Research Drives B2B ROI

A new survey by TopRank Marketing and Ascend2 has found that nearly all B2B leaders see thought leadership as vital to their marketing success, with original research proving far more effective than AI-generated content in building trust and engagement.

The study, which gathered insights from 797 B2B marketing professionals, revealed that 97% of respondents view thought leadership as essential throughout the sales funnel. It highlights how today’s marketers are focusing on building what the authors call an “Answer Engine” — a blend of SEO and generative AI platforms like ChatGPT, Perplexity, and other AI-driven search tools that shape how buyers discover information.

One of the most striking findings is the impact of original, data-backed research on performance. About 93% of marketers using original research content said it effectively drives engagement and leads, while almost half rated it as “very effective.” Compared to AI-generated material, 35% said original research is significantly more trustworthy, and 32% noted it delivers greater overall impact.

The study also sheds light on how credibility plays a major role in boosting B2B ROI. Collaborations with trusted experts and credible partners enhance the reliability of research-based content. The emphasis, according to the report, should be on quality over quantity—building thoughtful partnerships that add insight and authenticity rather than simply expanding reach.

When it comes to format and distribution, marketers say video, virtual events, and interactive content are the most powerful ways to share thought leadership. These formats help audiences engage more deeply with insights and data, creating lasting brand connections.

Topic selection for thought leadership content also matters greatly. The report found that customer feedback (53%) is the top driver for topic choice, followed closely by CRM and customer data (44%) and market-trend analysis (44%). Seasonal campaigns and industry events also guide many teams’ planning cycles.

High-performing B2B teams tend to adopt integrated, multi-channel strategies, combining SEO, paid advertising, expert partnerships, social media, and email into a single cohesive programme. This allows them to maximise reach and ensure consistent messaging across different touchpoints.

Despite these successes, several challenges remain. Many marketers admitted to over-relying on a small number of channels or tactics, which limits performance and visibility. Around 41% said measuring ROI is one of their biggest struggles, with too few linking brand metrics to tangible outcomes such as demand generation or revenue growth.

In contrast, top-performing marketers track full-funnel results, connecting search performance, brand perception, and pipeline outcomes to demonstrate the real impact of their efforts. This approach helps them justify investment in research-led strategies and strengthen long-term trust with clients.

The report challenges two common assumptions in digital marketing: that AI-generated content can replace human-led insights, and that SEO is mainly a top-of-funnel tactic. In reality, original research content outperforms AI outputs because it carries authority and fosters credibility—two factors that are critical in the B2B sector’s longer sales cycles.

Furthermore, it shows that successful teams don’t treat SEO in isolation but as part of a multi-channel growth strategy tied to revenue goals. When analytics connect organic search visibility with closed deals, marketers can pinpoint exactly how their efforts contribute to ROI.

Looking towards 2026, the report encourages businesses to place original research at the heart of their content strategies. Brands are urged to align their insights with expert commentary and extend visibility through video, webinars, and live events. This combination is expected to enhance brand recognition and improve conversion rates.

Marketers are also advised to view search and AI discovery platforms as interconnected ecosystems, not competitors. As AI tools evolve, visibility on both search engines and generative answer engines will become critical to staying relevant in buyer journeys.

Ultimately, the findings reinforce one clear message: trust remains the currency of B2B marketing. Brands that invest in credible, well-researched content and strategic partnerships will not only build stronger relationships but also achieve higher ROI.

In a landscape increasingly dominated by automation and AI tools, original human insight continues to stand out as the most reliable and effective driver of success.