Thought Leadership Impact
Thought leadership remains critical to engagement, but you’ll have to break through the noise.
Percentage of Decision-Makers who say the following occur sometimes or more frequently after engaging with a piece of thought leadership (from our 2020 research)
42% — Invited the organization to bid on a project (when that firm was not in their original consideration set)
53% — Decided to increase the amount of business they did with the organization
48% — Awarded business to the organization responsible for the thought leadership
54% — Purchased a new product or service from the organization that they had not previously considered buying
71% Keep up-to-date with the latest thinking in my field or business sector
71% Stimulate my thinking and help me generate new ideas for my organization
68% Gain insight into future trends poised to impact my business/organization
65% Understand the key trends currently affecting my business/organization
47% Discover new products and offerings that might help my organization
Buyers say if a piece of thought leadership does not pique their interest within the first minutes, they will move on. (55%)
Buyers say they file away thought leadership content with the intent to revisit, but never actually get back to it. (56%)
Only 15% of Decision-Makers rate thought leadership as very good or excellent.
And 30% of Decision- Makers rate thought leadership as mediocre, poor, or very poor.
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