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.
