How to Survey Marketing Professionals (Steps & Best Practices)


In the ever-evolving landscape of marketing, staying ahead of trends, understanding industry challenges, and grasping the pulse of consumer behavior are paramount. 

If you're looking to gain valuable insights from the professionals shaping the marketing world, conducting surveys can be an invaluable tool. 

In this blog post, our online survey company shares our secrets to crafting effective surveys that resonate with marketing professionals and yield actionable insights.

Value of Surveying Marketing Professionals

Surveying marketing professionals can provide valuable insights into the latest trends, challenges, and strategies within the field of marketing.

Here are several reasons why surveying marketing professionals is important:

  • Industry Trends: Marketing is a dynamic field that evolves rapidly. Surveys help to identify emerging trends, technologies, and strategies that marketers are adopting. Staying informed about industry trends is crucial for professionals and businesses to remain competitive.

  • Benchmarking: Surveys allow marketing professionals to benchmark their practices against industry standards. Understanding how one's strategies compare to those of peers can provide valuable insights into areas of improvement or optimization.

  • Challenges and Pain Points: Surveys can highlight the challenges and pain points that marketing professionals face in their day-to-day work. This information is valuable for developing solutions, tools, or resources that can address these challenges.

  • Technology Adoption: Marketing heavily relies on technology. Surveys can reveal the latest tools and technologies that marketing professionals are using, providing a snapshot of the technological landscape in the industry.

  • ROI and Performance Metrics: Understanding how marketing professionals measure the return on investment (ROI) of their campaigns and the key performance indicators (KPIs) they prioritize can provide valuable insights into the metrics that matter most in the industry.

By incorporating these best practices, you can create a well-crafted survey that resonates with marketing professionals, encourages participation, and yields meaningful insights for your research or industry analysis.

Steps to Surveying Marketers

Surveying marketers effectively involves a series of strategic steps to ensure a well-designed and insightful survey. Here's a step-by-step guide to surveying marketers:

Online survey process

Step 1. Define Objectives and Scope

Clearly articulate the goals of your survey. What specific information are you seeking to gather from marketers? Define the scope of your survey to guide subsequent steps.

Step 2. Identify Target Audience

Next, determine the specific segment of marketers you want to survey. Consider factors such as industry, job roles, experience levels, or geographical location. Tailor your survey to resonate with this audience.

Step 3. Develop a Survey Plan

Outline the survey timeline, including key milestones such as survey creation, pilot testing, launch, and data analysis. A well-structured plan ensures a smooth surveying process.

Step 4. Create Survey Questions

Develop clear and concise survey questions aligned with your objectives. Use a mix of question types, including multiple-choice, Likert scales, and open-ended questions. Ensure the questions are relevant and avoid jargon.

Step 5. Send the Survey

Before launching the survey to your target audience, conduct a pilot test or soft launch with a small group of marketers. This helps identify any issues with question clarity, wording, or the overall survey flow.

Once the initial launch is complete, you can move on to the remaining sample. 

We also recommend regularly monitoring survey responses to gauge participation rates and identify any issues. 

Step 6. Collect and Analyze Data

Once the survey period concludes, collect and analyze the data. Use the insights gained to address your initial objectives and extract meaningful conclusions.

Step 7. Report Findings

Prepare a comprehensive report summarizing the survey findings. Clearly present key insights, trends, and any actionable recommendations. Consider visual aids like charts and graphs for clarity.

Best Practices for Surveying Marketers

Surveying marketing professionals effectively requires careful planning and execution to ensure that you gather valuable, actionable insights.

Here are some best practices to consider when surveying marketing professionals:

  • Define Clear Objectives: Clearly outline the goals and objectives of your survey. What specific information are you seeking to gather? Define your research objectives to guide the survey design process.

  • Keep it Concise: Marketing professionals are often busy, so keep your survey concise. Focus on essential questions that directly align with your objectives. A shorter survey is more likely to be completed with higher response rates.

  • Use a Mix of Question Types: Employ a variety of question types, including multiple-choice, Likert scales, and open-ended questions. This ensures a balance between quantitative and qualitative data, providing a comprehensive view.

  • Pilot Test the Survey: Before launching the survey to a larger audience, conduct a pilot test with a small group of marketing professionals. This helps identify any issues with question clarity, wording, or survey flow.

  • Offer Incentives: Consider providing incentives to encourage participation. This could be in the form of discounts, access to exclusive content, or entry into a prize draw. Incentives can increase response rates.

  • Ensure Anonymity (If Applicable): If possible, work with a third-party market research company to assure respondents of the anonymity of their responses. This can lead to more honest and candid feedback, especially when addressing sensitive topics.

Case Study: Survey with Marketing Professionals

With the rapid evolution of technology, marketing strategies have emerged as determinants of success for organizations across various industries. 

Within the manufacturing industry specifically, innovation intertwines with traditional practices.

This makes understanding the nuance of marketing trends particularly insightful to marketing agencies who seek to work with these professionals.

In this section, we will cover a comprehensive market research project completed by our team with marketing professionals in the manufacturing industry.  


The objectives of the market research were to survey and better understand marketing and digital strategy trends among those working in marketing departments at organizations in the manufacturing space. 

The survey with manufacturing marketing professionals covered areas like:

  • Marketing knowledge and importance
  • Digital marketing engagement
  • Digital marketing challenges and benefits
  • Overall perceptions and attitudes surrounding digital marketing


To address the objectives at hand, our team created a custom online survey to survey marketing professionals in the manufacturing space. 

Here is what the process looks like…

  • Kickoff: Once a survey is signed off on our first step is to hold a kickoff meeting to better understand the goals and objectives of the survey. This is necessary to align the client and research teams to ensure a successful survey.

  • Survey design: After the kickoff meeting is complete, the research team will begin designing a custom survey to meet the needs of the client. In this case, the survey was targeted at marketing professionals who work in manufacturing.

  • Fieldwork: Once the survey is deemed final, fieldwork begins! Depending on the scope of the project, fieldwork can take anywhere from a few days to weeks. 

  • Analysis and reporting: Once fieldwork is completed and the data is deemed final, the research team will begin analyzing the data keeping the overall objectives of the survey in mind.

The survey took an average of 11 minutes to complete and included 27 questions, receiving 210 responses. With a probabilistic sample, a total of 210 responses at the 95% confidence level offers a 7% margin of error


This report included an executive summary with insights and findings.

In addition to the report question-by-question data portals and a full Excel file of all individual responses to the survey were shared. 

Topics covered in the marketing professionals in the manufacturing industry survey report included:

  • Detailing the level of knowledge and relevance of marketing trends
  • Understanding what drives sales
  • What types of activities lead current marketing tactics
  • Measuring anticipated changes in marketing budgets
  • Pinpointing the greatest marketing challenges faced 
  • Interest in using artificial intelligence for campaigns
  • Measuring familiarity and utilization of digital marketing
  • Measuring digital marketing effectiveness
  • Understanding the types of digital marketing used
  • Understanding the types of digital marketing benefits 
  • Understanding which types of marketing are seen as most effective
  • Identifying the top ways to find third-party digital marketing agencies
  • Uncovering the top reasons to use a third-party agency

All in all the survey, which was targeted at marketing professionals in the manufacturing industry, provided the client with definitive, measurable, and compelling data points and insights to feature in its marketing, lead generation, public relations, and strategic operations to pin the organization as a thought leader in the topic area.

Contact Our Online Survey Company

Drive Research is a market research company located in Syracuse, NY. Our team has the knowledge and tools to design a robust market research study, should it be the right fit for your business.

Interested in learning more about our market research services? Reach out through any of the four ways below.

  1. Message us on our website
  2. Email us at [email protected]
  3. Call us at 888-725-DATA
  4. Text us at 315-303-2040

emily taylor about the author

Emily Taylor

As a Research Manager, Emily is approaching a decade of experience in the market research industry and loves to challenge the status quo. She is a certified VoC professional with a passion for storytelling.

Learn more about Emily, here.

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