Report Overview

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: