B2B Thought Leadership Content Trends for 2026

Marketing Content — Tue., Jan. 6, 2026 1. A recent study found that almost half of B2B marketers plan to increase their use of original research and data-driven thought leadership content by 2026. These findings were based on a survey of 797 senior-level marketing leaders from B2B companies in the UK and US. 2. Respondents say that customer feedback, CRM data, and marketing trend analysis are the most influential sources in determining the topics covered in their research-based content. Additionally, they believe that incorporating more video content, live/virtual events, and interactive experiences could make their thought leadership even more impactful. 3. B2B marketers who report high ROI from their strategies are more likely to utilize thought leadership across all stages of the sales funnel compared to those who report low ROI. The study also provides information on the methodology and sample size of the survey. ... continue reading below