Thought leadership remains critical to engagement, but you’ll have to break through the noise.
B2B thought leadership, when done well, significantly influences brand perception and buying behaviors throughout the entire decision process.
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
Decision-Makers consume thought leadership to stay educated on the trends affecting their industries, and to generate new ideas for their businesses.
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
Attention spans are short. If you don’t pull buyers in quickly, they’re gone.
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%)
When it comes to quality, most B2B thought leadership lands in the middle
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.
Learn more about how we arrived at these finding below:
