In today's B2B landscape, thought leadership isn't just a nice-to-have—it's a critical tool for brand building. Our recent survey of 300 UK-based C-suite professionals revealed a startling truth: 93% of respondents say thought leadership is important or very important in shaping their perception of a brand. As a B2B marketer, this presents both a challenge and an opportunity. How can you leverage thought leadership to not only elevate your brand but also your role as a industry-changing B2B marketer?
Gone are the days when thought leadership was purely about short-term lead generation. Today's B2B audiences are looking for content that stretches their thinking. In fact, 60% of decision-makers consume thought leadership specifically "to challenge [their] understanding". This shift presents a golden opportunity for marketers to position themselves as true strategic partners within their organisations.
But here's the rub: 67% of respondents think most branded content simply provides commentary on established trends rather than creating new conversations. The message is clear—if you want to stand out, you need to push boundaries.
Creating thought-provoking content is only half the battle. The real measure of success is whether your content drives action. Our research shows that compelling thought leadership can spark a chain reaction:
- 57% of readers send it to colleagues with a request to discuss its implications for the business
- 53% ask the producing brand to meet and discuss how they might help
- 48% change their opinion about the brand in a positive way
These aren't just vanity metrics—they're indicators of real business impact. By focusing on these outcomes, you can demonstrate the tangible value of your thought leadership efforts to the C-suite.
While 78% of respondents want B2B brands to take a disruptive position on the state of the industry, credibility remains paramount. As Benedict Buckland, our MD & Chief Strategy Officer, puts it: "B2B audiences want thought leadership that makes them question the status quo. They want to embrace new ideas and ways of thinking – and align behind brands whose perspectives they can, in effect, ditto."
The key is to balance provocation with evidence. Our study found that 55% of respondents say failing to back up arguments with data discredits thought leadership. So, how do you strike this balance?
1. Leverage proprietary data: Conduct original research that provides unique insights into your industry.
2. Incorporate expert opinions: 51% of respondents find recognised authorities most effective at changing their minds.
3. Take a firm stance: 49% say failing to take a clear position discredits thought leadership.
To truly elevate your role as a marketer, your thought leadership strategy must align with broader business objectives. Start by asking:
- How does our thought leadership support our vision for the industry?
- Are we addressing the trends and challenges that our customers care about most?
- How can we use thought leadership to demonstrate our expertise in solving specific business problems?
Remember, 57% of respondents think having a role in defining the sector is one of the most important criteria for being a leading B2B brand. Your thought leadership should position your company as a sector leader, not just a product provider.
Finally, to cement your strategic role, you need to effectively measure and communicate the impact of your thought leadership efforts. Look beyond traditional metrics like downloads or social shares. Instead, focus on indicators of influence and relationship building:
- Changes in brand perception among key decision-makers
- Increases in meeting requests or RFP invitations
- Improvements in sales conversation quality, as reported by your sales team
By tying these metrics to business outcomes, you'll be able to demonstrate the long-term value of thought leadership to your C-suite.
In conclusion, as Ben Melton, Global Brand, Creative & Campaigns Director at TeamViewer, aptly puts it: "Our audiences want a thought partner, not just a technology partner." By creating challenging, action-driving thought leadership that aligns with your business goals, you can position yourself as that invaluable thought partner—both to your audience and within your own organisation.
Download the full report here
To re-form your industry, we must re-form ours first. From our visceral point of view on creativity to our incisive approach to strategy, delve into our provocative thought-leadership on how we’re aiming to subvert B2B’s status quo.
