Q: Which startup trying to reinvent the online survey just got $2.3 million? A: GetFeedback

GetFeedback, a startup that is trying to reinvent the online survey, today announced a first financing round of $2.3 million from Salesforce Ventures.

“Whoa, is this the best software on the market?” co-founder Kraig Swensrud recalls thinking when he looked at survey software during his previous job as chief marketing officer at Salesforce. (Co-founder Sean Whiteley is a former Salesforce senior vice president and general manager.)

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Online surveys, Swensrud told VentureBeat, have been “a space that’s incredibly outdated — the user interface [of competitors] is outdated,” they aren’t targeted at mobile or social, and they’re not deeply integrated into the analytical, sales, and customer systems that companies employ.

All of which meant customer surveys needed, you know, some disruption. Started at the beginning of 2013 and launched at the end of it, GetFeedback is attempting to differentiate itself from SurveyMonkey, Zoho, and others in its user interface, mobile-first approach, enterprise-focus, and integration with the Salesforce platform.

GetFeedback is also focused exclusively on enterprises, Swensrud said. “No soccer moms or birthday party” surveys, he promised.

Designed specifically for a mobile experience, GetFeedback surveys also eschew such question formats as a traditional “grid.” For instance, no question looking for opinions on multiple qualities, like a hotel asking in one question for separate ratings of the quality of rooms, service, and food.

“That blows up on a phone,” he said. GetFeedback instead offers more picture-oriented questions, shorter surveys, and redesigned answers to work better with the common tapping gesture on small devices.

“It should be short and sweet and not a death march of fifty questions,” he said.

The new Series AA funding — the first for the bootstrapped company — will be used for “product development, sales and marketing, and global development,” Swensrud said. Including its free level, he reports that “over 20,000 companies are using our services,” and “thousands are paying.” Clients include Audi, ESPN, Facebook, Nike, and Red Bull.

The tool is built on the Salesforce 1 mobile-oriented platform, and the funding is from Salesforce Ventures, that company’s investment arm that supports ventures utilizing its platform and sharing its aims for mobile enterprise.

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