20 B2B Benchmark Report Examples We Love

For B2B companies, producing research reports is one of the best ways to generate awareness, pipeline, and revenue.

If you get it right, that is.

Research reports are some of the riskiest pieces of content we produce. They need to tap into a vibe or conversation that already resonates with the ICP. They need to present an original POV or add net-new information to that conversation. And they need to position your brand as an authority in the space. And if they fail to do that... you just burned through (potentially) $1000s of dollars for nothing.

That's why we've created a database of 20+ B2B reports that can inspire your next research-heavy asset. Use this resource to inspire new angles, topics, and approaches that go way beyond the tired old "state of the industry" set-up.

You can access the Notion database here, or just keep scrolling to see a snapshot of 10 of the 20+ reports in there:

The Chameleon Benchmark Report 2024

Why we love it:

• It's ungated meaning it reaches as many people as possible
• Beautiful microsite that looks as good on the web as on a phone
• Unique data that earned Chameleon dozens of reputable PR mentions

The State of (Dis)Content by The Content Studio

Why we love it:

• Based on a survey of 500 content marketers
• Empathizes with the real struggles and challenges that content creators are experiencing
• Provides takeaways and data on the landing page and encourages entering your email for more content

The State of Video 2023 by Wistia

Why we love it:

• Wistia put as much effort into the promotional content as the report itself
• The video summary offers something different and 100% on brand
• Beautifully designed

2024 Email Marketing Benchmarks by Klaviyo

Why we love it:

• Based on a staggering 350 billion—yes that's billion with a B—email dataset
• Benchmarks tailored to 15 different industries
• A successful press outreach campaign that earned hundreds of earned media mentions

The Evidence Gap Report by UserEvidence

Why we love it:

• Survey of 619 buyers provides insight into how B2B companies buy today
• Quotes and testimonials from industry thought leaders provides social proof
• Unique takeaways help the report break through the noise

The Sprout Social, Inc. Index Edition XIX

Why we love it:

• Comes with a slide deck template that readers can share with their executive team
• Working with an established research partner (Glimpse) gives it rigor and authority
• Consistently producing these reports gives Sprout Social the ability to compare data year over year.

Digital Horizons 2024 by Semrush

Why we love it:

• Explores emerging tech trends beyond the buzz of AI.
• Sticky CTA to a free competitor analysis tool boosts conversion rate and earns an email address
• Ungated content helps Semrush rank for organic keywords

Commerce Trends 2023 by Shopify

Why we love it:

• Numbered takeaways are easy to scan and likely to earn backlinks
• Future forecasts help readers peer into the future
• Ungated content helps Shopify rank for hundreds of keywords and earn traffic long after publication

B2B SaaS Customer Acquisition Costs 2024 by First Page Sage

Why we love it:

• Niche audience (B2B SaaS) allows for relevant takeaways for their buyers
• Breaking down benchmarks by dozens of industry segments provides even more specificity
• No-frills design allows this scrappy company to produce a successful report on a relatively small budget

Unlocking the Potential of the Anywhere Economy by Docusign

Why we love it:

• Partnering with an iconic brand in The Economist establishes authority
• Global audience helps DocuSign generate pipeline around the world
• Positions DocuSign as part of a wider cultural change happening today

Head over to our open-access database to see more examples of stand-out B2B benchmark reports.