The State of Data-Driven Content Marketing
Discover how marketers at leading tech organizations are using proprietary research to connect with audiences and drive revenue.
B2B SaaS marketers are all-in on proprietary research
High-performing teams are making research a monthly ritual
The highest-converting marketing teams don’t treat research as a one-off thing. Instead, they’ve figured out the best approach to gathering data at a regular clip. Our report reveals that 50% of B2B SaaS marketing teams conduct research monthly, but they aren’t doing it by themselves—companies seeing positive ROI from research campaigns are most likely to use agencies with research capabilities to blend content strategy within the market research process.
One research campaign achieves endless business goals
Original research delivers impact across departments. A single well-executed campaign can raise brand awareness, bring in qualified leads, engage existing customers, and feed reliable data to AI models.
Our report shows the impact of data-driven content across the organization:
59% experience increased lead quality and volume
43% see increased pipeline influenced by content
50% achieve higher customer lifetime value from content-sourced customers
27% report reduced customer acquisition costs
This report proves what we’ve seen firsthand. Original research isn’t just content, it’s strategy. It drives leads, builds authority, improves SEO, and fuels every team from product to sales. And data-driven storytelling is now table stakes in B2B SaaS.
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Learn how to gather insights that help you and your audience grow
See why B2B SaaS marketing teams are seeking out original, authentic data and translating that into valuable information that their prospects and buyers actually want to see.