Competition for attention among B2B companies is intensifying, and buyers now expect content that is not only relevant but trustworthy and actionable at every stage of the journey. Research conducted by Ascend2 in partnership with TopRank Marketing surveyed 797 senior marketing leaders from B2B companies across the United States and United Kingdom in July 2025. The findings reveal how organisations are approaching thought leadership as they head into 2026, highlighting the role of research, influencer collaboration, and integrated strategies across the customer lifecycle.

The data shows that authority-driven strategies are gaining importance for both AI discovery systems and people. Organisations are investing in original insights, elevating trusted voices, and aligning their efforts to customer needs across multiple channels as they prepare for the year ahead.

“Thought leadership requires data, some form of independent or third-party research forms the foundation. Without it, you are just publishing opinion.” Cindy Anderson, CMO, IBM Institute for Business Value

As 2026 approaches, B2B marketers are examining how to harvest the right kinds of insights to inform meaningful research-driven thought leadership. The challenge is moving beyond limited samples to understanding what customers actually want.

Aligning Strategy Across the Funnel

Strategy is about intention, creating the right content for the right moment, rather than simply producing more material. One-third of marketers report poor visibility into funnel performance, while another third cite over-reliance on just a few channels or tactics as a top barrier.

Priorities differ among organisations. 41% of marketers rank brand awareness as the top success metric, 24% focus on differentiation, and 35% are reassessing their entire content strategy for 2026. Some organisations use research, influencer programmes, and thought leadership across the buyer journey, from awareness to post-sale engagement, while others concentrate mainly on top-of-funnel activity.

Notably, 43% of marketers extend thought leadership beyond acquisition to retain and engage customers, showing that organisations are recognising the value of full-funnel content that supports long-term relationships.

Earning Credibility

Buyers want credible information they can believe in as they head into 2026. Trust has become a critical differentiator. Research-backed thought leadership, validated and amplified by credible industry voices and respected publications, provides authority buyers use to make confident decisions.

The survey found that 97% of B2B marketers agree that thought leadership is critical to full-funnel success. When comparing approaches, 35% say original research is significantly more valuable than AI-generated content for building trust and authority, whilst another 32% say it is more impactful overall.

Collaboration with influencers also adds measurable credibility. 74% of marketers who regularly partner with industry experts report their research-based content as very effective, compared with 29% of those who do not. This suggests that partnering with industry experts adds credibility and distribution to thought leadership content as organisations move into 2026.

Engaging Beyond Information

Content that encourages interaction drives repeat engagement, yet only a third of marketers build interactive or experiential content consistently into campaigns. When asked what makes thought leadership more effective, marketers cited video content, 48%, live or virtual events, 48%, and interactive experiences, 48%.

For research reports specifically, interactive formats lead engagement at 53%, followed closely by explainer videos at 51%, and infographics at 51%.

These findings suggest that organisations entering 2026 are exploring ways to create content that goes beyond information and builds relationships with audiences that last beyond a single interaction.

Meeting Buyers Where They Are

The modern buyer journey is not linear, and professionals increasingly rely on multiple channels, including AI tools such as ChatGPT, Perplexity, and Claude. 32% of buyers report using generative AI tools to discover thought leadership, channels that marketers often overlook.

Meanwhile, marketers’ distribution efforts do not always align with actual consumption. LinkedIn is used by 54% of marketers, yet only 38% of buyers report consuming content there most frequently. YouTube is used by 50% of marketers, but only 34% of buyers consume it there most often. Webinars are used by 48% of marketers, and 34% of buyers report consuming them most frequently. Aligning distribution strategies with actual buyer behaviour will be critical in 2026.

Tracking True Performance

With B2B buyer journeys getting longer and more complex, full-funnel analytics gives marketers visibility into where engagement happens and how it contributes to outcomes. The research found that 41% of B2B marketers cite difficulty measuring performance as a top cause of underperforming content heading into 2026.

Organisations vary in approach. Some track thought leadership impact across awareness, consideration, decision, and post-sale stages, while others focus mainly on top-of-funnel metrics. Looking ahead, marketers are developing analytics frameworks that connect engagement to demand outcomes, providing clarity on where content drives tangible business results.

“Clear measurement across the customer journey allows teams to refine strategy and demonstrate impact in ways that build confidence with leadership.” David Chen, VP of Marketing, Ascend2

Evidence-based, integrated thought leadership will define B2B marketing success next year. Organisations that combine original research with credible influencer collaboration, interactive content, and full-funnel measurement are more likely to engage buyers effectively, strengthen authority, and deliver measurable outcomes.