Marketers rethink their approach to B2B thought leadership

Tony Case

Discusses how the pressure to be first, and lack of good measurement, has affected B2B thought leadership content, and offers tools and methods to improve.

Dan Page/theispot.com

An unpredictable economy and the persistent fears of a recession present major challenges as well as ripe opportunities for B2B marketers. While six in 10 C-suite executives expect a soft economy in 2023, a recent report that surveyed nearly 3,500 business executives suggests thought leadership, which lies at the core of content marketing strategies, may be one of the most effective ways for brand managers to demonstrate their value and power through a complicated business terrain. In fact, 61 percent of decision-makers say thought leadership content could be ‘moderately’ or ‘a lot more effective’...

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