How to Build Post-Event Survey Questions with Hubspot-Style Best Practices

Designing effective post-event surveys in a Hubspot-inspired way helps you capture meaningful feedback, measure success, and improve every future event you run.

Based on the guidance from the original HubSpot post-event survey questions article, this guide walks you through the exact steps and question types you need for high-response, high-quality attendee feedback.

Why Use a Hubspot-Style Framework for Event Surveys

A structured framework keeps your survey short, relevant, and easy to answer. The source article emphasizes that attendees are more likely to respond when your survey is:

• Quick to complete
• Simple to understand
• Clearly connected to improving future events
• Respectful of their time and privacy

By mirroring these principles, you can design a survey that feels professional and trustworthy.

Core Principles of Hubspot-Inspired Survey Design

Before writing questions, align your survey with a few core principles taken from the original guidance.

Clarify Your Event Survey Goals

Hubspot-style thinking begins with clear goals. Your goals determine which questions you include and which you skip.

Common event survey goals include:

• Measuring overall attendee satisfaction
• Understanding session or speaker performance
• Evaluating logistics such as venue, timing, and format
• Identifying topics attendees want next time
• Collecting testimonials and quotes

List your top one to three goals, then remove any question that does not directly support them.

Keep the Survey Short and Focused

The source article stresses brevity. Attendees typically have a limited attention span immediately after an event.

A practical guideline is:

• 5–10 core questions for small or simple events
• 10–15 questions for large, multi-session events

Prioritize clarity over volume. A short, sharp survey gets more responses than a long one.

Mix Question Types Strategically

Hubspot-style surveys make use of multiple question formats to balance quantitative and qualitative data.

Include a mix of:

• Rating scale questions (1–5 or 1–10)
• Multiple-choice questions
• Likert scale questions (strongly agree to strongly disagree)
• Open-ended questions for detailed feedback

This balance gives you numbers to track over time plus insights to explain those numbers.

Step-by-Step: Building a Hubspot-Style Event Survey

Use the following step-by-step process to design your survey from start to finish.

Step 1: Start with Overall Event Satisfaction

Begin with one broad question that quickly captures the attendee’s general impression.

Examples:

• “Overall, how satisfied were you with this event?” (1–5 rating scale)
• “How likely are you to recommend this event to a colleague or friend?” (Net Promoter Score style, 0–10)

Place this near the top while the experience is still fresh and easy to recall.

Step 2: Evaluate Event Content and Sessions

Next, follow the structure recommended in the HubSpot source page by asking targeted questions about content quality and relevance.

Sample questions include:

• “How useful was the event content to your role or business?”
• “Which session did you find most valuable, and why?”
• “Were the topics covered at the right depth for your expertise level?”

Mix ratings with short open text boxes so attendees can elaborate as needed.

Step 3: Assess Speakers and Presenters

Speakers play a major role in attendee satisfaction. Ask a small group of questions to evaluate their impact.

Consider questions like:

• “How would you rate the overall quality of the speakers?”
• “Did the presenters keep you engaged throughout their sessions?”
• “Which speaker stood out the most, and why?”

Use these responses to decide who to invite back and what improvements to make in future presentations.

Step 4: Review Logistics and Event Experience

The Hubspot-style approach also reviews the attendee journey from registration to follow-up.

Include questions that cover:

• Registration process simplicity
• Communication and reminders before the event
• Venue or virtual platform experience
• Timing and pacing of sessions

Examples:

• “How easy was the registration process?”
• “How satisfied were you with the event’s timing and schedule?”
• “If the event was virtual, how would you rate the technical experience?”

Step 5: Ask About Future Interests

To inform your content calendar and next events, add a short section on what attendees want next.

Helpful questions include:

• “Which topics would you like us to cover in future events?”
• “What type of event format do you prefer (in-person, virtual, hybrid)?”
• “How frequently would you like us to host similar events?”

This information feeds directly into your ongoing event and content strategy.

Step 6: Capture Testimonials and Quotes

The original HubSpot article suggests using surveys to collect social proof. A simple open-ended prompt can generate strong testimonial material.

Try prompts such as:

• “What was the biggest benefit you gained from this event?”
• “In one sentence, how would you describe this event to a colleague?”

Remember to add a consent checkbox if you plan to publish quotes.

Step 7: Close with Optional Demographic Questions

Place demographic or firmographic questions at the end so they do not block people from sharing their core feedback.

Examples:

• “What is your role or job title?”
• “Which industry best describes your organization?”
• “Company size” (with clear ranges)

Mark these questions as optional to prevent drop-off.

Hubspot-Style Best Practices to Boost Response Rates

Good questions are only useful if people answer them. Apply these best practices to increase completion rates.

Send Your Survey at the Right Time

The source article recommends sending your survey soon after the event ends, ideally within 24 hours.

Effective timing ideas include:

• Automate the survey email to send immediately after the final session
• Follow up once with a friendly reminder for non-responders
• Close the survey within a set time window to keep results relevant

Write a Clear, Value-Focused Invitation

A concise message can dramatically impact participation. Use a tone similar to Hubspot communication: direct, friendly, and value-oriented.

Key elements of your invitation:

• Thank attendees for joining the event
• Explain how their feedback will be used
• Set expectations for survey length (e.g., “takes 3 minutes”)
• Include a clear call to action to complete the survey

Offer an Incentive When Appropriate

In some cases, a small incentive can encourage more responses without biasing answers.

Possible incentives:

• Early access to event recordings
• Discount on a future event
• Entry into a small prize draw

Be transparent about any incentives and keep them aligned with your audience.

Analyzing and Acting on Survey Results

Collecting survey data is only the first step. The Hubspot-style approach emphasizes turning feedback into action.

Group Feedback by Theme

Review open-ended answers and group them into themes such as:

• Content ideas
• Logistics issues
• Speaker strengths
• Technology problems

This makes it easy to see patterns and prioritize improvements.

Track Key Metrics Over Time

Monitor a small set of core metrics across all events, such as:

• Overall satisfaction rating
• Likelihood to recommend (NPS)
• Content relevancy rating

Consistent tracking helps you demonstrate progress to stakeholders.

Close the Feedback Loop with Attendees

Whenever possible, share a brief follow-up with attendees explaining what you learned and what you will change.

This builds trust and encourages higher participation in future surveys.

Integrating This Approach into Your Tech Stack

To operationalize this survey strategy, connect it with your existing CRM, marketing tools, or automation platforms.

For guidance on broader digital strategy and implementation, you can review resources from agencies such as Consultevo, which cover marketing technology and optimization best practices.

By following these Hubspot-inspired principles and question structures, you will design concise, focused post-event surveys that deliver actionable data, better attendee experiences, and stronger results from every event you host.