MarketScale Research
Research & Reports.
Data-backed reports on B2B video production, AI visibility, user-generated content, and executive thought leadership, observed across the B2B content landscape.
A data-backed benchmark, not sponsored research.
The Signal
A daily briefing on what business is paying attention to, drawn from the topics professionals read across 16 industries and validated by real demand. Trends, business ideas, leader guidance, and what to watch next.
Read the report →The State of B2B Marketing
Recurring patterns, emerging pressures, and field intelligence from across the B2B marketing industry, observed and updated every week.
The State of B2B Video Editing
Tool adoption rates, quality benchmarks, AI integration levels, and workflow patterns from professional B2B video editors, observed across thousands of videos.
The State of GEO: AI Visibility for B2B
How B2B companies appear across AI search engines, answer engines, and generative discovery platforms. Citation share, prompt visibility, and AI discovery patterns, quantified from live AI search monitoring.
Best Practices in UGC for B2B
A live guide to the content formats, creator types, production patterns, and buyer signals shaping B2B user-generated content, updated weekly from observed B2B content activity.
Key findings across all reports
of B2B buyers use AI tools in purchase research
Superlines 2026
of B2B buyers researched a new product after reading thought leadership
Edelman-LinkedIn 2024
of B2B marketers rate video as the most effective content type
CMI 2025
higher buyer trust when brands feature real customer voices
Taggbox 2025
of B2B buyers would invite thought leadership producers into their RFP
Edelman-LinkedIn 2024
CTR improvement from video-integrated B2B outreach vs text-only email
Vidyard / Superside
B2B Content Weekly
The research, before everyone else has it.
One email a week: the data, benchmarks, and plays from how the fastest-growing B2B teams produce content. No pitch.
Research-backed solutions
Every report is backed by a platform that acts on the data
Common questions
About MarketScale research
What B2B content marketing research does MarketScale publish?
MarketScale publishes five live reports: The State of B2B Marketing (weekly market trends), The State of B2B Video Editing (tool adoption and quality benchmarks), The State of GEO: AI Visibility for B2B (how brands appear in AI search), Best Practices in UGC for B2B (live format rankings), and The State of B2B Video Production 2026 (the production funnel, format performance, and documented outcomes). All are observed across B2B content production and AI-search activity.
How often does MarketScale update its B2B content marketing reports?
Four reports update every Monday: The State of B2B Marketing, The State of B2B Video Editing, Best Practices in UGC for B2B, and The State of GEO. The State of B2B Video Production 2026 refreshes continuously.
What makes MarketScale's B2B research different?
The reports are data-backed rather than survey-driven or sponsored: they look at how B2B video and content actually gets produced, and how brands appear across AI engines like ChatGPT, Perplexity, Gemini, and Google AI Overviews. Every statistic is either observed across the B2B content landscape or attributed to cited third-party research. The point is to give B2B marketers a working benchmark, not a vendor pitch dressed up as a study.
What is GEO and why does MarketScale publish a report on it?
GEO stands for Generative Engine Optimization: the practice of making a brand visible and citable by AI search systems like ChatGPT, Perplexity, and Google AI Overviews. MarketScale publishes The State of GEO report because 73% of B2B buyers now use AI tools in their research process, and AI-referred traffic converts at 15.9% versus 1.76% for Google organic. B2B companies need data on where and how they appear in AI-generated answers.
Is MarketScale's B2B content marketing research free?
Yes. All reports, including The State of B2B Marketing, The State of B2B Video Editing, The State of GEO, Best Practices in UGC for B2B, and The State of B2B Video Production 2026, are free to read.
What is the State of B2B Video Editing report?
The State of B2B Video Editing is a data-backed report on professional B2B video production. It tracks tool adoption rates across NLE, AI editing, transcription, audio processing, and motion graphics categories; quality score benchmarks; AI tool adoption rates; and workflow patterns from professional editors. It is observed across thousands of videos and updates weekly.
What UGC content formats perform best for B2B companies?
Observed across the B2B content landscape, the formats that consistently show the highest production investment and channel breadth in B2B programs include customer stories, expert interviews, event recaps, executive POV content, and practitioner Q&As. The Best Practices in UGC for B2B report (/best-practices/ugc-for-b2b) publishes live weekly rankings of format performance scored on volume, production investment, channel breadth, and recency.
Who are these reports for, and how do teams use them?
They are written for B2B marketers, content and demand-gen leaders, and the executives who fund content programs. Teams use them to benchmark their own video and content output, decide which formats and AI-visibility moves are worth the investment, and build the case internally. For context, 87% of B2B marketers report content marketing built awareness in the last year (Content Marketing Institute, 2025), so the questions these reports answer (what to make, and whether it shows up in AI answers) sit at the center of most content plans. The platform that acts on the same data is at /platform.
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