Report Connects Original Research to Higher B2B ROI
A new report connects original research to Higher B2B ROI, showcasing stronger audience trust and better content performance across marketing channels.
A recent survey of 797 B2B leaders reveals that 97% see thought leadership as crucial for success throughout the marketing funnel. Conducted by TopRank Marketing and Ascend2, the study emphasizes original research as a powerful tool for earning buyer trust outperforming AI-generated content in that respect.
Thought Leadership Builds Buyer Trust
The report describes thought leadership as an “Answer Engine,” shaping how buyers find information across SEO and Generative AI platforms such as ChatGPT and Perplexity.
The research compares high-ROI marketers to their lower-performing counterparts, highlighting key success factors.
Data-Backed Insights Outperform AI Content
Results show that 93% of teams using original, research-driven content experience higher engagement and lead generation. Nearly half (48%) label this approach “very effective.”
When compared to AI content, 35% rated original research significantly better at building trust, while 32% saw it as more impactful overall.
The study stresses the value of quality partnerships that bring credibility and insight not just broader reach into this “trust system.”
Effective Formats and Strategic Distribution
Marketers favor dynamic channels like video, live or virtual events, and interactive experiences to showcase thought leadership.
Topic choices rely predominantly on customer feedback, cited by 53% of respondents, followed by CRM data and market trend analyses at 44% each. Seasonal trends and industry events also play a role.
High-performing teams integrate SEO, advertising, expert collaborations, media, email, and social channels into a unified marketing strategy for maximum impact.
Overcoming Challenges in Channel Focus
One-third of marketers identify over-reliance on limited channels or tactics as a barrier to success. Additionally, 41% struggle to prove ROI, pointing to a gap in measurement capabilities.
Leading programs tackle this by employing full-funnel analytics that link brand awareness metrics directly to demand generation and revenue outcomes.
Implications for B2B Marketing Strategies
The findings raise important questions about two prevailing assumptions: trusting AI content for buyer confidence and using SEO solely for top-funnel awareness.
Original research remains more reliable in the context of longer B2B sales cycles. Successful campaigns connect SEO efforts to multi-channel outreach and pipeline growth.
Lack of integration between search performance and closed deals often explains inconsistent returns.
Strategic Recommendations for 2026
Looking ahead, B2B marketers should prioritize original research as their content cornerstone. Treat search engines and AI-driven answer platforms as complementary discovery tools.
Amplify research with credible experts and extend engagement via video, events, and interactive formats where most effective.
Final Thought
Focusing on these elements can boost both trust and measurable ROI in the evolving B2B marketing landscape.
