Decision-makers feel they don’t gain valuable insights from most of the thought leadership content they consume, according to a new study by Edelman and LinkedIn.
The study, which surveyed 1300 business decision-makers and c-suite executives, highlights a missed opportunity for B2B companies looking to improve their content, which can play a crucial role in driving sales.
Joe Kingsbury, US managing director, B2B, Edelman, said: “The study points to a reality many marketers have struggled to quantify: the ability to demonstrate valuable insights about trends and customer challenges is critical for engaging with senior executives and can lead to tangible, positive business outcomes.”
This is supported by the fact that 45% of decision-makers and 48% of c-suite executives said a company’s thought leadership directly led them to award business to that firm.
Strong thought leadership content is also said to be a trusted source, and will often be forwarded by someone the recipient knows (84%) and respects (86%).
Joe added: “Earning the trust of customers is vital in the B2B buying process, where investments are large and the professional reputations of decision-makers may be at stake.”
The benefits of strong thought leadership content include attracting request for proposal opportunities, creating preference with buyers, directly contributing to sales wins and even commanding a premium for products and services.
The survey was conducted via the LinkedIn platform between October and November 2016.
