Enterprise B2B sales and marketing cycles have so many influences on decision-makers. Knowing if one type marketing approach is working can be nearly impossible.
A good example of this is in the case of thought leadership.
Edelman and Linkedin published this webinar that shines a light on the role that thought leadership plays in securing a contract, the conclusion being that 45% of decision makers and 48% of C Suite executives are directly influenced by thought leadership when making a purchase decision.
Nearly half of the buyers surveyed were inspired to award business by thought leadership while only 20% of marketers surveyed believed thought leadership was helping them close and win.
I had a couple of immediate thoughts upon learning this. Firstly, companies that create valuable, authentic insights have a distinct advantage over their competitors. Secondly, there is a sizable gap between how effective thought leadership is and how valuable marketers think it is.
Many of us intuitively know that thought leadership is valuable, but how valuable is it, and at what stages of the buying journey does it deliver impactful results?