Original Research Drives Higher B2B ROI

A recent collaborative survey from TopRank Marketing and Ascend2, engaging 797 B2B marketing leaders, reveals that an overwhelming 97% view thought leadership as essential for success across the entire marketing funnel. The study introduces the concept of building an “Answer Engine,” a strategy focused on how modern buyers find information through both traditional SEO and emerging generative AI platforms like ChatGPT and Perplexity. The analysis further distinguishes the practices of high-ROI marketers from their lower-performing counterparts, offering clear insights into what drives superior results.

The data underscores the powerful impact of original, data-driven content. Among teams that utilize original research, a remarkable 93% report it effectively drives engagement and leads, with nearly half describing it as “very effective.” When comparing content types, 35% of respondents rated original research as significantly more valuable than AI-generated content for building trust, and an additional 32% found it more impactful overall. The research positions credible experts and partners as vital components of a “trust system” that validates content. The core lesson is a clear emphasis on quality over quantity, where partnerships are most effective when they contribute genuine credibility and insight, not just expanded audience reach.

In terms of formats and distribution, marketers identified video, live or virtual events, and interactive experiences as the most effective vehicles for thought leadership. The process for selecting topics is primarily driven by customer signals. Direct customer feedback leads the way at 53%, followed closely by CRM and customer data and market-trend analysis, both at 44%. Seasonal moments and major industry events also play a significant role in shaping content strategy. High-performing teams typically execute integrated, multi-channel programs that seamlessly combine SEO, advertising, expert partnerships, media relations, email marketing, and social media into a unified plan.

However, several barriers to success persist. A notable challenge is channel concentration, with approximately one-third of respondents citing an over-reliance on a few channels or tactics as a primary reason for underperformance. Measurement presents another significant friction point; 41% point to difficulty in proving ROI as a cause of underperforming content. In contrast, the most successful programs employ full-funnel analytics that directly connect brand awareness metrics to demand generation and, ultimately, revenue.

This survey data calls into question two widespread marketing strategies: depending on AI-generated content to build trust and treating SEO purely as a top-of-funnel activity. The findings indicate that original research is generally more trusted, a critical factor given the extended nature of B2B sales cycles. Furthermore, top-performing programs successfully link SEO efforts with multi-channel activation and pipeline development. If a company’s analytics fail to connect search performance to closed-won deals, this gap likely explains inconsistent return on investment.

Looking ahead to 2026, the recommendation is to build marketing plans around original research while treating both search engines and generative AI platforms as interconnected discovery surfaces. This research should be paired with credible industry experts and then extended through appropriate formats like video, events, and interactive content to maximize its reach and impact.

(Source: Search Engine Journal)