Quality Thought Leadership is More Valued in B2B Than Marketing: Edelman, LinkedIn
Eighty-six percent of B2B decision-makers are more likely to accept sales or marketing outreach from companies that consistently produce quality thought leadership, based on a survey of 3,500 management level professionals by Edelman and LinkedIn. Three quarters reported positive sentiment about companies producing good thought leadership, valuing it more than its “marketing materials and product sheets.” Just under a third could link specific purchases back to thought leadership engagement.