B2B Thought Leadership Research

How are product teams using AI internally — and where is it actually saving time vs. creating noise?

What do revenue leaders actually think about AI SDRs — promise or pipeline risk?

Which LLMs do engineers actually trust most — and why?

What do engineering leaders actually want from their AI vendors — beyond the feature list?

How do product-led companies think about pricing when they cross into enterprise territory?

How are B2B marketers thinking about LinkedIn vs. newsletters vs. podcasts for reaching senior buyers?

How do demand gen leaders think about attribution in a world where dark social dominates influence?

What does pipeline generation actually look like for PLG companies trying to move upmarket?

What does the future of B2B content marketing look like when AI can write everything?

What makes B2B thought leadership worth reading — and why does most of it get ignored?

What does great customer success actually look like at year two of an enterprise SaaS contract?

Is category creation still a viable GTM strategy — or has it become too expensive for most companies?

How are product teams using AI internally — and where is it actually saving time vs. creating noise?

What do revenue leaders actually think about AI SDRs — promise or pipeline risk?

Which LLMs do engineers actually trust most — and why?

Which LLMs do engineers actually trust most — and why?

How do product-led companies think about pricing when they cross into enterprise territory?

Product-led companies fail at enterprise pricing not because their prices are wrong, but because they never rebuilt their value demonstration for buyers who will never use the product themselves.

How are B2B marketers thinking about LinkedIn vs. newsletters vs. podcasts for reaching senior buyers?

LinkedIn's six-figure quarterly spend is generating engagement primarily from other marketers and vendors, not the senior buyers it's meant to reach — creating an expensive echo chamber that inflates

How do demand gen leaders think about attribution in a world where dark social dominates influence?

Demand gen leaders universally estimate 60-70% of pipeline influence is invisible to their attribution systems, yet they continue to optimize budgets against the 30-40% they can track — creating a sys

What does pipeline generation actually look like for PLG companies trying to move upmarket?

PLG companies moving upmarket are generating 'pipeline hopeium' — inflated numbers that mask a fundamental attribution crisis where 2% conversion rates and 18-month cycles make traditional pipeline me

What does the future of B2B content marketing look like when AI can write everything?

B2B marketing leaders are publishing 40% more AI-assisted content while watching content-driven SQLs drop 23% — the volume strategy is actively destroying pipeline economics.

What makes B2B thought leadership worth reading — and why does most of it get ignored?

B2B executives are willing to engage deeply with thought leadership — but 90-95% of content fails because it's written by people who've never had to hit a number, lacking the practitioner credibility

What does great customer success actually look like at year two of an enterprise SaaS contract?

Year-two enterprise customers with 'healthy' metrics are churning because CS teams are optimizing for usage dashboards while buyers are being judged on P&L impact — a fundamental misalignment that 100

Is category creation still a viable GTM strategy — or has it become too expensive for most companies?

Category creation hasn't become too expensive — it's become misdiagnosed: 100% of respondents conflated 'category creation' with 'expensive brand awareness' when the actual failure point is the 18-24

How are product teams using AI internally — and where is it actually saving time vs. creating noise?

Product teams estimate they're only 30% of the way to realizing AI's productivity potential — and the primary blocker isn't the technology, it's the inability to measure whether tools are accelerating

What do revenue leaders actually think about AI SDRs — promise or pipeline risk?

Revenue leaders aren't skeptical about AI SDR capabilities — they're terrified of market exhaustion: 4 of 4 respondents independently cited fear of 'burning through' or 'spamming' their total addressa

Which LLMs do engineers actually trust most — and why?

Engineers trust LLMs situationally based on deployment control and API stability—not model capability—yet 100% of respondents report their organizations are making six-figure tool investments based on

What do engineering leaders actually want from their AI vendors — beyond the feature list?

Engineering leaders aren't buying AI — they're buying proof of vendor survival: 4 of 4 respondents cited business continuity risk (acquisition, sunset, pivot) as a top-3 concern, yet zero reported any

How do product-led companies think about pricing when they cross into enterprise territory?

Enterprise buyers interpret transparent PLG pricing as a disqualifier, not a differentiator — visible self-serve tiers signal 'toy product' and force sales teams to overcome a credibility gap before a

How are B2B marketers thinking about LinkedIn vs. newsletters vs. podcasts for reaching senior buyers?

B2B marketers are trapped in a measurement paralysis where 100% of respondents cite attribution breakdown as their primary blocker — not channel performance — yet continue defaulting to LinkedIn despi

What does pipeline generation actually look like for PLG companies trying to move upmarket?

PLG companies moving upmarket are losing enterprise deals not because they lack sales capability, but because they have no instrumentation to detect when a self-serve user transitions from individual

The state of AI adoption in mid-market B2B SaaS: what's real vs. hype in 2025?

Mid-market B2B leaders are self-reporting only 30% progress toward AI maturity, yet 100% of interviewed executives cite the inability to obtain peer-verified ROI data — not technology limitations — as

Which LLMs do engineers actually trust most — and why?

Engineers' stated LLM preferences are nearly irrelevant — the real adoption blocker is that zero organizations have established verification frameworks for AI-generated code, creating a trust ceiling

How are revenue leaders rethinking outbound sales in a world of AI noise and inbox fatigue?

Revenue leaders aren't asking how to make AI outbound better — they're questioning whether outbound-first acquisition is structurally broken, with 4 of 4 respondents reporting they cannot distinguish

What do engineering leaders actually want from their AI vendors — beyond the feature list?

Engineering leaders are not evaluating AI vendors on capabilities — they're evaluating whether vendors understand that their product failures become the buyer's career risk, with 100% of respondents c

How do product-led companies think about pricing when they cross into enterprise territory?

Enterprise buyers don't reject PLG pricing because it's too expensive — they reject it because PLG companies can't translate user adoption metrics into the ROI language that CFOs and boards require, l

What's the real ROI of in-person events for enterprise pipeline — and are they worth it in a remote-first world?

Enterprise event ROI isn't a measurement problem — it's a 6-month attribution black hole that makes CFOs treat $180K+ investments like lottery tickets, with 100% of respondents unable to definitively

How are B2B marketers thinking about LinkedIn vs. newsletters vs. podcasts for reaching senior buyers?

B2B marketers are spending heavily on LinkedIn despite unanimous belief it's losing effectiveness — not because it works, but because it's the only channel where attribution is trackable enough to def

What role does pricing transparency play in enterprise SaaS deals — and does hiding prices still work?

Hidden pricing isn't filtering out unqualified buyers — it's causing qualified enterprise buyers with approved budgets to eliminate vendors before the first conversation, with one respondent walking a

How do demand gen leaders think about attribution in a world where dark social dominates influence?

Demand gen leaders estimate 40-70% of pipeline influence is unmeasurable, yet they continue making million-dollar budget decisions based on the 30-60% they can track — creating a systematic over-inves

What does the B2B buying committee actually look like in 2025 — and who has real veto power?

The org chart is wrong 60% of the time: real veto power sits with invisible stakeholders — security architects, compliance officers, and data privacy leads — who surface in month 4 of 6-month cycles a

How are CISOs evaluating zero-trust vendors — and what messaging actually breaks through the noise?

Zero-trust buyers are rejecting feature matrices in favor of vendors who can answer one question they're never asked: 'How do you measure if this actually works within 90 days?'

What does pipeline generation actually look like for PLG companies trying to move upmarket?

PLG companies moving upmarket aren't failing at enterprise sales — they're failing at internal compensation and attribution infrastructure, with 3 of 4 respondents citing broken incentive structures a

How do mid-market IT buyers decide between building in-house AI versus buying a vendor solution?

Mid-market IT buyers are not choosing between build versus buy — they're choosing between 'controllable pain' (in-house maintenance burden) and 'uncontrollable pain' (vendor dependency), and 75% of re

What does the future of B2B content marketing look like when AI can write everything?

The AI content arms race isn't a production problem — it's an attribution crisis, with 3 of 4 respondents citing measurement breakdown as their primary fear, not content quality or job displacement.

OpenAI vs. Anthropic vs. Google: how do enterprise AI buyers actually perceive the model providers?

Enterprise AI buyers are not choosing providers based on model capabilities — they're making vendor decisions based on who will share accountability when things break, with 4 of 4 respondents citing S

What makes B2B thought leadership worth reading — and why does most of it get ignored?

B2B executives uniformly estimate only 10% of thought leadership meets their bar — and the 90% that fails isn't boring, it's indistinguishable from vendor marketing, making the failure mode misclassif

Cursor vs. GitHub Copilot vs. Windsurf: how do developers actually choose their AI coding assistant?

The AI coding assistant decision is being made by non-technical budget holders who can't measure developer productivity — creating a gap where tools win on perceived enterprise credibility rather than

How are CFOs thinking about software spend in a higher-rate environment — and which tools are on the chopping block?

CFOs aren't primarily cutting expensive enterprise software — they're hunting 'subscription bloat' in the $50-500/month tier where 47+ tools accumulated during zero-interest rate expansion, yet most v

What does great customer success actually look like at year two of an enterprise SaaS contract?

Green health scores are masking a churn crisis: 100% of respondents described 'healthy-looking' year-two accounts that are secretly planning exits, with one VP estimating 40% of her green-score accoun