In today’s data-saturated B2B technology landscape, marketers are under increasing pressure to deliver content that cuts through the noise and drives measurable results. SAY’s guide, From Hero to Superhero: Maximising ROI in B2B Technology Research urges marketers to fundamentally rethink how research is planned, delivered and activated, transforming it from a one-off asset into a long-term strategic engine.
The Research Fatigue Challenge
The volume of research being produced in the B2B space has exploded. In cybersecurity alone, media coverage rose from 1,810 stories in 2022 to over 2,136 in 2024. Mentions of AI have surged by 70% year-on-year. While this reflects the growing importance of these topics, it also highlights a growing problem: audiences are overwhelmed.
With so many reports, surveys and whitepapers flooding the market and often filled with conflicting statistics or underwhelming insights, understandably, audiences are beginning to tune out. Research, once a powerful tool for thought leadership and lead generation, is at risk of losing its impact.
It is no longer enough to publish a stat-packed report and hope it lands. Research must evolve into something more strategic, relevant and enduring.
A New Research Philosophy: Think Like a Franchise
The guide introduces a compelling analogy: the Marvel movie universe. Once groundbreaking, superhero films now struggle to stand out unless they are part of a larger, interconnected story. The same principle applies to B2B research.
Think about a franchise-style approach to research. So, instead of treating it as a one-time campaign, research should be embedded into the broader business strategy. It should be activated across multiple channels and continuously evolved over time. This approach ensures that research doesn’t just make a splash but creates sustained engagement and commercial value.
The SAY Method: Five Steps to Superhero Research
To help marketers bring this vision to life, the guide outlines a five-step methodology designed to transform research into high-impact, high-ROI content:
- Designing the Right Questions
The foundation of impactful research lies in asking the right questions. Surveys should uncover meaningful, headline-worthy insights, where data tells a story and sparks conversation. - Internal and External Collaboration
Research should not be developed in isolation. Involving leadership and aligning with cross-functional teams ensures strategic buy-in and amplification across the organisation. - Precision Targeting and Compliance
Partnering with data experts ensures that research reaches the right audience while maintaining ethical and legal standards. This is especially critical in regulated sectors like cybersecurity and healthcare. - Design and Digital Execution
Static PDFs are no longer sufficient. Research should be transformed into interactive, trackable digital experiences that engage users and provide measurable insights. - Agency-Led Integration
Agencies should act as strategic advisors, not just executors. From media relations to creative storytelling, they play a crucial role in ensuring consistency, credibility and creativity across every touchpoint.
12 Months of Activation
One of the most innovative aspects of the guide is the 12-month activation model. Rather than letting research fade after launch, this model extends its life through a fully integrated, multi-channel campaign. This includes:
- Tailored media outreach
- Social media storytelling
- Email marketing
- Webinars and thought leadership events
- Sales enablement content
This approach ensures that research continues to deliver value long after the initial release, evolving with the market and audience needs.
Award-Winning Results
The methodology has already proven its value. At the 2025 UK Content and PR Awards, the approach was recognised with the Best Use of Research Award. Judges praised SAY’s ability to deliver a well-structured and regionally nuanced research study that achieved high international coverage, strong reach metrics, and impressive commercial outcomes, including cost per lead and conversion rate.
This recognition underscores the commercial power of well-executed research. When done right, research doesn’t just inform, it converts.
Written by: Louise Stewart-Muir, Jnt MD, SAY Communications
Download the Guide
To elevate your research strategy, From Hero to Superhero: Maximising ROI in B2B Technology Research offers a practical, actionable roadmap.
To download the full guide or learn more about building your next research franchise, visit: https://www.saycomms.co.uk/maximising-roi-in-b2b-technology-research/