2019 Thought Leadership Impact Study | LinkedIn & Edelman - Impact

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Thought Leadership

More Impact than Marketers Realize

Decision Makers Use Thought Leadership to Evaluate Potential Vendors and Partners

55%

of decision makers use thought leadership as an important way to vet organizations they’re working with

69%

of decision makers agree it is one of the best ways to get a sense of the caliber of thinking an organization can deliver

63%

of decision makers agree it is particularly important to build the reputation of new and small businesses

Thought Leadership

Creates Access to High-Value Decision Makers

47%

of C-suite executives shared their contact information after reading thought leadership

Sellers are not recognizing the full potential

39%

of sellers said that they believe thought leadership “helps with lead generation and getting new contacts that we can call on.”

Thought Leadership

Wins Business Opportunities

58%

Business decision makers

said thought leadership directly led decision makers to award business to an organization

Sellers are not recognizing the full potential

13%

of sellers said they believe thought leadership is directly responsible for helping them close business.

Thought Leadership

Helps Command a Premium

C-Suite executives

High-value decision makers are more willing to pay a premium to work with an organization that has articulated a clear vision versus one that does not publish thought leadership.

61%

Sellers are not recognizing the full potential

14%

of sellers said they believe their thought leadership allows them to charge more than their competitors who produce lower quality pieces or none at all

Source: 2019 Edelman-LinkedIn B2B Thought Leadership Impact Study.

Learn more about how we arrived at these findings below:

More Impact than
Marketers Realize

Learn more
Opportunity & Risk

Learn more
Turning Thought Leadership
into Market Leadership

Learn more
Perspectives from
B2B Leaders

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Start turning thought leadership into market leadership for your B2B brand

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See the full report for more details on the questions and sources

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