B2B firms across industries struggle with a common problem: commodification. While big consumer brands might be able to compete on advertising, business decision makers are more likely to choose B2B partners based mainly or only on price, resulting in a race to cut costs and a more tenuous, contractual relationship between customer and vendor/consultant. No B2B firm wants to be in that position, yet many are. How do you get out of it? A B2B PR strategy driven by thought leadership can help.  

What Makes for an Effective B2B PR Strategy?

A recent survey of B2B decision-makers and C-suite executives by LinkedIn and Edelman reinforces the view that a B2B PR strategy founded on and driven by thought leadership makes a key difference. The report found that: 

  • 73% of decision makers think an organization’s thought leadership content is a more trustworthy basis for assessing its capabilities and competencies than marketing materials and product sheets 
  • Close to 90% say they are likely to be receptive to sales or marketing outreach from a company that consistently produces high-quality thought leadership 
  • 30% say their own organization does not know how to adequately utilize thought leadership as a sales or marketing tool 

These statistics show that the key to B2B marketing and sales is having the ability to produce and consistently disseminate thought leadership. It’s a potential route out of commodification and the ingredient to both retaining customers and attracting new business.  

How To Leverage Thought Leadership in Your B2B Marketing Strategy

Understanding the importance of thought leadership to a B2B strategy is one thing, but executing it is another. But with a dedicated approach and team, you can maintain thought leadership content across multiple channels, including: 

  • Regular owned content via newsletters, blogs and social media posts, which are especially useful in retaining existing customers 
  • Regular earned media content via media outreach for both interviews and contributed content 
  • Ongoing conference/speaking outreach to position your key people as thought leaders at important events  

Whatever direction your B2B company takes, it’s just important to remember that ads and sales outreach might not be enough. Ongoing thought leadership content to support growth is a proven alternative solution. 

Thought leadership is not just about providing information, but also about building relationships with your customers. Partner with Stern Strategy Group to develop a blueprint that will take your business to greater heights. We’ll help you become a trusted advisor who can help customers solve problems and achieve their goals. 

The Keys to a B2B PR Strategy Driven by Thought Leadership was last modified: March 12th, 2024 by Brian Sherry