Some 47% of B2B marketers plan to increase their use of original research and data-driven thought leadership content in 2026, according to recent research from TopRank Marketing and Ascend2.
The report was based on data from a survey of 797 senior-level marketing leaders who work for B2B companies in the United Kingdom or the United States.
Respondents say the sources that most influence which topics they cover in their research-based thought leadership content are customer feedback (53% cite), CRM data (44%), and marketing trend analysis (44%).
Respondents say their thought leadership content could be made more impactful by having more video content (48% cite), live/virtual events (48%), and interactive experiences (48%).
B2B marketers that report high ROI from their strategies are more likely to use thought leadership across all funnel stages compared with marketers who report low ROI from their efforts.
About the research: The report was based on data from a survey of 797 senior-level marketing leaders who work for B2B companies in the United Kingdom or the United States.
