In the crowded landscape of B2B marketing, research isn’t just a tool—it’s a competitive advantage. Yet too many marketers rush through this critical step, leaving transformative insights untapped. 

The modern buyer is more empowered than ever. Over 60% of B2B buyers finalize decisions based solely on digital content. If your strategies aren’t rooted in deep, actionable audience insights, you’re not just losing engagement; you’re leaving revenue on the table.

The good news? With the right approach, research becomes more than a box to check. It transforms into a roadmap for creating content that captivates, converts and builds trust. This blog will reveal six high-impact strategies for uncovering the hidden behaviors, questions, and preferences of your tech audience, positioning you as the authority they can’t ignore.

Now’s the time to take research seriously—because the brands that win tomorrow are the ones that know their audience best today.

1. How Do I Create Original Research for My Industry’s Thought Leadership?

Original research solidifies your authority in the tech space, but it starts with asking the right questions. Use tools like AnswerThePublic to identify trending topics and pain points in your industry. Then, validate those insights with surveys or polls targeted at your audience.

For example, if you’re in SaaS, run a LinkedIn poll asking decision-makers what their biggest hurdle is when adopting AI solutions. Use this data to create a compelling whitepaper or webinar that showcases your findings.

Pro Tip: Incorporate storytelling into your research findings. A fact wrapped in a story is 20 times more likely to be remembered.

2. How to Research for B2B Content?

Building impactful B2B content starts with understanding your audience’s journey. Analyze website behavior using tools like Mutiny or VWO to identify where users are spending time and what they’re ignoring. Dive deeper by examining what keywords your competitors are targeting through tools like SEMrush.

Example: If you notice competitors are bidding heavily on “cybersecurity for SMBs,” it signals a strong demand. Use this insight to create a series of blog posts or videos addressing this topic, tailored specifically to SMBs.

3. Use Google’s Most Asked Questions Section

Google’s “People Also Ask” section is a goldmine for understanding what’s top of mind for your audience. Use these questions to create FAQs, blog topics, or even lead magnets.

Real-Life Application: A client in the cloud storage industry discovered the question, “How do I migrate securely to the cloud?” on Google. By answering this in a blog post and linking it to a webinar, they captured 300 new leads in a month.

4. Leverage Customer Feedback for Deeper Insights

Your audience is your best source of information. Engage them directly through feedback forms, customer advisory boards, or informal focus groups. Ask questions like:

• What was the most challenging part of evaluating our product?
• What features do you find most valuable?

When you listen, you not only learn but also build trust. This process mirrors the human-to-human connections that buyers crave.

5. Set Up Engagement Sensors in Your Lead Nurture Process

Engagement sensors are specialized CTAs or micro-conversions designed to understand your audience’s preferences. For instance, offer two downloadable resources—one on technical specs and one on use cases—and track which gets more downloads. This insight can guide future content strategies.

Example: A client offering cybersecurity software added engagement sensors in their email sequences, such as buttons for “Learn About Implementation” or “Explore ROI Benefits.” The data revealed that 60% of their audience prioritized ROI, reshaping their messaging.

6. Collaborate with Industry Partners for Fresh Perspectives

Sometimes, the best insights come from looking outside your organization. Industry partners, resellers, and even adjacent businesses can offer valuable perspectives on your audience.

Case in Point: While at HubSpot, I collaborated with a partner who specialized in CRM adoption. Their feedback revealed a gap in how we communicated the value of activation features. This insight led to the “Imported Contacts Campaign,” which became one of the top three demand drivers out of 80 workflow experiences.

Make Research Your Competitive Edge

Research isn’t just a box to check; it’s the foundation for creating resonate content and strategies. When you ask the right questions, analyze behaviors and actively listen to your audience, you transform insights into opportunities.

What is your next step? Whether it’s using AnswerThePublic for the first time or setting up engagement sensors in your email campaigns, start small but think big.

I’ll create research for you soon (if I haven’t already). Be one of the first to get it by joining our email list.

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