Intentsify’s Post

Today, Edelman launched our sixth B2B Thought Leadership Impact Report, 'Reaching Beyond the Ready: Thought Leadership's Impact on Engaging Out-of-Market B2B Buyers,' in partnership with LinkedIn. With 95% of business clients not actively seeking goods or services, the insights from the report highlight how thought leadership can be a powerful tool to engage prospects by encouraging them to re-think their challenges, increase demand, and be proactive against the competition. Read our Canadian POV to learn more. 

LinkedIn, in partnership with Edelman, launched our sixth annual B2B Thought Leadership Impact Report to reveal the transformative power of thought leadership, especially in today's competitive B2B landscape, where economic uncertainty continues to prolong sales cycles.       Read more in our latest study and learn how high-quality thought leadership doesn’t just increase brand awareness but can drive demand for your business and fortify your position against competitors:  https://edl.mn/4bJhRnU    #b2bmarketing #thoughtleadership 

The Edelman Business Marketing team recently launched the 2024 Edelman-LinkedIn B2B Thought Leadership Impact report. With 95% of business clients not actively shopping for products or goods, how should B2B marketers engage with prospects? Thought leadership can help engage a world of untapped potential. Take a read of our team's article for insights from a Canadian perspective to learn more. #marketing #businessmarketing #b2b

I'm very excited to announce that we've locked in the date for our first roundtable event and have had over 15 marketing leaders registered for the event on May 10th. But let's take a step back and let me share how the idea came to my mind a few weeks ago. My sales process always starts with a strategy call; it isn't a sales qualification call - it's a real strategy call. I'm the one who always joins these calls, asking questions to better understand the challenges and goals of each organization, brainstorming with their marketing leaders, and finding the best tactics. I always share the best practices, what they should try and test—I'm always an open book. During these calls, I've realized that marketing folks sometimes lack opportunities to have these conversations where they can share their challenges (a call not being recorded for a sales purpose), discuss what worked/didn't work in their marketing campaigns, and learn from their peers. And that's how I came up with monthly roundtable events 😉 P.S. Our registrations for the June event are now open; feel free to fill out the form on our website. https://lnkd.in/esWhc9Bq

After 2 days at the B2B Marketing Leaders Summit in Melbourne, the resounding theme from many of the speakers was "marketing needs to build relationships with other teams" I've always been pretty vocal about marketing getting out of its silo, and marketers getting out of their comfort zones and talking to other teams, but it still is surprising how many people aren't doing this. If you find yourself in this predicament (where marketing is siloed, seen as an "expense", inefficient, and not really contributing to a bigger picture), then here's how I advise you to break out of that cycle: 1. Go talk to the highest level of business leadership you have access to 💬 ASK: What are our business goals? It could be preparing for a fundraise, focusing on profitability, reducing a churn problem, the list goes on and on. What you shouldn't accept for an answer is "make more revenue" because it's too generic. What's the strategy to bring in rev? What is a key focus? 2. Go talk to sales 💬ASK: What's the hardest part about doing your job right now? Marketing is upstream of sales, so if you can remove a burden from them, it will bring the two teams closer together AND get an outcome. An example could be "price is the biggest hurdle" - great, go deeper into that. What about the price? Is it value perception =/= price? Customer likes the price but can't get budget? Customer can't sell internally? Dig deeper. 3. Talk to your product team 💬ASK: Can you give me an in depth product tour Many marketers don't know their products in detail. Don't be one of those. You don't need to be a product marketer to do this. You're selling the product, you should know what it does. 4. Talk to customer support/success 💬ASK: What's the biggest misconception you have to deal with? Then go set that misconception straight in your marketing. You might be the one giving that misconception! (See: talk to product)

The key to winning in 2024 at thought leadership, and marketing in general, can be summed up in a simple Drake lyric: “Back to the basics; I won’t lose.” Let’s face it, marketing has gotten so complex and nuanced in the past few years, even the distinction between marketing roles is indistinguishable. Despite what your role is as a B2B marketer, your responsibility is to produce meaningful interactions and build lasting relationships with people. I love how Jessica Marie described it in her Forbes article about 2024 B2B Tech marketing trends: “In the high-stakes arena of B2B tech marketing, following the herd risks obsolescence, while carving a distinct voice—grounded in truth and depth—paves the way for lasting impact and differentiation.” Authenticity. Relatability. Empathy. Those are things that build meaningful interactions and lasting relationships. Companies that come to recognize and embrace those characteristics at the heart of their marketing will create deeper, more meaningful connections with their audience. #thoughtleadership #b2bmarketing #techmarketing #contentmarketing #contentstrategy

"LinkedIn, in partnership with Edelman, launched our sixth annual B2B Thought Leadership Impact Report to reveal the transformative power of thought leadership, especially in today's competitive B2B landscape, where economic uncertainty continues to prolong sales cycles. Read more in our latest study and learn how high-quality thought leadership doesn’t just increase brand awareness but can drive demand for your business and fortify your position against competitors: https://edl.mn/4bJhRnU #b2bmarketing #thoughtleadership

Solid advice on how to incorporate thought leadership into your demand gen strategy from Daniel Kehrer and MarketingProfs. Two tips in particular that resonated for me: • Avoid using marketing and sales speak • Establish an internal idea bank #demandgeneration #thoughtleadership #b2bgrowth