Business Decision-makers Want to Talk to People (not robots)

Pic of Tim Horan’s podcast microphone ‘wearing’ sunglasses and saying: “Hello Human. I am a Thought Leader. Prepare to be led by my thoughts.”

Who is better placed to make an emotional connection with a human being — a logo or a person?

My vote is for person. Therefore, Thought Leadership — placing a human face on your business — makes sense to me. People want to connect with people!

Perhaps it’s best to retire the term Thought Leadership. I much prefer Executive Social. It sounds warm and organic, not cold and sterile.

Regardless of what we call it, most Thought Leadership in business-to-business (B2B) marketing sounds like it comes from pushy robots. In my latest podcast episode, I share the ingredients of effective B2B Thought Leadership (and help you avoid the robot curse!)*

Download the episode here. Alternatively, listen on Spotify or YouTube below.

References

The importance of emotion in B2B marketing (includes acknowledgement of research from Les Binet and Peter Field)

2020 Edelman-LinkedIn B2B Thought Leadership Impact Study

About the Author

Tim Horan is a writer, editor, and photographer from Sydney, Australia. Start a conversation with him here, LinkedIn, Twitter, Instagram, or Facebook.

--

--

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store