June 12, 2025//Content research//Scott Leff

Surveys are expensive. Research-based content is hit-or-miss. It doesn’t have to be that way.

For decades, surveys have been a fixture of B2B companies’ thought leadership and content marketing. Survey data and insights can be the source material for a range of thought leadership, from annual flagship reports to pulse surveys and longitudinal studies, to name just some of the potential content.

Companies turn to surveys in large part because administering or investing in one, and analyzing the results, yields proprietary information that strengthens their position with clients, the media, and the business world at large. Or at least it should.

But are companies getting as much out of their investment in survey research as they could? In our experience, when done well, the content developed from the findings of a survey is a powerful differentiator. But survey research can be expensive and time-consuming. And for companies that may not have an established research arm, process, or a team skilled in conducting surveys, attempting to compete can be a challenge. Approaching things a little differently, though, can help them reap far more rewards.

Retooling the traditional approach to surveys

Although surveys can check a lot of boxes, they also typically require a lot of energy, resources, and expertise. For example, to develop an insightful survey, companies need subject matter experts to shape its focus as well as the knowledge to structure questions in a way that yields proper insights.

And that’s before companies identify and work with an external vendor to field the survey. Gaining access to the right kinds of respondents can be expensive—as much as six figures if you’re aiming to hear from hundreds of C-suite respondents. Crunching the data to extract the most notable findings also isn’t for the faint of heart.

Translating the data into a compelling narrative is critical but comes with its own challenges. To truly bring value, companies need to go beyond a readout of survey data to provide the “So what?” Think of it this way: If your company is a concert hall, the survey is the searchlight and marquee that draw people’s attention and get them in the door. Once they’re inside, you need to give them a reason to stay (and hopefully come back). Those are actionable recommendations that showcase your company’s acumen on a given topic. And that requires the engagement of senior leaders and subject matter experts.

Once companies have a piece worthy of publication, they need to ensure it actually reaches their target audiences. As we’ve noted before, many companies fall short on this step: Simply posting a report to your website won’t get the job done. An effective, extended campaign is the way to go but requires action on several fronts:

  • Up-front planning and an articulation of objectives and audiences, along with metrics to gauge progress and success
  • Creation of content tailored to these audiences and their preferred channels, developed in a more campaign-oriented fashion—helping connect dots and provide more interesting ways into the insights
  • Activation of internal ambassadors to maximize reach

Such efforts are crucial to extending the shelf life of survey-based content and improving the odds of cutting through clutter.

Maximizing ROI from surveys

It takes a lot of coordination and effort to get the most out of investments in surveys. Companies that fall short in any of the areas mentioned above can severely erode their ROI.

To find where companies are excelling and also struggling, we undertook a joint research project with TrueDot, an online survey platform, and J&L Communications, a marketing and communications consultancy. We fielded a survey of marketing and comms professionals and drew on our firsthand experience in working with clients to compile a list of best practices and recommendations.

One of our initial findings is that respondents are doing a lot of surveys, with half doing six or more in a year. When asked if they’re satisfied with the ROI on their surveys, though, half of respondents said, “Not sure.” For the amount of time and money they’re investing, we are aiming to help them get to “Yes.”

At our upcoming live virtual event on June 17, we will share this knowledge in a discussion with our survey coauthors.

Our goal is to help companies increase the ROI on their survey investments by making the process more efficient, increasing the quality of the initial output, and extending the duration and reach of the resulting integrated content campaigns. We hope you can join us.

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Senior adviser

Allan elevates thought leadership with a veteran editor’s perspective on distinctive content and a journalist’s eye for trends in world events. He began his career as a writer and editor covering business, economics, and the environment for the Tallahassee Democrat, the Miami Herald, The New York Times, and The International Herald Tribune in Paris. Allan went on to work at McKinsey & Company for more than 20 years in Europe, Asia, and North America, where he specialized in emerging markets and shaped global thought leadership as editor in chief and editorial board member of the McKinsey Quarterly. At LEFF, Allan works with colleagues and clients to launch new projects, and he uses his expertise to support the professional development of LEFF’s team of editors.

 

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Katie is passionate about the power of storytelling to motivate audiences to action, particularly concerning environmental and public sector issues, which have been the throughline of her multifaceted career. She has managed a water project for the World Bank, been one of the United Kingdom’s climate security negotiators at NATO, helped design green strategies for several governments as a McKinsey & Company consultant, and taught courses on writing for public policy at the Harvard Kennedy School. Based in Brussels, Katie leads the LEFF Sustainability Group and is LEFF’’s resident expert on the fast-evolving world of sustainability and ESG regulations (including the Corporate Sustainability Reporting Directive). She is happiest when working with clients—and the rest of the LEFF team—–on anything from videos and infographics to marquee reports.

 

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Chad has brought brand narratives to life for more than 15 years by developing powerful stories, inspiring stakeholders with unique marketing campaigns, and building communities of enthusiastic audiences. Chad honed his approach to content as a sales and marketing executive for Disney and ESPN Media Networks, where he used storytelling to increase revenue for mobile and linear-channel products. Since then, he has held several senior marketing roles across healthcare, education, and technology companies. Most recently, Chad was the vice president of corporate marketing at Telarus, where he developed comprehensive branding initiatives across multiple technology disciplines, including cloud, cybersecurity, and AI. Chad joined LEFF in 2024, and he’s excited to launch innovative marketing strategies that drive growth and deliver transformative results.

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Mary is a data visualization expert with a rare combination of talents. Trained as a fine artist, she also enjoys writing, advanced math, and learning new skills; she taught herself coding and UX, and she’s continued to build valuable proficiencies that keep her on the cutting edge of content. Prior to joining LEFF, Mary worked at McKinsey & Company, developing the precise, engaging charts that have become a hallmark of the firm’s widely read publications. Today, she collaborates with LEFF editors and clients to distill even the most complex ideas into compelling, intuitive data visualizations. By asking the right questions and determining the best formats, she ensures data visuals amplify key insights.

Senior adviser

Peter is an expert at developing clear, compelling stories about complex subjects—a skill that’s served him well as an award-winning journalist, editor, and book author. A former reporter for The Wall Street Journal and writer for Fortune magazine, Peter also spent seven years at the McKinsey Global Institute, where he stayed at the forefront of major trends in business and technology as a senior editor and editorial director. Peter has also written five nonfiction books, including a bestseller in France, where he currently resides. He brings his unique perspective as a collaborative, tactical thought partner to his work at LEFF by uniting stakeholders, upholding a high standard of quality, and ensuring content is well-structured and aligned with client needs.

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Christa was always drawn to art and design, and over time, she also discovered a passion for progress: She’s motivated by meeting goals, building teams, and refining the many small steps between concept and content. Christa built the foundation of her design career at an advertising agency before moving on to the marketing department of a healthcare university, where she oversaw print and digital projects as a graphic designer, senior creative and brand specialist, and creative services manager. Today, Christa is excited to explore the possibilities of LEFF’s ever-growing content offerings, lead a group of creative designers, and use her experience and strategic design thinking to deliver outstanding results for clients. 

 

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Joe has more than 20 years of experience at the intersection of marketing and operations, having honed his skills working with global brands such as The Home Depot, Kraft, McDonald’s, and Pepsico. Joe’s passion for this work was ignited when he had the opportunity to open and lead a Canadian office for a marketing agency. His understanding of the relationship between effective operations and exceptional service led to superior client outcomes and the location quadrupling in size over five years. At LEFF, Joe is dedicated to strengthening this relationship, ensuring that the company’s clients receive not just outstanding content but also an unparalleled experience. He sees LEFF’s employees as the key to that experience and is committed to ensuring the team has the tools, processes, and resources needed to do their best work.

VP, content marketing

Karianne has a unique history of engaging audiences and telling stories. After studying music, she found new ways to express herself in the world of branding. Her more than 20 years in marketing and strategy are a testament to her ability to bridge business and creative mindsets, and she has developed content to communicate the ethos of global brands such as GE, State Farm, Motorola, and Procter & Gamble. Prior to joining LEFF in 2024, Karianne was vice president of digital at Weber Shandwick, led workshops at General Assembly, founded her own business, became a certified well-being expert, and released an album. As the lead of LEFF’s content marketing team, she looks forward to helping clients discover new opportunities to make an impact with lively, thoughtful content.

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Luke has crafted a writing life by pursuing—and creating—fresh opportunities. As a newspaper journalist in his native Australia and then as a foreign correspondent, freelance writer, editor, and management consultant, Luke developed the keen editorial eye and strategic perspective that has led him to the forefront of thought leadership and B2B publishing. Luke has helped leading organizations share transformative insights through print media and emerging digital platforms. Before joining LEFF, he was an executive editor at McKinsey & Company, managing director of Deloitte Insights, and global editor in chief for EY. Always driven to match the medium to the message, Luke collaborates with LEFF’s content marketing, editorial, and design departments to showcase clients’ most important ideas.

Partner

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Scott started LEFF in 2010 with the drive to make something new, and he’s committed to leading a creative team that says “yes” to a challenge. Scott’s early experiences playing music and managing a band gave him a chance to harness the power of promotion, cultivate strong professional relationships, and address problems with original solutions. As a managing editor of the McKinsey Quarterly and director of publications for Chicago 2016, the city’s Olympic bid organization, he continued to make bold decisions and explore ways to create distinct, powerful content. Now, Scott is helping clients achieve their goals with content that meets today’s complex business needs and strategies that position them for future success.