. - Useful out-of-the-box analytics. Not fancy, but covers the basics. - Transparent pricing (no “Contact Sales” wall just to get a number).
Weaknesses: - Not built for complex, multi-question research projects. - Limited advanced logic or survey branching. - Not a replacement for full-blown experience management platforms.
Who should use it?
If you want actionable feedback fast and don’t need to slice data a dozen ways, Delighted is hard to beat. But if your exec team wants biweekly, 40-page PDF “insight reports,” you’ll need something heavier.
The Competition: Other B2B Survey Tools Worth Considering
Let’s break down the main contenders you’ll see in the B2B space:
1. Qualtrics
What it is:
The “big kahuna” of the CX survey world. Qualtrics is feature-rich and used by enterprises with deep pockets.
Pros: - Ridiculously customizable. Logic, branching, embedded data, the works. - Handles complex research, voice-of-customer programs, and regulatory needs. - Integrates with just about everything.
Cons: - Overkill for most B2B GTM teams. - Clunky interface; steep learning curve. - Expensive — expect to talk to a salesperson.
Bottom line:
Unless you’re running a global program or have highly regulated needs, this is probably too much tool for the job.
2. SurveyMonkey (Momentive)
What it is:
A household name for surveys, with an enterprise tier for B2B.
Pros: - Familiar interface; easy to get started. - Tons of question types and templates. - Decent integrations.
Cons: - Can feel generic; branding customization is limited without higher plans. - Analytics are surface-level unless you pay a lot more. - Survey fatigue is real — beware of overusing it.
Bottom line:
Good for quick, one-off surveys or if you’re already using it for internal stuff. Not purpose-built for ongoing CX programs.
3. Medallia
What it is:
Another enterprise player, focused on full customer journey mapping and feedback.
Pros: - Deep analytics and reporting. - Handles omni-channel feedback (web, app, call center, etc.). - Strong in regulated industries.
Cons: - Expensive, heavy onboarding. - Requires a team to manage it. - Overkill for most SaaS and midmarket B2B teams.
Bottom line:
If your C-suite needs all the bells and whistles, consider Medallia. Otherwise, it’ll just slow you down.
4. Typeform
What it is:
Known for slick, conversational forms and surveys.
Pros: - Great UX; surveys feel friendly, not corporate. - Drag-and-drop builder. - Highly customizable look and feel.
Cons: - Logic is limited compared to enterprise tools. - Analytics are basic. - Not really built for ongoing NPS/CX programs.
Bottom line:
Good for lead-gen or feedback on specific features, but not a full CX solution.
5. AskNicely
What it is:
A direct competitor to Delighted, focused on real-time NPS and frontline feedback.
Pros: - Real-time feedback dashboards. - Decent automation and follow-up workflows. - Integrates with CRMs and helpdesk tools.
Cons: - Pricing jumps up fast. - Less flexible for other survey types. - Reporting can feel cluttered.
Bottom line:
Stronger if you need to loop in customer support teams, but less versatile than Delighted for broader B2B use.
What Actually Matters for B2B GTM Teams
Here’s where most reviews get lost in a laundry list of features. Here’s what your team should actually care about:
-
How fast can you get actionable feedback?
If you need to loop in IT or run a month of training, you’ve already lost. Delighted and AskNicely win here. -
Integration with your workflow.
Does it play nice with Slack, Salesforce, HubSpot, or your CRM? If not, you’ll never see the data. -
Survey quality (for the user).
Do customers actually respond, or do they roll their eyes and close the tab? Delighted and Typeform keep it user-friendly. -
Reporting that makes sense.
If you can’t get the “why” behind the score, it’s just a vanity metric. Qualtrics and Medallia are strong here, but at a cost. -
Cost (and transparency).
Watch out for “contact sales” pricing and minimum contract lengths. Delighted is upfront; others, not so much. -
Data privacy and compliance.
If you’re in health, finance, or EU markets, make sure your vendor checks the right boxes.
Pro tip:
Don’t get dazzled by dashboards. The best tool is the one you’ll actually use every month.
What to Ignore (The “Nice To Haves” That Don’t Move the Needle)
- Overly complex survey logic. Unless you’re running academic research, most teams never need it.
- “AI-powered insights.” Most of this is just rebranded keyword tagging.
- Endless question types. You need NPS, CSAT, maybe one or two others. That’s it.
- Over-designed dashboards. Pretty graphs are nice, but if you can’t act on the data, who cares?
When Delighted Makes Sense — And When It Doesn’t
Use Delighted if: - You want to get up and running in a day, not a month. - You need straightforward feedback (NPS, CSAT, etc.) delivered to your team’s existing workflow. - You want a fair price and predictable costs.
Skip Delighted if: - You need to run massive, multi-country, multi-language research programs. - Your exec team wants in-depth, customized reporting far beyond NPS/CSAT. - You have very niche compliance or industry-specific needs.
How to Choose (And Actually Improve CX)
Here’s a simple way to decide:
-
List your real requirements.
Not what you might need “someday.” What do you actually need in the next year? -
Run a side-by-side trial.
Most tools have a free trial or demo. Set up a test survey and see which one your team actually uses. -
Send a test survey to your team or a friendly customer.
If nobody replies, that’s your answer. -
Look at the reporting.
Can you answer “What’s broken?” and “What should we do next?” in under 5 minutes? -
Don’t overcomplicate it.
Pick the tool your team will actually use — not the one with the biggest marketing budget.
Summary: Keep It Simple, Ship, and Iterate
Most B2B teams don’t need a survey tool that does everything — they need one that’s easy, fast, and gives them feedback they’ll actually use. Delighted shines if you want simplicity and speed. If you need enterprise firepower, look at Qualtrics or Medallia, but be honest with yourself about whether you’ll use all that horsepower.
Don’t let a tool decision slow you down. Start small, collect feedback, and tweak as you go. That’s how you actually improve customer experience — not by buying another dashboard you’ll never look at.