Thought Provoking B2B Thought Leadership
In this episode of B2B Marketing: The Provocative Truth, Benedict chats to Laura Klysz about truly leading thought leadership.
Episode 47: Thought Provoking B2B Thought Leadership
There are a lot of problems with how thought leadership is done in B2B. Not only is it underutilised as a tool for businesses, but fundamentally, it isn’t actually doing what it suggests. Very little thought leadership actually leads any thought in a given space. Certainly there are interesting insights to be shared, but what does it really mean to provoke new and interesting ideas around B2B? How can companies better use this asset as part of their marketing activities?
If you can have those more commercially-minded conversations, and you get people excited about it, and you’re trying to move them into a new market, or gain the attention of a new audience, they’ll be far more open to doing it.
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