B2B Thought Leadership Research is a tried and tested go-to for marketers who want to increase their brand’s reputation and authority in the B2B technology sector. But, in all honesty, B2B Thought Leadership is very hard to get right. Too often, thought leadership initiatives either fail to capture interest, trust, or both.
While we agree that leveraging research to create powerful marketing assets is a smart move, we often see the marketing angle overpowering the quality of the research. Or, good research presented poorly.
With unfortunate frequency, data is leveraged sloppily or unethically to make an obviously biased claim or thinly-veiled sales pitch. This undermines credibility and the thought leadership initiative.
Even the more ethically-minded can struggle with effective thought leadership when they fail to synthesize a compelling storyline out of a pile of data.
From a firm that specializes in market research and messaging for B2B tech marketers, here are some guidelines to make sure your next B2B thought leadership initiative is successful.