If you’re a marketer, you’re probably familiar with this struggle: putting a lot of thought, energy and effort into a big campaign that succeeds at first but quickly fizzles out, only to be soon forgotten.
Lasting power is hard to come by in an environment where attention spans are short, content conflicts are constant and consumers are shifting between channels. That’s why, at TopRank Marketing, we’ve found that real research is the most valuable investment – for our clients and our agency.
Here are some real stories and examples that show how conducting and publishing research as a product delivers lasting value – from earned media to high-purpose questions – and how you can unlock it.
Curse of the short term campaign
B2B marketers feel pressure to prioritize short-term campaigns, looking for quick results that are easy to report on. These types of campaigns are important parts of a well-rounded strategy, but the desire to show direct ROI often leads to over-targeting in the lower funnel and paid media. Ultimately, it’s not a cost-effective way to grow.
Research from TopRank Marketing and Ascend2 found that 97% of B2B marketers believe thought leadership is critical to full-funnel success, but only 43% extend those efforts beyond acquisition, leaving a lot of long-term impact on the table.
Enter: original research. When conducted in an honest, transparent manner and packaged in engaging formats, research has an impact across the funnel and across all channels. This the content of the best answer in fact, it provides clear audience value with proprietary information while fitting the right audience for the topic. Better yet, it helps to share, cite and analyze.
93% of B2B marketers who use real-time research say it’s effective at driving relationships and leads, and nearly half rate it as “very effective.” (The State of B2B Thought Leadership 2026)
Why real research delivers compounded value and ROI
Introducing research support is not just a strategy that lives on its own. Investments should, and should, turn into an important strategic asset – the basis for the product, the need and the main content of the production.
Here are a few ways this effect works:
- I the research report itself it is a powerful painting. It can be gated or not, depending on your goals, but if you find new unique insights that matter to your audience, these assets are built to break through at a time when buyers are hungry for context, benchmarks and data-driven guidance.
- You can take your main research report, dial it down again reuse into different formats such as infographics, social media content, blog posts, or mini-guides. Building this into your content calendar over several months can give continued life to research while focusing on different subtopics, challenges, or audience segments.
- In addition to creating specific content that highlights your data and findings, this First-person information can be included in broader contextwhich adds authority and unique value in the eyes of users, search engines and LLMs. Data can also be a jumping off point influencer collaboration or content co-creation.
- Original research also has the power to find out taken and included from third party sourcesfurthering your brand’s authority signals while also generating valuable backlinks and market credibility.
The continuing impact of real research in action
We believe in the lasting power of real research that can empower visibility, credibility and decision confidence over the long term because we have seen it proven time and time again, in our customers and in our marketing efforts. For example, our 2025 B2B Influencer Marketing report, first published in November 2024, was recently revealed in January 2026 alongside research from LinkedIn and the Demand Gen Report in the ANA article published at MediaVillage three months later. We are still investigating the blog angles that are important to our audience in the data, and we will continue to do so.
As another example, TopRank Marketing and Ascend2 published the State of B2B Thought Leadership 2026, which was mentioned and discussed on sites like these:
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These quotes and features don’t happen on their own – influencer collaboration, media outreach and marketing relationships are essential and the foundation of the Trust System within our Best Answer Marketing framework. The benefits are endless: extended reach, enhanced reliability and stronger authority with third-party signals. It’s no coincidence that when you search for “b2b thought leadership” on Google, our report appears on the first page.
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Building a research-driven content strategy for long-lasting ROI
To maximize the long-term value of an investment in original research, advance planning is essential. Against the background of the TopRank variant Best Answers Marketing method, here are five steps to ensure you get the most from your research investment in the short and long term.
Plan beyond the launch moment
Real research brings the most value when treated as a long-term asset, not a one-time campaign. That means planning PR, partnerships and distribution before the research is in the field. Identify the publications, communities and participants who will care about the information – and shape your research questions with those audiences in mind.
Make research the backbone of your content strategy
Create your own research-expanded content calendar from scratch. Blog posts, social content, webinars, sales force, and thought leadership should all come back to the same basic information, reinforcing your narrative over time.
Integrate information everywhere, not just in research content
Your first-party data shouldn’t only live on research-focused assets. Weave it into broad POV pieces, evergreen guides, category descriptors, and even product or solution content. This consolidates authority by consistently displaying originality and expertise to consumers, search engines and LLMs alike.
Orchestrate won the media on purposeCitations and inclusions do not happen by accident. Active outreach, blocked previews and strategic relationships with trusted third parties dramatically increase the chances of your research being cited, discussed, and referenced long after implementation.
Work with partners who know how to unlock integrated returns
Original research is a valuable investment. Our experienced partners help ensure it pays dividends by guiding everything from methodology and positioning to PR implementation, content integration and long-term reuse. The equity created can include the credibility, reach and longevity of your research investment.
Tap into the lasting power of authentic B2B research
At TopRank Marketing, we have a unique system and the knowledge, expertise and collaboration to bring an original full B2B research strategy to life. In addition to our long history of publishing research, we’ve engaged with many top brands like Sprinklr, LinkedIn and HubSpot to support research-driven content marketing strategies that have paid (and continue to pay) long-term dividends.
For example, here’s an example of our marketing work powered by real research for Sprinklr and LinkedIn that generated 4.6 million targeted impressions, a 370% better engagement rate and 1,100 qualified leads.
Create an identity, make it clear to your audience and agents, and prove why you are the best answer to frustrated buyers. Contact us today and we’ll show you how.
About the author
Nick Nelson is a friendly writer. As the Associate Content Director at TopRank Marketing, you’re on a mission to empower brand storytelling with smart, fun, and sharp wordplay. In his free time, Nick enjoys wallowing in the woes of Minnesota sports fandom, making snarky puns, and smothering all kinds of food in buffalo sauce.
