Speakers:
- Joe Kingsbury, U.S. Managing Director, B2B, Edelman
- Amy Jaick, Vice President, ViacomCBS
- Dan Lochmann, Head of Global Communications, Mitsubishi Heavy Industries Group
- Jillian Ryan, Principal Analyst, EMarketer
Quality thought leadership is critical to a business’s bottom line and reputation – and it has greater commercial impact than marketers realize – but the field is awash in mediocre and irrelevant content. During this session, we will cover the results of our LinkedIn/Edelman Thought Leadership Report and explore the strategies and tactics companies can implement to bolster their approach to thought leadership and product content that reaches the right audiences and generates commercial results. During this session, you’ll learn:
- How thought leadership influences B2B purchasing behaviours throughout the customer journey.
- Why it’s getting harder to impress B2B buyers.
- Why thought leadership is more trustworthy than product marketing.
