TopRank Advertising and marketing and Ascend2 launched a survey involving 797 B2B leaders. They found that 97% think about thought management as important for reaching success all through the complete advertising and marketing funnel.
The report frames the findings as constructing an “Reply Engine” for a way consumers uncover data throughout web optimization and GenAI reply platforms (ChatGPT, Perplexity, AI search).
The authors analyzed variations between high-ROI and lower-performing entrepreneurs. Right here’s what stands out.
What The Analysis Says
Respondents report sturdy outcomes from unique, data-driven content material. 93% p.c of groups that use unique analysis say it successfully drives engagement and leads, and 48% name it “very efficient.”
When requested to check codecs, 35% rated unique analysis considerably extra beneficial than AI-generated content material for constructing belief, and one other 32% stated it’s extra impactful general.
The examine positions trusted consultants and companions as a part of a broader “belief system” that validates research-based content material. The takeaway is high quality over amount. Partnerships work greatest once they add credibility and perception, not simply attain.
Codecs & Distribution
Entrepreneurs level to video, stay or digital occasions, and interactive experiences as the simplest automobiles for thought management.
Matter choice is guided primarily by buyer indicators. Direct buyer suggestions leads at 53%, adopted by CRM/buyer information and market-trend evaluation at 44% every. Seasonal moments and business occasions additionally affect planning.
Excessive-performing groups run built-in multi-channel packages that weave web optimization, promoting, consultants and companions, media, electronic mail, and social right into a cohesive plan.
Obstacles To Success
One persistent barrier is channel focus. About one-third cite over-reliance on a number of channels or techniques as a prime motive packages underperform.
Measurement is a key friction level: 41% cite issue proving ROI as a reason for underperforming content material. Excessive-performing packages use full-funnel analytics linking model metrics to demand and income.
Why This Issues
The survey information questions two widespread methods: counting on AI-generated content material to foster belief and viewing web optimization solely as a top-of-funnel tactic. Authentic analysis tends to be extra trusted, which aligns with longer B2B gross sales cycles.
Moreover, profitable packages hyperlink web optimization to multi-channel activation and pipeline improvement. In case your analytics don’t join search efficiency with closed-won offers, that disconnect probably accounts for inconsistent ROI.
Trying Forward
For 2026, middle your plan on unique analysis and deal with search and GenAI reply platforms as linked discovery surfaces. Pair the analysis with credible consultants, then lengthen it by way of video, occasions, and interactive items the place it suits.
Featured Picture: Roman Samborskyi/Shutterstock
