B2B Original Thought Leadership Services
Original market research that leads to market influence.
Original Research Is the Starting Line (Not a Footnote in an Article)
The strongest B2B thought leadership doesn’t start with opinions.
It starts with evidence. (Coincidentally, that evidence is also how your content can cut through a crowded landscape, rife with competing AI and SEO algorithms!)
Why? Because in crowded markets, perspective alone isn’t enough. Buyers want proof. Journalists want data. Analysts want rigor. And executives want insight they can stand behind.
PAN is a B2B thought leadership agency that helps technology and healthcare brands (A) uncover original insight and (B) turn it into compelling write-ups that shape conversations.Â
Our work sits at the intersection of research, strategy, and storytelling. We design original research campaigns that surface real market signals. Then, we translate those findings into narratives that build authority, credibility, and long-term influence.
This is thought leadership built on substance.
From Original Research to Thought Leadership That Permeates
Insight only matters if it travels.
As a B2B thought leadership agency, PAN helps brands turn original research into clear narratives that hold up across channels. We identify the core signal beneath the data, then we shape a central story thread designed to fuel your broader communications ecosystem.
This often includes flagship research reports, pillar thought leadership narratives, executive POVs and bylines, media and analyst storylines, social and paid social content, and more.
The key takeaway: Because PAN operates as a thought leadership marketing agency that conducts original research, we craft every story with real-world distribution, credibility, and longevity in mind.
Our B2B thought leadership services include:
Voice-of-Customer & Buyer Insight Analysis
Your customers are already telling you what matters.
We help you capture and interpret buyer sentiment to uncover themes that inform messaging, positioning, and thought leadership. These insights often become the most trusted—and quoted—elements of a research program.
Market & Category Insight Studies
When markets shift, clarity becomes a competitive advantage.
We conduct market and category research that helps brands understand how they’re perceived, where differentiation exists, and how narratives are evolving. These studies often inform repositioning, GTM strategy, and executive communications.
Thought Leadership Development & Activation
Research is the foundation. Storytelling makes it resonate.
We translate findings into structured narratives, editorial frameworks, and POVs that your teams can activate across PR, content marketing, social media, executive thought leadership, and demand programs.
A Thought Leadership Agency Purpose-Built for Today’s B2B Buying Journey
As a B2B thought leadership agency, PAN conducts original research with one goal in mind: making it usable. Every study is designed to inform positioning, power content ecosystems, and support brand-to-demand strategy.
We partner with B2B brands to design and execute research programs that explore:
- Market perceptions and category dynamics
- Buyer priorities, pain points, and decision criteria
- Emerging trends and behavioral shifts
- Brand credibility, trust, and differentiation
- Voice-of-customer and sentiment insights
Our teams leverage modern research and consumer sentiment tools, paired with experienced analysis, to ensure findings are credible, defensible, and relevant to real buying behavior.
Why Brands Choose PAN for Thought Leadership Driven by Original Research
Research demands rigor. Thought leadership demands restraint.
PAN brings both, without turning to jargon or opaque metrics.
The result of this approach: research your teams can stand behind and actually use in the day-to-day.
“PAN’s strategic media approach and collaborative mindset, from survey design and content development through post-launch and cross-channel amplification, helped us transform our research report into a compelling story.”
Senior Comms Specialist, iCIMS
