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2020 Edelman-LinkedIn B2B Thought Leadership Impact Study_U.S.

Edelman
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U.S. 2020 Edelman-LinkedIn B2B Thought Leadership Impact Study.

2020 Edelman-LinkedIn B2B Thought Leadership Impact Study_U.S.

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An Annual Report on B2B Thought Leadership by Edelman Business Marketing and LinkedIn
US REPORT
EXECUTIVE SUMMARY
Over the past three years, Edelman has collaborated with
LinkedIn to investigate the power and impact inherent in
publishing quality Thought Leadership content. This year’s
study confirms that B2B Decision-Makers are spending
meaningful time consuming Thought Leadership content
and, when that content is done well, that it has the
potential to significantly influence brand perception and
buying behaviors.
However, even though a sizeable amount of this content is
being created, the Decision-Makers reading it continue to
be disappointed in its overall quality, which poses real risks
to the reputation and sales of the B2B companies
publishing it.
This year's survey results show that while more than half
of the Decision-Makers we surveyed spend more than one
hour every week consuming Thought Leadership, only 17%
of them rate the quality of most of what they read as very
good or excellent. This situation becomes even more
concerning when you know that 88% of Decision-Makers
surveyed say that Thought Leadership can be effective in
enhancing their perceptions of an organization.
In addition, most marketers are missing the opportunity
to connect Thought Leadership efforts to
measurable business impact, including high-priority KPIs
such as account lift, MQL, SQL and other measures of
how content is driving positive customer behavior. This
year’s survey found that only 23% of marketers can tie the
Thought Leadership they produce to sales and business
wins.
This disconnect is perpetuating a negative cycle
of inadequate investment, poor quality content and
an underestimation of Thought Leadership’s impact —
both positive and negative.
This data makes the bottom line very clear – producing
Thought Leadership is an excellent way to gain the
attention of the people who make B2B decisions, but if
your organization is not committed to doing it well over
the long-term, your efforts can move the needle in the
wrong direction.
KEY LEARNINGS
1. Three years of data make it clear –
Thought Leadership is a powerful way
to connect with B2B Decision-Makers.
2. Most Thought Leadership producers
are unable to measure its impact on
business opportunities – signaling a
missed opportunity and potential risk.
3. Brands that cultivate a culture of
Thought Leadership reap greater
reputation and sales impact than those
that do not.
SEIZING THE UNTAPPED BUSINESS
POTENTIAL OF THOUGHT LEADERSHIP
TERMINOLOGY
Free deliverables organizations or individuals produce on a topic they know a
lot about and feel others can benefit from having their perspective on.
Thought Leadership, in this context, does not include content primarily
focused on describing an organization’s products or services.
THOUGHT LEADERSHIP AUDIENCES IN THE REPORT…
PURCHASE DECISION-MAKERS
Consumers of Thought Leadership who are involved in vetting,
recommending and/or making final decisions on their company’s
choice of professional service providers or products.
THOUGHT LEADERSHIP PRODUCERS
Consumers of Thought Leadership who also work in an organization
that produces freely available Thought Leadership.
ABOUT THE STUDY
SENIORITY LEVEL
Manager
Director
VP
CXO
Partner
Owner
30%
36%
17%
10%
2%
5%
COMPANY SIZE
1-200
201-1,000
1,001-10,000
10,001+
48%
16%
16%
20%
DECISION-MAKERS VETTING
ROLES
Give input
Manage the process
Final decision marker
51%
25%
24%
ADDITIONAL SEGMENTS
DATA COLLECTION
Online, using the LinkedIn platform to survey
LinkedIn members
FIELDING DATES September – October 2019
SURVEY LENGTH 10-15 minutes
MARGIN OF ERROR
Total Sample +/- 2.8%
Decision-Makers +/- 3.4%
Producers of Thought Leadership +/- 3.7%
To help B2B companies understand the impact of Thought Leadership,
Edelman and LinkedIn surveyed 1,164 U.S. business executives across
a wide range of industries and company sizes.
SURVEY RESPONDENTS & METHODOLOGY
Works for organization that produces Thought Leadership
Works in the finance industry
Works in the high-tech industry
Works in the medical industry
32%
15%
13%
12%
AT–A–GLANCE | THOUGHT LEADERSHIP TRENDS, 2017-2019
KEY DIMENSIONS DESCRIPTION 2017 2018 2019
Engagement
% of Decision-Makers who spend an hour or more per week engaging with Thought
Leadership
51% 54% 53%
Quality
% of Decision-Makers who rate the quality of most of the Thought Leadership they read
as very good or excellent
14% 16% 17%
Value
% of Decision-Makers who say they gain valuable insights more than half the time they
consume Thought Leadership
n/a 39% 32%
Brand Impact
How effective Decision-Makers say Thought Leadership is in enhancing their
perceptions of an organization
86% 88% 88%
Sales Impact
How effective Decision-Makers say Thought Leadership is at influencing their purchasing
decisions
n/a 50% 48%
Attribution
% of Producers who can tie their Thought Leadership efforts to sales leads or business
wins
n/a 26% 23%
OVERARCHING THREE-YEAR TRENDS
• Most Decision-Makers who engage with Thought Leadership spend at least an hour a week
• There is relatively little high-quality content being produced
• When done well, Thought Leadership positively impacts brand perception and sales
• Producers are not investing in doing it well and developing processes to measure its ROI
Source: 2020 Edelman-LinkedIn B2B Thought Leadership Impact Study. See slides 8-16 for an explanation of how each dimension score was calculated
01Thought Leadership's
Proven Impact
02Keys Attributes of Strong
Thought Leadership
03 04How to Win:
The Edelman Thought
Leadership Flywheel
The Crucial Importance
of a Thought
Leadership Culture

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2020 Edelman-LinkedIn B2B Thought Leadership Impact Study_U.S.

  • 1. An Annual Report on B2B Thought Leadership by Edelman Business Marketing and LinkedIn US REPORT
  • 2. EXECUTIVE SUMMARY Over the past three years, Edelman has collaborated with LinkedIn to investigate the power and impact inherent in publishing quality Thought Leadership content. This year’s study confirms that B2B Decision-Makers are spending meaningful time consuming Thought Leadership content and, when that content is done well, that it has the potential to significantly influence brand perception and buying behaviors. However, even though a sizeable amount of this content is being created, the Decision-Makers reading it continue to be disappointed in its overall quality, which poses real risks to the reputation and sales of the B2B companies publishing it. This year's survey results show that while more than half of the Decision-Makers we surveyed spend more than one hour every week consuming Thought Leadership, only 17% of them rate the quality of most of what they read as very good or excellent. This situation becomes even more concerning when you know that 88% of Decision-Makers surveyed say that Thought Leadership can be effective in enhancing their perceptions of an organization. In addition, most marketers are missing the opportunity to connect Thought Leadership efforts to measurable business impact, including high-priority KPIs such as account lift, MQL, SQL and other measures of how content is driving positive customer behavior. This year’s survey found that only 23% of marketers can tie the Thought Leadership they produce to sales and business wins. This disconnect is perpetuating a negative cycle of inadequate investment, poor quality content and an underestimation of Thought Leadership’s impact — both positive and negative. This data makes the bottom line very clear – producing Thought Leadership is an excellent way to gain the attention of the people who make B2B decisions, but if your organization is not committed to doing it well over the long-term, your efforts can move the needle in the wrong direction. KEY LEARNINGS 1. Three years of data make it clear – Thought Leadership is a powerful way to connect with B2B Decision-Makers. 2. Most Thought Leadership producers are unable to measure its impact on business opportunities – signaling a missed opportunity and potential risk. 3. Brands that cultivate a culture of Thought Leadership reap greater reputation and sales impact than those that do not. SEIZING THE UNTAPPED BUSINESS POTENTIAL OF THOUGHT LEADERSHIP
  • 3. TERMINOLOGY Free deliverables organizations or individuals produce on a topic they know a lot about and feel others can benefit from having their perspective on. Thought Leadership, in this context, does not include content primarily focused on describing an organization’s products or services. THOUGHT LEADERSHIP AUDIENCES IN THE REPORT… PURCHASE DECISION-MAKERS Consumers of Thought Leadership who are involved in vetting, recommending and/or making final decisions on their company’s choice of professional service providers or products. THOUGHT LEADERSHIP PRODUCERS Consumers of Thought Leadership who also work in an organization that produces freely available Thought Leadership.
  • 4. ABOUT THE STUDY SENIORITY LEVEL Manager Director VP CXO Partner Owner 30% 36% 17% 10% 2% 5% COMPANY SIZE 1-200 201-1,000 1,001-10,000 10,001+ 48% 16% 16% 20% DECISION-MAKERS VETTING ROLES Give input Manage the process Final decision marker 51% 25% 24% ADDITIONAL SEGMENTS DATA COLLECTION Online, using the LinkedIn platform to survey LinkedIn members FIELDING DATES September – October 2019 SURVEY LENGTH 10-15 minutes MARGIN OF ERROR Total Sample +/- 2.8% Decision-Makers +/- 3.4% Producers of Thought Leadership +/- 3.7% To help B2B companies understand the impact of Thought Leadership, Edelman and LinkedIn surveyed 1,164 U.S. business executives across a wide range of industries and company sizes. SURVEY RESPONDENTS & METHODOLOGY Works for organization that produces Thought Leadership Works in the finance industry Works in the high-tech industry Works in the medical industry 32% 15% 13% 12%
  • 5. AT–A–GLANCE | THOUGHT LEADERSHIP TRENDS, 2017-2019 KEY DIMENSIONS DESCRIPTION 2017 2018 2019 Engagement % of Decision-Makers who spend an hour or more per week engaging with Thought Leadership 51% 54% 53% Quality % of Decision-Makers who rate the quality of most of the Thought Leadership they read as very good or excellent 14% 16% 17% Value % of Decision-Makers who say they gain valuable insights more than half the time they consume Thought Leadership n/a 39% 32% Brand Impact How effective Decision-Makers say Thought Leadership is in enhancing their perceptions of an organization 86% 88% 88% Sales Impact How effective Decision-Makers say Thought Leadership is at influencing their purchasing decisions n/a 50% 48% Attribution % of Producers who can tie their Thought Leadership efforts to sales leads or business wins n/a 26% 23% OVERARCHING THREE-YEAR TRENDS • Most Decision-Makers who engage with Thought Leadership spend at least an hour a week • There is relatively little high-quality content being produced • When done well, Thought Leadership positively impacts brand perception and sales • Producers are not investing in doing it well and developing processes to measure its ROI Source: 2020 Edelman-LinkedIn B2B Thought Leadership Impact Study. See slides 8-16 for an explanation of how each dimension score was calculated
  • 6. 01Thought Leadership's Proven Impact 02Keys Attributes of Strong Thought Leadership 03 04How to Win: The Edelman Thought Leadership Flywheel The Crucial Importance of a Thought Leadership Culture
  • 7. AFTER 3 YEARS, DECISION-MAKERS CONFIRM THOUGHT LEADERSHIP’S IMPACT – BUT ARE DISAPPOINTED IN THE QUALITY 01
  • 8. DECISION-MAKERS SPEND MEANINGFUL TIME CONSUMING THOUGHT LEADERSHIP ENGAGEMENT Time Decision-Makers spend per week reading Thought Leadership. 2017 2018 2019 Meaningful Engagement (1+ hours) 51% 54% 53% 1-3 Hours 38% 38% 33% 4+ Hours 13% 16% 20% 1/2+ Of Decision-Makers spend one hour or more reading Thought Leadership per week Source: 2020 Edelman-LinkedIn B2B Thought Leadership Impact Study. Q S1. On average, how much time per week do you spend reading and viewing thought leadership? Select one response. Data: % spending one hour or more among U.S. decision-makers who consume thought leadership. THE GOOD NEWS
  • 9. A MUST WHEN IT COMES TO EARNING TRUST BRAND IMPACT A measure of how effective Decision-Makers say Thought Leadership is in enhancing their perceptions of an organization. 2017 2018 2019 Average of Inputs 86% 88% 88% Respect Increase 88% 91% 90% Perception of Capabilities 87% 88% 88% Trust 82% 85% 86% Source: 2020 Edelman-LinkedIn B2B Thought Leadership Impact Study. Q11 ENGAGED: How frequently has the following occurred after you have engaged with a piece of thought leadership. Data: average % who responded sometimes, often or almost all of the time among U.S. decision-makers. THE GOOD NEWS BRAND PERCEPTION IMPACT INDEX Brand Perception Impact Index is the average percentage of Decision-Makers who say the following occur sometimes or more frequently after they have engaged with a piece of Thought Leadership: • Their respect for the organization responsible increased • Their perception of the organization’s capabilities increased • Their trust in an organization increased 88% Of Decision-Makers say that Thought Leadership can be effective in enhancing their perceptions of an organization
  • 10. DECISION-MAKERS USE THOUGHT LEADERSHIP TO VET A COMPANY’S CAPABILITIES Source: 2020 Edelman-LinkedIn B2B Thought Leadership Impact Study. Q8 PREMIUM1: How much do you agree or disagree with these statements? Select one for each: strongly disagree, somewhat disagree, neither disagree nor agree, somewhat agree, strongly agree. Data: Top 2 Box Agree among U.S. decision-makers. Q9 PREMIUM 2: You just said that you would be more willing to pay a premium to work with an individual or organization that produces thought leadership versus one that does not. Specifically, why are you willing to pay a premium? Select all that apply. Data: % who selected this response among U.S. decision-makers who said they were willing to pay a premium to work with Thought Leadership producers Agree an organization's Thought Leadership is a more trustworthy basis for assessing its capabilities and competencies than its marketing materials and product sheets 71% Agree reading Thought Leadership is one of the best ways to get a sense of the type and caliber of an organization’s thinking 60% Who are willing to pay a premium say it's because Thought Leadership demonstrates deep thinking and other virtues important to them OF DECISION-MAKERS OF DECISION-MAKERS THE GOOD NEWS OF DECISION-MAKERS 59%
  • 11. COMPELLING CONTENT INFLUENCES B2B SALES SALES IMPACT A measure of how effective Decision-Makers say Thought Leadership is in influencing their purchasing decisions. 2017 2018 2019 Average of Inputs n/a 50% 48% Consideration - Generated RFP invitations 37% 41% 39% Purchase - Led to awarding a business 45% 51% 49% Upsell - led to increasing the amount of business you do n/a 51% 52% Cross-Sell - led to purchase of new product/service n/a 56% 51% 48% Source: 2020 Edelman-LinkedIn B2B Thought Leadership Impact Study. Q11 ENGAGED: How frequently has the following occurred after you have engaged with a piece of thought leadership. Data: average % who responded sometimes, often or almost all of the time among U.S. decision-makers. THE GOOD NEWS Of Decision-Makers say that Thought Leadership can be effective in influencing their purchasing decisions SALES IMPACT INDEX The Sales Impact Index is the average percentage of Decision-Makers who say the following occur sometimes or more frequently after they have engaged with a piece of Thought Leadership: • They invited the organization (which was not in their original consideration set) to bid on a project • They awarded business to the organization responsible • They decided to increase the amount of business they did with the organization • They purchased a new product or service from the organization that they had not previously considered buying
  • 12. THOUGHT LEADERSHIP CAN HELP COMMAND A PREMIUM Source: 2020 Edelman-LinkedIn B2B Thought Leadership Impact Study. Q8 PREMIUM1: How much do you agree or disagree with these statements? Select one for each: strongly disagree, somewhat disagree, neither disagree nor agree, somewhat agree, strongly agree. Data: Top 2 Box Agree among U.S. decision-makers. 41% Agree they are more willing to pay a premium to work with an organization that produces Thought Leadership versus those that do not OF DECISION-MAKERS THE GOOD NEWS 41%
  • 13. DECISION-MAKERS ARE MOSTLY DISAPPOINTED IN THE QUALITY OF THOUGHT LEADERSHIP CONTENT Source: 2020 Edelman-LinkedIn B2B Thought Leadership Impact Study. Q3 QUALITY: What would you say is the overall quality of most of the thought leadership you read? Select one response. Data: % Very Good or Excellent among U.S. decision-makers. MISSED OPPORTUNITIES Of Decision-Makers said most of the Thought Leadership they read is Very Good or Excellent17% QUALITY How Decision-Makers rate the overall quality of most of the Thought Leadership they are reading. 2017 2018 2019 Very Good to Excellent 14% 16% 17% Good 60% 57% 54% Mediocre to Very Poor 26% 26% 29%
  • 14. DECISION-MAKERS CRAVE MORE VALUE Source: 2020 Edelman-LinkedIn B2B Thought Leadership Impact Study. Q4 INSIGHT GAIN: 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? Select one response. Data: % who responded 51% or more of the time among U.S. decision-makers MISSED OPPORTUNITIES VALUE The % of Decision-Makers who say they gain valuable insights more than half the time from the Thought Leadership they consume. 2017 2018 2019 Reliably derive value n/a 39% 32% Of Decision-Makers gain valuable insights more than half the time from the Thought Leadership they read 32%
  • 15. LOW QUALITY CONTENT IS A RISK TO REPUTATION AND SALES Source: 2020 Edelman-LinkedIn B2B Thought Leadership Impact Study. Q11 ENGAGED: How frequently has the following occurred after you have engaged with a piece of thought leadership?. Data: average % who responded sometimes, often or almost all of the time among U.S. decision-makers. MISSED OPPORTUNITIES of Decision-Makers say that sometimes after reading its Thought Leadership their respect and admiration for an organization has decreased 38%38% of Decision-Makers say that sometimes reading its Thought Leadership has directly led them not to award business to an organization 25%25%
  • 16. A GLARING ATTRIBUTION GAP Source: 2020 Edelman-LinkedIn B2B Thought Leadership Impact Study. Q21 EFFECT: How do you measure or determine the effectiveness of your thought leadership? Select all that apply. Data: Net of “We have a way to link sales leads back to specific pieces of thought leadership” and “We have a way to link business wins back to specific pieces of thought leadership” among total U.S. Producers of thought leadership. MISSED OPPORTUNITIES ATTRIBUTION % of Producers who can link their Thought Leadership to sales leads and business wins. 2017 2018 2019 Net of Inputs n/a 26% 23% Can link sales leads to Thought Leadership n/a 17% 15% Can link wins to Thought Leadership n/a 19% 15% 77% of Thought Leadership Producers have no way to link sales or wins to their Thought Leadership
  • 17. KEY ATTRIBUTES OF SUCCESSFUL THOUGHT LEADERSHIP 02
  • 18. NEW PERSPECTIVES ARE HIGHLY VALUED TIMELINESS AND BREVITY ARE KEY TO ENGAGEMENT EFFECTIVE DISTRIBUTION A MUST
  • 19. NEW PERSPECTIVES ARE HIGHLY VALUED Source: 2020 Edelman-LinkedIn B2B Thought Leadership Impact Study. Q6 HIGH QUALITY: Think about the last piece of thought leadership that you consumed that you felt delivered a lot of value to you. Specifically, what about it made it particularly valuable? Select all that apply. Data: List of content-related items that were selected by the highest % of decision makers among U.S. decision makers The top characteristics of high-value Thought Leadership content, according to Decision-Makers KEY ATTRIBUTES OF SUCCESSFUL THOUGHT LEADERSHIP DO CREATE SOMETHING SUBSTANTIVE • Explores potential challenges or new opportunities I had not considered before • Points out things that I had overlooked in thinking or strategizing • Includes guidance on how to respond to the issues raised
  • 20. NEW PERSPECTIVES ARE HIGHLY VALUED Source: 2020 Edelman-LinkedIn B2B Thought Leadership Impact Study. Q7 LOW QUALITY: Think about the last piece of thought leadership that you consumed that you felt delivered little or no value to you even though is was on a topic of interest to you. Specifically, why did it fail to deliver value? Select all that apply. Data: List of content-related items that were selected by the highest % of decision makers among U.S. decision makers The top characteristics of low-value Thought Leadership content, according to Decision-Makers KEY ATTRIBUTES OF SUCCESSFUL THOUGHT LEADERSHIP DON’T BE MORE WHITE NOISE • Merely repeats what everyone else is saying • Insights are too elementary and superficial • Emphasizes selling something instead of imparting valuable insights
  • 21. TIMELINESS AND BREVITY ARE KEY TO ENGAGEMENT KEY ATTRIBUTES OF SUCCESSFUL THOUGHT LEADERSHIP Of Decision-Makers say that being short and easy to absorb makes Thought Leadership very compelling 90% 72% Of Decision-Makers say that Thought Leadership addressing a topic they are currently working on or thinking about makes it very compelling TIMELY BRIEF Source: 2020 Edelman-LinkedIn B2B Thought Leadership Impact Study. Q2 FORMAT: When it comes to its content or format, please rate how compelling each of the following are in getting you to engage with a specific piece of thought leadership? Data: Top-2 Boxes on a 1-5 scale where 1 is “not at all compelling” and 5 is “extremely compelling” among U. S. decision-makers.
  • 22. Source: 2020 Edelman-LinkedIn B2B Thought Leadership Impact Study. Q5 FIND: Think back to the last piece of thought leadership you consumed. How did it first come to your attention? Select one. Data: DISCOVERED: Net of “I saw it on a professional newsfeed(e.g. LinkedIn)” ,“I did a search for content on the topic”, “I saw it on a social media newsfeed”, “I found it on a website that aggregates and curates thought leadership”. PUSHED: Net of “It was forwarded or mentioned to me by a colleague”, “It was pushed to me from a source from which I have opted in to receive reports and publications”, “ It was a leave-behind or was mentioned in a brochure I received at a conference or meeting”. AMPLIFIED: Net of “A major news outlet did a piece that mentioned it”, “A trade publication or newsletter I read did a piece that mentioned it”, “An influencer or someone I follow in the field mentioned it” .UNKNOWN: “Don’t know / Not sure” Among U.S. decision-makers EFFECTIVE DISTRIBUTION A MUST KEY ATTRIBUTES OF SUCCESSFUL THOUGHT LEADERSHIP How did the last piece of Thought Leadership you consumed come to your attention? 47% 32% 19% 2% DISCOVERED The Decision-Maker was researching a specific topic or came across it in their day-to-day PUSHED The Decision-Maker received it directly from someone else AMPLIFIED The Decision-Maker saw the Thought Leadership promoted on paid or earned channels DON’T KNOW
  • 23. ENDURING SUCCESS REQUIRES A CULTURE OF THOUGHT LEADERSHIP 03
  • 24. DEEP THINKING AND INTELLECTUAL RIGOR Source: 2020 Edelman-LinkedIn B2B Thought Leadership Impact Study. Q18 SUCESS2: Still thinking about that same exceptionally successful piece of thought leadership your organization produced, when it came to its content and format, which of the following were the most important drivers of, or the keys to, its exceptional success? Select all that apply. Data: % who selected each item and net percentage of respondents who selected at least one of those items among Total U.S. . Thought Leadership Producers DEFINING CHARACTERISTICS OF A CULTURE OF THOUGHT LEADERSHIP CHARACTERISTIC 1: DEEP THINKING AND INTELLECTUAL RIGOR Net of: • 36% It came out just as there was a lot of emerging interest in the topic • 31% It was based on rigorous, high-quality research • 30% We said something new, substantial and potentially game changing on the topic • 32% It laid out a clear set of actions that organizations should take in response to the challenges or opportunities the piece identified and discussed 73% Of Producers credited deep thinking and intellectual rigor among the most important drivers of their last exceptional Thought Leadership success
  • 25. SUPPORT FROM LEADERSHIP AND ACROSS THE ORGANIZATION Source: 2020 Edelman-LinkedIn B2B Thought Leadership Impact Study. Q17 SUCCESS 1: Think about the last exceptionally successful piece of thought leadership your organization produced. When it came its marketing, amplification and distribution, which of the following were the most important drivers of, or the keys to, its exceptional success? Select all that apply. Q18 SUCCESS 2: Still thinking about that same exceptionally successful piece of thought leadership your organization produced, when it came to its content and format, which of the following were the most important drivers of, or the keys to, its exceptional success? Select all that apply. Data: % who selected each item and net percentage of respondents who selected at least one of those items among Total U.S. . Thought Leadership Producers DEFINING CHARACTERISTICS OF A CULTURE OF THOUGHT LEADERSHIP 64% CHARACTERISTIC 2: SUPPORT FROM LEADERSHIP AND ACROSS THE ORGANIZATION Net of: • 36% senior executives championed and were highly visible around its release • 32% our best thinkers and top executives were involved in producing it • 28% our organization as a whole worked in a coordinated fashion to foster its success • 23% We thoroughly trained our leadership and business development team in how to understand and effectively communicate the big ideas presented in the piece Of Producers credited support from leadership and across the organization among the most important drivers of their last exceptional Thought Leadership success
  • 26. 62% PROMOTIONAL FOLLOW THROUGH AND SUPPORT FOR DISTRIBUTION Source: 2020 Edelman-LinkedIn B2B Thought Leadership Impact Study. Q17 SUCESS1: Think about the last exceptionally successful piece of thought leadership your organization produced. When it came its marketing, amplification and distribution, which of the following were the most important drivers of, or the keys to, its exceptional success? Select all that apply. . Data: % who selected each item and net percentage of respondents who selected at least one of those items among Total U.S. . Thought Leadership Producers DEFINING CHARACTERISTICS OF A CULTURE OF THOUGHT LEADERSHIP CHARACTERISTIC 3: PROMOTIONAL FOLLOW THROUGH AND SUPPORT FOR DISTRIBUTION Net of: • 43% we distributed it broadly and effectively • 30% we effectively engaged our employees in its amplification • 13% we supported it with paid promotion Of Producers credited promotional follow through and support for distribution among the most important drivers of their last exceptional Thought Leadership success
  • 27. Source: 2020 Edelman-LinkedIn B2B Thought Leadership Impact Study. Q15 MARKETING: Within your organization, is thought leadership effective as a marketing tool? Select all that apply. Data: % who selected “it increases our brand recognition”, ‘it enhances our brand reputation“, “it broadens people’s perceptions of our capabilities and of how they might work with us”, and “it builds trust in our organization among potential clients” among U.S. Producers of Thought Leadership who say in Q14 QUALITY 2 that the overall quality of their organization’s Though Leadership is Very Good or Excellent versus those who say it is Good, Mediocre, Poor or Very Poor HIGHER-QUALITY THOUGHT LEADERSHIP GENERATES GREATER BRAND IMPACT A significant gap exists between organizations that produce high-quality versus lower-quality Thought Leadership in achieving brand impact. Producers of High-Quality Thought Leadership Producers of Low-Quality Thought Leadership 16pt 20pt 17pt 22pt 67 51 68 48 61 44 66 44 INCREASES BRAND RECOGNITION BROADENS PERCEPTION OF CAPABILITIES INCREASES BRAND REPUTATION BUILDS TRUST
  • 28. Source: 2020 Edelman-LinkedIn B2B Thought Leadership Impact Study. Q16 NEWBIZ: Within your organization, is thought leadership effective in generating new business opportunities? Select all that apply. Data: % who selected “it gets us more RFPs”, ‘it helps us close and win business on proposals we have submitted“, “it helps us cross sell current clients”, and “it helps us maintain and strengthen relationships with current clients so that it is easier to get the next sale” among U.S. Producers of Thought Leadership who say in Q14 QUALITY 2 that the overall quality of their organization’s Though Leadership is Very Good or Excellent versus those who say it is Good, Mediocre, Poor or Very Poor HIGHER-QUALITY THOUGHT LEADERSHIP GENERATES ENHANCED SALES IMPACT Producers of High-Quality Thought Leadership Producers of Low-Quality Thought Leadership 10pt 12pt 14pt 10pt 24 14 30 18 41 27 51 41 ENABLES CROSS-SELLING GENERATES RFPS WINS BUSINESS A significant gap exists between organizations that produce high-quality versus lower-quality Thought Leadership in achieving sales impact. MAKES IT EASIER TO GET THE NEXT SALE
  • 29. COMMITMENT TO A CULTURE OF THOUGHT LEADERSHIP YIELDS GREATER REWARDS OVER TIME Source: 2020 Edelman-LinkedIn B2B Thought Leadership Impact Study. Q14 QUALOTY 2: What would you say is the overall quality of most of the thought leadership your organization produces?. Select one response from among Very poor, poor, mediocre, good, every good, excellent. Data: % of Total U. S. Thought Leadership Producers who selected very good or excellent by Q13 TENURE segment 34% of Producers say the Thought Leadership their organization creates is of very good or excellent quality 51% 32% 28% of Producers creating Thought Leadership for 0-5 years say the Thought Leadership their organization creates is of very good or excellent quality of Producers creating Thought Leadership for 6-20 years say the Thought Leadership their organization creates is of very good or excellent quality of Producers creating Thought Leadership for 21+ years say the Thought Leadership their organization creates is of very good or excellent quality
  • 30. BEST PRACTICES: THE EDELMAN THOUGHT LEADERSHIP FLYWHEEL 04
  • 31. BEST PRACTICES: THE EDELMAN THOUGHT LEADERSHIP FLYWHEEL WHITE SPACE ATTRIBUTION BREVITY TRUST RELEVANCE VISION
  • 32. CAPITALIZE ON WHITE SPACE Seek out timely topics that pose challenges for your customers Explore Thought Leadership topics at the intersections between timely industry trends, customer pain points and your company’s growth priorities. Play the contrarian or unexpected angle Conduct a media analysis to uncover opportunities to say something novel, especially around crowded topics. Seek out new angles and a counterintuitive POV. Be bold and imaginative in your storytelling B2B Thought Leadership need not be limited to whitepapers. Even for well-covered topics, find creative and unexpected ways of delivering your story to create whitespace and distinguish you from competitors. FIND OPPORTUNITIES WHERE YOUR BRAND CAN OWN AND LEAD TIMELY CONVERSATIONS WHITE SPACE
  • 33. BE RELEVANT Avoid the “everything to everyone” trap Narrow the target audience for Thought Leadership to a set of companies, a particular industry or key function within the buyer committee. The more specific your target, the more tailored your communications can and should be. Find customer insights in the trenches Engage frontline sales and customer relationship managers early in the Thought Leadership development process to uncover what topics most concern current customers and prospects on a day-to- day basis. Embrace martech that fuels creative editorial content Instead of a one-to-many editorial approach, embrace publishing technologies that enable granular personalization and tailored content experiences to niche audiences (e.g., website personalization, progressive profiling, account-based marketing). STRONG THOUGHT LEADERSHIP IS CLOSELY MAPPED TO CUSTOMER NEEDS RELEVANCE
  • 34. VISION SET A VISION Explain not just “what” but “why" Don’t just identify trends – demonstrate an understanding of why things are happening in a way that nobody else can. Especially for senior Decision-Makers, seek to explain the underlying causes of trends that map back to their key business challenges. Uncover what’s next for your customers Inspire customers by looking around corners to find new opportunities that will benefit them. Spend less time on the features/benefits your company offers, and more time explaining how your customers can gain a competitive advantage in the future. Use big picture thinking to condition the selling environment Many companies focus on chasing down leads for product purchases. Fewer invest the effort to earn credibility in the minds of customers and create an environment that stimulates demand. Visionary ideas are more likely to resonate with senior decision-makers, especially those who think about their own business in holistic terms. DECISION-MAKERS WANT TO KNOW WHERE THEIR INDUSTRY IS GOING VISION
  • 35. EARN TRUST Showcase your people to earn credibility Harness the power of your people – senior executives, deep subject matter experts and employee “amplifiers” – to convey your Thought Leadership in a more personal and authentic style. “Pay it forward” by teaching customers how to solve a problem Invest in journalistic-quality content and ideas that go beyond products and services to educate customers and provide genuine value and knowledge they can use. Generosity pays dividends. Aspire to consistency and longevity Explore how your Thought Leadership can be an ongoing franchise rather than a one-off event in order to generate goodwill over time. Increased followers, opt-in subscribers and ultimately, a captive audience, are the rewards. Align with trusted, recognizable voices outside of your company Enhance credibility through partnerships with industry influencers, academia, media publishers and other sources of information that your target audiences already know and trust. BEING A TRUSTED SOURCE IS KEY TO DRIVING THOUGHT LEADERSHIP ENGAGEMENT TRUST
  • 36. BE CONCISE Think in terms of headlines Imagine how a journalist would write a story about your Thought Leadership. Anticipate the key messages and insights that people would want to pass along to others. Craft your story around the most memorable and quick-hitting ideas. Entice readers along a journey Create short, snackable media such as infographics and rich media that capture attention, provide immediate value and motivate readers to continue on to consume longer-from content. Break down content into smaller chunks that can be easily consumed via social media, email newsletters, etc. Simplify complex stories with a human touch. Consider video and audio as storytelling aids to quickly deliver hard- to-digest information in a personable format that people want to spend time consuming. BREVITY IS OVERWHELMINGLY PREFERRED BY BUSY PROFESSIONALS BREVITY
  • 37. MEASURE PROGRESS Begin at the end Before executing Thought Leadership campaigns, identify what company leadership and the broader organization will consider success, and how it will be measured. Engage with sales early Align sales and marketing on high-priority KPIs such as account lift, MQL, SQL and other measures of how content is driving positive customer behavior. Adopt measurement tools aligned with your priorities Ensure you have the right tech and data in place to understand content performance from awareness through purchase – especially site-side analytics that track customer actions after they have consumed Thought Leadership. Beyond “how many,” focus on “who” Look beyond the large numbers typically tied to outbound tactics such as impressions and anonymous clicks; dig deeper to verify the identity and quality of the audience, and what kinds of interactions thought leadership is driving. THOUGHT LEADERSHIP CANNOT BE APPROPRIATELY VALUED WITHOUT ATTRIBUTION ATTRIBUTION
  • 38. CONTACT US Joe Kingsbury U.S. Managing Director Edelman Business Marketing joe.kingsbury@edelman.com David Bersoff, Ph.D. Head of Global Thought Leadership Research Edelman Intelligence david.bersoff@edelmanintelligence.com Tonia Ries Global Executive Director Edelman Intellectual Property tonia.ries@edelman.com