The survey examines what client-facing personnel really need from thought leadership to help them do their jobs better, and what leaders do to set themselves apart from the rest. Last year we published the value of B2B thought leadership survey, which unearthed some real surprises in how the C-suite at FTSE350 firms view and use thought leadership.
This year’s survey examines whether those messages are getting through to those firms trying to market to them. We spoke to 150 senior executives in professional services, financial services and technology firms to better understand their views.
We wanted to know how they plan, create, distribute and measure content marketing. It quickly became clear that a small minority of firms are noticeably better in their approach.
Content marketing has a significant impact for these firms, who confirmed in our survey that:
These respondents we termed 'leaders', and this is what they do differently.