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1、Breaking Through to Buyers in Economic Uncertainty2022 B2B Thought Leadership Impact ReportOur previous research confirmed the full-funnel,business-generating impact of strong thought leadership and the tangible risks of publishing low-quality content.Please view our 2017-2018,2019,2020 and 2021 rep
2、orts.As we face a potential economic downturn,this years research reveals that high-quality thought leadership will be more important than ever for organizations seeking to break through with decision-makers at current and prospective clients.It also identifies what B2B decision-makers and C-suite e
3、xecutives expect from thought leadership during this time.Weve gathered insights from nearly 3,500 management-level professionals to help marketers,communicators and salespeople understand the value and role of thought leadership amid times of great uncertainty.The findings shed light on how your or
4、ganization can refresh and improve the way it approaches and delivers thought leadership ultimately giving you the tools you need to position your products and services as crucial to your customers success during a time of increased scrutiny.Executive Summary2 0 2 2 B 2 B T H O U G H T L E A D E R S
5、 H I P I M P A C T R E P O R TJoe KingsburyEdelmanDavid BersoffEdelman Trust InstituteTusar BarikLinkedInThis study is the fifth annual collaboration between Edelman and LinkedIn examining how thought leadership influences buying behaviors among B2B decision-makers and C-suite executives.Jamie Monto
6、yaEdelman2Teresa BalistreriEdelmanTequiaBurtLinkedInKey Learnings2 0 2 2 B 2 B T H O U G H T L E A D E R S H I P I M P A C T R E P O R TMost B2B companies are planning for an economic downturn in 2023.That means its going to be more challenging than ever for suppliers to get the attention of decisio
7、n-makers and successfully pass the procurement process.If a downturn does materialize,those products and services deemed non-critical will likely be first on the chopping block.Sellers navigating a stricter procurement process cannot just“meet the brief”and expect success.Instead,they must prove the
8、y can help prospective customers succeed,even during tough times.Thought leadership is one of the most effective tools an organization can use to demonstrate its value to customers during a tough economy even more so than traditional advertising or product marketing,according to B2B buyers.Decision-
9、makers expect high-quality thought leadership to offer a strong,data-backed point of view on how to succeed during a downturn.And they report it can make a difference in winning their business.Producers of thought leadership have high expectations for its ability to support their business during a d
10、ownturn.Yet,many have low confidence in its quality.This period of unpredictability offers an opportunity for B2B companies to improve the way they deliver thought leadership and measure its impact.123453Thought leadership refers to content that offers expertise,guidance or a unique point of view on
11、 a topic or in a field.It includes content like thought pieces,essays,videos,webinars,live presentations,PowerPoint slides,and research reports that organizations make available to the public for free(or in return for registering or giving contact information).In this context,“thought leadership”doe
12、s not include content that is primarily focused on describing an organizations products or services or thought leadership that you pay to receive such as client deliverables,subscription services,or reports that must be purchased.42 0 2 2 B 2 B T H O U G H T L E A D E R S H I P I M P A C T R E P O R
13、 TB2B Decision-MakersCompany executives who consume thought leadership and are involved in making final decisions on their companys choice of professional service providers or products.C-Suite ExecutivesCompany owners,partners and founders with complete or partial ownership of a company,or C-Suite L
14、evel executives with responsibility for a business function.TerminologyThought LeadershipAudiences in this ReportSurvey Respondents&MethodologyTo help B2B companies understand the impact of thought leadership,Edelman and LinkedIn surveyed 3,449 global business executives across a wide range of indus
15、tries and company sizes.5About the Study2 0 2 2 B 2 B T H O U G H T L E A D E R S H I P I M P A C T R E P O R TOnline,using the LinkedIn platform to survey LinkedIn members39%34%11%7%2%6%Seniority Level40%14%46%ManagerDirectorVPCXOPartnerOwner1-+Company SizeData CollectionMarkets Surv
16、eyedUnited States,Canada,United Kingdom,Singapore,Australia,India(all surveyed in English)Fielding DatesNovember 2022 Survey Length10 minutesMargin of Error+/-1.67%That means its going to be more challenging than ever for suppliers to get the attention of decision-makers and successfully pass the pr
17、ocurement process.Most B2B companies are planning for an economic downturn in 2023.2 0 2 2 B 2 B T H O U G H T L E A D E R S H I P I M P A C T R E P O R T1B2B companies are already preparing for stormy times ahead.2 0 2 2 B 2 B T H O U G H T L E A D E R S H I P I M P A C T R E P O R T762%of C-suite
18、executives say their organization is planning for fiscal year 2023 assuming there will be a period of economic downturn.Source:2022 Edelman-LinkedIn B2B Thought Leadership Impact Study.q8_fiscal_2023:In thinking about financial planning within your organization for the year ahead,how much do you agr
19、ee or disagree with these statements?My organizations planning for a fiscal year 2023 assumes we will be in a period of economic downturn.5-point scale,top 2 box,agree.C-suite executives,6 country average.2 0 2 2 B 2 B T H O U G H T L E A D E R S H I P I M P A C T R E P O R T8It will be harder than
20、ever to break through and win business.64%of C-suite executives say that their organizations procurement process has been made tougher or more rigorous in anticipation of challenging economic times ahead.Source:2022 Edelman-LinkedIn B2B Thought Leadership Impact Study.q8_fiscal_2023:In thinking abou
21、t financial planning within your organization for the year ahead,how much do you agree or disagree with these statements?My organizations procurement process has been made tougher or more rigorous in anticipation of challenging economic times ahead.5-point scale,top 2 box,agree.C-suite executives,6
22、country average.q9_procurement:If there is an economic downturn,how(if at all)do you anticipate that affecting your companys procurement process?Choose all that apply.I will be personally less receptive to sales calls and marketing outreach.Decision-makers,6 country average.44%of decision-makers say
23、 that they will be personally less receptive to sales calls and marketing outreach if there is an economic downturnIf a downturn does materialize,products and services deemed non-critical will likely be first on the chopping block.2 0 2 2 B 2 B T H O U G H T L E A D E R S H I P I M P A C T R E P O R
24、 T2Sellers navigating a stricter procurement process cannot just“meet the brief”and expect success.Instead,they must prove they are essential to helping prospective customers succeed,even during tough times.102 0 2 2 B 2 B T H O U G H T L E A D E R S H I P I M P A C T R E P O R TSome products and se
25、rvices will remain critical to customers business operations their value will not be in question.Source:2022 Edelman-LinkedIn B2B Thought Leadership Impact Study.q9_procurement:If there is an economic downturn,how(if at all)do you anticipate that affecting your companys procurement process?Choose al
26、l that apply.Data is percentage who selected this response:Budgets will be cut and products and services deemed to be nice-to-haves rather than must-haves will be where any necessary spending reductions will come from.Decision-makers,6 country average.All others will need to prove they are worth the
27、 investment.55%of decision-makers say that as budgets are cut,products and services deemed nice-to-haves rather than must-haves will be where any necessary spending reductions come from.55%Despite this reality,there is good news.2 0 2 2 B 2 B T H O U G H T L E A D E R S H I P I M P A C T R E P O R T
28、1191%of decision-makers say that non-critical providers can still take actions to increase their chances of surviving a more cutthroat environment.Source:2022 Edelman-LinkedIn B2B Thought Leadership Impact Study.q11_nice2have:During an economic downturn,if a company does not offer products or servic
29、es that are crucial to your basic business operations,what can it demonstrate or prove that will increase its chances of passing your organizations procurement vetting process?Choose all that apply.Data is percentage that selected responses other than:Nothing is going to be effective in getting non-
30、mission-critical products and services through our procurement vetting during an economic downturn.Decision-makers,6 country average.12Non-business critical providers can increase their chances of winning business by:2 0 2 2 B 2 B T H O U G H T L E A D E R S H I P I M P A C T R E P O R TSource:2022
31、Edelman-LinkedIn B2B Thought Leadership Impact Study.q11_nice2have:During an economic downturn,if a company does not offer products or services that are crucial to your basic business operations,what can it demonstrate or prove that will increase its chances of passing your organizations procurement
32、 vetting process?Choose all that apply.Data is percentage of respondents who selected the indicated response.Decision-makers,6 country average.Proving they will increase a prospects profit margins or minimize losses(54%)Demonstrating they can increase the likelihood that a prospects customers/client
33、s will continue doing business with them in a downturn(51%)Showing they can help a prospect outperform,or take market share from,its competitors(51%)2 0 2 2 B 2 B T H O U G H T L E A D E R S H I P I M P A C T R E P O R TThought leadership is one of the most effective tools an organization can use to
34、 demonstrate its value to customers during a tough economy3 even more so than traditional advertising or product marketing,according to B2B buyers.In B2B marketing,its well known that nothing matches the value of a direct referral.2 0 2 2 B 2 B T H O U G H T L E A D E R S H I P I M P A C T R E P O R
35、 T1490%Of decision-makers say that referrals from people they know and respect will be moderately,very or extremely effective in earning their attention and purchase considerationSource:2022 Edelman-LinkedIn B2B Thought Leadership Impact Study.q10_attention:During challenging economic times,if an or
36、ganization does not already have an ongoing relationship with your company,how effective would each of the following be in earning your attention and potentially your purchase consideration?Referrals from people you know and respect.Data is percentage who chose“moderately effective,”“very effective,
37、”or“extremely effective.”Decision-makers,6 country average.152 0 2 2 B 2 B T H O U G H T L E A D E R S H I P I M P A C T R E P O R TSource:2022 Edelman-LinkedIn B2B Thought Leadership Impact Study.q12_tl_effect:How effective do you think an organizations thought leadership can be at proving or demon
38、strating the potential value of its products/services compared to traditional product-oriented marketing such as advertising,product sheets,and capabilities presentations during an economic downturn?5-point scale,top 2 box,effective.Decision-makers,6 country average.Among the many other tactics in a
39、 marketers toolbox,thought leadership emerges as the most effective in demonstrating a providers potential value.61%61%of decision-makers say that an organizations thought leadership can be moderately or a lot more effective at demonstrating the potential value of its products/services compared to t
40、raditional product-oriented marketing.Thought leadership could be even more powerful in an economic downturn.2 0 2 2 B 2 B T H O U G H T L E A D E R S H I P I M P A C T R E P O R T1650%of C-suite executives say that high-quality thought leadership has more impact on their purchase decision-making du
41、ring economic downturns than when times are good.Source:2022 Edelman-LinkedIn B2B Thought Leadership Impact Study.q7_premium1:How much do you agree or disagree with these statements?5-point scale,top 2,agree.C-suite executives,6 country average.Decision-makers expect high-quality thought leadership
42、to offer a strong,data-backed point of view on how to succeed during a downturn.And,they report it can make a difference in winning their business.2 0 2 2 B 2 B T H O U G H T L E A D E R S H I P I M P A C T R E P O R T4Source:2022 Edelman-LinkedIn B2B Thought Leadership Impact Study.q7_premium1:How
43、much do you agree or disagree with these statements?5-point scale,top 2,agree.Decision-makers,6 country average.182 0 2 2 B 2 B T H O U G H T L E A D E R S H I P I M P A C T R E P O R T55%of decision-makers say that during an economic downturn,it is more important than ever for suppliers who do not
44、offer products/services that are essential to operations to produce high-quality thought leadership if they want to win our business.55%Theres no doubt that thought leadership is valuable,but its always been difficult to capture the attention of customers.2 0 2 2 B 2 B T H O U G H T L E A D E R S H
45、I P I M P A C T R E P O R T19Source:2021 Edelman-LinkedIn B2B Thought Leadership Impact Study.Q2_glut:How would you characterize the amount of thought leadership currently being produced on topics of potential interest to you?Select one response.Data:%.of Decision-Makers who selected either:There is
46、 more than I can easily manage or keep up with or The marketplace is oversaturated.The amount needs to be reduced.Q2_glut_b:When you cannot keep up with all of the thought leadership being produced on topics of interest to you,how do you decide which pieces to consume?Select all that apply.Data:%of
47、people who selected I take a quick look,and if a piece of thought leadership does not pique my interest in the first minute I move on.q7_premium1:How much do you agree or disagree with these statements?Data:%of people who selected somewhat agree or strongly agree to If I file away a piece of thought
48、 leadership with the idea that I will revisit it later,I almost never actually end up getting back to it.Approximately 4 in 10 Final Decision-Makers say there is more thought leadership content than they can manage or that the market is oversaturated with thought leadership content.(38%)Buyers say i
49、f a piece of thought leadership does not pique their interest within the first minute,they will move on.(55%)Buyers say they file away thought leadership content with the intent to revisit,but never actually get back to it.(56%)F R O M O U R 2 0 2 1 R E S E A R C H:20Breaking through in a downturn w
50、ill require thought leadership thats finely tuned to economic realities and a customers industry.2 0 2 2 B 2 B T H O U G H T L E A D E R S H I P I M P A C T R E P O R TSource:2022 Edelman-LinkedIn B2B Thought Leadership Impact Study.q13_get_att:During an economic downturn,what will a suppliers thoug
51、ht leadership need to do to earn your purchase consideration for its products/services if those products/services are NOT crucial to your basic business operations?Choose all that apply.Decision-makers,6 country average.Give me information and insights that will make me more effective/successful in
52、my job(44%)Identify new opportunities or industry trends stemming from the economic downturn(48%)Demonstrate an understanding of our organizations major pain points(43%)Explain how the organization can help our business do well despite the economic downturn(44%)DECISION-MAKERS EXPECT THE FOLLOWING O
53、F THOUGHT LEADERSHIP FROM PROVIDERS DEEMED NON-CRITICAL:21High-quality thought leadership should share a strong,data-backed POV.2 0 2 2 B 2 B T H O U G H T L E A D E R S H I P I M P A C T R E P O R TSource:2022 Edelman-LinkedIn B2B Thought Leadership Impact Study.q5_show_up:How much do each of the f
54、ollowing attributes increase the value of a piece of thought leadership to you?4-point scale,top 1 box,a-lot.Decision-makers,6 country average.Reference robust research and strong supporting data(49%)Make it quick and easy to consume and absorb(51%)Offer concrete guidance on how to respond to the is
55、sues or opportunities discussed(45%)Offer provocative ideas that challenge peoples assumptions(48%)HOW TO INCREASE THE VALUE OF THOUGHT LEADERSHIP AMONG DECISION-MAKERS:Producers of thought leadership have high expectations for its ability to support their business during a downturn.Yet,many have lo
56、w confidence in its quality.This period of unpredictability offers an opportunity for B2B companies to improve the way they deliver thought leadership and measure its impact.2 0 2 2 B 2 B T H O U G H T L E A D E R S H I P I M P A C T R E P O R T51,00023Of the thought leadership consumers we surveyed
57、,nearly 1,000 of them work for organizations that also produce their own thought leadership.2 0 2 2 B 2 B T H O U G H T L E A D E R S H I P I M P A C T R E P O R TSource:2022 Edelman-LinkedIn B2B Thought Leadership Impact Study.2 0 2 2 B 2 B T H O U G H T L E A D E R S H I P I M P A C T R E P O R T2
58、4Source:2022 Edelman-LinkedIn B2B Thought Leadership Impact Study.q14_tl_pur:In which of the following ways will you expect your organizations thought leadership to support your business during an economic downturn?Choose all that apply.Data is percentage who selected the indicated response.Thought
59、leadership producers,6 country average.And they have high expectations for it.49%60%Expect it to keep their brand and capabilities top of mind during a downturn,even among clients or prospects who cannot buy from them because of budget constraintsExpect it to protect their current client relationshi
60、ps from disruption or shrinkage252 0 2 2 B 2 B T H O U G H T L E A D E R S H I P I M P A C T R E P O R TSource:2022 Edelman-LinkedIn B2B Thought Leadership Impact Study.q14_quality2:What would you say is the overall quality of most of the thought leadership your organization produces?6-point scale,t
61、op 2 box,very good or excellent.Thought leadership producers and C-suite executives,6-country average.Yet,they tend to express relatively little confidence in the quality of the thought leadership their organization publishes.33%of thought leadership producers29%of C-Suite executivesOnly 33%of thoug
62、ht leadership producers believe that the overall quality of their content is very good or excellent.That number decreases to 29%among C-Suite executives.2 0 2 2 B 2 B T H O U G H T L E A D E R S H I P I M P A C T R E P O R T26Our research shows that just 40%of thought leadership producers say they m
63、easure its effectiveness by linking business wins back to specific pieces of content.There is an opportunity to better measure thought leaderships impact and,importantly,connect it to business wins.Source:2022 Edelman-LinkedIn B2B Thought Leadership Impact Study.q15_effect_meas:How will your organiz
64、ation measure or determine the effectiveness of your thought leadership in meeting your expectations for it?Choose all that apply.Thought leadership suppliers,6 country average.Rather,the most common way their organizations determine effectiveness is by looking for increased website and social media
65、 traffic(51%)a metric too broad to be meaningful in this regard.272 0 2 2 B 2 B T H O U G H T L E A D E R S H I P I M P A C T R E P O R TSource:2022 Edelman-LinkedIn B2B Thought Leadership Impact Study.As we enter a period of uncertainty,there is an opportunity for B2B companies to improve the way t
66、hey deliver thought leadership and measure its impact.Doing so can help you position your products and services as vital to your customers success during a challenging period.2 0 2 2 B 2 B T H O U G H T L E A D E R S H I P I M P A C T R E P O R T28If they havent done so already,companies should move quickly to adjust their publishing strategy for the period ahead.Joe KingsburyEdelmanDavid BersoffEdelman Trust InstituteTusar BarikLinkedInJamie MontoyaEdelman2022 B2B Thought Leadership Impact ReportTeresa BalistreriEdelmanTequiaBurtLinkedIn