Webinars have become an increasingly popular marketing tool for businesses looking to engage leads and prospects throughout the buyer journey. One of the primary purposes of webinars in the marketing mix is to collect data from attendees – data that can be used to assess and understand a prospect’s interests, preferences, and needs. 

Embedded into the webinar experience, surveys are an effective tool to collect this data, but they must be designed and executed properly to maximize both the amount and quality of the data captured. In this guide, we will discuss best practices for designing and implementing surveys during webinars, for the purpose of enriching CRM profiles with both qualitative and quantitative information that helps commercial teams better segment, target and message to specific buyers with specific needs.