Let me know if this sounds familiar: You’re drafting a masterful thought leadership piece and want to back up your thesis with a strong data point. After a bit of searching, you find the perfect one! But when you click through to the source, it takes you to one of those “Billionty Best Statistics For Marketers” lists.

Okay, so you find the stat again, click through, and it takes you to… an older stat round-up list.

Many (many…) frustrating clicks later, you find you’re back in 2012. Maroon 5 is topping the charts, London’s hosting the summer Olympics, and the stat you’ve been chasing is no longer relevant. 

If you’ve ever found yourself at the bottom of the dreaded stat source rabbit hole wishing you just had reliable data – do I have a solution for you!

Original research. At TopRank Marketing, we’ve partnered with several big brands on ambitious original research reports that have driven amazing results for lead gen and brand awareness. We’ve got tips to share from our experience.

Your guide to B2B original research

Publishing your own marketing research reports, on the surface, may appear daunting — they take budget, time, and certain skills to do well. That’s why we’ve broken down the benefits and best practices of conducting B2B original research.

B2B original research influences your bottom line

Here are a few high-quality data points that drive home the value of publishing your own marketing research: 

• 84% of deals are already won or lost before vendors even know they’re on the radar.
• Research reports are a sought-after form of content. 55% of B2B buyers regularly consume research reports, and rate them as the most valuable type of content when evaluating purchasing decisions.
• High-quality research and data are the top factors that motivate B2B buyers to express interest in a sales conversation.

In short: Your buyers are looking for your company to be the voice of authority and to offer insights that make their jobs easier, ahead of ever contacting your sales team. 

“Early-stage positioning can reduce the number of vendors that buyers consider before they arrive at the 70% Constant… and affect which vendors are top-of-mind when it’s time to engage sellers.” – The 2023 B2B Buyer Experience Report, 6sense 

Brand benefits of B2B original research

From strengthening thought leadership to giving your customers information they’re hungry for, publishing your own research data has a number of benefits: 

Becoming the  primary source

Being the source of a data point or unique research positions your brand as the authoritative origin of valuable information. Your company owns the insights and findings, allowing you to control the narrative and provide exclusive content to your audience.

Positioning your brand as an industry leader

The most powerful way to build your brand’s reputation is to publish data-backed thought leadership that aligns with your company’s vision and meets the needs of your customers and stakeholders. B2B original research helps your company present fresh, data-driven insights, and establishes your business as a go-to authority on new trends and issues within your sector. 

Cementing trust and credibility

By publishing the most sought-after data-backed insights under your logo, you gain the twin advantages of differentiation and credibility. Data-backed content builds trust with your audience by providing factual, relevant information that helps readers determine their own path forward. B2B buyers are often decision-makers looking for reliable information to guide their business strategies and purchases, and research-based content offers the credibility they seek.

Amplifying your brand 

When you publish high-quality information, other B2B thought leaders and media outlets take notice. As the primary source of original research, your company becomes a go-to expert. Any publication that cites your work, every podcast that discusses your findings, and each webinar that invites your brand thought leaders on to share their insights amplifies your brand that much further. 

Types of original research

The type of research you publish depends largely on your end-game: do you want the research to generate leads? Are you after greater brand awareness? Is this a marketing research report you want to publish on a regular cadence?

These are a few types of reports to consider adding to your marketing strategy:

Yearly benchmarks

These are annual studies that track key metrics or industry trends over time. They are useful for showing how specific areas evolve year after year. 

Example: LinkedIn 2024 B2B Marketing Benchmark

One-off research

Research focused on a single topic, often related to emerging trends, industry disruptions, or niche subjects. These are useful for addressing specific questions or timely issues.

Example: Sprinklr and LinkedIn: Proving the Power of Brand*

Customer Insights and preferences

Studies that survey your customers or broader market to understand buyer behaviors, needs, or preferences. This data helps craft solutions that better address customer pain points.

Example: Global B2B Buyer Report, BigCommerce 

Trend reports

Regular publications that analyze and predict key market trends in the B2B space. This helps your audience stay ahead of the curve with industry developments.

Example: TopRank 2023 B2B Influencer Marketing Report: Elevate & Ignite*

Reporting on disruptive trends

Research that measures how companies are reacting to major industry shifts, economic changes, or technological advances like AI positions your brand as responsive and in tune with industry needs.

Example: HubSpot: The Intersection of Marketing, Data and AI*

* TopRank Marketing partnered on or led these original research projects.

Repurposing marketing research reports: The content gift that keeps on giving

The dollars you invest in original research can be stretched far and wide as that research is repurposed into blog posts, infographics, white papers, webinars, video series, and so on … all unlocking different ways to reach and provide value for your audience.

Blog posts: In what we like to refer to as a “turkey slice,” you can break down key findings into a series of blog posts, each focusing on a different aspect of the research. 

Infographics: Visualize data and insights from the report into easily digestible infographics.

Social media posts: Share individual stats, charts, or quotes across LinkedIn, X/Twitter, or other social media platforms, driving engagement.

Whitepapers: Combine the research with related content to create a detailed whitepaper or guide for your audience.

Ebooks: Expand on the research findings by providing additional context or case studies, turning the data into an in-depth ebook.

Webinars: Host a webinar discussing the report’s insights, with key speakers diving deep into the findings.

Case studies: Use the data to support a case study highlighting how a company benefited from the trends or insights revealed in your research.

Podcasts: Create a podcast episode discussing the findings, either with internal experts or guest industry professionals.

Presentations: Develop a presentation or slide deck to share at industry conferences or with prospects.

Video series: Create short videos discussing the top takeaways, explaining how the insights apply to your audience’s challenges.

Newsletters: Feature snippets from the marketing research report in a company newsletter or as part of an email marketing campaign.

Best practices for B2B original research

Our team has a great deal of collective experience putting together high-quality reports based on original research. Here are the best practices we’ve developed along the way.

#1. Establish your research goals: Understand what insights you want to uncover, how they align with your company’s strategic goals, and how they serve your audience’s needs.

#2. Target the right audience: Ensure your research is aimed at your core audience, whether it’s clients, prospects, or key industry players.

#3. Ask neutral, focused questions: Design survey or interview questions that are free of bias. If the results of your surveys and interviews don’t support your original hypothesis, remember: that data still holds insights, and may be even more newsworthy!

#4. Don’t be afraid to outsource the research: For your data to be high-quality and accurate, you may want to work with a third-party research organization. They have the connections and expertise to ensure the quality of your questions, rapidly deploy your survey, and help you make sense of the responses.

#5. Validate and cross-check data: I once stumbled upon a data point that had been published far and wide, long after the original publisher pulled their report due to inaccuracy. Cross-checking data strengthens its credibility and prevents misleading conclusions.

#6. Use a blend of quantitative and qualitative data: While quantitative (hard numbers) data can provide a broad overview, qualitative (observable but not measurable) data offers deeper insights. Use both forms of data to give your report more dimension and support a compelling narrative.

Source: 2024 B2B Marketing Benchmark

#7. Get other industry experts involved: Data from a single voice is interesting, but a consensus of thought leaders backing up that data? That’s compelling! Partnerships can be accomplished through co-branded research, or by including quotes and feedback from experts.

Source: 2023 B2B Influencer Marketing Report: Elevate & Ignite

#8. Give your audience actionable takeaways: Data is great, but useful insights are what drive impact and motivate organic sharing. Highlight key findings and suggest practical applications that can help your audience use the insights to inform their strategies.

Source: The Intersection of Marketing, Data and AI

#9. Prioritize the report design: Design can make or break your report’s readability. Make your research accessible and easy to digest by using a combination of visuals (infographics, charts) and detailed insights to present your findings.

Source: Proving the Power of Brand

#10. Promote, promote, promote: Publishing a research report should never be a one-and-done campaign. Make sure you continue to leverage your research findings by promoting the report across various channels and through different content formats to reach a broader audience and maximize the impact of your research.

Source

Our friends at Content Marketing Institute have also drafted an excellent self-assessment for marketers who are considering diving into original research: Don’t Start an Original Research Project Before Answering These 8 Questions.

Learn to stop worrying and love B2B original research

Publishing a marketing research report is an excellent way for your company to share the next Big Idea with your industry. At TopRank, we’ve helped companies bring their research to life, as well as published our own proprietary insights.

Some highlights from this last year of report drafting include:

Interested in learning more about how we can help you develop a marketing report based on original research? Contact us. 

We bet that, recently, at least one of your friends visited Dubai for a reason. Why are we hearing so much about Dubai these days—not only for its tourist aspect but also for digital marketing initiatives? 

We will find out why Dubai is now a new digital marketing hotspot in this blog post – career opportunities and digital marketing agencies in Dubai. 

Keep reading. 

Key Takeaways

• Dubai offers a sizable market to companies looking to increase their online presence.
• Because businesses in Dubai are eager to take advantage of online platforms, digital marketing is one of the most in-demand skills in the job market.
• Marketers predict that Dubai’s digital marketing ecosystem will continue to grow quickly in the coming years. 
• For professionals, agency owners, and brands, Dubai offers a plethora of opportunities in the digital marketing space. 

What’s Inside?

An Overview of Dubai’s Digital Marketing Atmosphere

In recent years, Dubai has solidified its status as a hub for digital innovation, offering businesses a dynamic environment for marketing success. With widespread access to the latest tech and a business population that relies on the internet, the city presents unparalleled opportunities for brands to connect with their target audiences. 

Dubai is a digital-first city. It is equipped with affordable high-speed internet, and almost all of its population uses smartphones. This makes effective digital marketing services in Dubai a foremost concern for businesses.

According to research on why Dubai is an attractive area for international business, Dubai has radically changed over the last thirty years.

It has become a major business state with a sustainable and branched-out economy. Especially over the last ten years, Dubai has noticed enormous economic development as a result of urban development that converted the uninhabited desert of Dubai into a commercial, residential, economic, and tourist state.

Additionally, it is well known that Dubai boasts a massive international trade network that spans nearly 180 states worldwide, offering investors many options for international marketing channels to promote a diverse range of products and services. Hong Kong and Singapore are the two largest export and reexport hubs globally, with Dubai coming in third.

Of course, the city also gains from all kinds of marketing efforts & channels, including digital marketing, as new businesses, investors, and clients come on board. So much so that recent research has shown that a wide range of industries in the United Arab Emirates profit from digital marketing, and they use related tactics to influence business profitability by raising brand awareness, driving more traffic to websites, and generating leads. 

Given these factors, effective digital marketing has become a priority for companies looking to thrive in this fast-paced market. This has led to an evolution in Dubai’s agency scene, where creative strategies and cutting-edge solutions are reshaping how businesses approach their online presence.

Digital Marketing Agencies in the UAE Worth It?

Let us continue with one of the most common questions people ask on the internet about the digital marketing ecosystem of Dubai. The answer is a resounding yes. In a market as competitive and digitally driven as the UAE, partnering with a digital marketing agency can make a significant difference. 

According to our Exclusive Q&A with Sacha Christe, CEO of Emirates Graphic, digital marketing agencies in Dubai are especially worth working with. 

In the said Q&A, Christie states that Dubai’s multicultural audience is indeed a “unique challenge and opportunity” at the same time. To tailor digital marketing strategies effectively, digital agencies conduct thorough market research to understand cultural nuances, language preferences, and consumer behaviors. And finally, they create content and campaigns that resonate with various cultural groups while ensuring sensitivity and respect for diversity. He adds: 

Dubai’s business-friendly regulatory environment fosters innovation and attracts agencies and businesses to operate and expand in the region. It provides a stable and conducive platform for growth, which is advantageous for agencies like Emirates Graphic.

What’s more, it seems that in the next few years, marketers anticipate Dubai’s digital marketing ecosystem to continue evolving rapidly:

Brands should stay ahead by embracing emerging technologies, staying updated on local trends, and collaborating with innovative agencies. It’s crucial to remain flexible and adapt to changing consumer preferences.

Dubai for Working Professionals (Scope of Digital Marketing in Dubai)

As we mentioned earlier, Dubai has quickly become a magnet for working professionals, particularly in the digital marketing sector. With its thriving economy and constant push toward digital transformation, the city offers endless opportunities for those looking to build or expand their careers. Digital marketing is one of the most in-demand skills in the job market because businesses in Dubai are eager to take advantage of online platforms.

From social media management and content creation to SEO, professionals can find a diverse range of roles within digital marketing agencies and in-house corporate teams. With Dubai’s commitment to staying at the forefront of technological advancements and its large consumer base, there is always a need for innovative marketing strategies. For digital marketers, this city offers a dynamic work environment and the chance to work on projects that shape global perceptions.

DAN-member agencies like Crowd are playing a crucial role in promoting Dubai as a prime destination for business. As a creative agency, Crowd has actively worked on campaigns showcasing the city’s potential to global audiences, emphasizing its business-friendly environment and advanced digital infrastructure. This is just one example of how digital marketing professionals in Dubai can be part of projects that have a global impact, helping position the city as a leading business hub.

Let us wrap up that section with two thoughtful responses to the query, “Is it hard to find a job in digital marketing or SEO in Dubai?“

Dubai for Agency Owners

For agency owners in Dubai, several digital marketing domains present lucrative opportunities. With a significant portion of the population active on social media, social media advertising is a leading domain. 

According to Statista, social media ad spending in the UAE is expected to reach approximately $388.40 million in 2024, indicating a high demand for agencies specializing in targeted campaigns on platforms like Instagram and TikTok.

SEO and content marketing are also crucial due to the competitive business environment. Brands seek agencies that can optimize their online presence, driving organic traffic and brand visibility.

Influencer marketing is another domain thriving in Dubai. The city’s diverse culture and global appeal make it a hotspot for influencers, and agencies that can connect brands with the right influencers are in high demand.

Paid advertising through PPC campaigns remains a key strategy. Digital ad spending in the UAE continues to grow, with businesses looking to agencies for data-driven strategies that maximize their ROI.

These popular domains offer agency owners a chance to diversify their services and cater to Dubai’s dynamic market, allowing them to position themselves as industry leaders. 

Here are some hints as to why Dubai’s digital marketing sector is expanding, in case you decide to establish your agency there:

Dubai for Brands & Businesses

With digital advertising in the UAE projected to reach $1.48 billion by 2028, Dubai presents a vast marketplace for brands seeking to expand their digital footprint. This environment provides brands with the tools they need to drive growth and build a strong online presence.

Additionally, as a part of Dubai’s marketing ecosystem, brands and companies have many opportunities to collaborate with excellent, locally focused digital marketing agencies, such as WGG Digital Marketing Agency, a DAN member. 

We live in Dubai; we work in Dubai; we know how to work with digital marketing to grow your business in this city.

WGG has established itself as one of the leading agencies in the UAE. For us, each campaign is not just numbers but also a representation of the vibrant life of Dubai and the UAE. With a team versed in the latest digital trends and tools, we offer a panoramic view of modern marketing. In the ever-changing digital marketing in the UAE, WGG is the most adaptive and evolving agency.”

According to the statement on their website, WGG begins each project “by diving deep into Dubai’s online market. It’s paramount for us to understand the digital platforms that have the most traction in the region.” Also, they are “committed to grasping the digital habits of both locals and the expatriate community, ensuring our campaigns cater to each distinct audience segment.”

Dubai’s digital marketing landscape is rich with opportunities for professionals, agency owners, and brands. With a tech-savvy population and a booming digital advertising market, the city offers a dynamic environment for growth. 

In today’s digital age, where attention spans are shorter than ever, the ability to tell a compelling story is crucial for brands looking to stand out online. Storytelling has been ingrained in human culture for centuries, and now, it’s taking center stage in digital branding.

So, what exactly is strategic visual storytelling, and why does it matter? Well, think of it as the art of using visuals—such as images, videos, and infographics—to convey a brand’s message in a way that resonates with its audience. It’s about more than just pretty pictures; it’s about creating a narrative that captures attention, evokes emotion, and ultimately drives action.

But why is storytelling so important in digital branding? Research shows that stories are up to 22 times more memorable than facts alone. By tapping into the power of storytelling, brands can create a deeper connection with their audience, fostering loyalty and trust over time. 

Significance of Visual Storytelling

Visual storytelling uses images, videos, and other visual elements to convey a narrative. It’s about more than just showcasing products or services; it’s about telling a story that resonates with your audience and creates an emotional connection.

But why does storytelling, in general, resonate so strongly with audiences? Well, it all comes down to psychology. Research has shown that stories activate parts of the brain that are associated with empathy and understanding. When we hear a story, our brains release oxytocin, which promotes bonding and trust. This makes us more receptive to the message being conveyed.

So, how do visuals enhance storytelling effectiveness? For starters, visuals can evoke emotion in a way that words alone cannot. Visuals can capture attention and create a lasting impression, whether a striking image or a compelling video. 

Key Elements of Compelling Narratives

When crafting compelling narratives for your brand, several key elements must be considered. Let’s break them down:

1. Identifying your brand’s narrative: Before telling a compelling story, you must know what story you want to tell. Take some time to think about your brand’s values, mission, and unique selling points. What sets your brand apart from the competition? Once you clearly understand your brand’s narrative, you can craft a story that resonates with your audience.
2. The hero’s journey: One effective storytelling technique is the hero’s journey, a narrative structure popularized by Joseph Campbell. In this framework, the protagonist (or hero) embarks on a journey, faces challenges and obstacles, and ultimately undergoes personal growth and transformation. As a brand, you can apply this structure to your storytelling by positioning your product or service as the solution to your customers’ problems, guiding them on their journey to success.
3. Character development: Like a novel or movie, your brand should have its own personality and identity. This involves more than just having a catchy slogan or logo; it’s about creating a consistent brand voice and tone that resonates with your target audience. Think about your brand as a character in a story—what traits define it? By giving your brand personality, you can make it more relatable and memorable to your audience.
4. Setting the scene: To immerse your audience in your brand’s story, create a compelling setting or environment. This could be a physical space, such as a store or office, or a digital space, such as a website or social media platform. Pay attention to the design, imagery, and messaging used in these spaces, as they can help set the tone for your brand story and enhance the overall storytelling experience for your audience. 

Choosing the Right Visuals

When choosing the right visuals for your brand, there are a few key factors to consider. Let’s explore them:

1. Types of visual content: Visual content comes in many forms, including images, videos, infographics, and more. Each type of visual has its own strengths and can convey different messages. Images are great for capturing attention quickly, while videos can tell a more in-depth story. Infographics are perfect for presenting complex information in a visually appealing way. Consider your brand’s goals and your audience’s preferences when choosing the right type of visual content.
2. Understanding your audience: One of the most important aspects of choosing the right visuals is understanding your audience. What types of visuals do they respond to? What are their preferences and interests? By tailoring your visuals to your audience’s preferences, you can create content that resonates with them on a deeper level. Conducting audience research and gathering feedback can help you better understand what types of visuals will be most effective for your brand.
3. Consistency is key: Developing a cohesive visual style is essential for building brand recognition and trust. Consistency in visual elements such as colors, fonts, and imagery helps reinforce your brand identity and make your content more recognizable. Whether creating social media posts, website graphics, or printed materials, maintaining a consistent visual style will help strengthen your brand’s presence across all channels.
4. The power of authenticity: In today’s digital world, authenticity is more important than ever. Using genuine visuals that reflect your brand’s real experiences and values can help you connect with your audience on a more personal level. Avoid using stock photos or generic imagery that feels staged or inauthentic. Instead, opt for real-life photos and videos that showcase the people, places, and products that make your brand unique. 

Tools and Resources for Visual Storytelling

When it comes to visual storytelling, having the right tools can make all the difference. Here are some valuable tools and resources to help bring your visual storytelling to life:

1. Graphic design tools:
   • Canva: Canva is a user-friendly graphic design platform that offers a wide range of templates, images, and design elements to create stunning visuals for social media, presentations, and more.
   • Adobe Spark: Adobe Spark is another popular design tool that allows users to easily create graphics, web pages, and videos using professionally designed templates and intuitive editing tools.
2. Video editing software:
   • Adobe Premiere Pro: Adobe Premiere Pro is a professional-grade video editing software with powerful features and tools for editing and enhancing videos.
   • Final Cut Pro: Final Cut Pro is a popular video editing software for Mac users. It is known for its advanced editing capabilities and intuitive interface.
3. Stock photo and video websites:
   • Unsplash: Unsplash offers a vast collection of high-quality, royalty-free photos that photographers contribute worldwide.
   • Pexels: Pexels provides free stock photos and videos that can be used for both personal and commercial projects.
   • Shutterstock: Shutterstock is a leading stock photo and video website that offers millions of high-quality images, videos, and music tracks for purchase.
4. Animation tools:
   • Powtoon: Powtoon is a cloud-based animation platform allowing users to create animated videos and presentations easily.
   • Vyond: Vyond (formerly GoAnimate) is a popular animation software that offers a wide range of customizable templates and characters for creating professional-looking animations. 

Key Takeaways 

Strategic visual storytelling is a powerful tool for brands looking to connect with their audience and elevate their digital presence. Experts at Mavlers say that by crafting compelling narratives and leveraging the power of visuals, brands can create authentic and memorable experiences that resonate with their audience on a deeper level. I encourage you to implement the strategies discussed in this guide and unleash the potential impact of compelling narratives on your digital brand. Remember, your story sets you apart and leaves a lasting impression on your audience.