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Let’s talk about the conversation that stalls more good marketing ideas than any other. You come to the table with a good idea - maybe it’s a custom survey or an industry trend report that could make your brand the talk of the market. You’ve got some leadership buy-in. Everyone agrees: “Yes, we want to be seen as thought leaders." Then someone from the C-suite asks: “But what’s the ROI?” Cue the long pause. Maybe even the awkward throat clear. You want to talk about credibility, media exposure, and share of voice. But what you need to show is: Revenue. Fast. That’s where so many high-potential content strategies die. But at TrendCandy, this is exactly the problem we exist to solve. More details here: https://trendcandy.net/cap PS. Follow Justin Ethington on LinkedIn for weekly breakdowns on how B2B SaaS brands can create thought leadership content that earns attention, trust, and leads.

I helped Intercom create their #1 lead-gen campaign and 3x’d engagement for Zoom’s Workvivo. Here’s the exact process I use to run thought leadership surveys that get published, shared, and remembered - not just posted and forgotten: 1. I start by writing 30 “dream headlines” - the kind of insights that would be highly insightful and valuable to your buyers (before I write a single survey question). This ensures we ask survey questions that drive helpful insights. 2. I then reverse-engineer each headline into a neutral, survey question - designed to reveal truths, not engineered outcomes. 3. I use global, vetted panels to source high-quality respondents based on job title, industry, seniority - so your data reflects real buyers. 4. I personally validate every response - checking for bots, straight-liners, and junk responses to protect your credibility. That’s how I turn survey data into high-performing ebooks, media-worthy stats, and gated assets that generate MQLs for months. More details here: https://trendcandy.net/cap PS. Follow Justin Ethington on LinkedIn for weekly breakdowns on how B2B SaaS brands can create thought leadership content that earns attention, trust, and leads.

How Zoom’s Workvivo used survey-driven content to fuel sales, media coverage, and brand credibility. When frontline workers became a strategic priority, Workvivo needed more than assumptions. They needed clarity, proof, and perspective at scale. That’s why we helped them survey 7,500+ frontline workers across industries and regions. What they uncovered? A critical “frontline gap” in culture, recognition, and communication. 👉 In the first 30 days we: 🔸 Generated a huge number of microsite visitors. 🔸Secured coverage in Fast Company, Bruce Daisley’s Substack, and more. 🔸Produced custom regional and vertical reports for marketing and sales enablement. Davin O’Dwyer, Head of Content, Workvivo: “Justin was basically a teammate. He helped us zero in on the story, shape the headlines, and deliver insights that fuel campaigns - not just content.” More details here: https://trendcandy.net/cap PS. Follow Justin Ethington on LinkedIn for weekly breakdowns on how B2B SaaS brands can create thought leadership content that earns attention, trust, and leads.

One survey. 12 months of content. Limitless Content ROI If you're on a lean SaaS marketing team, you're probably living this right now: Not enough resources. - Too many content demands. - Not enough time to create anything that actually stands out. You’re not alone. We hear it in every call: “We’re a team of two trying to run an entire content engine.” “Leadership wants ROI but doesn’t believe in content.” “We’re stuck with opinion-based pieces that sound like everyone else.” “We know what we should be doing, we just don’t have the bandwidth.” The result? Content gets rushed or skipped. The sales don’t use the insights. Leadership questions the value. And worst of all? Your brand fades into the noise of a crowded market. Here’s the good news: You don’t need a bigger team. You need a smarter content strategy. One survey - executed effectively - can unlock: ✅ 20+ pieces of thought leadership ✅ Content your CEO wants to share ✅ Data sales trusts to open doors ✅ Credibility with buyers and media ✅ A content roadmap for the next 12 months ✅ ROI you can actually prove And unlike recycled thought leadership content, this is built on: – Methodologically sound research – Real decision-makers in your ICP – Insights tailored to your product and positioning – The kind of data media outlets want to cite We mapped some of content formats that can come from one survey in the infographic below 👇 If you’re under-resourced, under pressure, and still expected to make your brand stand out? Let’s build one campaign that does it all. It’s a strategy built for lean teams who need to punch above their weight. More details here: https://trendcandy.net/cap PS. Follow Justin Ethington on LinkedIn for weekly breakdowns on how B2B SaaS brands can create thought leadership content that earns attention, trust, and leads.

71% of B2B brands are invisible in AI search. We surveyed 512 B2B marketing leaders. 71% said their brand doesn't show up when buyers ask AI tools about their category. The winners aren't publishing more content, they're publishing original data AI can cite. See what's actually driving AI visibility right now.

Staring at a blank content calendar? One good survey can fuel a year of posts, PR, and pipeline. Book a free 30-minute Dream Headlines Session and we'll hand you 2-3 custom survey ideas for your brand - free, no commitment.