If you’re a B2B marketer or product manager, you know most customer feedback tools sound the same until you actually use them. You want real engagement, not just vanity metrics. This guide cuts through the noise on Survicate—the customer feedback platform—and digs into which features actually move the needle for B2B go-to-market teams. No buzzwords, just what works, what doesn’t, and what you can skip.
Why B2B Go-To-Market Teams Need More Than Just Surveys
Let’s be honest: most B2B engagement strategies stall because feedback gets lost, surveys don’t reach the right people, or you’re stuck exporting data for the tenth time. Engagement isn’t about blasting out more forms—it's about asking better questions, at the right moments, and actually acting on what you learn.
Survicate positions itself as a feedback platform built for actionable insights. Here’s a rundown of the features that genuinely help B2B teams boost engagement—and a few that are probably less important than the sales pitch suggests.
1. Targeted In-App Surveys (and Why Context Matters)
What Works
Survicate lets you drop surveys right inside your product or web app. This isn’t just about convenience—it’s about context. When you ask users for feedback while they’re actually using your product (not three days later via email), you get better, more honest answers.
How to use it: - Trigger surveys based on user actions—think after a key workflow, or if someone’s stuck on a page. - Use segmentation to show surveys only to decision makers or power users, not every random visitor. - Keep it short. One or two questions max, right when you need them.
Pro tip: Avoid “rate our product” pop-ups on every login. It’s annoying and won’t get you useful feedback. Focus on key moments—onboarding, feature launches, or after support interactions.
What Doesn’t Work
Generic, always-on surveys. If you use in-app surveys like a blunt instrument, people tune out. You’ll get more eye rolls than insights.
2. Email and Link Surveys: Good for B2B, With Caveats
What Works
B2B relationships often involve multiple stakeholders who might not log in every day. Survicate’s email and shareable link surveys are good for reaching these folks.
- Send targeted surveys post-demo, after onboarding, or following support tickets.
- Use custom variables to personalize questions (e.g., “How did [Feature X] meet your team’s needs?”).
- Integrate with your CRM to avoid pestering the wrong contacts.
Pro tip: Keep email surveys focused and easy to answer from within the email itself. The more you make people click, the less you’ll hear.
What Doesn’t Work
Bulk-sending the same survey to your entire account list. You’ll just annoy people and get ignored. Tailor your outreach, or you’re wasting everyone’s time.
3. Question Types That Drive Real Responses
What Works
Survicate offers a bunch of question types: NPS, CSAT, CES, multiple choice, open-ended, and even smiley faces. Don’t overthink it—use the format that matches your goal.
- NPS (Net Promoter Score): Good for a quick pulse on overall satisfaction, but don’t treat it as gospel.
- CSAT (Customer Satisfaction): Ideal after support interactions or onboarding.
- Open-ended: Where the gold is—real stories, not just numbers.
- Skip logic: Only ask follow-ups when answers warrant it, so you’re not wasting people’s time.
Pro tip: Mix it up. Start with a quick scale, then ask why. You’ll get both quantitative and qualitative insights.
What Doesn’t Work
Asking too many questions. If your survey looks like a tax form, expect a 2% completion rate and lots of fake answers.
4. Integrations That Actually Save You Time
What Works
Here’s where Survicate shines for B2B teams: integrations. The platform hooks into tools like HubSpot, Salesforce, Intercom, Slack, and more.
- Pipe survey responses right into your CRM or help desk.
- Trigger surveys automatically based on lifecycle events (e.g., after a sales call closes).
- Push feedback to Slack so your team sees real comments in real time.
Pro tip: Set up automated tagging or routing in your CRM based on survey responses. For example, flag accounts with low NPS for follow-up before renewal season.
What Doesn’t Work
Integrating just for the sake of it. If you’re not actually using the data (or if it’s just adding clutter), you’re better off with a simple export.
5. Analytics and Reporting: Honest Assessment
What Works
Survicate’s reporting is straightforward. You can filter by user segment, view trends over time, and export data for deeper dives.
- Slice feedback by account size, plan, or region to spot patterns.
- Track responses by channel (in-app vs. email) to see what’s working.
- Export raw data to your BI tool if you need heavy analysis.
Pro tip: Don’t obsess over every metric. Pick one or two KPIs (like response rate from your top 50 accounts), and actually act on them.
What Doesn’t Work
Trying to use Survicate as a full-blown analytics suite. It’s great for feedback trends—not for customer journey mapping or deep data science.
6. Automated Feedback Workflows (Set It and Forget It… Mostly)
What Works
You can set up automated survey triggers based on user behavior, milestones, or lifecycle stages.
- Send onboarding surveys after a user completes setup.
- Trigger a quick check-in if usage drops.
- Follow up after support closes a ticket.
Pro tip: Review your automations every quarter. What worked during onboarding last year might be noise now.
What Doesn’t Work
Relying solely on automation. If you never refresh your questions or triggers, your feedback turns stale. Users catch on quick.
7. User Identification: Closing the Loop
What Works
Survicate can pull in user details from your product or website, so you know exactly who’s giving feedback (not just anonymous responses).
- Map responses to accounts, roles, or lifecycle stages.
- Reach out personally to high-value customers who give critical feedback.
Pro tip: Use identification to send thank-yous or follow-ups. People appreciate knowing their feedback went somewhere.
What Doesn’t Work
Over-collecting personal data. Only grab what you actually need, or you’ll run into privacy headaches and trust issues.
8. Survey Templates: A Good Starting Point, Not an End
What Works
Survicate comes with templates for common B2B scenarios: onboarding, churn, feature requests, etc. They’re a decent starting point if you’re short on time.
- Use templates as a base, but tweak questions for your audience and goals.
- Cut out the fluff—if it doesn’t help you make a decision, don’t ask.
Pro tip: Review templates with your sales or customer success team. They know what customers actually care about.
What Doesn’t Work
Using templates verbatim. One-size-fits-all surveys never fit anyone well.
What You Can Ignore (Mostly)
- Gamification features. Most B2B buyers are not motivated by badges or points.
- Mobile-only surveys. Unless your B2B app is mobile-first (rare), focus on web and email.
- Overly fancy design tweaks. Keep it clean and accessible—nobody’s filling out a survey for the color scheme.
Keep It Simple, Iterate, and Actually Use the Feedback
Here’s the bottom line: Survicate has a ton of features, but you don’t need to use them all. Start with one or two high-impact surveys, send them at the right moments, and actually close the loop with customers. Skip the fluff, review what’s working every month, and don’t be afraid to kill what’s not. The best engagement comes from asking smart questions and acting like a human—not from chasing every shiny new feature.
Got a team that resists “yet another tool?” Show them the real feedback and what you did with it. That’s what drives real engagement—not just another dashboard.