Differentiate on insight
We help B2B tech companies become known for their expertise.
Meet the founder
David Schatsky
David Schatsky spent nearly a decade leading Deloitte's global market intelligence and AI research function, where he authored the firm's foundational research on artificial intelligence — work cited in more than 1,000 scholarly papers and covered in over 1,000 media outlets. He designed the methodology Deloitte still uses to evaluate which emerging technologies are worth firm-wide investment, and before that, led an 80-person global research organization as President of Jupiter Research.
He has appeared on CNN, NPR, NBC, CBS, and Fox News, and been cited in the New York Times and Wall Street Journal. He is a former Technology and Geopolitics Fellow at Harvard Kennedy School’s Belfer Center, where his research examined how companies create — and fail to create — value with generative AI.
What we do
Why Tenon Research
Tenon Research exists because rigor, original interviews, real data, and a genuine point of view is exactly what most B2B tech companies' thought leadership is missing.
Original research, not recycled talking points
Most B2B thought leadership is repackaged conventional wisdom. Tenon Research conducts real primary research — executive interviews, proprietary frameworks, and rigorous analysis — to produce insight your competitors can't simply copy.
Core Services
Original Research Reports — Primary-research studies (executive interviews, data analysis, proprietary frameworks) that give your company something genuinely new to say — not a rehash of the analyst-firm consensus.
Executive Thought Leadership — Ghostwritten bylines, keynote content, and media-ready commentary that positions your executives as the authority journalists and analysts actually call.
Market & Technology Analysis — Independent assessment of where a technology trend is real versus overhyped, delivered with the same rigor used to build Deloitte's most-cited AI research.
Competitive Intelligence — Rigorous, ongoing tracking of competitors' positioning, product moves, and market messaging — so you know exactly where you stand and where the openings are, not just what your rivals say about themselves.
Selected services
Strategic services
Expertise Messaging Platform - Define messaging that differentiates in a crowded or fast-moving market
Insight Strategy & Architecture - Surface insights from your human experts and your unique data
Precision Targeting Analysis - Profile your ideal customers to tailor content for them
Thought Leadership Content Plan - Create a 12-month plan for establishing authority and earning mindshare
Research & Content Services
Research-backed Content - Design, develop, and publish marquee content that earns media coverage, builds your brand, and drives sales conversations
Executive Visibility - Transform key executives into sought-after thought leaders
Thought leadership strategy and custom market intelligence that positions B2B tech companies as industry authorities.
Why B2B Tech Marketers Choose Tenon Research
In today's crowded marketplace, B2B tech companies struggle to cut through the noise, establish true authority, and drive consistent growth. Your deep expertise is your most valuable asset—but only if you can transform it into compelling thought leadership that resonates with your target audience and drives measurable business results.
Tenon Research bridges the critical gap between your internal knowledge and effective market communication. Our team of former B2B tech professionals, marketers, and market analysts, combines rigorous research methodology with compelling storytelling to deliver measurable impact, not just insights.
What sets us apart:
Specialized focus on B2B technology companies.
Proven methodology that consistently delivers measurable ROI
End-to-end capabilities spanning strategy, execution, and capability development
Track record of elevating clients from market participants to recognized authorities
Capability building
Editorial Engine Development - Create a system that consistently produces marketing-leading thought leadership content
Research & Analysis Workshop - Upskill your team to consistently produce distinctive, research-backed content that stands out in your market
Ready to transform your expertise into market authority?
Contact us today for a free assessment of your current thought leadership positioning and opportunities for greater impact.
Who we serve
Enterprise technology
Vendors and innovators of B2B technology products across established and emerging sectors. We support both market leaders and innovative startups in areas including:
– AI & machine learning
– Cloud infrastructure
– Cybersecurity
– Data analytics
– Quantum computing
Climate tech
Innovators of clean energy and carbon abatement technologies, including:
– Carbon capture
– Clean industrial
– Direct air capture
– Energy storage
– Green hydrogen
Professional services
Technology consultancies and advisory firms helping organizations navigate digital transformation, including:
– Data analytics & services
– Digital strategy & transformation
– Technology consulting
– IT Services
The Geography of Climate Tech
INDUSTRY ANALYSISEnterprises, entrepreneurs, investors, and policymakers with an interest in climate tech would do well to familiarize themselves with the shifting geographic patterns of climate tech entrepreneurship and investment. Enterprises seeking to source a particular decarbonization technology, for instance, may wish to consider geographies that have fostered entrepreneurship and investment in that technology; information exchange and competition may enrich their options. Climate tech entrepreneurs and investors may want to consider where clusters of similar or complementary technologies are located as they make founding or investment decisions.
Featured insights
AI is Helping to Make Better Software
TREND ANALYSISIt’s not that programmers are being replaced by robots—rather, AI-powered tools are making project managers, business analysts, software coders, and testers more productive and more effective, enabling them to produce higher-quality software faster at lower cost. AI may become a key factor in meeting rising demand for custom software.
Putting Digital at the Heart of Strategy
BEST PRACTICEDigitally mature organizations are also much more likely to approach digital transformation strategically and place digital transformation at the center of their strategy. In fact, the more digitally mature companies are twice as likely to say that digital transformation was the central pillar of their strategy than companies of lower digital maturity. For every organization, a strategic approach to digital transformation is crucial. Digital possibilities must shape strategy. And strategy must shape digital priorities.
