Primary research
Fuel for content that connects

It’s no secret that B2B marketers face a constant challenge: how to truly connect with their audiences. And where today’s B2B buyers are inundated with information, creating content that differentiates your brand, while still resonating with audiences, has never been more critical.  

Why? Because B2B buyers are, at their core, just like B2C buyers – human and emotional. Research shows that 95% of human decision-making is driven by emotion and instinct, rather than pure logic¹. As humans, we are naturally drawn to what feels safe and familiar, so it’s no surprise that most B2B buyers tend to favour better-known brands, even when those brands have inferior products or higher prices². Familiarity breeds trust, and trust feels like the safe option.

This means that strong brand awareness has never been more important for B2B organisations. Buyers are more likely to trust and choose a familiar name, even if it’s not logically the ‘perfect’ solution or product for them.

Differentiate, don’t validate

While ‘thought leadership content’ in B2B isn’t a new or groundbreaking idea, it’s worth asking: how many brands are doing it well? How many are actively driving fresh thinking in their industries? According to B2B International’s latest research, only 25% of buyers currently rate B2B brands highly on thought leadership – which suggests there’s a significant opportunity for B2B brands to stand out if they elevate their approach.

To make an impact, thought leadership must do more than validate what’s already known. It should:

• Challenge assumptions
• Uncover emerging opportunities
• Help propel the industry forward.

Investing in research that explores overlooked issues or shapes fresh perspectives can lead to valuable insights that resonate with your audience. Instead of following the crowd, become the voice that shapes the conversation.

Pitching the case for primary research

While there will always be a place for thought leadership guided by secondary research or internal expertise, original research takes it that step further by delivering unique concepts and perspectives. 

Thought leadership, powered by primary research:

• Creates true leadership and differentiation: By uncovering new trends, proving transformative thinking, or providing fresh insights, primary research can offer real differentiation. It reinforces your authority, adds value to the industry, and keeps your brand top-of-mind when buyers seek solutions.
  
  
• Builds trust and credibility: Data-backed content instils confidence in your audience. When your findings help buyers make informed decisions, your brand becomes a trusted resource they rely on. And primary research can complement internal expert opinions by adding that much needed substance and depth.
  
  
• Amplifies brand awareness: As the originator of unique data, every citation, share, or mention of your research extends your brand’s reach and reinforces its reputation as an industry leader.
  
  
• Creates original, hyper-relevant content: With full control over the research design, you can ensure the outcomes are hyper relevant to your customers and audience, including their challenges. This not only makes the content more impactful, but also lays the foundation for a wealth of original material.

Make your research work harder

One of the biggest advantages of primary research is its versatility. Done well, it becomes the gift that keeps on giving - fuelling a wealth of content formats and channels. By creating actionable content and repurposing findings, you can uncover new ways to engage and provide value for your audience.

Go beyond the classic research report and activation, and consider:

• Social media microcontent: Spark conversations with polls, mini-guides, teaser graphics, or thought-provoking quotes that highlight key insights.
  
  
• Snackable infographics: Transform data into visually engaging, short, and shareable formats that make complex insights more digestible.
  
  
• Actionable ebooks: Create practical resources that explore specific areas of your research in depth, combining insights with actionable advice and real-world case studies.
  
  
• Expert blogs or article series: Dive deeper into unique aspects of your findings through a series of posts. Either published organically or through sponsored articles and content syndication.
  
  
• Interactive tools: Develop benchmarks, quizzes, or calculators that allow your audience to see themselves within the story and engage directly with your findings.
  
  
• Webinars or podcasts: Host discussions with industry experts or your internal thought leaders to explore insights in greater, more personable depth.
  
  
• Video shorts: Highlight actionable takeaways tailored to your audience’s key challenges through concise, engaging videos.
  
  
• Integrated content journeys: Connect your thought leadership insights with existing brand or campaign content, creating a seamless path that guides audiences to deeper engagement.
  

Finding new perspectives 

Primary research for original thought leadership is a powerful way to elevate your brand, build trust, and foster lasting connections with your audiences. By investing in imaginative and thought-provoking content, you can differentiate your brand, establish authority, and keep your name at the forefront of buyers’ minds. 

With the right strategy, your research can do more than inform – it can transform how your audience perceives your brand, positioning you not just as a participant in your industry, but as a leader shaping its future.