6 B2B Insight Report Examples to Inspire Your Next Campaign

If you’re looking for B2B insight report examples, you’re in the right place.

Creating original, data-backed content can feel like a big lift. What topic should you cover? What story should you tell? What questions should you ask? And once you have the data, how do you turn it into something your audience actually wants to read?

Good news? You don’t have to start from scratch.

Many B2B tech companies have used audience insights, surveys, and industry data to create reports that support thought leadership, content marketing, lead generation, and sales conversations.

Let’s walk through six B2B insight report examples and what marketers can learn from each one.

Why B2B Insight Reports Matter

B2B buyers want useful, credible information. They don’t just want another sales pitch. They want data, trends, examples, and practical takeaways that help them understand what is happening in their industry.

That’s where insight-driven reports can help.

A strong report can help your team:

• Explore a timely industry trend.
• Understand buyer pain points.
• Create original thought leadership content.
• Support demand generation campaigns.
• Give sales teams stronger conversation starters.
• Repurpose one idea into multiple campaign assets.

The trick is choosing a topic your audience cares about and turning the findings into a story that connects back to your market.

1. Snyk: Infrastructure as Code Security

Snyk is a developer security platform that helps application and cloud developers secure their applications.

Their Infrastructure as Code Security Insights report explored the state of Infrastructure as Code deployment and the challenges developers face when securing code, infrastructure configuration, and containers.

The goal was to help organizations understand:

• The benefits of automated security testing for IaC definitions.
• The roadblocks to broader IaC adoption.
• How different organizations approach IaC security.

Some key findings helped Snyk tell a stronger industry story:

• 63% of companies were just beginning to explore IaC technology.
• Only 7% had implemented IaC to the best of current industry capabilities.
• 71% of companies preferred to standardize on a common toolset or workflow across IaC configuration types.
• A lack of standardized workflow and practices was a leading reason respondents remediated security issues manually.

Tip: Incorporate Your Branding

What works well here is the balance between objective insight and strong brand positioning.

The report gives readers useful industry data while still reinforcing Snyk’s relevance in the IaC security conversation.

That’s the sweet spot. Your report should not feel like a brochure, but it should still help your audience understand why your company has a meaningful point of view.

2. Illumio: Security Segmentation Report

Illumio is a cybersecurity company focused on breach containment and security segmentation.

Their State of Security Segmentation report explored how organizations approach segmentation and what challenges they face when protecting against lateral movement.

The report helped highlight the role of segmentation in network security and the shift away from traditional firewall-based approaches.

Some of the biggest takeaways included:

• More than half of respondents did not have segmentation and were not planning it in the next six months.
• Two-thirds of respondents viewed the firewall as outdated for segmentation.
• Hybrid IT environments had become the norm across on-prem data centers and multiple clouds.
• Security incidents were seen as inevitable.

Tip: Repurpose Your Report Into Derivative Content

Illumio’s report is a good example of how one strong insight project can turn into more than one asset.

A single report can become:

• Blog posts
• Whitepapers
• Webinars
• Email campaigns
• Social content
• Sales enablement materials
• Content syndication assets

Here’s the catch: the report should be planned with repurposing in mind from the beginning. If the topic, findings, and visuals are strong enough, your team can keep using the insights long after the report launches.

3. Split: Feature Management and Experimentation

Split is a feature delivery platform that combines feature flags with data to help teams measure the impact of every feature.

Their Feature Management & Experimentation Impact Report examined challenges, adoption trends, and opportunities around feature management and experimentation.

The report was based on feedback from software professionals across engineering, development, product management, and related roles.

Some highlights included:

• 92% of respondents agreed that software feature management is critical to developing and releasing successful digital experiences.
• 50% said pinpointing unexpected issues during a feature rollout was an important priority.
• 60% said software feature release quality and reliability was a top area for improvement.
• 14% had implemented a feature experimentation platform, while others were investigating or planning to implement one.

Tip: Actively Promote Your Insight Report

Publishing the report is only step one.

To get real value from an insight report, your team needs a promotion plan. That can include homepage placements, email campaigns, paid promotion, sales outreach, webinars, social posts, and follow-up content.

If the data supports a timely conversation, don’t let it sit quietly on a resource page. Put it to work across your campaign channels.

4. Siemplify: Remote Security Operations

Siemplify, later acquired by Google, created a report around remote security operations during the shift to work-from-home environments.

The study looked at how remote work affected SecOps professionals and their ability to manage security work.

The report explored areas like threat impact, people impact, and the path forward for security teams.

Some notable findings included:

• 51% of respondents said investigating suspicious activity became more difficult.
• 47% said collaboration and communication suffered.
• Roughly one-third reported increases in network intrusions, malware, ransomware, and vulnerabilities.
• 57% reported an increase in phishing incidents.

Tip: Be Early to an Emerging Trend

Siemplify’s strength was timing.

The report responded to a fast-moving issue while the conversation was still developing. That gave the company a chance to bring original data into an urgent industry discussion.

If your team sees a trend emerging, ask: What does our audience need to understand right now?

That question can turn a timely topic into a strong insight report.

5. Softchoice: Cloud Enabled AI

Softchoice is an IT solutions provider that helps organizations become more efficient, agile, and innovative.

Their Cloud Enabled AI report explored the opportunities and barriers around AI and machine learning in the cloud.

The report helped show how organizations were thinking about analytics, AI, ML, and multi-cloud strategies.

Some key takeaways included:

• Many organizations understood that analytics, AI, and ML would transform industries, but still lagged in implementation.
• 46% of respondents said a multi-cloud approach was very important.
• 14% considered multi-cloud extremely important.
• The top barriers included lack of in-house expertise and difficulty implementing AI and ML solutions.

Tip: Recruit the Right Respondents

A report is only as strong as the audience behind it.

Softchoice’s topic required input from people with relevant experience in areas like business intelligence, data analytics, product development, cloud architecture, and operations.

For niche B2B topics, broad feedback is not enough. You need respondents who understand the specific problem, environment, and decision-making process.

6. Palo Alto Networks: SOAR

Palo Alto Networks created a report around security orchestration, automation, and response, also known as SOAR.

The report examined incident response, SOAR adoption, challenges, tools, and desired capabilities among security professionals.

Some notable findings included:

• SOAR tools were becoming more common across the incident response lifecycle.
• Respondents wanted a common platform for cross-team investigation.
• Over 80% of respondents performed incident response in-house or used a hybrid model with consultants.
• Respondents identified features like an evidence board and attack reconstruction as capabilities they needed but lacked.

Tip: Use Insight Reports for Lead Generation

Insight reports can support more than brand awareness.

When the topic is specific, the audience is relevant, and the findings are useful, the report can become a lead generation engine.

Your team can build a full campaign around the report, including:

• Gated downloads
• Webinars
• Event presentations
• Media outreach
• Sales follow-up
• Content syndication
• Related blog content

The report gives your team a reason to start better conversations with the right audience.

What Can We Learn From These B2B Insight Report Examples?

Each of these examples shows a different way to turn audience feedback into useful marketing content.

Some focused on emerging trends. Others helped validate product categories, highlight buyer challenges, or support demand generation.

The main takeaway?

A strong B2B insight report needs more than data.

It needs:

• A clear audience
• A relevant topic
• Strong questions
• Credible responses
• A compelling story
• Useful takeaways
• A plan for repurposing and promotion

When those pieces come together, one report can support content marketing, product messaging, sales enablement, and demand generation.

Getting Started With Your Own B2B Insight Report

If you’re thinking about creating an insight report, start with the story.

Ask yourself:

• What topic does our audience care about right now?
• What questions are our buyers already asking?
• What trend can we help explain?
• What pain point can we validate with data?
• What findings would be useful for both marketing and sales?
• How can we repurpose the report after launch?

The best reports do not just present numbers. They help your audience understand what those numbers mean and why they matter.

Need Help Turning B2B Insights Into Better Campaigns?

Insight reports can be a powerful way to support thought leadership, demand generation, and sales conversations. But the data alone is not the whole story.

To get real value from an insight report, your team needs the right topic, the right audience, the right questions, and a clear plan for how to use the findings.

That’s where strong campaign planning makes all the difference.

If your team is looking for more ways to connect with B2B tech buyers, create content that resonates, or support demand generation across the funnel, ViB can help.

Explore more B2B marketing resources from ViB, or connect with our team to learn how we can support your next campaign.