The Blog

How long should your customer survey be? "As long as it needs to be, but no longer" is a fine principle and a useless answer. Here's a sharper rule of thumb, split by B2C and B2B, with concrete question counts — drawn from the analysis of thousands of real survey response patterns.

You've brainstormed, wordsmithed and polished the survey questions — but if you skip the TRACER check before you hit send, the survey will quietly under-deliver. TRACER (random sample, respect, actionable, clear, easy, relevant) is the six-attribute filter your survey must pass. Here's each attribute explained, with the most common ways surveys fail each one.

Lead nurture campaigns sound straightforward — capture email, send content, hand over to sales. The reality is seven distinct steps, and most teams skip the planning ones and jump to writing emails. Here's a step-by-step lead nurture implementation walk-through using HubSpot workflows, with the segmentation, chronology and review work that decides whether the campaign earns its keep.

Customer Effort Score was sold as the metric that finally dethroned NPS. New independent research from Groningen — no consulting axe to grind — runs the numbers properly. The result is more interesting than either camp wants to admit.

TOFU, MOFU, BOFU content all sound the same to people new to inbound — and they need to be very different to actually convert. Bottom-of-funnel content is where leads turn into sales, and most teams underweight it. Here are four steps to generate great BOFU content, starting with asking your sales team what they consider a warm lead.

Writing a customer survey from a blank page is a slog — and that's why so many surveys end up oddly shaped. Break the survey into the five logical sections every survey needs (intro, attributes, outcomes, closing, thanks), and the drafting work shrinks dramatically. Here's the template, with what each section is for.