B2B marketing has always been better suited to engagement over broadcast. Personal relationships and being active in the buyer ’s eco-system are critical.
As part of this there’s an expectation that you’ll have something useful to say; an especially pertinent experience, fresh facts or unique insights to share.
Those consistently doing so and coupling it with solid advice or lateral thinking become known as thought leaders.
This paper on research-led thought leadership:
- Defines thought leadership and the benefits
- Outlines the key steps to building a successful thought leadership campaign
- Details the role of research throughout the process