Primary research for B2B outreach
We survey your buyers’ peers, find the stat they can’t stop thinking about, and turn it into a content hook for your B2B outreach: a gift to send. Your pitch becomes the return favour.
Hi Dana — we just surveyed 20 CISOs at banks. Their #1 concern? Too many security tools and no single place to see them all.
Happy to send you the full report. Just say the word. No strings.
Your prospects get dozens of pitches a week, and they all open by talking about the sender. Ours open by talking about the reader’s world.
Same prospect. Same inbox. One email asks for 15 minutes. The other gives something useful first.
Hi Dana, I’m Josh from SecureCo. We’re the leading AI-powered unified security platform, trusted by innovative teams to reduce risk and drive efficiency.
Do you have 15 minutes next Tuesday for a quick demo?
Hi Dana — we just surveyed 20 CISOs at banks. Their #1 concern? Too many tools, no single place to see them all.
Happy to send the full report. Just say the word. No strings.
Why it works
People repay what they’re given. Even strangers.
Reciprocity is one of the oldest instincts in human behaviour. Give someone something genuinely useful and they feel they owe you a little in return. In B2B, that “little” is ten minutes of their attention, and ten minutes is all a good pitch needs.
Insight from their peers that they can’t get anywhere else.
You clearly understand their world. You did the homework.
A little of their time now feels like a fair trade.
Your pitch arrives as the return favour, not as an interruption.
Our clients would rather their competitors didn’t know how they’re filling their pipeline. We can’t name them, but we can show you what happened.
See the (redacted) case files →Higher click-through on ads
Ads that lead with a research finding get clicked more than ads that lead with a feature.
More replies to outreach
That’s 3× the response rate of their old “here’s what we do” sequences.
More pipeline on the same budget
On average across clients. Same spend, more conversations, more pipeline.
Client names are under NDA. Their numbers aren’t.
We run the whole thing: who to ask, what to ask, getting real answers, and turning them into outreach your team can send on Monday.
The full method →Who does your buyer quietly compare themselves to? Those are the people we talk to. Their answers are the ones your buyer will want to read.
A short, sharp survey built around the tensions your buyers lose sleep over. The questions are about their world, not your product features.
Real people with real titles at companies that look like your prospects. Small enough to move fast. Senior enough to matter.
We dig through the answers until we find the stat that makes someone stop and say “wait, really?” That stat is your hook.
The report, the email sequences, the ad angles, the LinkedIn posts and the SDR talk track, all built around the hook and ready to go.
Try it
Pick a buyer and see what a hook looks like for them. Each one opens with what their peers said, not with what you sell.
Hi Dana — we just ran a study with 20 CISOs at banks. Their #1 concern? Too many security tools and no single place to see them all.
Happy to send you the full report. No strings attached.
These are examples to show the format. Real hooks come from real survey data, collected for you.
One study. Every channel.
Open with a finding instead of a feature. A one-line “want the report?” beats a calendar link every time.
“We surveyed 20 bank CISOs. Want the results?”
Stats stop the scroll. Ads built on research findings give people a reason to click besides your logo.
“68% of your peers said this. Did you?”
Weeks of posts for founders and sellers, each one built on a stat their audience actually cares about.
A 5-post series, one finding each
Talk tracks, objection handlers and deck slides that let reps say “your peers told us…”
Discovery questions built on the data
A study is a ready-made agenda: present the findings and invite a few respondents to debate them.
“The Consolidation Problem — live”
Journalists need fresh data. Original research gives you a story to pitch, not just a product.
A trade-press exclusive on the findings
A content hook is a piece of original, genuinely useful insight, usually a finding from research with your buyer’s peers, that opens B2B outreach by giving something first. Your pitch comes second, as the return favour.
We survey 15–25 decision-makers in your buyer’s peer group, find the most compelling finding, and turn it into outreach that gives before it asks: emails, ads, LinkedIn posts and talk tracks. Our clients have seen reply rates rise by 200%, ad click-through by 29% and pipeline by 60% on the same spend.
For what we do, yes. We’re not trying to measure a whole market to two decimal places. We want a sharp, honest picture of what senior people in a specific peer group are thinking right now.
A CISO doesn’t need a 2,000-person census to find “20 CISOs at banks like mine said this” worth reading. We’re always open about the sample size, and that honesty is part of why it works.
Yes. We recruit by title, industry and company profile to match your ideal customer, and we screen every respondent. No bots, no padding, no “marketing coordinator who once met a CFO.”
A thought-leadership report is built to be published. A hook is built to be sent. We design the study backwards from the outreach: the question we ask is the one that makes the best opening line.
You still get a polished report, but it’s there to serve the conversation, not the other way round.
Only if the research is bad. When the data is genuinely useful, it doesn’t matter that a vendor paid for it. Prospects are used to vendors taking. Giving first is the surprise.
You do. The findings, the report and every asset we build from them are yours to use however you like, for as long as you like.
Weeks, not quarters. Timing depends mostly on how niche your buyer is: bank CISOs take longer to reach than SaaS marketers. We’ll give you a realistic timeline on the first call.
Tell us who you sell to. We’ll tell you what their peers are dying to know, and how to ask them.