Original Data: The Perfect Proof of ROI for B2B

When selling your products or services to other businesses, you’re usually dealing with multiple decision-makers who have different priorities. Their common focus, though? Needing to feel confident that your solution will be worth it and bring a positive ROI.

And if they’ve already been burned by another company or pushy salesperson, they’re going to be even more cautious or downright skeptical.

No wonder B2B sales cycles require an average of 27 touchpoints and +100 days. So, how can you speed up yours while making things easier for both yourself and your prospective customers? With original data. 

After all, numbers don’t lie. So, these unique insights can prove your ROI, reassure your buyers, and make you stand out from competitors still leading with generic claims.

Here’s why they work so well and how you can start collecting them today.

Why original data is the best way to prove ROI when selling B2B

By original data, we mean insights and stats gathered through your own primary research rather than by referencing someone else’s (for example, by sending a ScoreApp survey to your customers, putting those answers and numbers into context, and compiling them into a report that showcases your own angle).

This could be centered around the results achieved by past and existing customers using your solution, how they compare with industry averages, how they relate to a common problem or misconception in your sector, and so on.

But how does this help your B2B business prove its ROI to potential buyers?

• Offering objective and data-backed claims – There’s a lot of deceiving marketing and misleading or downright false claims out there. So, many businesses are now skeptical, especially when someone promises them the world. Instead, original data puts your solution into perspective and backs up your claims
• Going beyond common practices and isolated cases – Not many businesses conduct their own primary research. Most leave it at testimonials and case studies (if that!), and their potential buyers are left wondering “Sure, that one company got good results, but what if it was an exception to the rule?” Instead, original data unearths common patterns, puts those results into context, and compares them with industry benchmarks, which is much more transparent and convincing

In a nutshell, original data offers something relevant, engaging, and objective to your prospective buyers and decision-makers, helping them see what’s possible through your solution and putting that ROI into context.

How original data strengthens your B2B brand and sales process

Gathering and sharing your original data will simplify and speed up your B2B sales cycle in several ways. Here are some examples.

Removing uncertainty  

Most brands only share generic opinion-based content or vague claims that their products or services work.

Instead, with your original research, you’ll reassure prospective buyers and stakeholders with data-backed proof and context. 

For example, a marketing agency could run a survey and collect insights showing that their clients get a 49% increase in lead conversion within the first three months. They should also compare it with lower industry averages. Now, their prospective customers have tangible data to base their decision on and can easily share that report with other stakeholders in their company.

Building authority and credibility

You can’t stand out if you always talk about the same topics as your competitors or regurgitate the same content. 

Your original research, on the other hand, will position you as an innovative thought leader: you’ll bring something unique and relevant to your industry, based on your own solution or angle.

For example, a SaaS company could release an annual industry report highlighting various usage trends. They could include data on their own products as well as stats based on customers using their competitors’ software. This won’t just allow their potential buyers to compare them and see their value: it’ll show them their brand has the most up-to-date knowledge and goes above and beyond, boosting their perceived authority and trust factor.

Attracting media attention and organic reach

Journalists, bloggers, relevant publications in your industry… When you publish your original data, people will want to use it as a reference! That’s why it’s a magnet for backlinks (which will benefit your SEO), makes your content more shareable, and attracts all kinds of opportunities.

This will help you grow your target audience organically, and because they keep seeing your name pop up more and more, it’ll increase your credibility as well as your brand awareness.

For example, a fitness app could run a survey about its target audience’s challenges, objectives, and results, showing that 65% of its users reach their weight loss goals within four months. Their new stats and insights will likely get referenced in articles, blogs, social media posts, and relevant fitness publications, boosting their visibility.

Enhancing customer decision-making

Original data will put your products or services into context, offering relevant insights and comparing your solutions to other benchmarks in your sector.

Unlike standalone case studies, your primary research goes beyond a few isolated cases: it highlights common patterns and provides a bigger industry picture, showing proof of what’s possible.

This will speed up and simplify your B2B sales cycle, proving your solution’s ROI in a way that’s easy for prospective buyers to share with other decision-makers, which will remove hesitation and bottlenecks.

For example, a CRM software company could publish a report on customer churn. It’d include industry averages, the cost of this problem and the negative ripple effect it has on a business, and stats showing that their platform reduces it by 35% on average. That way, their prospective buyers will immediately see the direct financial benefit of that CRM, and they’ll be able to put it into perspective, especially against the cost of not investing in it.

Increasing customer retention

One of the best ways to collect your original data (which we’ll cover soon) is by getting input from your target audience or past and current customers. It’ll give you relevant insights on your industry and some based on their experience with your products or services, specifically.

As well as demonstrating transparency, asking your customers to contribute to your research will show them that you care about their opinion and satisfaction. So, they’ll be much more likely to stick around or pick you over and over again.

For example, an accountancy software company could publish annual reports on how their customers feel about their brand and how much time and money they’re saving, comparing it with competitors and previous years. 

This will keep their users engaged while showcasing the improvements made by the company based on their past feedback. So, they’ll want to continue to be a part of your journey, renewing or even upgrading their subscription.

Getting your original data and proving your ROI with ScoreApp

Maybe you’re itching to collect your original data but worrying about costs and logistics, especially as a small or medium business?

Relax: you don’t need to drop thousands on a market research agency or waste months doing everything manually or trying to make complex tools work.

With ScoreApp, you can collect original data in a streamlined and budget-friendly way while also engaging your target customers. Start with our generous free plan and upgrade to the right tier if and when you need more features. 

How does it work in practice? Easy:

1. Pick your focus – What exactly are you hoping to achieve with your original research? What will it be about? Get clear on this first because it’ll inform your questions and also whether you’ll send your survey to your target audience or only past and existing customers
2. Create your survey – Customize one of our professional and attractive templates to match your branding and goals, and craft questions that’ll allow you to collect the original insights you need (without influencing your participants’ answers). Since ScoreApp gives you 9 different question formats, it’ll be a breeze to collect both qualitative and quantitative data
3. Start collecting your answers – ScoreApp complements your marketing and works with your existing tools. If your survey is for your entire target audience, reach them by promoting it on your website (for example, using our landing pages and pop-ups), linking to it in your social media bios, creating new content around it, sending it to your email subscribers, and using paid ads. If it’s just for your past and existing customers, email it to them, leading with why their contribution matters. Once you’ve put this in place? ScoreApp will keep collecting all their submissions and contact details automatically
4. Review your original data, and create your report – You won’t have to go through hundreds of submissions manually! ScoreApp brings everything together and gives you a clear dashboard, perfect to review those answers, spot patterns, and put it all into context. Now that you have your original data, use it to create your report (or publish it in a way that works best for your goals)

Ready to simplify your B2B sales cycle, retain more customers, and stand out from all competitors?

Then, start collecting your original data to prove your ROI: launch your ScoreApp survey today and for FREE.