The Original Data Advantage
Proof that brands publishing original research outperform opinion content on engagement, links, and pipeline.
Methodology · 220 demand-gen leaders
The headline findings.
Engagement lift
More backlinks
More pipeline
What the winners do differently.
The brands that get surfaced in AI answers aren't writing more — they're publishing data no one else has, and packaging it to be quoted.
Publish original data
Proprietary numbers no competitor owns become the reference point buyers, analysts, and AI engines return to.
Structure it to be cited
Clear, quotable stats with methodology attached are the passages AI answer engines lift verbatim.
Measure what AI surfaces
Track where your data shows up across AI Overviews, ChatGPT, and Perplexity — not just classic rankings.
Compound it with PR
Each media pickup and backlink makes the next AI citation more likely. The flywheel keeps turning.
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