Summary

In this episode, Dan Sixsmith discusses the power of thought leadership and its impact on B2B buyers. He shares insights from a study by Edelman, a social media and PR firm, highlighting the importance of thought leadership in driving demand, influencing sales and pricing, and protecting existing customers. Dan emphasizes the need for organizations and individuals to provide thought leadership that offers expertise, guidance, and a unique point of view. He also explores the challenges and opportunities in measuring the effectiveness of thought leadership and provides tips for creating high-quality content.

Takeaways

Thought leadership is content that offers expertise, guidance, and a unique point of view on a topic or in a field.

Thought leadership can spur business leaders to rethink their challenges, influence sales and pricing, and protect existing customers.

Organizations and individuals should strive to produce high-quality thought leadership that references strong research and data, helps buyers understand their business challenges, and offers concrete guidance.

Most organizations are not resourcing or measuring thought leadership effectively, presenting an opportunity for differentiation.

Thought leadership can prompt B2B buyers to question the status quo, seek alternative solutions, and identify new business opportunities or threats.

Chapters

00:00 Introduction and Overview of Thought Leadership

05:03 Thought Leadership that Spurs Business Leaders to Rethink Challenges

06:28 Thought Leadership's Impact on Sales and Pricing

07:25 Thought Leadership as a Tool to Protect Existing Customers

14:11 Prompting B2B Buyers to Question the Status Quo with Thought Leadership