{"id":7045,"date":"2025-07-22T08:07:38","date_gmt":"2025-07-22T12:07:38","guid":{"rendered":"https:\/\/sdgnews.com\/?p=7045"},"modified":"2025-07-22T08:12:28","modified_gmt":"2025-07-22T12:12:28","slug":"tequia-burt-filling-gaps-with-thought-leadership","status":"publish","type":"post","link":"https:\/\/sdgnews.com\/zh\/tequia-burt-filling-gaps-with-thought-leadership\/","title":{"rendered":"Tequia Burt: Filling Gaps With Thought Leadership"},"content":{"rendered":"

By <\/em>Tequia Burt<\/strong><\/em><\/a>, Editor in Chief, <\/em>LinkedIn For Marketing Blog<\/em><\/a><\/p>\n\n\n\n

Your customer has problems they can\u2019t solve, questions they can\u2019t answer and goals they can\u2019t reach without help. Filling those gaps is why your brand exists. Showing them you can? That\u2019s marketing\u2019s job.<\/p>\n\n\n\n

This week we\u2019re highlighting one of the most effective ways to do it: thought leadership. New research from LinkedIn and Edelman<\/a> shows that this kind of content connects with a critical but often overlooked audience \u2013 the hidden buyer<\/a>. These behind-the-scenes stakeholders are just as engaged as target buyers but often missed by traditional sales and marketing efforts.<\/p>\n\n\n\n

The good news is that thought leadership can open doors those channels can\u2019t.<\/p>\n\n\n\n

\"Article
2025 B2B Thought Leadership Impact Report from Edelman and LinkedIn<\/figcaption><\/figure>\n\n\n\n

What to Read<\/h3>\n\n\n\n

The Most Underrated B2B Channel? Your Newsletter<\/strong><\/a> (MarTech):<\/strong> Given where you\u2019re reading this, you know we are inclined to agree with Jaina Mistry<\/a>\u2019s take in this piece. \ud83d\ude0e Long live the newsletter!<\/p>\n\n\n\n

\n

\u201cNewsletters aren\u2019t pushy. They don\u2019t rely on urgency or gimmicks. They show up reliably. They provide consistent value. And they slowly \u2014 but powerfully \u2014 shape how your audience sees your brand.\u201d Jaina Mistry, Litmus<\/strong><\/em><\/p>\n<\/blockquote>\n\n\n\n

Human-Centered Marketing: Thought Leadership<\/strong><\/a> (Search Engine Journal):<\/strong> True thought leadership is not the same thing as expert content, and it\u2019s definitely not the same thing as fluff. Ashley Faus<\/a> defines a thought leader around three key attributes: smart, sharing, shaping.<\/p>\n\n\n\n

Stop Segmenting Like It\u2019s 2015: Why B2B Marketers Are Still Struggling to Reach the Right Buyers<\/strong><\/a> (MediaVillage): <\/strong>Sonia David<\/a> 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.<\/p>\n\n\n\n

Why Involving the Entire C-Suite is Critical to Tech Purchasing Decisions, With Seismic<\/a> <\/strong>(B2B Marketing): <\/strong>Kavita Singh<\/a> spoke with Seismic CEO Doug Winter<\/a> to gain perspective on why getting the full C-suite on board with your brand \u2014 early in the process<\/em> \u2014 is vital in B2B tech marketing. “When those invisible meetings happen, ensure you\u2019re seen in the right light,” urges Winter. “It\u2019s a very important objective.\u201d<\/p>\n\n\n\n

MarketLogic\u2019s Hern\u00e1n Brana on Why B2B Isn\u2019t Just B2C with a New Label<\/strong><\/a> (The Drum): <\/strong>MarketLogic co-founder Hern\u00e1n Bra\u00f1a<\/a> 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.<\/p>\n\n\n\n

Your Next Best B2B Video Strategy? Influencers. Here\u2019s Why.<\/strong><\/a> (LinkedIn for Marketing Blog):<\/strong> 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<\/a>!<\/p>\n\n\n\n

What to Watch<\/h3>\n\n\n\n

The Throughline with Roger Martin<\/strong><\/a><\/p>\n\n\n\n

In this insightful interview with B2B Institute founder Jann Schwarz<\/a>, renowned strategist Roger Martin<\/a> 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.<\/p>\n\n\n\n