Q01
Message
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B2B Thought Leadership Content Impact Survey
Measures whether your whitepapers, webinars, and executive content actually build credibility and move B2B buyers toward a purchase decision — not just clicks and downloads. An AI follow-up interview reconstructs what a respondent did after the last piece of content they engaged with, so you can see real influence instead of self-reported interest.
Sample questions
A preview of what’s in the template. Every question is editable before you launch.
12 questions · ~7 min
Q02
Multiple ChoiceRequired
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
Q03
Opinion ScaleRequired
How much has this content shaped your view of (Replace with company name) as a credible expert in (Replace with subject area)?
Scale: 1 – 7
Min:Not at allMax:A great deal
Q04
MatrixRequired
Thinking about the content you've engaged with, how much do you agree with each statement?
5 rows × 5 columns
- It teaches me something I didn't already know
- It feels credible and well-researched
- It's clearly different from what competitors publish
- It's relevant to the challenges I face in my role
- It's worth the time it takes to consume
Columns: Strongly disagree · Disagree · Neutral · Agree · Strongly agree
Q05
Multiple ChoiceRequired
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
Q06
Ranking
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.)
- (Replace with topic A)
- (Replace with topic B)
- (Replace with topic C)
- (Replace with topic D)
- (Replace with topic E)
Drag to rank
Q07
Opinion ScaleRequired
When you next have a business need in this area, how likely is this content to influence which vendor you consider first?
Scale: 0 – 10
Min:Not at all likelyMax:Extremely likely
Q08
AI Interview
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.
Q09
Multiple Choice
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
Q10
Multiple Choice
Which best describes your role?
- Individual contributor
- Manager
- Director or Senior Director
- VP or above
- C-level executive
- Prefer not to say
Q11
Multiple Choice
How many employees does your company have?
- 1-50
- 51-200
- 201-1,000
- 1,001-5,000
- 5,000+
- Prefer not to say
Q12
Message
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.
What’s included
AI follow-ups
Adaptive probes on open-ended answers that pull out detail a static form would miss.
Attention checks
Built-in safeguards against rushed answers and low-quality respondents.
AI-drafted copy
Wording, ordering, and branching written by the AI — tuned to your research goal.
Auto report
Themes, quotes, and a plain-English summary write themselves once responses come in.
How it compares
We reviewed the closest templates from other survey tools. Here’s what they do well — and where this template goes further.
Why this template
- Includes an AI follow-up interview that anchors on the single most recent piece of thought leadership content the respondent engaged with, reconstructing what they actually did next rather than relying on self-reported interest
- Combines quantitative measures (opinion scales on how much content shaped perception and purchase influence, a matrix of agreement statements, ranking of desired topics) with open-ended AI probing for richer context
- Segments responses by role and company size so B2B content impact can be analyzed by buyer persona, not just in aggregate
- Uses natural chat-style intro and closing messages to keep respondents engaged through both structured questions and the AI interview portion
SurveyMonkey
B2B Thought Leadership Survey TemplateThis is a directly comparable, fielding-ready template covering the same core topic of B2B thought leadership content effectiveness. It relies on standard static survey question types rather than any adaptive interviewing. It's a solid choice for teams that want quick self-reported feedback without deeper behavioral reconstruction.
What it does well
- Purpose-built specifically for B2B thought leadership content, not a generic repurposed template
- Backed by SurveyMonkey's large template library and established survey distribution tools
- Likely quick to deploy for teams already using SurveyMonkey for other research
Where it falls short
- Static question set with no adaptive AI follow-up to probe what a respondent actually did after engaging with content
- No voice AI interview or guided screen-share task option for deeper behavioral evidence
- No automated per-response quality scoring or transparent prompt methodology published on the page
Ready to launch?
Open this template in the editor. Every part is yours to change before the first respondent sees it.