Research projects are increasingly becoming a strategy of choice for B2B tech brands looking to position themselves as thought leaders. The media continues to have an appetite for the insights these industry surveys can deliver.
By investing in research, brands like yours can generate credible insights that serve to differentiate themselves from the competition and leverage for the media coverage to reach their target audiences and strengthen their market position.
Whether conducted in-house or outsourced to a specialist research company, however, surveys take time and resources to complete. B2B tech brands may also have concerns about the outcomes, with fears that results will fail to challenge the status quo and therefore won’t be newsworthy.
But research surveys with carefully crafted questions and responses can generate useful insights from target audiences.
Here are the three key reasons why it’s worth the investment:
One: Data-backed thought leadership
By collecting and owning data from their own surveys, businesses like yours don’t have to rely on external data to deliver industry insights.
Instead, you have your own IP, which enables you to differentiate your commentary, repurpose the data for marketing and strategic planning, and build credibility among clients, prospects and industry peers alike.
Successful research projects may even spur on yearly revisits, allowing you to compare and contrast data over a period of time, thereby enabling you to build insights into market trends and momentum and truly own a niche.
Two: The opportunity to become a market trailblazer
Commissioning research enables a brand to shape industry conversations, rather than just reacting to them. By uncovering new trends, challenges or opportunities, businesses can be positioned as forward-thinking leaders.
These insights can also be used to inform strategy internally – giving a business unique market intelligence into its audiences that can shape product launches etc.
Three: Fuel for long-term marketing and content
Insights gained from research can fuel far more than a single report; they can provide a foundation for ongoing marketing efforts.
Key findings can be repurposed across PR campaigns in thought leadership articles, news releases, eBooks and industry whitepapers, as well as assets that can be shared on social media, such as infographics, social media tiles and videos.
They can even be leveraged for sales presentations. By selecting relevant results, and inserting them into their pitch slides, your teams can build a more persuasive case for a product, or service offering; address buyer pain points or validate the need for a solution.
In addition, you can revisit the data to comment or add context to breaking news stories, or to deliver insightful and timely commentary pieces.
If you want help in bringing these benefits to life but aren’t sure where to begin, we can offer guidance.
To kick-start your research journey, get in touch with us today.
