Thinkers360 Announces Release of 2023 B2B Thought Leadership Outlook Research

Key findings include B2B thought leadership moving to a top priority for sales and marketing in 2023, thought leadership’s increasing cadence, and making thought leadership content highly actionable to cut through the noise in a post-truth era.

DALLAS December 12, 2022

Thinkers360, the world’s premier B2B thought leader and influencer community, today announced the release of it’s 2023 B2B Thought Leadership Outlook Research Report conducted in association with the British Computer Society (BCS). The purpose of the research was to better understand current and future trends with regard to both thought leadership creators – such as individuals, agencies and brands – and thought leadership consumers and their plans for 2023.

The primary research survey was conducted between September through November 2022 among Thinkers360 Members, BCS Members, and other creators and consumers of B2B thought leadership content.

Key findings from the study include:

Thought Leadership Consumers (Current State)

Thought Leadership takes its Own Course – Today’s thought leadership challenges both traditional and modern notions. It doesn’t need to be counter-intuitive, peer-reviewed or even entertaining or concise
It’s all about Insight that’s also Actionable – The key is insightful (94%), forward-looking (90%) and engaging (89%) content that’s relevant and actionable (*Rated as extremely important or very important attributes of thought leadership)
Entrepreneurs on the Rise as Leading Sources – Authors (43%), Entrepreneurs (42%), Influencers (42%), Academics (41%) and Consultants (35%) are the primary sources of thought leadership content
Thought Leadership informs the full Sales Cycle from Research to Purchase Decisions – 85% cited thought leadership content as moderately important or higher for making purchase decisions (up 11% from last year)
The Secret for Marketers to Cut Through the Noise – 53% of readers are spending 4+ hours per week consuming thought leadership content (up from 42% last year)

Thought Leadership Creators (Current State)

Driving a Powerful Brand Premium – Close to 1/2 see thought leadership adding over 75% to the brand premium they command in the marketplace
Unique Perspectives Build Customer Trust – Customer trust (84%), competitive differentiation (83%) and brand awareness (81%) are the main business benefits of thought leadership content creation
The New Weekly Cadence –Thought leadership cadence is increasing with over 25% producing over 4 pieces per month

Thought Leadership Creators (Plans for 2023)

#1 Sales & Marketing Priority – 39% consider thought leadership the #1 priority within their sales and marketing strategies for 2023
Continuing to Scale Up – 56% of thought leadership creators plan to produce more thought leadership in 2023 than in 2022
Specialist Communities Are Key – Social media (74%), individual web sites (58%) and specialist communities (57%) are key for disseminating thought leadership content in 2023
Working in a Post-Truth Era – In a post-truth era, 73% of thought leaders plan to cut through the noise by making their content highly actionable

The complete report, including extensive analysis and interpretation, is now available to Thinkers360 members at the Pro Plan level and above.

ABOUT THINKERS360

“Connecting global brands and audiences with the world’s foremost thought leaders and influencers on business and technology for game-changing results”

Thinkers360 is an opt-in network of the world’s foremost thought leaders — including academics, advisors, analysts, authors, consultants, executives, influencers and speakers — with over 100M followers on social media combined. The company is differentiated by its unique patent-pending algorithms that measure thought leadership and authentic influence looking far beyond social media alone.

Thinkers360’s enterprise services help global brands find and work with thought leaders and influencers as well as showcase their own corporate executives, experts and content among the opt-in B2B community to “influence the influencers”.

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