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RESEARCH NEWS: Businesses 'more likely to buy from thought leaders'

A whopping 72 per cent of UK businesses are more likely to buy from thought leaders, people or businesses that are recognised as an expert in their marketplace, according to new MindMetre Research.

The survey of 2000 UK businesses aimed to uncover the level of influence thought leadership plays in buying and tendering decisions.

The study found the presence of thought leadership content on a company website played a crucial role in getting companies’ a foot in the door by providing validation of company expertise.

MindMetre also found that when compiling a tender list for technology and equipment, 61 per cent of companies research possible candidate suppliers on the web and will visit the company website to validate its expertise. For companies looking for a business services supplier, the proportion rose to 70 per cent.

Plus, 72 per cent of UK businesses report that they are much more likely to invite a supplier to tender if their website not only describes the sales proposition, but also gives access to informative and relevant thought leadership material.

Meanwhile, 80 per cent of businesses warn that thought leadership must be based on credible, independent research and not simply be a collection of personal opinions. 

Paul Lindsell, managing director of MindMetre Research said: “2013 may be the year when an internet business technique, known as content marketing, converges with thought leadership to provide a compelling combination of quality content and powerful distribution channel. But amateurism and commercial myopia are very real dangers when it comes to research, and have often been seen to lead to pseudo-statistics that suspiciously support a company’s commercial interests per se without adding any value to the reader. Publishing statistics that are wrong or exaggerated can lead to huge reputational damage.”