More Impact than
2019 Edelman-LinkedIn B2B Thought Leadership Impact Study
How Thought Leadership Drives Demand Generation
The Opportunity Gap: Producers and Sellers Undervalue Sales Impact
Decision makers find thought leadership valuable throughout the funnel; however, sellers and producers don’t seem to truly value the impact of quality thought leadership.
Thought leadership has more influence on sales than marketers realize –and it’s growing.
Done right, thought leadership has tangible business impact. Done poorly, it creates risk.
There is a missing opportunity to capitalize on the full-funnel potential of thought leadership.
To help B2B companies understand the impact of thought leadership, Edelman and LinkedIn surveyed 1,201 U.S. business decisions makers and purchase influencers across a wide range of industries and company sizes.
For the purpose of this study, thought leadership refers to:
Free deliverables that organizations or individuals produce on a topic in their area of expertise, when they feel others can benefit from their perspective.
Thought leadership, in this context, does not include content primarily focused on describing an organization’s products or services.
Example formats include:
Source: 2019 Edelman-LinkedIn B2B Thought Leadership Impact Study.
Who we interviewed
CXO, Partner, Owner
Manage the Process
Final Decision Maker
Works in high tech industry
Online, using the LinkedIn platform to survey LinkedIn members
Margin of Error
Total sample +/- 2.3%, C-Suite Executives +/- 6.1%, Creators of Thought Leadership +/- 2.9%