Pistachio
Founder voice
A founder posting their own thinking each week gives buyers a person to trust before they ever talk to sales.
2026 B2B Content Benchmark
How does your B2B content stack up?
The first B2B content benchmark from Pistachio. We tested 24,346 pieces of content from 134 brands against B2B content best-practices across six different layers.
Email is the weakest layer.
Brands average 0.8 out of 3 on email, and 66 of 134 score zero. Your report shows where you sit on each layer.
Average rung out of 3 · 134 brands · as of 22 Oct 2026
- Founder voice1.9
- Team advocacy2.3
- Email0.8
- Long-form1.8
- Blog1.9
- Tools2.2
Why these six layers?
Most B2B brands measure impressions at the top and conversions at the bottom. These six layers cover the middle, where a buyer goes from "I've heard of them" to "I trust them".
01People
Buyers trust people before logos.
Team advocacy
Every employee who posts puts the brand in front of their own network, in a voice that network already knows.
02Owned channels
Reach the brand owns outright, not rents from a feed.
A list is an audience you own. No algorithm decides who sees your next send.
Long-form
Podcasts and longer videos earn real time with buyers, the kind of attention a feed post rarely gets.
03Library
Content that keeps working long after it's published.
Blog
Posts written by named people for readers, not search engines, keep earning trust long after they go out.
Tools
A free tool that works on the visitor's own numbers is useful on day one, and shows what the product can do.
Who's in the benchmark
134 B2B software brands, mostly venture-backed challengers based in the US, Australia and the UK. Here's how the sample breaks down.
By category
13 categories- Developer Tools & Infrastructure18
- Marketing18
- Productivity & Collaboration18
- Sales & GTM18
- Design & Content11
- Finance & Payments11
- HR & People10
- AI Agents & Automation6
- Customer Support & CX5
- Legal5
- Security & Compliance5
- Vertical Software5
- Data & Analytics4
By latest funding round
- Bootstrapped3
- Seed5
- Series A31
- Series B32
- Series C21
- Series D12
- Series E+14
- Growth round7
- Public4
- Not disclosed5
By headquarters
- United States
- 9470%
- Australia
- 1914%
- United Kingdom
- 1310%
- Other or two markets
- 86%Australia and US, New Zealand and Australia, Singapore, Sweden and US, Israel, Poland and Germany
By headcount
employees- 171 to 50
- 4451 to 200
- 47201 to 1,000
- 201,001 to 5,000
- 65,001+
See where your brand stands.
One field. Your own result if we have scored you, and the full benchmark either way.