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2019 Edelman-LinkedIn B2B Thought Leadership Impact Study
HOW THOUGHT LEADERSHIP DRIVES
DEMAND GENERATION

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Table of Contents
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06
15
19
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About the Study
More Impact Than Marketers Realize
Opportunity and Risk
The Thought Leadership Flywheel
Contact Information
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Thought Leadership Earns Attention.
But Does It Drive Demand?
Thought leadership
has more influence
on sales than
marketers realize –
and it’s growing.
Most B2B marketers
miss the opportunity
to capitalize on the
full-funnel potential of
thought leadership.
Done right, thought
leadership has
tangible business
impact. Done poorly,
it creates risk.
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Key findings from the 2019 Edelman-LinkedIn B2B Thought Leadership Impact Study include:
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Free deliverables
that organizations
or individuals
produce on a topic
in their area of
expertise, when
they feel others
can benefit from
their perspective.
About the Study
Example formats include:
• Research Reports
• Videos
• Thought Pieces
• Essays
• Webinars
• Presentations
Thought leadership, in
this context, does not
include content primarily
focused on describing an
organization’s products
or services.
For the purpose of this study, thought leadership refers to:
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About the Study
Company Size (Employees)
1-200 43%
201-1000 13%
1001-10,000 15%
10,001+ 20%
Seniority Level
Manager 23%
Director 26%
Vice President 11%
CXO, Partner, Owner 14%
Vetting Role
Give input 32%
Manage the process 17%
Final decision maker 28%
Additional Segment
Works in high-tech
industry
17%
Data collection Online, using the LinkedIn platform to
survey LinkedIn members
Fielding dates November 2018
Survey length 10-15 Minutes
Margin of Error Total Sample +/- 2.3%
To help B2B companies understand the impact of thought leadership, Edelman and
LinkedIn surveyed 1,201 U.S. business decision makers and purchase influencers
across a wide range of industries and company sizes.
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Thought Leadership:
MORE IMPACT
THAN MARKETERS REALIZE
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Source: 2019 Edelman-LinkedIn B2B Thought Leadership Impact Study. Screening Q1. On average, how much time per week do you spend reading and viewing thought leadership? Select one response. US
decision-makers consuming thought leadership.
Consumption of Thought Leadership Is Growing
There was an 8-point increase in the amount of weekly reading by decision makers over last year.
58%
50%
point YoY increase
37%
+8
38%
21%
12%
2018
2017
Percent of decision makers who spend an hour or more
reading thought leadership
1-3 Hours 4+ Hours
Decision makers
are deeply engaged
4 hrs+
The most significant
increase was among those
who spend 4 hours or
more per week reading
thought leadership.
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Decision Makers Use Thought Leadership to
Evaluate Potential Vendors and Partners
Source: 2019 Edelman-LinkedIn B2B Thought Leadership Impact Study. Q11. How much do you agree or disagree with these statements? Please select one response for each statement. Columns: strongly disagree,
disagree, neither agree or disagree, agree and strongly agree. Total Agree among US decision-makers consuming thought leadership.
55%use thought leadership as an
important way to vet organizations
they’re considering working with
69% 63%agree it is one of the best ways to get a sense of
the caliber of thinking an organization can deliver
agree it is particularly important to build the
reputation of new and small businesses
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47%of C-suite executives shared
their contact information after
reading thought leadership
Source: 2019 Edelman-LinkedIn B2B Thought Leadership Impact Study. Q12. How much do you agree or disagree with these statements? Please select one response for each statement. Columns: never, rarely,
sometimes, often and almost every time. Net of sometimes, often and almost every time among US C-Suite consuming thought leadership.
Thought Leadership
Creates Access to High-Value Decision Makers
Sellers are not
recognizing the full
potential
39%
said that they believe
thought leadership “helps
with lead generation and
getting new contacts that
we can call on.”
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Source: 2019 Edelman-LinkedIn B2B Thought Leadership Impact Study. Q13. How frequently has the following occurred after you have engaged with a piece of thought leadership? Please select one response for each
statement. Columns: never, rarely, sometimes, often, almost every time. Net of sometimes, often and almost every time among US decision-makers consuming thought leadership. Q18. In your opinion, when it comes to
business development activities, where do you think your organization’s thought leadership is the most effective? Select all that apply. US sellers (managers+) leveraging thought leadership.
Thought Leadership
Generates RFP Opportunities
invited the organization
to bid on a project when not
previously considering them
45%
Sellers are not
recognizing the full
potential
17%
said they believe thought
leadership is effective in
generating more RFPs.
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Source: 2019 Edelman-LinkedIn B2B Thought Leadership Impact Study. Q13. How frequently has the following occurred after you have engaged with a piece of thought leadership? Please select one response for each statement.
Columns: never, rarely, sometimes, often, almost every time. Net of sometimes, often and almost every time among US decision-makers consuming thought leadership. Q17. Within your organization, is thought leadership
effective in generating new business opportunities? Select all that apply. US sellers (managers+) leveraging thought leadership.
Thought leadership directly led decision makers to award business to an organization
Thought Leadership
Wins Business Opportunities
Business
decision makers
58%
Sellers are not
recognizing the full
potential
26%
said they believe thought
leadership is directly
responsible for helping
them close business.
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Sellers are not
recognizing the full
potential
14%
said they believe their
thought leadership allows
them to charge more than
their competitors who
produce lower quality
pieces or none at all.
Thought Leadership
Helps Command Premium
Source: 2019 Edelman-LinkedIn B2B Thought Leadership Impact Study. Q11. How much do you agree or disagree with these statements? Please select one response for each statement. Columns: strongly disagree,
disagree, neither agree or disagree, agree and strongly agree. Total agree among US decision-makers consuming thought leadership. Q18. In your opinion, when it comes to business development activities, where do you
think your organization’s thought leadership is the most effective? Select all that apply. US sellers (managers+) leveraging thought leadership.
C-Suite
executives
61%
High-value decision makers are more willing to pay a premium to work with an organization
that has articulated a clear vision versus one that does not publish thought leadership.
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Thought Leadership
Drives Growth With Existing Customers
Source: 2019 Edelman-LinkedIn B2B Thought Leadership Impact Study. Q13. How frequently has the following occurred after you have engaged with a piece of thought leadership? Please select one response for each
statement. Columns: never, rarely, sometimes, often, almost every time. Net of sometimes, often and almost every time among US decision-makers consuming thought leadership.
Decision makers
increased the
amount of business
done with an
organization
Decision makers
bought a new
product/service they
were not previously
considering
55% 60%
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The Opportunity Gap: Producers and Sellers Undervalue Sales Impact
Source: 2019 Edelman-LinkedIn B2B Thought Leadership Impact Study. Q11. How much do you agree or disagree with these statements? Please select one response for each statement. Columns: strongly disagree, disagree,
neither agree or disagree, agree and strongly agree. US decision-makers consuming thought leadership. Q13. How frequently has the following occurred after you have engaged with a piece of thought leadership? Please select
one response for each statement. Columns: never, rarely, sometimes, often, almost every time. Net of sometimes, often and almost every time among US decision-makers consuming thought leadership. Q16. Within your
organization, is thought leadership effective as a marketing tool? Select all that apply. US sellers and producers (managers+) leveraging thought leadership. Q17. Within your organization, is thought leadership effective in
generating new business opportunities? Select all that apply. US sellers (mangers+) leveraging thought leadership.
Decision maker actions attributed to thought leadership versus seller and producer perceptions
Awareness Consideration Purchase Pricing Cross-Sell
Increased perception of
brand capabilities
Generated RFP invitations Led to awarding
business
Led to commanding
a premium
Led to purchase of new
product or service
Decision
Makers
Sellers
Producers
89%
45%
58%
59%
58%59%
17%
26% 29%
14%
51%
14%
21%
27%
13%
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Thought Leadership:
OPPORTUNITY AND RISK
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Producers of
thought leadership
agree
25%
rated the thought
leadership they
encountered as Very
Good or Excellent.
Quality Thought Leadership Pieces Are Scarce
Source: 2019 Edelman-LinkedIn B2B Thought Leadership Impact Study. Q7. What would you say is the overall quality of most of the thought leadership you read? Please select one response. US decision-makers leveraging
thought leadership. Q14. What would you say is the overall quality of most of the thought leadership your organization produces? Select one response. US sellers (managers+) leveraging thought leadership.
Only 18% of pieces get high marks from decision makers
18%
53%
30%
Excellent or
Very Good
Good
Mediocre to
Very Poor
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87%
49%
Thought leadership increases
trust in an organization
Thought leadership enhances
a brand’s reputation
Source: 2019 Edelman-LinkedIn B2B Thought Leadership Impact Study. Q13. How frequently has the following occurred after you have engaged with a piece of thought leadership? Please select one response for each
statement. Columns: never, rarely, sometimes, often, almost every time. Net of sometimes, often and almost every time among US decision-makers and suppliers (managers+) leveraging thought leadership. Q17. Within
your organization, is thought leadership effective in generating new business opportunities? Select all that apply. US sellers (mangers+) leveraging thought leadership
Brands Underestimate Impact on Trust and Reputation
89%
55%
Business Decision
Makers
Suppliers of
Thought Leadership
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Thought Leadership Is a Double-Edged Sword
Source: 2019 Edelman-LinkedIn B2B Thought Leadership Impact Study. Q12. How much do you agree or disagree with these statements? Please select one response for each statement. Columns: never, rarely,
sometimes, often and almost every time. US decision-makers consuming thought leadership. Q13. How frequently has the following occurred after you have engaged with a piece of thought leadership? Please
select one response for each statement. Columns: never, rarely, sometimes, often, almost every time. Net of sometimes, often and almost every time among US decision-makers consuming thought leadership.
Done poorly, it can harm business
92%
said thought leadership
has increased their
respect for an
organization
46%
said thought leadership
has decreased their
respect for an
organization
75%
will start following a
writer or organization
based on their thought
leadership
60%
will stop following a writer
or organization after
reading their thought
leadership pieces
58%
decided to give business
to a company based on
their thought leadership
29%
decided not to award a
piece of business to a
company based on their
thought leadership
Actions taken by decision makers after reading thought leadership:
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The Thought Leadership Flywheel:
TURNING THOUGHT LEADERSHIP
INTO MARKET LEADERSHIP
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The Thought Leadership Flywheel
Turn Thought Leadership into Market Leadership
for Your B2B Brand
Thought leadership has more influence on sales
than marketers realize – and it’s growing.
Done right, thought leadership has tangible
business impact. Done poorly, it creates risk.
Edelman developed the Thought Leadership
Flywheel to help B2B Marketers capitalize on the
full-funnel potential of thought leadership, while
building brand and business momentum.
WHITE
SPACE
TRUST
RELEVANCE
VISIONBREVITY
ATTRIBUTION
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Source: 2019 Edelman-LinkedIn B2B Thought Leadership Impact Study. Q8. What percentage of the time do you gain insights from the thought leadership you are exposed to that helps you do your job better or move your business
forward? Please select one response. US decision-makers consuming thought leadership.
Capitalize on White Space
60%
The majority of decision
makers say half or more of
the thought leadership
they encounter does not
provide valuable insights
Audiences want brands to inspire creativity and foster innovation
Analyze the market. Find opportunities where
your brand can own and lead timely conversations.
WHITE
SPACE
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Source: 2019 Edelman-LinkedIn B2B Thought Leadership Impact Study. Q5. Now thinking about the content itself, what are the two (2) most important things in getting you to engage with a piece of
thought leadership? Please select up to two below. US decision-makers consuming thought leadership.
Be Relevant
66%
The majority of decision makers
said the topic being related to
what they are currently
working on is one of the most
critical factor in getting them to
engage.
Put customers first. Stay close to customer needs
through listening programs; use data to inform
insights on relevant topics and trends.
Thought leadership only engages when it is mapped to customer needs
RELEVANCE
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Set a Vision
88%
Almost 9 in 10 decision makers
believe it is important for
companies to lay out a clear
vision for the future.
Define the future. Inspire confidence by capturing the
imagination of what’s possible today…and tomorrow.
Decision makers want to know where their industry is going
Source: 2019 Edelman-LinkedIn B2B Thought Leadership Impact Study. Q6: How important do you think it is that organizations produce thought leadership which lays out a vision or point-of-view
on important topics? Columns: Waste of time, Not very important, important, very important, mission critical. Top 3 Box Important. US decision-makers consuming thought leadership.
VISION
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A large majority of decision makers
said that thought leadership being
shared by someone they
know and respect is a critical
factor in getting them to engage
82%
Build Trust
Establish credibility. Harness the power of executives,
subject matter experts and employees to validate your brand.
Being a trusted source is key to driving thought leadership engagement
Source: 2019 Edelman-LinkedIn B2B Thought Leadership Impact Study. Q4. How important are each of the following in getting you to engage with a piece of thought leadership? Rate each attribute
on a 5-point scale where 1 is not at all important and 5 is critically important. Top Two Box Important among US decision-makers consuming thought leadership.
TRUST
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Source: 2019 Edelman-LinkedIn B2B Thought Leadership Impact Study. Q2. What are your preferred formats for thought leadership? Select all that apply. US decision-makers consuming thought leadership.
Over half of decision makers said
their preferred format for
thought leadership is
“snackable” media that can be
digested in a few minutes
Be Concise
57%
Think smart but small. Create bite-sized content that can
be quickly consumed and easily shared on mobile devices.
Short formats are overwhelmingly preferred by busy professionals
BREVITY
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Source: 2019 Edelman-LinkedIn B2B Thought Leadership Impact Study. Q19. How do you measure or determine the effectiveness of your thought leadership? Select all that apply. US sellers (managers+)
leveraging thought leadership.
Only a small fraction of sellers
have a way to link business
wins back to specific pieces
of thought leadership
Measure Progress
21%
Architect for impact. Align goals across teams, data
and technology to measure success and drive outcomes.
Thought leadership cannot be appropriately valued without attribution
ATTRIBUTION
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27. Subscribe: b2b.edelman.com/b2b-thought-leadership-signup
CONTACT US:
Joe Kingsbury
U.S. Managing Director, B2B
Edelman
joe.kingsbury@edelman.com
David Bersoff, Ph.D.
Head of Global Thought Leadership Research
Edelman Intelligence
david.bersoff@edelmanintelligence.com
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