Unpacking the Power of B2B Thought Leadership to Drive Growth with Insights from Edelman: Culture, Creativity, and the Right Questions

B2B thought leadership is more than just a buzzword—it’s a critical strategy for success. In this episode of “Predictable B2B Success,” host Vinay Koshy speaks with Ben Laws, the Executive Vice President and Deputy US Lead for Business Marketing at Edelman, to explore how top companies leverage thought leadership to stay ahead. We delve into a captivating case study of an energy company with an aviation division that transformed its brand by focusing on decarbonization rather than traditional fuel sales.

This shift was powered by a successful thought leadership platform, which improved brand perception and led to a remarkable 7-figure pilot deal shortly after launch. Join us as we uncover the secrets to maintaining consistency, fostering relationships, and harnessing creativity to create enduring value in uncertain economic times. This episode is a must-listen for anyone looking to harness the power of thought leadership in the B2B landscape.

About Ben Laws

Ben Laws is a seasoned marketer and thought leader who recognized early in his career the critical role of thought leadership in marketing strategies.

Understanding its implicit value, Ben sought to empirically quantify its impact, which led to the creation of the annual Thought Leadership Impact Report in partnership with LinkedIn. This initiative aimed to demonstrate the tangible ROI of thought leadership activities beyond their perceived importance.

The report consistently highlights that B2B decision-makers view thought leadership as a crucial tool for evaluating the value of potential vendors or partners, emphasizing its bottom-line significance and influence on perception. Ben’s dedication to proving the efficacy of these strategies has solidified his reputation in the marketing community.

What is B2B Thought Leadership?

B2B thought leadership refers to positioning your brand or key individuals within your organization as authoritative experts and trusted voices in your industry. It involves creating and sharing high-quality, insightful content that gives your target audience unique perspectives, innovative ideas, and valuable knowledge.

As Derrick Hathaway, Sales Director at VEM Medical, defines it:

“B2B thought leadership material is high-quality, intelligent, and authoritative content that positions a firm or individual as a trusted industry leader and expert. Thought leadership content is intended to educate, inspire, and influence the intended audience, making the creator a go-to resource in their industry.”

Effective B2B thought leadership goes beyond simply promoting your products or services. Instead, it addresses key challenges, trends, and opportunities in your industry, offering actionable insights and forward-thinking ideas that resonate with decision-makers and influencers in your target market.

The Business Impact of B2B Thought Leadership

B2B thought leadership can drive significant business results and accelerate revenue growth when executed strategically. Here are some of the key benefits:

Establishing Credibility and Trust

You position your brand as a trusted authority by consistently sharing valuable insights and expertise. This builds credibility and fosters trust with potential customers, partners, and industry stakeholders.

Jinwoo Park, Content Writer at Chameleon, emphasizes this point:

“The main benefit of thought leadership content is that it gives credibility and authority to your brand. When you say something that resonates on an intellectual level, that offers truly insightful commentary, it raises the quality of your reputation. You become the go-to source for information. And in turn that increases how much trust people have in everything you do, including your products.”

Influencing Purchase Decisions

According to Edelman’s B2B Thought Leadership Impact Study, 55% of decision-makers use thought leadership to vet organizations they’re considering working with. Furthermore, 60% are willing to pay a premium to work with companies that have articulated a clear vision through thought leadership.

Generating High-Quality Leads

By addressing your target audience’s pain points and challenges, thought leadership content attracts qualified leads who are actively seeking solutions. This helps fill your sales pipeline with prospects more likely to convert.

Shortening Sales Cycles

When prospects engage with your thought leadership content throughout their buyer’s journey, they become more educated about your expertise and solutions. This can accelerate sales by reducing the need for extensive discovery and building trust early on.

Enhancing Brand Visibility and Differentiation

In crowded B2B markets, thought leadership helps your brand stand out from competitors. It showcases your unique perspectives and approach, making it easier for potential customers to understand your value proposition.

Key Elements of an Effective B2B Thought Leadership Strategy

To leverage thought leadership for revenue growth, consider these essential components:

1. Develop a Distinct Point of View

Avoid rehashing common knowledge or generic advice. Instead, focus on developing and articulating a unique perspective on industry issues backed by original research, data, and real-world experience.

2. Identify and Understand Your Target Audience

Conduct thorough research to understand your ideal customers’ challenges, goals, and information needs. This will help you create content that resonates and provides genuine value.

3. Choose the Right Content Formats and Channels

Determine which content types (e.g., blog posts, whitepapers, videos, podcasts) and distribution channels are most effective for reaching and engaging your target audience.

4. Leverage Subject Matter Experts

Identify and empower internal experts within your organization to contribute their knowledge and insights. This adds credibility and a human element to your thought leadership efforts.

5. Maintain Consistency and Quality

Develop a content calendar and establish processes to ensure a steady stream of high-quality thought leadership content. Consistency builds trust and keeps your audience engaged over time.

6. Measure and Optimize Performance

Track key metrics to assess the impact of your thought leadership efforts on brand awareness, lead generation, and revenue growth. Use these insights to refine your strategy and improve results over time.

B2B Thought Leadership Content Ideas and Examples

To inspire your thought leadership initiatives, consider these content types and real-world examples:

1. Original Research Reports

Conduct surveys or analyze industry data to uncover unique insights and trends. Present your findings in comprehensive reports that offer valuable benchmarks and recommendations for your audience.

Example: Salesforce’s annual “State of Marketing” report provides an in-depth analysis of marketing trends and challenges, positioning the company as a go-to source for industry intelligence.

2. Expert Roundups and Interviews

Feature insights from industry experts, including your leadership team, to provide diverse perspectives on key topics. This will not only showcase your connections but also add credibility to your content.

Example: Databox’s “Metrics & Chill” podcast series features interviews with marketing leaders who offer practical advice and insights on measuring marketing success.

3. Predictive Analysis and Future Trends

Leverage your industry expertise to forecast upcoming trends and their potential impact on businesses. This will position your brand as forward-thinking and help customers prepare for future challenges.

Example: Gartner’s “Top Strategic Technology Trends” reports offer predictions on emerging technologies and their business implications, cementing the company’s position as a thought leader in tech research.

4. Case Studies and Success Stories

Share detailed accounts of how your solutions have helped customers overcome challenges and achieve their goals. Focus on the strategic insights and lessons learned rather than just promoting your products.

Example: Accenture’s “Reinvented with Accenture” series showcases how companies across industries innovate and transform their operations, highlighting its strategic expertise.

5. Thought-Provoking Opinion Pieces

Take a stand on controversial industry issues or challenge conventional wisdom with well-reasoned arguments. This can spark discussions and position your brand as a bold, innovative thinker.

Example: LinkedIn’s “Big Ideas” series features thought-provoking articles from industry leaders on topics ranging from the future of work to social impact, showcasing the platform’s role in facilitating professional discourse.

Best Practices for Creating Impactful B2B Thought Leadership Content

To maximize the effectiveness of your thought leadership efforts, keep these best practices in mind:

Focus on Quality Over Quantity

It’s better to produce fewer pieces of truly insightful, well-researched content than to churn out a high volume of superficial articles. Invest the time and resources needed to create genuinely valuable thought leadership pieces.

Back Your Claims with Data and Evidence

Support your arguments and insights with credible data, research findings, and real-world examples. This will add substance to your content and enhance your credibility as a thought leader.

Address Real-World Challenges

Center your content around the pain points and challenges your target audience faces. Provide actionable advice and solutions that demonstrate your deep understanding of their needs.

Incorporate Multiple Perspectives

While maintaining a consistent brand voice, include diverse viewpoints from various experts within your organization. This will add depth to your thought leadership and showcase the breadth of your team’s expertise.

Optimize for Search and Shareability

Use relevant keywords and optimize your content for search engines to improve visibility. To extend the reach of your content, make it easy for readers to share it on social media and other platforms.

Repurpose and Amplify Your Content

Maximize the impact of your thought leadership by repurposing key insights into multiple formats (e.g., blog posts, infographics, videos) and promoting them across various channels.

Measuring the Impact of B2B Thought Leadership

To ensure your thought leadership efforts are driving revenue growth, track these key metrics:

1. Website traffic and engagement metrics (e.g., time on page, bounce rate)
2. Social media shares, comments, and follower growth
3. Lead generation and conversion rates
4. Sales pipeline velocity and deal size
5. Brand mentions and media coverage
6. Customer feedback and sentiment

Analyze these metrics regularly to identify which types of thought leadership content are most effective at driving business results. Use these insights to refine your strategy and allocate resources to the highest-performing initiatives.

Overcoming Common B2B Thought Leadership Challenges

While the benefits of thought leadership are clear, many B2B brands struggle to implement effective strategies. Here are some common challenges and how to address them:

Challenge: Lack of Unique Insights

Solution: Invest in original research, leverage your company’s proprietary data, and encourage your team to develop innovative ideas based on their real-world experiences.

Challenge: Inconsistent Content Production

Solution: Develop a content calendar, establish clear content creation and approval processes, and consider partnering with external content creators to maintain a steady output.

Challenge: Difficulty Measuring ROI

Solution: Implement robust tracking and attribution systems to connect thought leadership efforts to business outcomes. Set clear KPIs and regularly review performance to demonstrate value to stakeholders.

Challenge: Limited Internal Resources

Solution: Start small and scale up gradually. Initially, focus on a few key topics or content formats, and expand your efforts as you demonstrate success and secure additional resources.

Challenge: Aligning Sales and Marketing Teams

Solution: Foster collaboration between sales and marketing by involving sales teams in content ideation and creation. Provide sales enablement materials that leverage thought leadership insights to support customer conversations.

The Future of B2B Thought Leadership

As businesses and technology evolve, thought leadership will be increasingly critical in driving revenue growth. Here are some trends to watch:

1. Personalization: Tailoring thought leadership content to specific industries, roles, and even individual accounts (ABM)
2. Interactive content: Incorporating more engaging formats like interactive infographics, calculators, and assessment tools
3. AI-powered insights: Leveraging artificial intelligence to uncover unique data patterns and generate predictive analyses
4. Video and audio content: Expanding into more dynamic formats to cater to diverse content consumption preferences
5. Collaborative thought leadership: Partnering with clients, industry peers, or complementary brands to create joint content initiatives

By staying ahead of these trends and continuously refining your approach, you can establish your brand as a true thought leader and drive sustainable revenue growth in the competitive B2B marketplace.

Conclusion: Harnessing the Power of B2B Thought Leadership

B2B thought leadership is a powerful tool for establishing authority, building trust, and ultimately driving revenue growth for your brand. By consistently delivering valuable insights and innovative ideas to your target audience, you can position your company as a trusted advisor and go-to resource in your industry.

Remember that effective thought leadership is an ongoing commitment, not a one-time campaign. It requires dedication, creativity, and a willingness to share your expertise generously. By following the strategies and best practices outlined in this guide, you can develop a robust thought leadership program that enhances your brand reputation and contributes directly to your bottom line.

As you embark on your thought leadership journey, keep in mind the words of Ben Laws, Executive Vice President at Edelman:

“Thought leadership may be more important than ever in this kind of environment because it’s something that is when you think about with the empathy you mentioned earlier, the reality of these audiences, they’re under a tremendous lot of pressure. That pressure is coming from a lot of directions. They are not certain about where things are headed. If you can help them understand some of those vectors of pressure, what to do about them, how to get through them, then all of a sudden you’ve got something that lives beside your actual products as a valuable service to the people consuming that thought leadership, and that’s incredibly valuable.”

By providing genuine value and addressing your audience’s real challenges, you can establish your brand as an indispensable partner in their success, driving long-term loyalty, advocacy, and revenue growth for your B2B organization.

References:
https://www.sweetfishmedia.com/blog/b2b-thought-leadership
https://skale.so/b2b-content-marketing/b2b-thought-leadership-content/
https://openviewpartners.com/blog/keyword-research-for-b2b-brands/
https://seosherpa.com/lsi-keywords/
https://marketinginsidergroup.com/content-marketing/b2b-marketers-keyword-trends/

Some topics we discussed include:

• Why do B2B marketers seem to discount the value of creativity
• How can creativity speak to the buying process
• Proving the hard ROI of B2B thought leadership activity
• Utilizing creativity to capture and engage audiences
• Exploring the importance of brand values, mission, and purpose in B2B thought leadership.
• How thought leadership impacts the bottom-line by winning business
• Why and how to invest in B2B thought leadership consistently
• And much, much more…

Listen to the episode

Related links and resources

Connect with Ben

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