How to Use Research for B2B Thought Leadership
- Henry McIntosh
- Jul 17
- 15 min read
Updated: Jul 19
In B2B, being seen as an authority builds trust and drives sales. Research-backed content is your ticket to achieving this. Here's why:
- 88% of decision-makers say thought leadership shapes their view of a company.
- 55% of buyers consider research reports essential when making decisions.
- Companies using original research are 3x more likely to see high growth.
This guide covers how to create impactful research, from picking the right topics to presenting findings in formats that resonate. You'll also learn how to measure success and repurpose insights for maximum reach.
Quick takeaways:
- Solve your audience's challenges with targeted research.
- Use quantitative and qualitative methods for deeper insights.
- Share findings in formats like videos, reports, and webinars.
- Repurpose content to extend its lifespan and influence.
Research isn’t just data - it’s a tool for building trust, attracting leads, and becoming a go-to name in your field. Let’s dive into how to do it right.
How to Leverage B2B Research for Impactful Thought Leadership
How to Choose Research Topics That Matter
Picking the right research topic means addressing the real struggles your audience faces. The best B2B research isn’t just about showing off expertise - it’s about solving the problems your audience wrestles with every day. To do this effectively, you need to balance their needs with your industry know-how.
Understanding Your Audience's Needs and Challenges
At the heart of impactful research is a deep understanding of your audience’s challenges. Why does this matter? 36% of B2B companies found that addressing buyer challenges in their messaging led to better results in qualified lead generation. That’s why identifying pain points should always be your first step.
Nancy Newman-Oller, Head of Account Management at Cognism, puts it simply:
"Be curious and ask questions. Salespeople are in such a lucky position - we're always speaking to people we can learn from."
Engage with your clients and prospects, and take advantage of the insights your sales team gathers from daily conversations. Ask direct questions like, . The secret is active listening - really tune in to what they’re saying, and don’t hesitate to follow up with more questions to dig deeper.
Here’s why this approach pays off: Companies that use customer insights can improve marketing efficiency by 20%. To get there, you’ll need to understand the four main types of customer pain points:
- Financial: Budget constraints or cost concerns.
- Productivity: Time management or efficiency struggles.
- Process: Workflow bottlenecks or inefficiencies.
- Support: Gaps in service or assistance.
Building detailed buyer personas is a great way to map out motivations, goals, and challenges. You can use tools like surveys, interviews, and website analytics to gather data directly from your audience. Social listening tools can also help you catch real-time conversations and trends.
When addressing pain points, make sure your language is buyer-focused. For example, instead of saying, try, .
Once you’ve got a clear understanding of your audience’s challenges, the next step is to take a closer look at existing industry research.
Reviewing Existing Industry Research
Before diving into your own research, it’s essential to know what’s already out there. By reviewing current studies, you can spot gaps and opportunities where your insights can make a real impact.
Start by conducting a systematic review of the available literature. Look through databases, journals, books, reports, and other credible sources to uncover trends, patterns, and gaps in existing data or methods. Pay attention to the quality and reliability of these sources, and note any biases or inconsistencies.
Tools like SEMrush can help you analyse competitor content and identify gaps they’ve missed. Regularly monitor your competitors’ research, whitepapers, and thought leadership to stay ahead.
Industry reports, such as those from IBISWorld, can provide valuable insights into global trends and customer preferences. These reports help you understand the bigger picture and pinpoint areas where your unique perspective can stand out.
It’s also important to consider external factors like social, economic, and political changes that might influence your topic. For example, in 2020, Selfapy, a mental health app, adapted its offerings to meet new regulations under Germany’s Digital Healthcare Act. By doing so, they became one of the first to offer compliant digital health solutions, gaining a competitive edge.
Platforms like Google Trends can help you keep tabs on emerging topics, while social listening tools can reveal unmet market demands.
As you review existing research, ask yourself: These unanswered questions and gaps are where your research can shine.
Creating a Clear Research Theme
With a solid understanding of audience challenges and research gaps, it’s time to define your research theme. This theme should address customer pain points while showcasing your expertise.
Focus on aligning your research with your audience’s goals. Tarun Agarwal, VP of Growth at Mailmodo, explains his approach:
"When deciding on the subjects for our monthly webinars at Mailmodo, I usually assess them based on two criteria. Firstly, I consider whether the topic is currently popular, and secondly, I analyse how we can provide meaningful benefits to the audience. Is the topic effectively conveying actionable insights that participants can gain from the webinar?"
Your theme should blend current industry trends with timeless challenges. Sudhir Khatwani, Founder of The Money Mongers, advises:
"Test the waters. Maybe toss out a LinkedIn poll or see what's buzzing on platforms like BuzzSumo. Trends are cool, but don't forget the age-old issues that consistently get heads nodding. It's about blending the new with the tried and true!"
Consider where your audience is in their customer journey. Are they just becoming aware of their problems, or are they evaluating solutions? Tailor your research theme to match their stage and provide actionable value.
Make sure your theme fits into your broader marketing and sales strategy. It should align with your content pillars and address areas where potential buyers often hesitate in the sales funnel.
When prioritising research gaps, think about relevance, feasibility, and originality. Ask yourself:
Finally, craft a clear research question or hypothesis that directly addresses the gaps you’ve identified. This will guide your approach and ensure your research delivers meaningful insights that strengthen your position in the market.
How to Conduct Effective B2B Research
With your research theme in place, the next step is to execute your plan with clear goals and structured methodologies. The success of your research hinges on how well you balance thorough data collection with practical factors like time and budget constraints. A well-executed research process not only delivers valuable insights but also strengthens your credibility as a thought leader in B2B markets.
Start by defining your research goals and identifying your target audience. This step lays the groundwork for your entire process, influencing everything from the method you choose to how you interpret the results.
Quantitative vs Qualitative Research Methods
When it comes to research, you don’t have to choose between quantitative and qualitative methods - they can complement each other depending on your objectives.
Quantitative research focuses on gathering numerical data that can be systematically analysed. It’s ideal for identifying trends, testing hypotheses, and generating statistically significant results across larger populations.
Qualitative research, on the other hand, digs deeper into motivations and relationships through open-ended questions. This method is particularly useful for uncovering the emotional and rational factors that influence business decisions.
Here’s a quick comparison of these methods:
Quantitative research is great for capturing broad trends and benchmarks quickly, but it often lacks the human element. Qualitative research, though slower and more resource-intensive, provides the depth needed to understand behaviours, perceptions, and challenges. A balanced approach often works best: use qualitative methods to explore themes and identify patterns, then validate those findings with quantitative data.
Once you’ve chosen your method, the next critical step is ensuring your data is reliable and accurate.
Collecting Reliable Data
The quality of your data directly impacts the credibility of your research. Poor data can cost businesses up to 550 hours and £25,600 per sales rep annually, so it’s worth investing time and effort into getting it right.
Start by setting clear data quality objectives. Decide how accurate and complete your data needs to be for your research. Use a mix of validation techniques - like rule-based checks, constraint-based validations, and pattern matching - to catch errors early.
When sourcing data, stick to credible channels and ensure your sample is diverse. Verify your sources through credential checks and cross-referencing. If you’re conducting surveys, design your questions carefully to avoid influencing responses, and test your survey with a small group to identify potential biases.
Data validation should be a continuous process, not a one-off task. Regularly check and clean your data to maintain its quality. Automating parts of the process can reduce human error, but always include human oversight to provide context. Tools for data cleansing can help address inconsistencies, but thorough documentation of your methods, assumptions, and limitations is equally important. This not only ensures transparency but also aids in interpreting your findings accurately.
Given that 60% of marketers cite data quality as a top challenge, robust management practices are essential for delivering meaningful results.
Adding Context with Qualitative Insights
Numbers can show you what’s happening, but they don’t explain why. That’s where qualitative insights come in. By analysing your data using statistical tools, visualisation techniques, and trend analysis, you can transform raw information into actionable insights.
Qualitative research helps uncover the human stories behind the numbers. It reveals the circumstances, emotions, and decision-making processes that drive outcomes. Engage with stakeholders - such as decision-makers, influencers, and end-users - to gather diverse perspectives and add depth to your findings.
Before fully rolling out your research, pilot your approach with a small sample. This allows you to refine your methodology and address any potential issues. Throughout the process, document everything for future reference. The goal isn’t just to collect data but to create a narrative that highlights both the scale of the challenges and the human experiences behind them.
Stay flexible and open to market changes. Regularly monitor feedback and adjust your approach as needed to ensure your research remains relevant and insightful.
How to Present and Repurpose Research Findings
Once you’ve gathered reliable research data, the next challenge is turning those insights into content that grabs attention and sparks conversations. How you present your findings can determine whether your research gets noticed or overlooked.
Choosing the Right Content Formats
The way you share your research can significantly impact its reach and influence. Selecting the right format depends on your audience’s preferences and where they are in their decision-making process.
Video content is leading the way in B2B marketing. It’s the most-used content type, with 65% of B2B marketers planning to increase their video investments in 2025. This makes sense when you consider that nearly two-thirds of B2B tech buyers find short-form social videos helpful in their purchasing decisions.
That said, traditional formats like research reports still play an important role. While only 29% of marketers use them, these reports are the second-most effective asset, and 43% of B2B buyers consider them highly valuable. This gap signals an untapped opportunity for marketers to better leverage research reports.
Your choice of format should align with the buyer’s journey:
- Top-of-funnel awareness: Use short-form videos, infographics, blog posts, and influencer collaborations to make your research easy to digest and share.
- Mid-funnel consideration: Opt for in-depth formats like webinars, case studies, podcasts, and research reports. Webinars, in particular, are highly valued by 40% of B2B buyers.
- Bottom-funnel decision-making: Focus on interactive content such as product demos, testimonials, ROI calculators, and implementation checklists to help prospects see how your insights apply to them.
TopRank Marketing’s 2025 B2B Influencer Marketing Report highlights that social media content, presentations, recorded and live videos, and webinars are the most effective formats in influencer programmes. Collaborating with industry experts can amplify your research and add credibility.
When deciding on formats, consider creating content that highlights human voices and stories - elements that AI struggles to replicate. These personal touches can make your research stand out in a crowded digital space.
Repurposing for Extended Reach
Repurposing research is a smart way to maximise its impact. The goal isn’t to copy and paste findings across platforms but to adapt them for different audiences and contexts.
Katie Morley, former Global Head of Content at Contentsquare, used their annual benchmark report as a cornerstone for various content efforts, including webinars, social media campaigns, and industry-specific insights. This approach aligns with data showing that 42% of marketers find updating and repurposing content leads to successful campaigns, while 46% say it offers the best returns.
Here’s a simple three-step process for repurposing:
- Audit: Identify the most engaging findings and moments in your research.
- Adapt: Tailor your content for different platforms - turn reports into blog posts, LinkedIn snippets, or short videos.
- Execute: Use key stats to create infographics, social media polls, or case studies.
Shannon Howard, Director of Customer and Content Marketing at Intellum, demonstrated the power of collaboration by working with Forrester on a commissioned report. She reached out to industry influencers, who then promoted the report on LinkedIn.
Additional ideas for repurposing include:
- Updating old blog posts with new research.
- Breaking down webinar recordings into smaller blog posts.
- Creating LinkedIn carousels with report highlights.
- Using quotes and testimonials for social media.
- Grouping related findings into comprehensive guides.
By repurposing effectively, you can keep your research visible and relevant over time.
Building a Series for Consistent Visibility
A research series can establish lasting authority. The most influential thought leaders don’t just publish one-off studies - they create ongoing programmes that make them a trusted source of insights.
Think long-term. Decide what type of research you want to be known for and how you can use year-over-year data to build credibility in your industry. This might include annual surveys, quarterly reports, or monthly updates on key topics.
Camille Trent, Content Marketing Lead at Auror, highlighted the value of pairing research with expert discussions in formats like podcasts and blog posts. This strategy keeps audiences engaged between major releases.
Focus on trackable topics. Showing changes and trends over time can position you as a reliable source of industry intelligence. Consider expanding your research topics to strengthen relationships with stakeholders and broaden your reach.
To make your research series even more effective:
- Include a mix of content types, combining data-driven insights with personal stories.
- Use modular survey designs to create multiple narratives and serve different audience segments.
- Share findings in accessible, shareable ways, such as exclusive data releases to specific outlets.
For added appeal, include a few surprising or attention-grabbing questions - these “shiny penny” findings can generate buzz and attract a wider audience.
Consistency is key. Maintain a unified voice and message across all formats to reinforce your brand identity. This helps turn occasional readers into loyal followers of your research programme.
How to Measure the Impact of Research-Driven Content
Creating research-driven content is only half the battle. To truly understand its value, you need to measure its impact strategically. This ensures your research not only enhances your reputation but also delivers measurable business results. Without a clear measurement framework, it’s tough to prove ROI or refine future campaigns.
Looking Beyond Basic Metrics
Relying solely on metrics like page views or social shares doesn’t give you the full picture. The most insightful metrics are those that tie directly to business outcomes and show how your content influences decision-makers.
Take pipeline and revenue metrics, for example. These provide a tangible way to measure success. A case in point: TechNexus Venture Collaborative reported a 100% increase in inbound leads and a 50% rise in scheduled meetings thanks to their thought leadership efforts. To get a comprehensive view, focus on three key areas: establishing expertise, sparking genuine interest, and driving revenue.
Companies like McKinsey & Company, Salesforce, and HubSpot use a mix of indicators - such as website traffic, email subscription growth, client inquiries, social media engagement, and SEO performance - to evaluate the success of their thought leadership campaigns.
Lead quality is another critical factor. By tracking metrics like lead source attribution, conversion rates, customer lifetime value, and the ratio of marketing qualified leads to sales qualified leads, you can assess whether your research is attracting the right audience and influencing their decisions.
Don’t overlook brand perception metrics either. These include brand mentions, thought leadership awards, surveys, and influence scores within your industry. They’re essential for gauging long-term success.
"It's easy for C-level executives to assume that they're thought leaders. But is that really the perception of the people they want to reach?" – James Meyers, SVP and managing director of content marketing at MX
To further establish credibility, track authority metrics like branded search volume, domain authority, keyword leadership, content quality, and social engagement. Comparing these metrics to industry standards will help you contextualise your performance.
Benchmarking Against Industry Standards
Internal metrics are useful, but they only tell part of the story. To fully understand your position in the market, you need to compare your results with industry benchmarks and competitor performance. This approach uncovers areas where you excel and highlights opportunities for improvement.
Start by defining your objectives, whether it’s increasing sales, improving customer retention, or establishing thought leadership. Your goals will determine which metrics matter most. Then, integrate internal data with external benchmarks from trusted sources like industry associations or government reports. Competitive benchmarking allows you to measure your performance against others in your field, while also encouraging you to consider strategies from outside your sector.
"Benchmarking improves performance by identifying and applying best-demonstrated practices to operations and sales." – Bain & Company
Other considerations include workforce analytics to gauge staffing efficiency, monitoring customer satisfaction and renewal rates, and aligning marketing costs with industry norms. These insights can help you fine-tune your strategy and stay competitive.
Adapting for Long-Term Results
Collecting data is just the beginning - it’s what you do with it that counts. Use the insights from your measurement framework to refine your strategy and maximise the long-term impact of your content. Regularly update your approach to reflect market trends, audience feedback, and shifting industry landscapes.
Consistently tracking progress helps you stay agile. Incorporating fresh benchmarks and customer insights ensures your strategy remains relevant. As Subash Natarajan, Field CTO, puts it:
"What really counts is what happens next. Are people still talking about your content weeks or months later? That's a sign you've struck a chord."
Experimentation is key. Running A/B tests on different content formats and styles can reveal what resonates most with your audience. Sharing performance reports regularly also keeps your team aligned and shows how their efforts contribute to broader goals.
The payoff is clear: businesses that prioritise thought leadership measurement are 2.4 times more likely to command premium pricing, 3.8 times more likely to close more deals, and twice as likely to lead in market share. While no single metric can provide the full picture, a well-rounded approach ensures your research drives meaningful business growth and influence.
Building Authority Through Research
This section dives into how research can solidify your position as a trusted industry leader. By leveraging research-driven insights, you can reshape how prospects view your brand, all while achieving measurable results.
Key Points Summary
To build authority, it's essential to align your research topics with a well-thought-out strategy. This means finding real knowledge gaps and using a rigorous, transparent approach to data collection. Clear communication with participants is equally important - it builds trust and encourages engagement.
Make sure your findings resonate with different audience segments by tailoring insights to their specific needs. Share these insights through the channels they prefer, and extend your reach by collaborating with industry influencers through guest content or co-branded projects.
Don't forget to measure the impact. Monitor metrics like pipeline performance, lead quality, and shifts in brand perception. For example, 48% of companies chose to work with organisations after engaging with their thought leadership content. These steps tie seamlessly into earlier discussions, creating a roadmap for establishing lasting authority.
Final Thoughts
Research meets a critical demand in today's complex business world: decision-makers need trustworthy, actionable insights. Consistently delivering research-backed content not only reduces risks for clients but also positions your brand as a reliable partner. This is especially crucial when 81% of consumers say trust is a major factor in their buying decisions.
The benefits of research go far beyond one-off campaigns. Each study adds to a growing knowledge base, showcasing your deep understanding of the industry. Over time, this creates a competitive edge that others simply can't replicate.
FAQs
How can B2B companies effectively combine quantitative and qualitative research to gain deeper insights?
B2B companies can strike the right balance by using a mix of quantitative and qualitative research methods. This combination allows them to capture measurable trends and patterns while also diving deeper into the reasons behind those numbers for a richer, more detailed understanding.
To bring these methods together effectively, businesses can adopt strategies like triangulation, which involves cross-checking data from multiple sources, or structured frameworks that systematically merge findings. This approach ensures decisions are grounded in well-rounded insights, enabling the creation of thought leadership content that resonates with the complexities of their target markets.
How can I choose research topics that resonate with my audience and reflect current industry trends?
To choose research topics that resonate with your audience and keep pace with industry trends, begin by delving into market data and keeping an eye on new developments in your field. Directly connecting with your audience - whether through surveys, forums, or interviews - can reveal the challenges they face and the subjects that capture their interest.
Prioritise topics that tackle urgent industry concerns or offer fresh perspectives. This approach not only keeps your research timely and useful but also helps establish your brand as a leader in the industry.
How can businesses evaluate the long-term impact of research-based content on their brand reputation and sales growth?
To gauge how research-driven content influences audiences over time, businesses can turn to tools like brand tracking surveys. These surveys help monitor shifts in how people perceive your brand. Alongside this, social media sentiment analysis offers valuable insights into public opinion, while brand equity assessments reveal the broader impact on your brand's value. For a more direct connection to results, marketing mix modelling links content efforts to tangible sales growth. By regularly reviewing these metrics, businesses can ensure their strategies stay aligned with both their goals and audience expectations.
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