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BARC Campaign & Authority Booster: Thought Leadership & Lead Generation in the Age of AI

Establish authority with original, data-backed research that LLMs cite, buyers trust, and drives qualified leads.

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The challenge: Gaining visibility and generating qualified leads in a new information landscape

The way prospective buyers research solutions has evolved. A significant portion of their evaluation process is now completed before they make direct contact with a vendor. This initial research increasingly involves AI-powered answer engines like ChatGPT, Perplexity, and Google AI mode, creating a visibility gap for many organizations.
These AI tools function differently from traditional search engines. They prioritize and cite sources that demonstrate authority and contain original data. This shift in how information is surfaced presents several challenges for conventional content marketing campaigns:

 

1. The shift in search dynamics
The effectiveness of traditional, keyword-focused SEO is reduced in an environment where AI-driven search prioritizes citation-worthiness. Search algorithms are increasingly designed to identify and feature sources with original data and analysis, rather than just keyword optimized articles.

2. Untracked research behaviors
Much of the initial buyer research process now occurs in channels that are difficult to track, such as AI chat interfaces or private professional networks. This means that by the time a prospect visits your website, they have already formed opinions based on information you cannot easily measure or influence.

3.The increasing importance of trust
According to research, 65% of decision-makers trust thought leadership content more than marketing materials and product sheets when assessing capabilities and competencies. The proliferation of AI-generated content has made it more difficult for buyers to distinguish between generic claims and credible analysis. Independent, third-party validation is a key factor in building that trust.

4.Content saturation and audience fatigue
The volume of content, much of it AI-assisted, has made it harder to capture the attention of decision-makers. As a result, audiences have become more selective, prioritizing content that offers unique and valuable insights

The solution: Content based on original, data-backed research

The BARC Campaign & Authority Booster provides what AI tools cannot generate on their own: new, proprietary data that establishes your authority, earns citations, and serves as a basis for a high-performance campaigns.

Why It Works

AI engines prefer original research as a source

Unlike content that reinterprets existing information, original survey data is indexed and cited as a primary source by Large Language Models (LLMs). This positions you to be recommended by AI-driven answer engines.

Independent validation builds buyer trust

BARC’s 25 years of experience as an independent analyst firm provides the third-party credibility that helps reduce buyer skepticism and supports the decision-making process.

Research attracts high-intent prospects

Gated research reports are a proven tool for attracting prospects who are actively researching solutions in your market, providing a source of qualified leads. And with the leads add-on you get 40 leads guaranteed.

Custom data creates differentiation

With the customization add-on which includes a custom version of the survey, you gain exclusive insights that your competitors do not have. This data provides a unique foundation for your content and messaging.

Multi-format assets maximize reach

The channel asset add-on delivers your research in multiple formats to engage your audience across the channels they use most: from social media content to long- and short-form videos to blog posts.

The Results: What Market Leaders Achieve

What you´re really investing in:

This Isn´t Just a Survey - It´s the Foundation of a Successful Campaign
What you´re really investing in:

Topical Authority
Building

Establish topical authority with original survey-based insights

Qualified Leads & Demand

Content and programs that deliver qualified contacts

AI-Era Visibility

Be found and associated with your priority topics

Market Intelligence

Clear insights into trends that shape your offer and messaging

Our surveys

Choose the survey to fit into your campaigns

Our research agenda reflects the hottest, most relevant topics and pains points in the data, BI and analytics space. See what we have in store for the upcoming year:

Lessons from the Leading Edge - Successful Delivery of AI/GenAI

Start: Q3 2024
Publication: Q4 2024/ Q1 2025
Region: Global Research

This research report explores the best practices, strategies, and innovations of leading companies at the forefront of artificial intelligence (AI). It will identify key factors that distinguish these leaders, how these organizations leverage AI to drive business outcomes, the challenges they face, and the strategies they employ to overcome them.
The report also delves into how these companies foster a culture of innovation, adapt to evolving technologies, and maintain a competitive edge in the AI space.

The survey-based report seeks to uncover actionable insights and best practices that can serve as a guide for enterprise companies aspiring to harness AI’s potential. By highlighting the approaches of the most successful AI-driven companies, “Lessons from the Leading Edge” provides valuable lessons for businesses across various industries looking to stay ahead of the curve in the rapidly evolving AI landscape.

Key Questions:

  • Understanding the project journey
  • Success criteria, failure points, and lessons learned
  • Data’s role in being AI ready
  • Cost strategies

Global CPM Priorities and Trends Research Report 2026

Start: November 2024
Publication: October 2025
Region: Global

BARC’s and BPM Partners’ new joint research report will provide an up-to-date unique global view of the CPM market. Our comprehensive study combines data from two of the major surveys in this space: BARC’s The Planning Survey 25 and BPM Partners’ 2025 BPM Pulse. The report reflects on the trends currently shaping the CPM market. We ask more than 1,000 users, consultants and vendors for their views on the most important trends in planning, budgeting and forecasting, financial consolidation and supplementary topics. Numerous respondents reveal a comprehensive picture of regional, company and industry-specific differences and deliver an up-to-date perspective of the market.

The report provides detailed information on:

  • Which trends are strongly influencing the market and which ones represent only a niche market
  • Which trends are most important in specific regions and industries
  • What differentiates best-in-class companies from the rest
  • Where the opinions of users, consultants and vendors diverge

Data, BI & Analytics Trend Monitor 2026

Start: Q3 2024
Publication: Q4 2025
Region: Global

BARC’s Data, BI & Analytics Trend Monitor 2025 reflects on the trends currently shaping the BI and data management market. We ask close to 2,500 users, consultants and vendors for their views on the most important trends in BI and data management. Numerous respondents reveal a comprehensive picture of regional, company and industry-specific differences and deliver an up-to-date perspective of the market.

The Data, BI & Analytics Trend Monitor provides detailed information on:

  • Which trends are strongly influencing the market and which ones represent only a niche market?
  • Which trends are most important in specific regions and industries?
  • What differentiates best-in-class companies from the rest?
  • Where do the opinions of users, consultants and vendors diverge?

Make the Most of your SAP Data

Start: Q4 2024 / Q1 2025 
Publication: Q2 2025 / Q3 2025
Region: Global

As one of the largest business software companies SAP touches many business transactions and generates data. Over 437,000 customers therefore seek for solutions to manage, analyze and use this data.  

  • What are the biggest challenges companies currently face when using SAP data?
  • Which technology is currently used for data management and analytics?
  • Which solutions and subject areas are currently underutilized or require action?
  • What is the future vision for utilizing SAP data and which investments are planned to modernize SAP data usage to execute this vision?
  • What role does AI play in this context?

Taming the Wild West: Harness Your Unstructured Data for AI Innovation

Start: Q4 2025
Publication: Q1 2026
Region: Global

Traditional data teams, long accustomed to SQL tables, struggle to manage and govern unstructured data. But this new frontier—ranging from emails and documents to pictures and video or audio clips—is essential to the success of artificial intelligence. Organizations that apply AI models to these proprietary unstructured objects can enrich outputs, improve accuracy and gain competitive advantage. Data engineers and scientists must acquire new skills, tools and techniques to make these diverse inputs usable for GenAI in particular.  

This survey-based report assesses the state of unstructured data management. We explore requirements, obstacles, use cases, best practices and tool evaluation criteria for teams that support AI. Then we define how leading adopters integrate unstructured data, validate and govern it, then refine features and organize metadata to support model training and inference.

Data, AI and business executives should read this report to learn:

  • The unique challenges of unstructured data, including text, speech, images and video
  • Why these data types hold differentiated value for AI adopters
  • How adopters manage this data to support humans and future agentic workforces
  • How governance teams address the risks of unstructured data
  • How data/AI platforms and tools must evolve to capture the value of unstructured data
  • What best practices leaders use to achieve business results

Data Sovereignty 2026: Reality, Relevance, Roadmap

Start: Q4 2025
Publication: 03/04 2026
Region: Global

Data sovereignty is becoming a strategic imperative amid regulation, cyber threats, and cloud dependencies. This BARC survey examines how organizations manage data control—exploring drivers, barriers, maturity, and strategy—to assess where they stand today and what is needed going forward. 

The ESG Data Tsunami

Start: Q4 2025
Publication: June 2026
Region: Global

Navigating ESG data alone can be challenging, not to mention achieving sustainable growth and gaining a competitive edge by going beyond basic compliance. Our survey reveals how leading companies are leveraging regulatory challenges to drive strategic decisions, mitigate risks and identify new opportunities. 

The State of Data and AI Governance: Policies, Controls and Best Practices to Drive Innovation

Start: Q4 2025
Publication: Q2 2026
Region: Global

Many organizations now embrace artificial intelligence (AI) to streamline operations, capture revenue and differentiate their offerings. But while initial results are promising, too few early adopters give sufficient attention to the risks involved. Data and AI leaders must redouble their efforts to ensure accuracy, privacy and regulatory compliance while protecting intellectual property and avoiding biased or toxic content. Their ability to do so will make or break the success of AI innovation.  

This survey-based report assesses the state of data and AI governance. We examine the policies, rules and standards that organizations have in place today as part of heritage data governance programs. Then we measure how organizations extend these programs to address the specific requirements of AI models and agents. We explore the roles, processes and technologies required to govern modern AI initiatives, with a particular focus on the best practices we can learn from leading adopters. 

Data, AI and business leaders should read this report to learn: 

  • What a modern data and AI governance program is 
  • Why AI adopters need such a program 
  • Must-have program characteristics 
  • How AI leaders build, manage and measure effective programs 
  • The impact of a dynamic regulatory and geopolitical environment 
  • Evaluation criteria for data governance-related tools 

The Rise of Agentic AI: A Revolution in Corporate Planning

Start: Q2 2026
Publication: October 2026
Region: Global

Agentic AI promises a future of automated workflows, predictive insights, and proactive task initiation. This technology offers unparalleled efficiency in corporate planning and forecasting. Vendors actively promote the vision of AI agents acting as autonomous teammates that will revolutionize how businesses budget, forecast, and strategize. However, beyond the polished demos and visionary keynotes lies a more complex reality. As business leaders navigate the path from promise to practical application, they must answer critical questions about ROI, security, data readiness, and the impact on their workforce.
This survey aims to cut through the hype and provide an independent, empirical benchmark of the current state of agentic AI usage and expectations in corporate planning. BARC will provide a balanced and nuanced perspective by rigorously investigating the potential benefits and challenges that remain unresolved. We will explore where agentic AI can deliver tangible value and, equally important, where the technology falls short. This research is intended for discerning leaders who need a realistic, clear-eyed guide to navigating the next wave of technological change.
 

Studies already published

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