Unpacking the Power of Thought Leadership to Drive Growth with Insights from Edelman: Culture, Creativity, and the Right Questions
- E340
- 42:52
- March 25th 2023
Are you ready to stand apart from the competition and become a true Thought Leader?
"B2B decision makers indicate that thought leadership is a very important tool in their ability to determine the value of potential vendor or partner whom they want to work with. So it's got that bottom line impact."
Ben Laws is the Executive Vice President, and Deputy US Lead for Business Marketing at Edelman, a global communications firm. He has extensive experience in shaping an organization's story, developing creative and thought leadership platforms, and leading integrated communications and marketing programs.
Ben Laws wanted to prove the hard ROI for thought leadership. He spoke to marketers and decision-makers, who said that thought leadership is essential for determining the value of a potential vendor.
Through his conversations, Ben realized the importance of building relationships and understanding the realities of the audience. He emphasized the need for creativity and the value of storytelling for gaining attention.
He also emphasized the need for thought leadership to reflect the company's culture and values. Ultimately, Ben concluded that the best way to create successful thought leadership content is to listen to and engage with the intended audience.
In this episode, you will learn the following:
- Why do B2B marketers seem to discount the value of creativity
- How can creativity speak to the buying process
- Proving the hard ROI of thought leadership activity
- Utilizing creativity to capture and engage audiences
- Exploring the importance of brand values, mission, and purpose in thought leadership.
- How thought leadership impacts the bottom-line by winning business
- Why and how to invest in thought leadership consistently
- And much, much more...
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