Today’s marketing environment is increasingly crowded, noisy, and commoditized. To stand above the crowd, create a customer centric buyer’s journey starting with insights that help your target consumer succeed in their business. Thought leadership and business value, although important are not enough.
A recent CEB study* found that Thought leadership, representing “a smart or expert perspective” has a slight positive impact on buyer purchase probability. In contrast just being easy to understand, containing interesting facts or anecdotes and being quick to find actually had a somewhat negative impact on purchase probability. If you put this in the framework of the buyer’s journey, thought leadership is useful as the buyer(s) are realizing that they have a problem and performing research. It can help raise the urgency of the problem in their mind and identify the need for a solution. However, thought leadership gets you in the buyer's mind to their consideration, but without clear business value, it is hard to get to their short list.