7 Best Research Sources for B2B Marketers

November 13, 2016
by Christine Viera

It’s that time of year. Plans for 2017 are coming due at most B2B companies. If you’re like me, you want to compare notes with your industry peers on spending and impact. To help you benchmark your plans and spending, I’ve assembled my top list of current, credible and high quality research sources for B2B marketers.


1.  The CMO Survey, Christine Moorman, Duke University, August 2016

One of the most respected sources of CMO insights, Christine Moorman’s study delivers insights into business growth strategies, marketing spend, hiring trends and investments in new areas of marketing. Did I mention that it specifically tracks B2B separate from B2C. Finally, a strategic marketing research study that works for us.


 2. State of B2B Marketing 2016, Regalix

Chock full of data on B2B marketing goals, priorities and spend – this is another treasure trove of good data. Best of all, it extracts the insights out of charts and data. What’s more, they practice good marketing. Regalix doesn’t over-ask for your personal information in order to read their content.


3. 2016 Benchmarks, Budgets, and Trends—North America, Content Marketing Institute and MarketingProfs

Content marketing is key part of the marketing craft in our digital times. For years, advice was oriented to B2C. As recognition of B2B’s unique needs rose over the past few years, industry leaders have shed more light on what B2B marketers need. This survey is one of the best B2B content marketing research studies available. It offers B2B insights on use, goals, consumption, and challenges in the rise of digitized content as a new marketing pillar.


4. B2B Marketing Trends Roundup, eMarketer, February 2016

Literally a round-up of various eMarketer trend reports, this piece offers insights on B2B marketing tactics including:

  • Social media channels & channel effectiveness,
  • Lead nurturing tactics, and
  • MarTech plans & challenges.


 5. 2014 State of B2B Procurement Study, Accenture Interactive

Don’t let the age of the study distract you. This is a rare find in that it offers specific B2B buyer insights. The research shows how buyers perceive the value of and use platforms, digital search tools, and sales reps during the purchase process. I’d love to see a 2017 update and a comparison of what’s changed.


6. Do White Papers and Reports Still Matter In Content Marketing? IDG Research, April 2016

I’ve been a skeptic of white papers for a long time. Yet, it’s time to take a fresh look. Modern marketing has re-imagined the white paper. Better use of content editors, visual marketing techniques, and marketing technology have made serious content more approachable.

And, we’re all surfing a tsunami of information today. What cuts through the clutter? In-depth, credible and well-researched content from industry thought leaders. This changed my mind on the topic, and is worth a read.

  • 96% of B2B buyers want content with more input from industry thought leaders – Demand Gen Report via Hubspot.
  • 52% of those surveyed consumed white papers – IDG Research. 


7.  The Ultimate List of Marketing Statistics, Hubspot, ~2016

A statistic list to end all lists, this is a one-stop data shopping experience. The marketers at Hubspot have assembled key facts ranging from CRO and SEO to content marketing and social media. And, yes – it has facts specific to B2B marketers. If you’re looking for a good statistic to support a point or spark an idea, this is your source.

B2B content trends


High energy, inspired B2B Marketer. Lessons learned largely in high tech and communications industries where I've worked with very smart folks, on very cool things, in very dynamic environments. I like helping others navigate people, tech, programs, and problems with vision, courage, and impact. All opinions are solely my own.