More Content Isn’t Winning. Here’s What Is.
300 B2B marketing leaders across the US and UK revealed where budgets are going, how AI is actually being used, and which content assets are influencing buying committees, and which ones aren’t.
The formats that actually move buying committees are the ones most teams aren’t making. While blog posts, infographics, and eBooks flood the market, original research sits largely unclaimed, despite the fact that 54% of buying committee members read a relevant survey report before making a purchase decision.
The gap isn’t awareness. Marketers know these formats work. The barrier is execution, and that’s exactly where the competitive opportunity lives for teams willing to invest in authority over volume.
Everyone is using AI to create content faster. Almost no one is using it to get that content in front of the right people. The result is a market where AI is accelerating the very saturation it was supposed to solve, more first drafts, same manual distribution, same crowded channels.
The teams that will pull ahead aren’t the ones generating more. They’re the ones applying AI further down the workflow, in packaging, targeting, and distribution, where adoption is still low and the efficiency gains are still uncaptured.
The content budget problem isn’t a finance problem, it’s an attribution problem. Most teams can’t clearly connect content activity to revenue outcomes, which means budget conversations rely on directional metrics rather than hard evidence.
Until that changes, content will keep being treated as a supporting function rather than a pipeline driver. The report shows where attribution confidence breaks down, which measurement frameworks are gaining ground, and what high-performing teams are doing differently to make the case for investment.
The benchmarks your leadership team will ask about, content budget allocation, AI adoption across the full workflow, which formats buying committees actually read, attribution confidence levels, and where the real content opportunity gaps are in your market.
25 pages. Just the numbers.
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