In today’s fast paced world, professionals at all levels, from individual contributors to C-suite executives, are constantly seeking original research reports. These reports serve multiple purposes: validating assumptions, forecasting future trends in areas like hiring, economic shifts, and technological advancements, and providing credible insights on common business challenges or unique case studies.

Many of us may have referenced reports from renowned consulting firms like McKinsey, BCG, or Deloitte. Their reputation for helping clients achieve not just the desired but superior business outcomes make them a preferred choice for anyone who has access to multiple reports on the same subject. However, this doesn’t mean that smaller organizations should shy away from publishing their own research reports.

In this article, we explore why B2B companies should actively consider creating original studies and research reports. You will also learn the step-by-step process for creating such reports.

Why B2B Marketing Companies should consider Original Research Reports?

Below are the reasons why I strongly believe B2B companies should create research reports:

1. Brand Enhancement: Research reports can significantly boost engagement on social media, increase downloads, and generate discussions about your company among clients and industry leaders.
2. Thought Leadership: By exploring niche topics or providing clear explanations for complex issues, your organization can establish itself as a trusted authority in the field.
3. SEO Advantages: Creating content on less-explored topics can improve your search engine rankings, especially for specific industry queries.
4. Lead Generation: Reports have proven to be more effective in generating leads and demand compared to some traditional marketing channels.
5. Return on Investment: While they require time and effort, the investment in terms of money on research reports is often minimal compared to large-scale events, potentially offering better returns.
6. Data Collection: Gated reports provide an opportunity to gather valuable information from prospects and industry professionals.

Creating an Impactful B2B Original Research Report: A Step-by-Step Guide

Drawing from my experience in conceptualizing and creating various research reports from scratch, here’s a comprehensive guide:

1. Topic Selection – Identify key challenges and future trends in your industry. Shortlist 4-5 topics and finalize one after thorough discussion with your team and feedback from senior stakeholders.

2. Audience Identification and Data Collection Method – Determine the target segment that can provide the necessary information. Consider one-on-one interviews, focused group discussions, and/or surveys (Pro Tip: Keep surveys concise with multiple-choice questions and not more than 5 options per question. Allow readers to type in additional inputs if they have selected the “Other” option. Aim for surveys that take no more than 5 minutes to complete).

3. Data Gathering – Allow 1-2 months for outreach and data collection. Set clear goals for minimum response numbers and timeframes. Utilize emails, social media, and targeted outreach to gather responses and send reminders.

4. Report Structure – Organize your report to include:

• Foreword from a respected industry leader (internal or external)
• Methodology
• Executive summary
• Quotes from reputable sources that can be used throughout the report
• Core content divided into logical subsections
• A strong conclusion with key takeaways and future recommendations

5. Content Development – Allocate 3-4 weeks for writing. Ensure the content is forward-looking and engaging. Incorporate data creatively using highlights, bullet points, tables, and key takeaways in each section.

6. Design and Layout – Invest in professional design. Each page should feature a relevant graphic or infographic. Maintain a balance between text and visual elements.

7. Publication and Promotion – Develop a comprehensive marketing plan:

• Pre-launch: Provide sneak peeks on social media, reach out to top-tier news outlets for PR opportunities.
• Launch: Coordinate social media campaigns, email distribution to all clients, internal communications, and media outreach.
• Post-launch: Continue social media engagement, repurpose content into blog posts and infographics, and consider hosting webinars or events based on the insights from the report.

As someone who has created reports from scratch, I can vouch for the satisfaction of seeing the impact both within and outside the organization. We’ve observed tangible increases in leads and revenue and brand value directly attributable to our research reports.

I encourage you to explore B2B original research reports as a means to differentiate your organization from competitors. It’s an excellent opportunity to showcase your expertise and contribute valuable insights to your industry.

About the author

This article has been contributed by Ekta C Shetty. Ekta is a seasoned B2B SaaS marketing professional with over 6 years of experience, specializing in product marketing, digital strategies, and content creation. She has also developed go-to-market strategies, executed product launches, and driven revenue growth across global markets in her roles. She has worked in both startup and corporate environments. You can connect with Ekta on LinkedIn here.