For many in the B2B marketing world, original research provides an effective way to build thought leadership and drive content for owned and earned media.
Unfortunately, many research reports from B2B companies are dry, uninspired and focus solely on pontifications from the brand point of view. Such unremarkable content isn’t helping customers, especially if they never see it due to information overload or they don’t trust it.
“With more information, options and people involved in a buying process, buyers are paralyzed when trying to move forward.” Gartner
Fortunately, there’s a better way.
More often than not, B2B research reports have marketing objectives focused on building brand thought leadership, attracting new names for nurturing and to serve as a resource for sales. Since most B2B brands don’t have the credibility and distribution to reach their marketing goals on their own with such reports, they rely on advertising and PR to attract attention.