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Major B2B Firms Are Boosting Their Content Marketing with DIY Target Audience Research

Conducting your own target audience research is one of the best ways to acquire data to support a particular point or story perspective.

Target Audience Research

Original data boosts content, elevating a firm and generating new interest in a brand.

Leading B2B companies recognize the power of data and frequently use it to create content that keeps them top-of-mind with their customer demographic. Conducting your own target audience research is one of the best ways to acquire data to support a particular point or story perspective.

DIY Market Research


Primary market research used to be a costly, time-consuming operation that sometimes yielded data that were immediately outdated. Companies are now using DIY market research to rapidly and cheaply gather fresh, topical insights that improve the quality and value of their content marketing initiatives.

Here are three real-world examples of how leading businesses have used DIY research to create successful content marketing campaigns.

1. For a product launch, Brex prepared proof points.

Most companies devote a significant amount of effort and resources to creating a value offer that will appeal to a certain target group. Companies recognize the need for trustworthy communications, yet they frequently fail to back up claims and statements with evidence.

Brex, a fintech business, recognized the necessity of testing a message before committing to a large marketing campaign.

NetSuite, a major enterprise resource planning (ERP) solution, was launching its first corporate card integration. To develop a value proposition and a trade show presentation for a new product launch, it turned to DIY market research.

Aliza Edelstein, Director of Product, Partner, and Content Marketing wanted to see if consumers could “regain control of their corporate card and save hours off the month-end book closure.” Instead of merely saying that Brex’s card and the system will provide a better and faster experience for clients, she intended to acquire evidence to back up her claim.

Edelstein’s team examined three important benefits of their value proposition using a combination of qualitative and quantitative research: efficiency, decreasing human error, and receiving more accurate data. They needed to know if their audience would find the term “bean counter” objectionable as part of a possible creative implementation.

Live, in-depth interviews with financial and accounting leaders were conducted by Edelstein’s team. Brex created a quantitative poll based on these findings and sent it to a panel of 292 finance and accounting professionals. Edelstein gathered survey responses in under two days and discovered insights that backed up the team’s value proposition.

The team prepared a research report that highlighted data in a digestible, accessible way for the trade show presentation. In an engaging spin on the “bean counter” theme, these were provided in seat drops before the presentation, along with jelly beans.

The key to exploiting research insights, according to Edelstein, is to present a compelling tale.

2. In thought leadership content, IBM drew on primary research.

The Institute of Business Value, an IBM think tank, focuses on bringing innovation to the market, both for IBM and for external companies. The institute’s thought leadership content, which is published in books, essays, blogs, and other formats, is powered by continuous primary research.

“We need to show that we comprehend the future,” said Dave Zaharchuk, the Institute’s Research Director. “Because IBM has been around for more than a century, our clients look to us to innovate specific business processes within their companies.”

However, market research design, fielding, and analysis might take a long period, making it difficult to obtain market insights quickly. “Once we’ve determined the need for the data, it’s critical to get a survey out in the field, and to the audience, we want to reach as soon as possible.”

The institute may design a panel based on demographics, geography, and professional characteristics using SurveyMonkey Audience, which offers them access to more than 50 million people worldwide and extensive targeting options.

In order to properly comprehend what is happening in the industry and how firms should plan to confront trends, Zaharchuk believes that insights are essential. He remarked, “SurveyMonkey has truly helped us obtain insights to stay inventive in the business and gives our clients a better glimpse into the future.”

3. Wrike creates viral PR content based on original research.

Wrike’s objective is to “make millions of teams incredibly productive,” thus cursing in the office is only loosely tied to what the company does. They recognized, however, that vulgarity in the workplace was a topic that would get people’s attention.

Wrike intended to establish themselves as a thought leader and specialist in the field of workplace efficiency.

When the team was debating whether or not to use a curse word in a banner ad they were working on, they came up with the idea for the “Swearing in the Workplace” poll.


The team created a survey using SurveyMonkey. Wrike had previously spent weeks trying to collect a thousand replies on a survey by using social media profiles and email marketing. In comparison, they were able to collect that many replies in under an hour utilizing SurveyMonkey Audience.

Wrike was able to quickly collect replies from their target population using SurveyMonkey, and it also assisted them in analyzing the data they received. Instead of providing a “data dump,” as some DIY programs would, SurveyMonkey assisted them in identifying trends in the data, allowing them to quickly develop engaging content.

Wrike was featured in over 100 articles, including a segment on The Today Show. While focusing on swearing was a bit off-the-beaten-path topic with some risk, it was a huge hit in PR and social media efforts, and it helped people see the brand in a new light.

When it comes to content marketing research, the Wrike team has a pro tip: if you can locate data that appeals to your clients, your company, and your team, it will help you build a far more engaging brand.

In Closing

Thank you for stopping by today. If you enjoyed this article, you might also like: Research Based Tips for Effective Video Marketing.

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