Thought leadership in B2B communications

This article explores the role of thought leadership in B2B marketing, arguing that this can be a form of customer relationship building when businesses do not know who is 'in the market'.

Thought leadership in B2B communications

Fran BrosanOmobono

So the customer doesn't matter any more? That seems to be the conclusion of the latest wave of Omobono's research on What Works Where in B2B Digital Marketing. This year, for the first time, the results show that strengthening the company's thought leadership position has overtaken deepening customer relationships as marketers' most important objective (Figure 1). Can it really be true? Can the 'additional tool in the marketing armoury' – as the late Laurie Young put it – really have leapt into pole position at the expense of what every marketing cannon...

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