为什么原创研究成为高绩效B2B思想领导力的引擎

Table ofContents Survey Methodology This research was conducted by Ascend2 in partnership with TopRank Marketing to betterunderstand the evolving role of original research, content marketing and influencercollaboration with thought leadership as a platform for B2B brands. Audience The survey was fielded to a panel of 797 senior-level marketing leaders from B2B companieslocated in the United States and the United Kingdom. Respondents represented a cross-sectionof industries. All participants were directly involved in marketing strategy, content, or demandgeneration within their organizations. Company primary industry Technology / Software(SaaS, cloud services, cybersecurity) Survey Design & Fielding The survey instrument was developed collaboratively by Ascend2 and TopRank Marketingto align with key research objectives and industry trends. Questions were designed to yieldactionable insights and to support insights around thought leadership for B2B brands. Data was collected via an online survey in July, 2025, distributed to a curated research panel. Data Processing & Analysis Responses were tabulated, validated, and segmented by Ascend2’s research team.Comparative analyses were conducted to identify differences between high-ROI vs. lower-ROImarketers, frequent vs. infrequent influencer collaborators, and other key segments. The AnswerEngine ofB2B ThoughtLeadership Competition for attention amongst B2B companies ismore intense than ever while AI is rewriting the rules ofhow content is discovered and trusted. Experience showsus that today’s buyers are hungry for trustworthy, usefulcontent that stands out at every step of their journey.For many marketers, these changes have createdchallenges, but also a new opportunity: to become thebest answer when it matters most. That’s why we partnered with Ascend2 on this research.We wanted to understand how leading B2B marketersare adapting their strategies to deliver thoughtleadership that goes beyond generating clicks to buildlasting trust and drive measurable business outcomes.The findings reveal sharp contrasts between topperformers and the rest of the field in how they useresearch, collaborate with influencers, and integratetheir strategies across the customer lifecycle. The data confirms what I think many of us already sense:authority-driven strategies are rising for AI discoverysystems as well as for people, and success depends oncombining credibility with creativity, distribution withdata. Top performers are pulling away by investing inoriginal insights, elevating trusted voices, and aligningtheir efforts to customer needs across multiple channels. Our goal with this report is simple: to give you a clear,evidence-based view of what works, what doesn’t,and what’s next. We hope it helps you navigate thecomplexity of today’s environment and guide you toa more confident path forward as you build your ownAnswer Engine for growth. Lee OddenCEO, TopRank Marketing Introduction Engines are built for motion. They take raw fuel, channel it through a system, and convert it intoforward momentum. In B2B marketing, an Answer Engine follows a similar path — channeling data, insight, andcreativity into engaging content experiences that build trust and the confidence to take action. In an overwhelming and noisy digital marketplace, buyers are searching for answers they cantrust. That need elevates thought leadership to a success strategy for companies that want tostrengthen their brand, grow demand, and drive revenue growth. At the same time, new technologies are reshaping the very fuel, channels, and momentumthat marketers use to drive that growth. AI is rewriting the rules of discovery. ROI pressure istightening budgets. Trust is harder to earn and easier to lose. B2B marketers in 2026 need engines that build trust, visibility, andresults — engines designed to perform with the speed of changein technology and buyer behaviors.Original research is one of themost reliable fuels, providing the credibility that AI tools, shiftingbudgets, and skeptical buyers alike demand. To understand what works and what doesn’t, we asked 797 B2B marketers across the US and UKhow they approach thought leadership today, and where they’re headed tomorrow. The datareveals what separates answer engines from noise machines — and underscores the role oforiginal research in keeping your marketing system running at peak performance. Key Findings Our research found overwhelming support for thought leadership built on original research andamplified through industry influencers as key drivers of business outcomes, alongside the risinginfluence of AI. 97% of B2B marketers say thought leadership is critical to full-funnel success,and yet only 43% extend it beyond acquisition to engage and retaincustomers post-sale. Research based thought leadership can serve as anengine that drives content across the entire customer lifecycle. 93% of B2B marketers using original research based conten