Thought leadership, especially for B2B brands, is an important tactic in the marketing and communications toolbox. While it’s growing in popularity there’s new data that points to declining value and effectiveness.
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There are many canaries that will alert you to the potential for lethal gas in your proverbial B2B brand coal mine, but no bird is more effective at pointing to danger than a sales team that struggles to describe what makes your brand and your offerings different.
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In a sector where sales are king, many B2B businesses are making a key mistake by approaching the same ‘buyer’ from 10 or 20 years ago.
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It’s surprising that, despite the data proving that marketers who have a documented content strategy execute more effective content marketing, as many as 63% of businesses still don’t have one!
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Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers. BSI is a service of The Blake Project, a leading brand consultancy based in the United States, serving marketers around the world.
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