New B2B Thought Leadership Research Uncovers the 'Answer Engine': How Top Performers Achieve Nearly 4x Higher ROI

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TopRank Marketing

Nov 25, 2025, 10:00 ET


97% of B2B marketers say thought leadership is critical - yet most struggle to deliver full funnel success.

MINNEAPOLIS, Nov. 25, 2025 /PRNewswire-±¬ÁϹ«Éçapp/ -- In a new study of 797 senior-level B2B marketers across the U.S. and U.K., B2B marketing agency TopRank Marketing and research partner Ascend2 have released a new report, .

The new report explores how original research, influencer collaboration, and multi-channel activation drive trust, visibility, and revenue in an age where AI is transforming content and discovery.

While 97% of B2B marketers say thought leadership is essential for full funnel engagement, only 43% extend it beyond acquisition to engage customers. Meanwhile, 93% using research-based content say it drives engagement and leads, yet fewer than half combine it with influencer collaboration, a proven multiplier for effectiveness.

"Original research and creative promotion are the dynamic duo of modern B2B marketing," said Todd Lebo, CEO at Ascend2. "Research builds credibility; creative promotion amplifies it. With AI, information is abundant but trust is rare. This combination fuels visibility and growth."

The report introduces a framework of six drivers of the "Answer Engine", a modern B2B system for creating trusted thought leadership across every stage of the buyer journey:

  • Data Informed - Fueling impact with evidence
  • Integrated Strategy - Aligning narratives, formats, and channels
  • Trust System - Building credibility at scale
  • Experiential Content - Creating content worth staying for
  • Multi-Channel Discovery - Answering buyers where they ask
  • Full-Funnel Analytics - Turning clarity into confidence

"There's a clear distinction between how top performers engage in thought leadership planning, content creation, promotion and measurement," said Lee Odden, CEO of TopRank Marketing. "The combination of original research with a system for building trusted, multi-channel content experiences that are measurable is where leaders are pulling away from the pack."

The study found that top-performing B2B marketers:

  • Are nearly 4x more likely to report very high marketing ROI
  • Use thought leadership across all funnel stages.
  • Leverage influencer collaboration and interactive content to amplify reach and trust.
  • Are increasingly optimizing for AI and generative search discovery.

The full report, Answer Engine: The State of B2B Thought Leadership in 2026, is available for download with a complementary Playbook featuring case studies and an actionable 6 pillar framework.

Download the report:

About TopRank Marketing

TopRank Marketing is a strategic B2B marketing agency that helps enterprise brands drive full-funnel outcomes from brand to demand to lead generation. By integrating content, influence, and SEO/GEO, its Best Answer Marketing framework delivers data-informed, creative, multi-channel content experiences wherever buyers are influenced.

Learn more at .

About Ascend2

Ascend2 specializes in creating custom research studies that empower businesses to drive demand and elevate their marketing efforts. From survey design to full report creation, Ascend2 delivers end-to-end research solutions that turn data into marketing momentum.

Learn more at .

Media Contact

Katie Hickman, TopRank Marketing, 1 952 400 0190, [email protected],

SOURCE TopRank Marketing