Insight Track: Thought leadership that drives AI-powered growth

As the communications industry grappled with economic fluctuations and the rapid development of AI, Netprofile created the Insight Track report to provide business leaders with reliable data and insights into the changes within the industry. This research has strengthened our position as a thought leader in technology-driven communications, increased our international visibility and accelerated our business towards growth.

Economic pressures and AI disruption created need for a new report on data-driven leadership

In 2024, Finland’s economy entered a recession, which impacted communications investments negatively by a wide margin. Meanwhile, AI had evolved to a level that challenged job descriptions and competency requirements across the entire industry. Organisations were intensely debating how to leverage technology strategically. What was needed was data-driven analysis, not mere opinions or hype.

As a communications agency specialising in industrial and technology sectors, we identified the need for a clear, credible, and quantitatively supported perspective on how AI is transforming communications and marketing. We wanted to offer business leaders a comprehensive resource that would bring together weak signals, industry practices, and change trends in an accessible format.

A comprehensive approach based on data, interviews, and analysis shed light on the impact of AI on communications

Netprofile conducted the first Insight Track report in spring 2024. It was carried out by combining semi-structured thematic interviews and quantitative assessments, following the research methodology of leading business universities. The report was based on interviews with 21 Northern European communications and marketing leaders. The findings were compiled into a 32-page report titled Insight Track 2024: B2B Tech PR and Marketing in the Age of AI.

The following year, the decision was made to create an even deeper analysis. The 2025 report examined the state of AI in communications and marketing in Finland. The work included 17 expert interviews and a targeted survey that included responses from 53 industry professionals. AI was not only the subject of the report but also an integral part of the analysis, visualisation, and content production processes.

Thought leadership content packages were built around both publications, consisting of blogs, videos, speaking engagements, and social media campaigns. Insight Track has since become a strong cornerstone of Netprofile’s analytics and thought leadership.

The research brought international visibility, strengthened thought leadership and lead to business growth

The Insight Track publications and their campaigns have collectively garnered over 495,000 impressions. Over 100 B2B technology professionals have downloaded the reports, which is a significant number for a niche target audience. Insight Track 2024 was awarded a Certificate of Excellence at the EMEA Sabre Awards, and the report’s findings have been presented at international industry events in Istanbul, Barcelona, and Tuscany.

From a business perspective, the impact has been clear: Insight Track has paved the way to over a hundred client conversations and contributed to approximately one fifth of Netprofile’s 2025 revenue. The research work has strengthened our position as a pioneer in strategic communications and thought leadership in technology.

“Congratulations for the fantastic Insight Track report. It is really a masterpiece.​”

Christopher Hartman,​ COO, GlobalCom PR Network​ ​ ​