The Competitive Advantage of B2B Thought Leadership Marketing (2024 Report)

95% of B2B buyers aren't actively hunting for new solutions. How can a marketer get their attention? From white papers to webinars, this episode explores how an hour per week of strategic content consumption is swaying decisions . Plus, we'll expose why a staggering 70% of executives are ditching traditional marketing for the credibility of thought leadership.

Get Key Takeaways for B2B Marketers from 2024 B2B Thought Leadership Impact Report, Reaching Beyond the Ready: Thought Leader's Impact on Engaging Out of Market B2B Buyers, a collaborative effort by Edelman and LinkedIn

Welcome to Growing Social Now, the podcast where we explore the latest trends, strategies, and insights in social media, PR, and digital marketing. Hosted by Barbara Rozgonyi, a seasoned marketing expert, and thought leader, this show is your go-to resource for unlocking growth opportunities in today's dynamic digital landscape.

Discover how thought leadership can elevate your brand's credibility, attract new prospects, retain loyal customers, and maximize profitability on every deal.

Download 2024 B2B Marketing Thought Leadership Report from Edelman and LinkedIn. 

Whether you're a seasoned marketer looking to refine your strategy or a business leader seeking innovative ways to stay ahead of the curve, this episode is a must-listen. Get ready to grow your social presence and unlock new opportunities with Growing Social Now!

Don't forget to subscribe for weekly episodes packed with actionable insights and expert interviews. Join us on the journey to mastering marketing and driving real results for your business. Welcome to Growing Social Now - let's grow together!

About Barbara Rozgonyi and Growing Social Now

Barbara Rozgonyi, a leading authority in social media and digital marketing, hosts the dynamic Growing Social Now Network and publishes the top PR blog, wiredPRworks. Through insightful interviews and thought-provoking discussions, Barbara empowers brands, marketers, and entrepreneurs to harness the full potential of digital media for business growth and community engagement. With a finger on the pulse of emerging trends and technologies, Barbara’s platform serves as a valuable resource for navigating the ever-evolving digital marketing landscape with high-level marketing intelligence.

 

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Episode Transcript

Barbara Rozgonyi (00:02):
Hey everybody, it's Barbara Rozgonyi and I
have a question for you todaywhat is your thought leadership
like and why is it important?
On this episode of GrowingSocial Now News, I'm going to be
giving you the highlights fromthe Thought Leadership Impact
Report, the 2024 version, fromEdelman and LinkedIn.
They surveyed over 3,400business executives globally and

(00:27):
came up with some fascinatinginsights about how impactful
thought leadership can be forcapturing the attention of
potential buyers, even those notactively looking to purchase
right now.
So in today's uncertaineconomic climate, a whopping 95%

(00:47):
of business buyers are notactively seeking solutions at
any given time.
They don't want any newsolutions.
They're happy where they are.
So there's only 5% on themarket.
How can marketers get oneveryone's radar?
Thought leadership, according tothis report and us here at Cori
West Media, may just be theanswer.

(01:08):
According to the report, 54% ofdecision makers spend over an
hour every week consumingthought leadership content like
white papers, webinars andinsights from industry experts.
So what are you doing right now?
Do you have white papers,webinars and insights from
industry experts?
That's one of the reasons we dogrowing social now news, so we

(01:30):
can keep you updated on industryinsights as they happen.
What's more, nearly three andfour view thought leadership
content as more credible thantraditional marketing.
Even when evaluating a company,the data shows that strong
thought leadership can promotebuyers to reevaluate their needs
and explore new solutions.

(01:51):
In fact, 70% of executives saidthought leadership inspired
them to research offerings theypreviously hadn't even
considered.
For some, it even revealedcritical business threats or
missed opportunities they wereunaware of.
So if you're not looking aroundto see who is the thought
leader in your space, then youare going to be missing

(02:11):
opportunities.
Your current clients and yourprospects are going to know who
they are, and you should be inthat circle too.
That's what we help you with.
But thought leadership is notjust about getting new prospects
.
It can also help retain yourexisting customers and fend off
hungry competitors.
70% of C-suite leaders admittedthat a competitor's thought

(02:33):
leadership made them at leastoccasionally question their
current vendors or suppliers.
Shockingly, one in fourdecision makers said they
actually ended or reduced asupplier relationship after
seeing a competitor's insightfulcontent.
So businesses that don'tconsistently provide new ideas

(02:53):
and guidance risk losingcustomers to more
thought-provoking brands.
Beyond generating leads, thereport shows thought leadership
can directly impact sales andpricing power.
Six in 10 buyers who explorednew offerings due to thought
leadership, ended up purchasingfrom that company.
So 60% and importantly 70% saidthey'd be willing to pay a

(03:18):
premium for an organization'ssolutions if they put out
high-quality thought leadership.
However, however, mostcompanies struggle to harness
this potential.
In fact, only 19% can directlytie leads back to their content
and just 29% invite thoughtleadership brands to RFP

(03:40):
processes.
How do you crack this code?
Well, firms that crack the ROImeasurement code and put out
craveable insights are going tobe the huge winners.
In the report, they give threeboxes you need to check to
create compelling thoughtleadership.
Thought brands focus on robustdata, showcasing a deep

(04:02):
understanding of the buyer'schallenges and providing
actionable guidance, not justfluff.
If you check all three of thoseboxes data, buyer's challenges
and guidance you're going toposition yourself as an
invaluable resource your buyersand clients can't ignore.
So there you have it.

(04:23):
Thought leadership, done right,is a secret weapon for boosting
demand across the entire funnel,from attracting new prospects
to retaining loyal customers andmaximizing deal value.
For more on leveraging thisunderutilized strategy, you can
check out the report I'll leavea link in the comments and if
you need help analyzing yourthought leadership, we can do an

(04:44):
audit, we can do an assessmentand we can come up with a PR
profile, which is yourpersonality and reputation, that
will match you to the exactright buyers in your target
industry and take you from thebest kept secret to the one
everyone can't stop talkingabout.
So thanks again for listening.
This is Barbara Rosconi withthe latest episode of Growing

(05:06):
Social Now News, where we talkedabout the 2024 B2B Thought
Leadership Impact Report fromEdelman and LinkedIn.
Growing Social Now is broughtto you by Cory West Media and
it's available wherever you liketo do your podcast downloads,
so add it, and you can alsosubscribe on YouTube.
Thanks, and we'll talk againsoon.