06/14/2017

The Hidden ROI of Thought Leadership

How this valuable benefit removes risk from the buying process

What makes thought leadership valuable and how does that translate into measurable business impact? These are tough questions, but new research from LinkedIn and Edelman may provide some definitive answers for B2B marketers.

In short, thought leadership is valuable because it removes risk from the buying process. And de-risking the process assuages the buyer’s fears and feelings of uncertainty, giving them the confidence they need in order to commit to a decision.

Yes, that’s right, I mention feelings. Because despite what you may have heard, B2B buying decisions are not hyper-rational, utility-maximizing actions mechanically executed by automatons. Instead, it’s people talking to people, trying to figure things out and make sense of a complex world. People are worried what their boss might say, how a buying decision will affect their career and even their job security.

Please click here to read the complete article on LinkedIn.