The Thought Leadership Flywheel
Turning Thought Leadership into Market 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. The Thought Leadership Flywheel helps B2B Marketers capitalize on the full-funnel potential from building brand to building business momentum.
Audiences want brands to inspire creativity and foster innovation
The majority of decision makers say half of the thought leadership they encounter does not provide valuable insights.
Analyze the market.
Find opportunities where your brand can own and lead timely conversations.
Thought leadership only engages when it is mapped to customer needs
The majority of decision makers said the topic being related to what they are currently working on is the most critical factor in getting them to engage.
Put customers first.
Stay close to customer needs through listening programs; use data to inform insights on relevant topics and trends.
Decision makers want to know where their industry is going
Almost 9 in 10 decision makers believe it is important for companies to lay out a clear vision for the future.
Define the future.
Inspire confidence by capturing the imagination of what's possible today... and tomorrow.
Being a trusted source is key to driving thought leadership engagement
A large majority of decision makers said that thought leadership being shared by someone they know and respect is a critical factor in getting them to engage.
Harness the power of executives, subject matter experts and employees to validate your brand.
Short formats are overwhelmingly preferred by busy professionals
Over half of decision makers said their preferred format for thought leadership is "snackable" media that can be digested in a few minutes.
Think smart but small
Create bite-sized content that can be quickly consumed and easily shared on mobile devices.
Thought leadership cannot be appropriately valued without attribution
Only a small fraction of sellers have a way to link business wins back to specific pieces of thought leadership.
Architect for impact.
Align goals across teams, data and technology to measure success and drive outcomes.
Source: 2019 Edelman-LinkedIn B2B Thought Leadership Impact Study.
Learn more about how we arrived at these findings below:
More Impact than Marketers Realize
Opportunity & Risk
Turning Thought Leadershipinto Market Leadership
Perspectives from B2B Leaders
Start turning thought leadership into market leadership for your B2B brand
See the full report for more details on the questions and sources