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

I see a lot of LinkedIn posts like this.

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.


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.

Writer and Photographer. I talk about work, play, and everything in between.

Love podcasts or audiobooks? Learn on the go with our new app.

Recommended from Medium

Can you really launch a million dollar online business in one year?

Building a Successful Brand Online With 8 Key Components

The 3 Ways Your Business Can Utilize Social Media Analytics Data — ReadWrite

A Pragmatic Guide to Good Data Hygiene in Digital Marketing

Don’t think you need help boosting your Facebook and Google UA campaigns? THINK AGAIN!

8 Marketing Trends Vets Cannot Ignore in 2017

How to measure “Customer Experience” Part 1

SEO is an outdated and misleading term

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
Tim Horan

Tim Horan

Writer and Photographer. I talk about work, play, and everything in between.

More from Medium

“A sign of good luck in some countries”

Female Fintech Founder Challenging Male-Dominated Industry to Change the Narrative Around Money

Bean to Bank- Starbucks

Emotional Intelligence; A highly underrated skill in business