How to Design Powerful B2B Surveys That Influence C-Suite Decisions with Becky Lawlor

Could a survey based on original research be your missing piece in winning high-value B2B deals? This week, I sit down with Becky Lawlor, Founder of Redpoint Insights, to unpack the real power behind survey-based thought leadership. We go far beyond "just sending out a survey" and get into what actually makes original research influential in B2B buying decisions. Becky shares compelling data showing how research shapes high-value deals, especially at the C-suite level, and we explore why authority, trust, and emotional decision-making matter more than most teams realize. We then take a look at the mechanics of doing surveys right. Becky explains how to build a strong hypothesis, design surveys that produce headlines instead of boring statistics, and avoid the common traps that lead to unusable data. She takes us through choosing between email lists and panel providers, handling incentives without attracting fraud, and creative ways to make research affordable. Topics covered during this episode include: The definition of survey-based thought leadership and its strategic purpose. Why original research creates authority and differentiates brands. The emotional role that trust plays in complex B2B buying decisions. The statistical evidence that proves research influences vendor selection. The importance of starting your survey with a clear hypothesis. Why defining goals like PR or lead generation effectively shapes strategy. The danger of collecting data without a narrative thread. How poor survey design can lead to content that serves no purpose. The balance between statistical accuracy and headline-worthy questions. The challenges of using email lists for survey distribution. Why incentives for surveys dramatically improve response rates. The risks of fraud when promoting surveys publicly. The benefits of using vetted B2B panel providers. The value of maturity models and benchmarking frameworks. Realistic budget ranges, all the way from DIY to consultancy-led research. The surprising trust factor behind publishing research under your own brand. Practical first steps you can start today for launching your own research initiative. Listen now and start building research that actually drives decisions.   Becky Lawlor on LinkedIn: https://www.linkedin.com/in/beckylawlor