Joy Huynh | Content and marketing strategist

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Original research · Supermetrics · 2026

The 2026 Marketing Data Report

Leading the content strategy for Supermetrics’ flagship annual research report.

Role

Content lead

Company

Supermetrics

Format

Original research

Year

2026

Background

The 2026 Marketing Data Report is the second edition of a flagship research series I initiated at Supermetrics. The goal was to establish an annual, data-driven point of view that could anchor the company’s thought leadership, support pipeline generation, and give the sales team something credible to lead with.

For the 2026 edition, the challenge was to go beyond presenting survey data and take a genuine editorial position — one that would cut through the noise around AI and speak directly to senior marketers struggling to turn experimentation into real business impact.

The impact

3,000+

Downloads in Q1 2026

200%

Of the quarterly download target

Global

Adopted by the global sales team as a key prospecting asset

Brand-wide

Central thesis adopted across Supermetrics’ broader 2026 brand campaign

My role

Content lead

Designed the research approach, including defining the methodology, selecting the survey vendor, and running the kickoff workshop to align stakeholders on scope

Partnered with the research team to translate data into a sharp editorial position

Conducted expert interviews to shape the editorial direction and add third-party credibility to the findings

Set the editorial direction for the report, briefing and guiding a freelance writer across two drafts

Led the design brief and managed the creative process with the design team through to final delivery

Drove internal alignment, including presenting the project at company all-hands, running enablement sessions across sales and customer-facing teams, and ensuring the report landed as a business asset, not just a content deliverable

Owned the go-to-market content strategy — landing page copy, launch blog, LinkedIn newsletters, and a full amplification plan to drive downloads across channels

INSIDE THE REPORT

What 435 marketers told us about AI and data

AI ADOPTION

Lots of AI pressure, little progress

THE PRESSURE

80%

of marketers feel pressure to adopt AI

THE REALITY

have AI fully embedded in their workflow

DATA STRATEGY

Marketers don’t own their data, and it shows

ROI

ROI is still the top priority, and the top challenge

“

There’s often C-suite pressure to ‘use AI.’ So teams do… but sometimes that just means looking up recipes at the end of the day. That isn’t a strategy.

Zach Bricker, Lead Solutions Engineer, Supermetrics