B2B Thought Leadership Content Impact Survey

Thanks for taking a few minutes to share your thoughts on the industry content and insights we publish. Your responses are completely confidential and anonymized. Your honest feedback helps us make it more useful to people like you. This should take about 5 minutes.

Which of the following types of content from (Replace with company name) have you engaged with in the last 6 months?

• Whitepapers or ebooks
• Webinars or virtual events
• LinkedIn posts or articles
• Podcast episodes
• Original research or benchmark reports
• Customer case studies
• Newsletter or email insights

How much has this content shaped your view of (Replace with company name) as a credible expert in (Replace with subject area)?

Thinking about the content you've engaged with, how much do you agree with each statement?

Which single content format delivers the most value to you personally?

• Whitepapers or ebooks
• Webinars or virtual events
• LinkedIn posts or articles
• Podcast episodes
• Original research or benchmark reports
• Customer case studies

Rank these topics by how much you'd like to see more content about them. (Template note: replace with the 5-7 topic areas most relevant to your industry.)

1. (Replace with topic A)
2. (Replace with topic B)
3. (Replace with topic C)
4. (Replace with topic D)
5. (Replace with topic E)

When you next have a business need in this area, how likely is this content to influence which vendor you consider first?

Anchor on the single most recent piece of thought leadership content the respondent engaged with. Reconstruct exactly what it was, why they opened it, and what they did immediately after (shared it, saved it, contacted someone, did nothing). If they rated future purchase influence low, probe what specifically is missing — depth, relevance, trust, format — that would need to change for the content to actually shape a buying decision.

After engaging with this content, did you do any of the following?

• Followed the company on social media
• Shared it with a colleague
• Downloaded or requested another piece of content
• Reached out to sales or requested a demo
• Mentioned the company in an internal conversation
• None of these

Which best describes your role?

• Individual contributor
• Manager
• Director or Senior Director
• VP or above
• C-level executive
• Prefer not to say

How many employees does your company have?

• 1-50
• 51-200
• 201-1,000
• 1,001-5,000
• 5,000+
• Prefer not to say

That's everything — thank you for the thoughtful feedback! We use responses like yours to decide which topics and formats are worth investing in next.