By Tequia Burt, Editor in Chief, LinkedIn For Marketing Blog
Your customer has problems they can’t solve, questions they can’t answer and goals they can’t reach without help. Filling those gaps is why your brand exists. Showing them you can? That’s marketing’s job.
This week we’re highlighting one of the most effective ways to do it: thought leadership. New research from LinkedIn and Edelman shows that this kind of content connects with a critical but often overlooked audience – the hidden buyer. These behind-the-scenes stakeholders are just as engaged as target buyers but often missed by traditional sales and marketing efforts.
The good news is that thought leadership can open doors those channels can’t.
What to Read
The Most Underrated B2B Channel? Your Newsletter (MarTech): Given where you’re reading this, you know we are inclined to agree with Jaina Mistry’s take in this piece. 😎 Long live the newsletter!
“Newsletters aren’t pushy. They don’t rely on urgency or gimmicks. They show up reliably. They provide consistent value. And they slowly — but powerfully — shape how your audience sees your brand.” Jaina Mistry, Litmus
Human-Centered Marketing: Thought Leadership (Search Engine Journal): True thought leadership is not the same thing as expert content, and it’s definitely not the same thing as fluff. Ashley Faus defines a thought leader around three key attributes: smart, sharing, shaping.
Stop Segmenting Like It’s 2015: Why B2B Marketers Are Still Struggling to Reach the Right Buyers (MediaVillage): Sonia David argues that B2B marketers need to evolve their audience segmentation methods to account for the growing complexity (and invisibility) of buyer behaviors and group decision-making dynamics.
Why Involving the Entire C-Suite is Critical to Tech Purchasing Decisions, With Seismic (B2B Marketing): Kavita Singh spoke with Seismic CEO Doug Winter to gain perspective on why getting the full C-suite on board with your brand — early in the process — is vital in B2B tech marketing. “When those invisible meetings happen, ensure you’re seen in the right light,” urges Winter. “It’s a very important objective.”
MarketLogic’s Hernán Brana on Why B2B Isn’t Just B2C with a New Label (The Drum): MarketLogic co-founder Hernán Braña shares the story of his agency’s “almost accidental” evolution from a B2B-focused firm to being one of the biggest B2B demand-generation players in Latin America.
Your Next Best B2B Video Strategy? Influencers. Here’s Why. (LinkedIn for Marketing Blog): The pairing of influencers and videos helps decision-makers connect with ideas in a way that feels relevant and trustworthy. I shared details and best practices to get you rolling. You’ll find plenty more on influencers, videos and creators this week in the Marketing Collective!
What to Watch
The Throughline with Roger Martin
In this insightful interview with B2B Institute founder Jann Schwarz, renowned strategist Roger Martin challenges traditional views by asserting that effective strategy and marketing have converged, driven by answering the critical questions of “where to play” and “how to win.” Check out their conversation to discover why solely relying on past data for future decisions is flawed, and why the obsession with short-term ROI can hinder true growth.
What to Know
Three out of four B2B marketers believe their data is inaccurate or out of compliance, according to the 2025 State of Marketing Data report from Integrate. Moving toward a more accurate and reliable data infrastructure is unquestionably one of the biggest priorities for marketing leaders going forward.
SDG News specializes in creating custom content to bring your thought leadership to government leaders, corporate buyers, investors and their advisors. From Impact Columns to custom newsletters, we have the resources and expertise to deliver your message, burnish your brand and support your mission.
Reach out here for more information: lisa.danforth@sdgnews.com
Follow SDG News on LinkedIn
