This is a great statistic from a great article from Natalie Wood that shows the growing importance of thought leadership for the entire B2B market, not just consulting companies:
“A key finding from the survey: Engaging Global Executives: Ten Megatrends in B2B Marketing, shows that 56% of companies consider Thought Leadership as their second biggest objective for B2B marketing. That’s number two behind building new business as the top priority in the next 3-5 years.”
This article also has lots of other good content. I really like that she repeats one of my favorite definitions of thought leadership:
“the recognition from the outside world that the company deeply understands its business, the needs of its customers and the broader marketplace in which it operates.” Elise Bauer.
Extending this even further, Natalie goes on to write: “By understanding the full impact of Thought Leadership companies can align the macro forces shaping their markets with the micro strategies of their company for smarter product and marketing decisions”
Now that’s value any senior executive can surely recognize.