The Importance of Thought Leadership in B2B Marketing: Establishing Brand Authority

Part of nearly every marketing strategy is the concept of positioning the company as a thought leader. But what exactly does that mean and how do you go about doing it?

Breaking it Down

At its core, thought leadership is all about having a high level of expertise in your industry and sought after for your opinion and insights. It's about having a deep understanding of not just your product, but also how the broader market operates. This includes the dynamics between key players, the evolution of technology, and the various problems these innovations solve.

Being a thought leader means that you're an expert—and experts attract followers. People gravitate towards those who can deepen their understanding of subjects they care about. Whether through podcasts, speeches, or articles, we all seek out experts who can expand our knowledge and new ways to think about our interests.

So, how does one become a thought leader? It's not enough to simply absorb information; you must synthesize it and offer a unique perspective. You're not just echoing industry trends; you're shaping discussions and educating others to view the industry through your lens. And with this comes the need for evidence and real-world applications to support your viewpoints.

Thought leadership is a strategic asset for any organization. It sets a foundation of credibility, not just for the individual but also for the brand they represent. When you're seen as an expert, you're in high demand. This unique positioning helps your company differentiate itself from competitors and builds trust with customers.

Employing a thought leader—whether it's yourself or someone else—can be a game-changer in sales cycles and marketing campaigns. It's a powerful tool that can influence customer decisions and lend authority to your solutions.

How to Get Started

But how do you build a reputation as a thought leader, either for yourself or for someone within your organization?

First, start with educating your audience. There are many ways to do this, but one such way to engage in public and highly visible displays of your expertise. Presenting at industry events, on-stage or in a virtual event, whether it’s a keynote, dedicated session (you’re the only speaker), or a panel, is a great way to do this. Stay abreast of industry events and seize every speaking opportunity in your industry. Remember, you miss 100% of the shots you don't take, so take very chance and submit your name for inclusion.

Podcasts and other streaming activities that can be easily digested by your audience is also a great way to showcase your knowledge and be more visible in the industry. Because these are great channels for influencing your audience, they should be highly leveraged in any campaign.

Create content in which you express your perspective and share insights that can be leveraged in marketing campaigns and public relations activities. This can include webinars, videos, blogs, white papers, and more.

It can be quite daunting to consider writing so much, but there are many tools today to help you create these materials and you can space out the content delivery so that it’s not all you’re focused on. I tend to record my opinions in a video using iMovie and use the recordings to create transcripts on which I then edit to become blogs, social media messages, video snippets, and more. I use Rev.com as my transcription tool and sometimes feed that raw content into ChatGPT to generate a first draft. Then I edit, edit, edit. In times before these tools entered my life, I would spend an entire day creating all of this material. Now I can do it all in about an hour.

Collaborating with other thought leaders is a great way to extend your reach to their audiences and create interest amongst your audience community. These can take the form of live podcasts or recorded sessions conducted as a panel discussion or roundtable that offer diverse insights into the industry.

Becoming active on social media is a critical channel as well. For B2B, LinkedIn is the preferred channel as it's a platform that works well in the dissemination of your opinions. It also allows you to engage with your followers.

One final tip for thought leaders is to focus on informing, not selling. Because of the company you’re associated with, people will automatically make the parallels and seek out your solution. It’s a natural behavior. If you’re constantly pushing your solution, coaching it in being “informational,” potential customers will see right through that. You want them to seek you out as a person with a unique and valuable perspective, not as a salesperson. You have a team to do that.

 It’s a Journey

The pursuit of thought leadership is a journey, not a destination. You must stay current and be willing to adapt your views as the industry evolves. Stagnation is the antithesis of thought leadership. Your followers will notice if your insights become outdated, and you'll quickly lose credibility.

Thought leadership is about being at the forefront of your industry and continuously nurturing that position through learning, sharing, and evolving.

If you have insights to add or wish to discuss the art of thought leadership further, leave a comment or reach out.