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You are here: Home / Blog! / Study on Thought Leaders and Thought Leadership

March 14, 2022 By Robert Kravitz

Study on Thought Leaders and Thought Leadership

Before we explore the power of thought leaders and thought leadership, let us make sure we are all on the same page as to what a thought leader is? While there is no one definition accepted by all, a solid working definition is the following:

 

A thought leader is an individual or a company specializing in a field whose authority is honored and respected and whose comments, thoughts, and beliefs are sought after by others.

Based on this definition, a study by LinkedIn and Edelman Communications has uncovered the following:

Decision-Makers consume thought leadership content to stay educated on the trends affecting their industries and to generate innovative ideas for their businesses.

Today, more than half (51%) of C-suite executives say they spend more time, consuming thought leadership content than before the pandemic began.

54% of Decision-Makers – and 48% of the C-suite – say they spend more than 1 hour per week reading and reviewing thought leadership content.

Percentage of Decision-Makers who say the following occurs sometimes or more frequently after engaging with a piece of thought leadership content:

  • 42% — Invited the organization to bid on a project (when that firm was not in their original consideration set)
  • 48% — Awarded business to the organization responsible for the thought leadership
  • 53% — Decided to increase the amount of business they did with the organization
  • 54% — Purchased a new product or service from the organization that they had not previously considered buying

More Thoughts on Thought Leadership

  • 60% of buyers say thought leadership builds credibility when entering a new category where the brand is unknown.
  • 57% of buyers say that thought leadership builds awareness for a new or little-known brand.
  • 53% of buyers say it’s essential for new and small companies to produce thought leadership if they want buyers to consider working with them.
  • 47% of buyers say thought leadership led them to discover and purchase from a company that was not considered to be among the leaders in a particular category (i.e., a challenger brand)

SOURCE: 2021 B2B Thought Leadership Study Published by LinkedIn and Edelman Communications

More on the power of Thought Leadership Here

Filed Under: Blog! Tagged With: thought leaderhship

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