Introduction to Thought Leadership
Thought leadership is a crucial aspect of marketing, especially in the B2B sector. A recent survey conducted by TopRank Marketing and Ascend2 involving 797 B2B leaders revealed that 97% of respondents consider thought leadership essential for achieving success throughout the entire marketing funnel. This finding emphasizes the importance of establishing a strong thought leadership strategy to drive engagement, leads, and ultimately, sales.
What the Research Says
The survey discovered that original, data-driven content yields strong results. A whopping 93% of teams that use original research reported that it effectively drives engagement and leads, with 48% calling it "very effective." Moreover, when comparing formats, 35% of respondents rated original research as significantly more valuable than AI-generated content for building trust, while another 32% said it’s more impactful overall. This suggests that investing in original research can pay off in terms of building trust and driving results.
Formats and Distribution
When it comes to formats, marketers point to video, live or virtual events, and interactive experiences as the most effective vehicles for thought leadership. The selection of topics is primarily guided by customer signals, with direct customer feedback leading at 53%, followed by CRM/customer data and market-trend analysis at 44% each. High-performing teams run integrated multi-channel programs that weave SEO, advertising, experts and partners, media, email, and social into a cohesive plan. This integrated approach allows for a more comprehensive and effective thought leadership strategy.
Barriers to Success
Despite the importance of thought leadership, there are barriers to success. One persistent barrier is channel concentration, with about one-third of respondents citing over-reliance on a few channels or tactics as a top reason programs underperform. Measurement is also a key friction point, with 41% of respondents citing difficulty proving ROI as a cause of underperforming content. High-performing programs use full-funnel analytics linking brand metrics to demand and revenue, which helps to overcome this barrier.
Why This Matters
The survey data questions two common strategies: relying on AI-generated content to foster trust and viewing SEO solely as a top-of-funnel tactic. Original research tends to be more trusted, which aligns with longer B2B sales cycles. Successful programs link SEO to multi-channel activation and pipeline development. If analytics don’t connect search performance with closed-won deals, that disconnect likely accounts for inconsistent ROI. By understanding these findings, marketers can adjust their strategies to better achieve their goals.
Looking Ahead
For 2026, centering a plan on original research and treating search and GenAI answer platforms as connected discovery surfaces is crucial. Pairing research with credible experts and extending it through video, events, and interactive pieces can help to establish a strong thought leadership presence. By doing so, marketers can drive engagement, leads, and sales, ultimately achieving success throughout the entire marketing funnel.
Conclusion
In conclusion, thought leadership is a vital component of B2B marketing, and original research is a key driver of success. By understanding the importance of thought leadership, the effectiveness of original research, and the barriers to success, marketers can develop a comprehensive strategy that yields strong results. As the marketing landscape continues to evolve, it’s essential to stay focused on what works and adapt to new trends and technologies. By doing so, marketers can establish a strong thought leadership presence and drive success in the years to come.