Send surveys via Marketo

How to distribute surveys via Marketo, send in-message surveys and NPS®

Agnieszka avatar
Written by Agnieszka
Updated over a week ago

With Survicate, you can create email surveys to send them via Marketo.

If you use a mailing list in Marketo to distribute your surveys, we automatically capture subscribers' first & last name and email address information - so you'll know who responded to your survey! You'll be able to filter survey results by these attributes, too. You can also add any attributes to your survey link supported by Marketo.

There are two ways to distribute your survey with Marketo:

Step 1. Create an email survey

Create your survey from the Create new survey button. Select Email or shareable link survey, and pick whether you'd like to use a ready template, create a survey with AI, or start from scratch. Now, build your survey by adding your questions, and applying survey logic.

❗️Please Remember! If you want to embed your survey in an email, the first question of your survey needs to be either a Welcome message, Single choice, Smiley scale, Rating scale, or a Net Promoter Score®. If you choose any other type of question as to the first one, we will only provide you with the link to your survey.

Step 2. Design your survey experience

Customize your survey page in the Design tab by adding your company logo and changing colors. Make your surveys entirely branded as your own!

You can also enable Navigation, Progress bar, Email answers confirmation, or modify the survey's messages in Settings.

Step 3. Configure the survey settings

Once ready with your survey, head to the Configure tab and pick Marketo as the distribution tool under Identify respondents with:

Under the Configure tab, you can enable other options like multiple responses.

Step 4. Set up integrations for your email survey

Enable Marketo integration or connect any other tool you use to send the responses collected to your apps.

Step 5. Share your survey

Head to the Share tab and decide how you'd like to send your survey.

  • Direct link

Grab a link to your survey from the Copy Link button, and hide it behind a CTA button or hyperlink:

  • Launch in an email

Display its first question directly in the email's body, and start the survey directly from the email. The respondents will then be redirected to a landing page to answer the rest of the survey.

1. Click Get your code, then copy the HTML code.

2. Go to your Marketo email and paste the HTML using Marketo rules of email creation:

  • Select your email and click Edit Draft and Edit Code.

  • Make needed changes. Click Save when done.

  • Click the Code Actions drop-down to download the code as a .html file, inline your CSS, or validate the HTML.

❗️ The best practice for emails is to make all your styles inline. Several email clients don't support CSS within the <head> section.

Best practices

Send responses to Marketo profiles as tags or attributes
You can enable Marketo integration in the Connect tab of your survey and

Update lead fields or Create new leads.

Collect information about the respondents

When sending the survey via Marketo, we'll automatically recognize the respondent's first & last name, email and lead_id. You can also add any other Marketo attributes to your survey link to identify the respondents with this data.

📞 If you have any questions about sending a survey via Marketo - feel free to reach out to our team via chat or email:

Net Promoter, NPS, and the NPS - related emoticons are registered U.S. trademarks, and Net Promoter Score and Net Promoter System are service marks, of Bain & Company, Inc., Satmetrix Systems, Inc. and Fred Reichheld.

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