More than ever, B2B brands are challenged to stand out while buyers are hungry for credible content experiences they can trust. With AI disrupting all aspects of content and discovery, B2B marketers need to understand how to build the kinds of content experiences that build trust, instill mental availability and deliver value across the buyer experience.
To help close this gap between B2B buyers and brands, TopRank Marketing has partnered with Ascend2 to conduct research into the intersection of original research and thought leadership, content and influence. We surveyed nearly 800 B2B marketers to understand the best practices of top performers, worst practices, and trends.
Key Findings Include
- 97% of B2B marketers say thought leadership is critical to full-funnel success, and yet only 43% extend it beyond acquisition to engage and retain customers post-sale.
- 74% who frequently collaborate with influencers report their research-based content as very effective vs. just 29% of everyone else.
- 78% of B2B marketers surveyed say interactive and experiential content increases repeat engagement, but only 33% regularly build it into their campaigns.
- 32% of professionals now discover thought leadership through GenAI tools.
The report includes a 6 pillar framework for understanding how B2B brands can differentiate by architecting a data informed integrated marketing strategy for delivering multi-channel content experiences designed to drive brand, demand and revenue outcomes.
In support of the research findings and framework, we’ve also included insights from some of the most respected leaders in the thought leadership space including top marketing executives from ServiceNow, Dell Technologies, IBM, LinkedIn, Intuit Mailchimp, and TopRank Marketing.
Access the interactive edition of the report here. Answer Engine: The State of B2B Thought Leadership in 2026.
If you would like to download a PDF version of this report, complete the form on the left.
When you download the PDF of the report, you’ll also be able to receive the Best Answer Marketing Playbook that outlines how to implement the framework outlined in the research report.
