1、REACHING BEYOND THE READY:2024 B2B Thought Leadership Impact ReportThought Leaderships Impact on Engaging Out-of-Market B2B BuyersTimes are tough for B2B marketers.At any given time,a staggering 95%of business clients are not actively seeking goods or services.1 Lingering economic uncertainty is ext

2、ending sales cycles,with nearly 90%of global buyers indicating their purchase process became more drawn-out last year.2 Moreover,B2B buyers now prefer a self-directed journey of digital discovery.In this environment,getting buyers off the sidelines has become imperative.B2B companies need to prompt

3、buyers to rethink their challenges as a first step to stimulating demand.Thought leadership can provide that competitive edge.Executive SummaryThis study is the sixth annual collaboration between Edelman and LinkedIn examining how thought leadership influences buying behaviors among B2B decision-mak

4、ers and C-suite executives.Our previous research confirmed the full-funnel,business-generating impact of strong thought leadership especially amid economicuncertainty and the tangible risks of publishing low-quality content.Please view our 2017-2018,2019,2020,2021 and 2022 reports.We surveyed nearly

5、 3,500 management-level professionals in December 2023 for insights into how thought leadership can do more than just increase brand awareness.Done well,it makes buyers reexamine their assumptions and inoculates you against competitors trying to woo away your customers.Such content is an important w

6、ay to convey what your company stands for the promise youre making to your customers3 and makes your brand powerful and attractive to buyers.1“The 95:5 rule is the new 60:40 rule,”Ehrenberg-Bass Institute for Marketing Science,September 2022.2“Forresters 2023 Global B2B Buyers Journey Survey Reveals

7、 That Budget Crunches,Information Overload,and Generational Differences Are Protracting Buying Cycles,”October 2023.3“Making a Promise to the Customer:How to Give Campaigns a Competitive Edge,”by Roger Martin,Jann Schwarz,and Mimi Turner,LinkedIn B2B Institute.Joe KingsburyEdelman David BersoffEdelm

8、an Annie DunleavyEdelman Scott HillisEdelman Tusar Barik LinkedInJann Schwarz LinkedInRobyn ArmesEdelman 0 22 0 2 4 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 T4Thought leadership that spurs business leaders to rethink their challenges is a powerful tool for stimulating demand for

9、 your businesss products and services.It does far more than just create a favorable impression of your brand.Effective thought leadershipexerts a surprisingly strong influence on sales and pricing.Thought leadership can be a more powerful marketing tool than traditional methods and makes people more

10、 willing to seek you out and even pay extra for your expertise.Offense is your best defense:Protecting your existing customers is critical.If youre not helping your customers think about their challenges in new ways,someone else will.Thought leadership can help inoculate you against competitors tryi

11、ng to poach your customers.Despite the clear power of thought leadership to drive business results,most organizations say it is under-resourced,misused,and not measured appropriately.Firms adept at quantifying thought leadership ROI will be better positioned to secure the resources that can amplify

12、their efforts.Effective thought leadership has threekey attributes:it cites strong research and data,helps buyers understand their business challenges,and offers concrete guidance.Doing any of these will elevate your thought leadership above the pack.Doing them all will put you in the top tier.0 32

13、0 2 4 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 TKey Learnings5321Thought LeadershipThought leadership refers to content that offers expertise,guidance or a unique point of view on a topic or in a field.It includes content like thought pieces,essays,videos,webinars,live presentat

14、ions,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”does not include content that is primarily focused on describing an organizations products or services,

15、or thought leadership that you pay to receive such as client deliverables,subscription services,or reports that must be purchased.0 42 0 2 4 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 TTerminologyAudiences in this ReportProducers of Thought Leadership:Managers(and higher)who both

16、consume thought leadership and work for an organization that produces free thought leadership.C-Suite Executives:Company owners,partners and founders who consume thought leadership and who have complete or partial ownership of a company,or C-Suite-level executives with responsibility for a business

17、function.B2B Decision-Makers:Company executives who consume thought leadership and are involved in making final decisions on their companys choice of professional service providers or products.0 52 0 2 4 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 TData Collection Online,using the

18、LinkedIn platform to survey LinkedIn membersMarkets SurveyedUnited States,Canada,United Kingdom,Germany,Singapore,Australia,India(all surveyed in English)Fielding Dates November 30 to December 14,2023 Survey Length10 minutesMargin of Error+/-2.8%Seniority LevelCompany Size50%1-200201-1,0001,001+21%2

19、9%ManagerVPCXOPartnerOwner34%38%Director3%7%6%12%About the StudySurvey Respondents&MethodologyTo help B2B companies understand the impact of thought leadership,Edelman and LinkedIn surveyed 3,484 global business executives across a wide range of industries and company sizes.Thought leadership that s

20、purs business leaders to rethink their challenges is a powerful tool for stimulating demand for your businesss products and services.It does far more than just create a favorable impression of your brand.0 62 0 2 4 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 T1.B2B decision-makers

21、and C-suite leaders consistently consume thought-leadership content.0 72 0 2 4 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-and-54%spend an hour or more on average per week reading thought-leadership content.of decision-makersof C-level executives52%Source:2024 Edelman-LinkedIn B2

22、B Thought Leadership Impact Report.Question:On average,how much time per week do you spend reading and viewing thought leadership,remembering that thought leadership for the purpose of this study refers to free deliverables that organizations or individuals produce on a topic that they know a lot ab

23、out,and they feel others can benefit from having their perspective on.It does not include advertising or product sheets.7-point scale,top 4 boxes,over 1 hour.Decision-makers and C-suite executives,7-country average.3/40 82 0 2 4 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 TNearlysa

24、y that an organizations thought-leadership content is a more trustworthy basis for assessing its capabilities and competencies than its marketing materials and product sheets.of decision-makers(73%)Source:2024 Edelman-LinkedIn B2B Thought Leadership Impact Report.Question:How much do you agree or di

25、sagree with these statements?“An organizations thought leadership content is a more trustworthy basis for assessing its capabilities and competencies than its marketing materials and product sheets.”5-point scale,top 2 box,agree.Decision-makers and C-suite executives,7-country average.Question:If an

26、 organization consistently produces high-quality thought leadership,how likely are you to do each of the following?Think more positively about them.4-point scale,top 1 box,very likely.Decision-makers,7-country average.7 in 10decision-makersExecutives trust thought leadership over marketing materials

27、.say they are very likely to think more positively about organizations that consistently produce high-quality thought leadership.0 92 0 2 4 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 can prompt B2B buyers to question the status quo and seek alternate solutions.

28、say that a piece of thought leadership has led them to research a product or service they were not previously considering.say that an organization that consistently produces high-quality thought-leadership content has prompted them to research the organizations offers or capabilities.of decision-mak

29、ers and C-suite executivesSource:2024 Edelman-LinkedIn B2B Thought Leadership Impact Report.Question:Has a piece of thought leadership ever led you to research a product or service that you previously had not been considering?5-point scale,top 2 box,occasionally or often.Decision-makers and C-suite

30、executives,7-country average.Question:If an organization consistently produces high-quality thought leadership,how likely are you to do each of the following?Seek out more information about their offers or capabilities.4-point scale,top 1 box,very likely.Decision-makers,7-country average.More thanMo

31、reover,75%54%60%1 02 0 2 4 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:2024 Edelman-LinkedIn B2B Thought Leadership Impact Report.Question:What did that piece of thought leadership get you to realize?Data:%of decision-makers who selected either:“Our organization was missing

32、 out on a significant business opportunity”or“Our organization was more vulnerable than I thought to a potential threat.”Decision-makers,7-country average.-while-Among decision-makers who say that a particular piece of thought leadership has led them to research a product or service they were not pr

33、eviously considering,It can even reveal previously untapped business opportunities or identify new threats.said that piece of thought leadership had made them realize their organization was missing out on a significant business opportunity.said they realized their organization was more vulnerable to

34、 a potential threat than previously thought.29%1 12 0 2 4 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 TFor DP World,a global leader in end-to-end logistics,thought leadership on digital channels allows us to get into the hands and heads of customers and prospects wherever they are.

35、If you know your customers challenges,you can shape content that sharply identifies those problems and brings your unique solutions into focus.For busy customers,this outside-in perspective needs to be fresh,practical,and important to spark commercial conversations.The formats you use are also impor

36、tant,so its vital to think about how your audiences are consuming information in 2024 and plan accordingly.For DP World,high-quality thought leadership is a competitive advantage.Daniel Van OtterdijkGroup Chief Communications Officer,DP World 1 22 0 2 4 B 2 B T H O U G H T L E A D E R S H I P I M P

37、A C T R E P O R TThought leadership can be a more powerful marketing tool than traditional methods and makes people more willing to seek you out and even pay extra for your expertise.Effective thought leadership exerts a surprisingly strong influence on sales and pricing.2.9 in 101 32 0 2 4 B 2 B T

38、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:2024 Edelman-LinkedIn B2B Thought Leadership Impact Report.Question:If an organization consistently produces high-quality thought leadership,how likely are you to do each of the following?Be more receptive to their sales or marketing outr

39、each.4-point scale,top 2 box,moderately likely or very likely.Decision-makers and C-suite executives,7-country average.Question:If an organization consistently produces high-quality thought leadership,how likely are you to do each of the following?Invite them to participate in the RFP process when y

40、ou are in the market for a product or service that they offer.4-point scale,top 2 box,moderately likely or very likely.Decision-makers,7-country average.Strong thought leadership prompts out-of-market buyers to step off the sidelines.86%of decision-makersalso say they would be moderately or very lik

41、ely to invite them to participate in the RFP process.say they are moderately or very likely to be more receptive to sales or marketing outreach from a company that consistently produces high-quality thought leadership.decision-makers and C-suite executives1 42 0 2 4 B 2 B T H O U G H T L E A D E R S

42、 H I P I M P A C T R E P O R TSource:2024 Edelman-LinkedIn B2B Thought Leadership Impact Report.Question:What happened as a result of you encountering this piece of thought leadership?Data:%of respondents who said,“We began buying from or working with the organization that produced it.”Decision-make

43、rs and C-suite executives,7-country average.Question:How much do you agree or disagree with these statements?“I am more willing to pay a premium to work with an organization or individual that produces thought leadership versus one that does not.”5-point scale,top 2 box,agree.Decision-makers and C-s

44、uite executives,7-country average.23%Among decision-makers who say thought leadership had led them to research a product orservice they hadnt been considering,60%High-quality insights boost sales efforts and pricing power.say they began buying from or working with that organization.say that good tho

45、ught leadership makes them willing to pay a premium to work with that organization.Every business decision ultimately boils down to ROI and trust.In this context,thought leadership plays a crucial role.Consistently and repeatedly delivering credible yet actionable insights to customers,during and ou

46、tside sales cycles,offers a unique opportunity to strengthen trust.It involves giving customers a clear sense of the challenges and opportunities that lie ahead,along with a strong sense of how to capitalize on them.Thought leadership is more than ever about informing better decision-making,by being

47、 a trusted voice.Immersive and interactive formats have proved to be particularly impactful in that rather saturated space.1 52 0 2 4 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 TOphelie Janus Global Head of Thought Leadership,Siemens 1 62 0 2 4 B 2 B T H O U G H T L E A D E R S H

48、I P I M P A C T R E P O R TThought leadership is not only about going on offense to win new customers;its also about protecting the ones you have.If youre not helping your customers think about their challenges in new ways,someone else will.Thought leadership can help inoculate you against competito

49、rs trying to poach your customers.Offense is your best defense:Protecting your existing customers is critical.3.70%Source:2024 Edelman-LinkedIn B2B Thought Leadership Impact Report.Question:Has a piece of thought leadership ever led you to question whether a current provider/supplier was one that yo

50、u should continue working with?5-point scale,top 2 box,occasionally or often.C-suite executives,7-country average.Question:What did that piece of thought leadership get you to realize about your current provider/supplier?Data:%of respondents who said,“There were other suppliers that I could work wit

51、h that had a better understanding of the challenges my organization was facing”or“There were other suppliers that I could work with that were smarter or more visionary.”C-suite executives,7-country average.When that happens:say the piece of thought leadership got them to realize there were other sup

52、pliers they could work with that had a better understanding of the challenges their organization was facing.51%say the piece of thought leadership got them to realize that other suppliers were smarter or more visionary.54%say that a piece of thought leadership had at least occasionally led them to q

53、uestion whether they should continue working with an existing supplier.Competitors are using insights to steer your customers away.1 72 0 2 4 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 Tof C-suite leaders1 82 0 2 4 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 TSou

54、rce:2024 Edelman-LinkedIn B2B Thought Leadership Impact Report.Question:What happened as a result of you encountering this piece of thought leadership?Data:%of respondents who said,“We ended or significantly reduced our relationship with our current supplier/provider.”Decision-makers,7-country avera

55、ge.Your customers might rethink their relationship with you if they see your competitors offering thought-provoking content.Providing strong thought leadership is a vital defensive measure to reassure your customers that working with you means staying ahead with the best insights and solutions.Your

56、competitors thought leadership can hurt your business.Ultimately,among decision-makers who said a piece of thought leadership had gotten them to question whether they should continue working with an existing supplier,25%said it had led them to end or significantly reduce their relationship with a cu

57、rrent supplier/provider.Seowhui Tan Global Head of Thought Leadership Marketing&Commercial Strategy-Low Carbon Solutions,Shell These are times of uncertainty for businesses,which makes their already difficult task of finding the right path to decarbonization even harder.In a market like this,thought

58、 leadership is essential in providing new value to customers,preserving our existing customer base and forging new relationships.Shell Low Carbon Solutions serves as a trusted guide in this capacity,offering rich perspectives on how decarbonization value chains must be developed,policies must be ado

59、pted and change must be catalyzed.Its about sharing Shells expertise,but just as much about convening other leaders for shared advocacy and impact.That drives progress for our customers and creates real growth opportunity for our business.1 92 0 2 4 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

60、T R E P O R T2 02 0 2 4 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 TFirms adept at quantifying thought leadership ROI will be better positioned to secure the resources that can amplify their efforts.Despite the clear power of thought leadership to drive business results,most organ

61、izations say it is under-resourced,misused,and not measured appropriately.4.2 12 0 2 4 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 Tget potential clients to think positively about their organization.get potential clients to reach out to them to get more information.get potential cl

62、ients to consider their products or services.Source:2024 Edelman-LinkedIn B2B Thought Leadership Impact Report.Question:Which of the following do you expect your organizations thought leadership to do?Data:%of respondents who said,“Get potential clients to think more positively about our organizatio

63、n,”“Get potential clients to reach out to our organization for more information about our products or capabilities,”or“Get potential clients who did not previously think they needed the type of products or services our organization offers to realize that they do.”Producers of thought leadership,7-co

64、untry average.55%48%40%B2B companies that publish thought leadership seek to drive business-generating outcomes.Most producers of thought leadership want it to drive positive sentiment toward their organization or get potential clients to look at them more closely.What producers of thought leadershi

65、p expect it to do:1 in 5(19%)2 22 0 2 4 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:2024 Edelman-LinkedIn B2B Thought Leadership Impact Report.Question:How does your organization measure or determine the effectiveness of its thought leadership?Data:%of respondents who said,

66、“We do not have any processes in place for measuring the effectiveness of our thought leadership”or“Look for increases in traffic to our website and social media pages after we release thought leadership.”Producers of thought leadership,7-country average.NearlyMany B2B companies use basic metrics th

67、at dont uncover the true business effects of thought leadership.said they do not have any process in place for measuring effectiveness.42%of producers of thought leadership still seek to measure effectiveness by looking for increased traffic to their website and social pages.2 32 0 2 4 B 2 B T H O U

68、 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:2024 Edelman-LinkedIn B2B Thought Leadership Impact Report.Question:Which of the following are main barriers preventing your organization from producing more effective thought leadership than it currently does?Data:%of respondents who said,“Ou

69、r organization does not really know how to use thought leadership as a sales or marketing tool.”Producers of thought leadership,7-country average.Question:How does your organization measure or determine the effectiveness of its thought leadership?Data:%of respondents who said,“Link sales leads back

70、to specific pieces of thought leadership.”Producers of thought leadership,7-country average.29%can link sales leads back to specific pieces of thought-leadership content.Few B2B companies can link sales leads back to their thought-leadership efforts.30%of producers of thought leadershipsay their org

71、anization does not really know how to use thought leadership as a sales or marketing tool.Without clear measurement of sales impact,companies may hesitate to invest in thought-leadership initiatives a cycle of negative reinforcement that leaves organizations vulnerable.2 42 0 2 4 B 2 B T H O U G H T

72、 L E A D E R S H I P I M P A C T R E P O R TSource:2024 Edelman-LinkedIn B2B Thought Leadership Impact Report.Question:Which of the following are main barriers preventing your organization from producing more effective thought leadership than it currently does?Data:%of respondents who said,“Our thou

73、ght leadership or marketing function is under-resourced,”“We do not engage our most senior and talented peoplein the creation of our thought leadership”or“Our organization lacks the necessary skills to produce higher quality thought leadership.”Producers of thought leadership,7-country average.Other

74、 barriers include:A lack of resources and internal engagement with senior leaders are barriers to effective thought leadership.The main barrier cited to producing more effective thought leadership is that it is under-resourced,with 50%citing that reason.of producers of thought leadershipsay theyre n

75、ot engaging the most senior and talented people.26%say their organization lacks the skills to produce high-quality content.27%-and-2 52 0 2 4 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:2024 Edelman-LinkedIn B2B Thought Leadership Impact Report.Question:If an organization c

76、onsistently produces high-quality thought leadership,how likely are you to do each of the following?Invite them to participate in the RFP process when you are in the market for a product or service that they offer.4-point scale,top 2 box,moderately likely or very likely.Decision makers,7-country ave

77、rage.Question:Which of the following do you expect your organizations thought leadership to do?Data:%of respondents who said,“Get our organization invited to participate in the RFP process”and“All of the above.”Producers of thought leadership,7-country average.Yet,justsay that they are moderately or

78、 very likely to invite organizations that consistently produce high-quality thought leadership to participate in the RFP process.Producers of thought leadership underestimate its importance in driving RFP invitations.86%38%of decision-makersexpect their organizations thought-leadership content to ge

79、t them invited to participate in an RFP process.of thought leadership producers2 62 0 2 4 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 TDoing any of these will elevate your thought leadership above the pack.Doing them all will put you in the top tier.Effective thought leadership has

80、 three key attributes:it cites strong research and data,helps buyers understand their business challenges,and offers concrete guidance.5.48%2 72 0 2 4 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:2024 Edelman-LinkedIn B2B Thought Leadership Impact Report.Question:What would

81、you say is the overall quality of most of the thought leadership you read?7-point scale,good.Decision-makers,7-country average.Question:What would you say is the overall quality of most of the thought leadership you read?7-point scale,top 2 box,very good and excellent.Decision-makers,7-country avera

82、ge.Good is no longer good enough.Onlysay the overall quality of thought leadership they read is good.15%say the quality is very good or excellent.of decision-makers2 82 0 2 4 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:2024 Edelman-LinkedIn B2B Thought Leadership Impact Rep

83、ort.Question:What level of thought leadership quality do you associate with each of the following attributes?Data:%of respondents who indicated“It is produced or written by a prominent,well-respected expert”and“It has a unique format or style.It looks different from the other thought leadership you

84、see”as“This is a characteristic of the highest-quality thought leadership.”Producers of thought leadership,7-country average.62%66%it is produced or written by a prominent,well-respected expert.it has a unique format or style.It looks different from the other thought leadership you see.Well-known au

85、thors and interesting formats are already considered essential.(%of decision-makers who answered that these were characteristics of average or above average thought leadership)2 92 0 2 4 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:2024 Edelman-LinkedIn B2B Thought Leadershi

86、p Impact Report.Question:What level of thought leadership quality do you associate with each of the following attributes?Data:%of respondents who indicated“It references robust research and strong supporting data,”“It helps you better understand a challenge your business is facing or gets you to see

87、 a need or opportunity within your organization that you had been missing,”and“It offers concrete guidance and case studies”as“This is a characteristic of the highest-quality thought leadership.”Producers of thought leadership,7-country average.These three things will take your thought leadership fr

88、om good to great:(%of decision-makers who answered that these were characteristics of the highest quality thought leadership)it references strong research and data.it helps me better understand challenges and opportunities facing my business.it offers concrete guidance and case studies.55%44%43%3 02

89、 0 2 4 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 TOffers insights into practical business challenges.Uses robust data,research,and customer stories.Has executive buy-in and ownership.Is built into an ongoing,cross-organizational comms plan.Combines relevance,topical timeliness,an

90、d actionability by the target audience.Elements of an effective thought-leadership programIn todays fast-paced economy,many organizations struggle to identify and address potential threats to their business,and the consequences of moving slowly against those factors are more significant than ever be

91、fore.Thought leadership has emerged as an effective tool that brings clarity and perspective to the process,helping leaders not only precisely define their challenges and opportunities,but also quantify the opportunity cost of inaction and drive urgency in making key strategic business decisions.3 1

92、2 0 2 4 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 TBrian JochumSVP&Global Chief Marketing Officer,Virtusa In todays fast-moving and uncertain economy,it is essential to get buyers to take action.B2B companies need to find ways to make buyers reconsider their challenges as a way t

93、o generate demand.Thought leadership can give them an advantage.3 22 0 2 4 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 TWhen done right,it makes buyers look at their business and the challenges it is facing in new ways and protects you from competitors producing their own thought l

94、eadership.Companies should prioritize thought leadership as an effective way to gain a competitive edge.Thought leadership is not only about raising brand awareness.3 32 0 2 4 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 TThank you!Joe KingsburyEdelman David BersoffEdelman Annie DunleavyEdelman Scott HillisEdelman Tusar Barik LinkedInJann Schwarz LinkedInRobyn ArmesEdelman 2024 B2B Thought Leadership Impact Report3 42 0 2 4 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