Value of B2B Thought Leadership Survey | Grist



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Value of B2B Thought Leadership Survey

Value of B2B Thought Leadership Survey: What FTSE 350 c-suite really think about thought leadership and content marketing

High quality thought leadership can cement an organisation’s reputation as a trusted partner. It can underscore perceptions of expertise. It can even help to close the deal. However, much content fails to hit the mark – often navel gazing, generic and conceptual.

It is in this context that we wanted to find out what the client thought – what exactly the C-suite at FTSE 350 firms expected from thought leadership, how and when it was consumed and what would make it better.

The survey examines how over 200 senior executives at FTSE 350 companies view and use thought leadership, revealing:


  • How thought leadership provides value
  • Why thought leadership fails
  • What the C-suite want
  • How and when to reach the audience
  • The impact of thought leadership
  • What the C-suite want to see in the future

The research is great news if you are in charge of your B2B firm’s marketing and communications. The feedback indicates that thought leadership is very much valued by the C-suite and they are happy to receive it from their advisers.

Find out what works and what doesn't by downloading the survey today.