Marketing leaders at 1,833 B2B SaaS companies use Wynter for brand research, including:
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There are three ways to track a B2B brand. Here's how they compare on what B2B teams care about.
| Wynter | Full-service research agency | DIY survey tool + general panel | |
|---|---|---|---|
| Typical cost | From $15K a year (one wave) or $25K (two waves) | Maxio was quoted $100K to $240K for one study | Lowest cost per response |
| Time to first results | 48 hours from survey launch | Often 6+ weeks, starting with discovery and scoping | Days, but you design and analyze it yourself |
| Who answers | Verified B2B professionals filtered by role, seniority, company size and industry | Custom recruitment, often through third-party panels | Mostly consumers; job titles usually self-reported |
| What you get | Aided and unaided awareness, preference and perception vs. your competitors, plus buyer quotes | Custom metrics, models and consulting | Raw survey data |
| Best for | B2B tech companies that want reliable tracking without an agency retainer | Large multi-country programs and custom brand models | Consumer audiences or very broad B2B samples |
Wynter isn't the right fit if you need consumers, dozens of countries in one wave, or a specific competitor's customer list. Panels target buyers by role and firmographics, not by which vendor they use.
It surveys the buyers in your market at regular intervals to measure whether they know your brand, consider it and how they see it compared with competitors. Wynter runs these surveys with verified B2B professionals who match your ICP and reports aided and unaided awareness, preference and perception over time.
With Wynter, a typical annual tracking study costs $15,000 and semi-annual tracking costs $25,000. For comparison, when Maxio shopped a brand awareness study at research agencies, the quotes ranged from $100,000 to $240,000 for a single study.
At least 100 verified buyers per wave. At 100 respondents the margin of error is about ±10 percentage points, so treat changes smaller than that between waves as noise rather than movement.
Once a year is enough for most B2B brands, because brand metrics move slowly. Track twice a year after a rebrand, a major campaign or in a fast-moving category. Quarterly tracking rarely shows changes larger than the margin of error.
Unaided awareness (buyers name you without a prompt), aided awareness (they recognize you from a list), preference (whether they would consider you over competitors) and perception (what they associate with your brand). Wynter reports each against your chosen competitors.
Wynter is a platform with its own verified B2B panel, so there's no discovery phase or statement of work, and results arrive 48 hours after launch. Agencies are the better choice for large multi-country programs or custom brand models. Wynter is built for B2B tech companies that want dependable tracking at a fraction of agency cost.