Allego’s 2025 Research Report Generated 40% of Its Q3 MQLs and Earned National Media Coverage
Allego already believed that original research built more authority than any amount of self-published opinion. Working with TrendCandy year after year, that belief turned into results: its 2025 AI and Revenue Enablement Report generated 40% of Allego’s marketing qualified leads in Q3 2025, alongside coverage from AP News, Yahoo Finance, and citation inside Google’s AI Overviews.
At a Glance
- Business Type
- Revenue enablement platform
- Industry
- Sales and revenue enablement, B2B SaaS
- Challenge
- Publishing opinions and thought leadership alone wasn’t enough to establish Allego as an authority in the AI and revenue enablement space
- Root Cause
- Content built only on internal perspective carries less credibility than research validated by an independent third party, and Allego’s internal team didn’t have the resources to run a large-scale industry survey and full analysis on its own
- Service Provided
- Custom B2B survey design, ICP-matched audience recruitment, independent data analysis, flagship research report and infographic
- Method
- TrendCandy works with Allego each year to shape new survey question sets, recruits respondents matching Allego’s ideal customer profile, and delivers full analysis including custom breakdowns by industry and persona
- Outcome
- A recurring research program whose 2025 AI and Revenue Enablement Report generated 40% of Allego’s marketing qualified leads in Q3 2025, earned coverage from AP News and Yahoo Finance, and secured citation inside Google’s AI Overviews
Want research that becomes one of your best performing pieces of content, every single year? Talk to TrendCandy about your own recurring research program.
Why This Was Happening: What Growing SaaS Companies Were Experiencing
- Allego believed that sharing its own opinions and expertise had limited impact unless it was backed by independent research, the kind of credibility competitors already borrowed by citing Gartner or Forrester
- Publishing original research meant Allego could establish itself as the authority on a topic instead of only referencing other organizations’ data
- Running a large-scale industry survey with a properly matched respondent pool and full statistical analysis wasn’t something the internal team could take on alone
- As buyers increasingly research solutions through AI search engines rather than traditional search, Allego wanted content built with the kind of authority and credibility those tools prioritize
“A company can share their own beliefs, but it doesn’t have that much impact unless it has research to back those up.”
What Allego’s Research Identified
Each year, Allego works with TrendCandy to shape a new set of survey questions from scratch, refining both the questions and the response options through several rounds before the survey goes out. TrendCandy’s respondent pool is built to match Allego’s ideal customer profile exactly, sales enablement and sales leaders, marketing leaders, customer success, and revenue leaders, so responses come from the same audience Allego is trying to reach with the finished report.
TrendCandy focused on three key areas throughout the partnership:
- Working closely with Allego to refine the survey questions and response options across several rounds, shaping the survey entirely around what Allego wanted to learn
- Recruiting respondents who matched Allego’s ideal customer profile precisely, delivering quality responses well inside the timeline Allego expected
- Providing full analysis of the data, including custom breakdowns by industry and persona, to enable a deeper understanding of the results
Once each survey closes, Allego extends it to its own customers and prospects, too, giving them the chance to be part of the research rather than only reading about it afterward. TrendCandy’s team then turns the finished data into a report and a branded infographic built to Allego’s colors and specifications, ready to move straight into campaigns, webinars, and sales conversations.
“These assets are great top and middle of funnel lures, as we call them, to generate interest and engagement. They help us cut through the noise from other competitors.”
The Result: A Lead Generation and Media Engine That Compounds Every Year
| Metric / Outcome | Impact |
|---|---|
| Lead Generation | The 2025 AI and Revenue Enablement Report generated 40% of Allego’s marketing qualified leads in Q3 2025 |
| Press Coverage | A single press release for the report generated 21,700 views and 650 click-throughs, downloads, and shares, plus coverage from AP News, Yahoo Finance, and multiple US TV stations |
| AI Search Visibility | A test search for AI in sales enablement research surfaced Allego inside a Google AI Overview citing a blog post that referenced the report, an early signal that the report’s authority and data-driven content are exactly what AI search tools look to cite |
| Internal Usage | The report has become one of the highest used pieces of content across Allego’s sales, customer success, and enablement teams |
| Content Longevity | Findings are reused across blog posts, webinars, byline articles, an internal LinkedIn newsletter, and other ebooks well beyond the report’s initial publication |
| Customer Inclusion | Allego extends the survey to its own customers and prospects after each initial close, giving them a stake in results they later see published |
“Our press release in 2025 for the AI and Revenue Enablement Report received 21,700 views and then 650 click-throughs, downloads and shares... in Q3 of 2025 for example, that year’s AI and Revenue Enablement Report generated 40% of our MQL generation.”
Before and After
| Before | After |
|---|---|
| Thought leadership built mainly on internal opinion and authority borrowed from citing external research | A recurring, in-house research program establishing Allego as its own category authority |
| Manual attempts at data analysis that were overwhelming without a dedicated analyst | Full third-party analysis, including custom breakdowns by industry and persona, delivered on request |
| Content built for search engines alone | Content optimized for both search engines and AI citations and search results |
What This Means for B2B Companies Competing for Category Authority
For B2B companies competing for authority in a crowded category, opinion alone rarely moves the needle. Independent research gives a brand something to point to that goes beyond stating its own expertise, and as buyers increasingly research solutions through generative AI before ever visiting a website, that third-party credibility carries even more weight.
“Buyers do a lot of their homework before they even come to a website or want to talk to a sales rep.”
Ready to build research your buyers find through search, through AI, and through your own sales team?
How TrendCandy’s Method Works
| Step | What Happens |
|---|---|
| Survey strategy | TrendCandy works with your team each year to shape and refine new survey questions, without pushing you toward a predetermined direction |
| Audience recruitment | TrendCandy recruits respondents that match your ideal customer profile exactly, delivering quality responses fast, then makes it easy to extend the survey to your own customers |
| Independent analysis | Data is analyzed and broken down by industry, persona, or any other cut your team needs, so raw data never lands on your desk unexplained |
| Content activation | Findings are shaped into a report, a branded infographic, and press-ready statistics your team can push across campaigns, sales conversations, and PR for years to come |
Frequently Asked Questions
What is custom survey research and why does it carry more authority than a company’s own opinions?
Content built only on internal perspective can carry less weight than research validated by an independent third party. A custom survey gathers original data from a target audience, then has that data analyzed and published, giving a company something concrete to point to instead of only stating its own expertise.
How does custom research help a company show up in AI search results?
AI search tools look for authoritative, human-centric content backed by concrete data points, and original research is well suited to being surfaced and cited that way. As more buyers discover solutions through generative AI before ever visiting a company’s website, that kind of citation-ready credibility becomes more valuable.
Can a company include its own customers in the survey?
Yes. Many companies choose to run the survey with an independently recruited audience first, then extend it to their own customers and prospects, giving them the chance to be included in results they will later see published.
Do I need my own data analyst to make sense of the survey results?
No. Raw survey data can be overwhelming without dedicated analysis, so a good research partner should provide full analysis alongside the data itself, along with custom breakdowns by industry, persona, or any other segment that matters to your team.
What add-ons are available beyond the survey and report itself?
TrendCandy builds out additional content resources from the same research, including branded infographics, blog articles, and ebooks that pull the data into new formats, so one project fuels content across multiple channels rather than a single report.
How is original research typically distributed after it’s published?
Findings are usually pushed across email, paid and organic social, press releases, blog posts, webinars, and byline articles, then shared internally with sales and customer success teams so they can use the data directly with buyers and customers. For many companies, a single research project ends up fueling a content strategy for twelve months or more, well beyond the report’s initial launch.
Which industries does TrendCandy work with?
TrendCandy designs custom research across a range of B2B categories, including technology, cybersecurity, and other specialized industries that rely on original data to strengthen their marketing and messaging.