First-party data.
No survey panels.
Most B2B marketing benchmarks are built on survey data from people who may or may not buy what you sell. Grey Matter publishes research drawn directly from client portfolio data: real accounts, real search consoles, real attribution. So you can make decisions based on what is actually happening in the market, not what a panel thinks is happening.
The Great Declick
We studied 18 B2B accounts using first-party Google Search Console data, comparing Q2 2025 to Q2 2026. Informational click-through rates fell 38% year over year with ranking position held constant. 82% of page-one informational queries now produce near-zero clicks. Branded search was essentially flat. The data has direct implications for how B2B teams measure and invest in organic search.
The State of B2B Manufacturing
A first-party study of how manufacturers are winning and losing pipeline in 2026. Covers organic search visibility, paid media efficiency, and the buyer journey signals most correlated with closed-won revenue across industrial B2B verticals.
Research is the beginning. Pipeline is the point.
If your organic search results look like what this data describes, the audit will tell you where to focus first.