How Thought Leadership Generates B2B Leads

B2B lead generation often requires multiple channels to be effective. In some cases, interruption marketing (display ads, email, etc.) can be effective but the most effective business to business marketing tactic to generate quality leads is through thought leadership. Thought leadership involves the creation of interesting, newsworthy, thought-provoking, or informative content that engages an audience, establishing a connection (using digital inbound channels) wherein your market comes to you for knowledge.

Although it takes time to translate the investment in thought leadership into revenue, becoming a source of information can translate into website visits, blog views, or article requests – and eventually, sales. Statistics show that thought leaders frequently gain more qualified leads by educating their markets via newsletters, white papers, blogs, and other digital assets than through disruptive content. But once you establish your company as a thought leader, how can you use that position to generate B2B leads?

Referrals

The strongest lead is often one generated through a familiar source. Satisfied customers, employee friends and family, or other ‘warm’ resources provide a database of qualified leads. Once a thought leadership position has been established among your prospective referral sources, some may become brand advocates and connect their social circles to you.

In the past, referral marketing was a slow process. Gathering contact information often required several contacts with each referrer. The technique still requires time to build a solid lead base but the pace has quickened with the growth of social media.

Social media makes it easy to capitalize on established relationships by allowing lead sources to post a link to your site or share your content. It no longer requires a separate connection with each member in your referrer’s social circle. One “like” can generate multiple “friends” at one time. The quality of the lead will result from both what has been shared and who is sharing but, as a lead generation resource, referral marketing often provides the best bang for your marketing buck.

Content Marketing

Sharing knowledge can be effective in generating contact information online. Because web users are constantly searching for information, distributing useful articles, videos, webinars or other creatives related to your business helps your company establish a thought leadership position. Seth Godin refers to “permission marketing” as the strategy that generates leads through the building of trust, often by providing value to prospects. Content marketing, if done correctly, can provide that value; this, in turn, should generate quality B2B leads.

Distribution of content doesn’t require revealing proprietary details; however, the content that is used should be a) related to the business you are engaged in and b) provide a reasonable amount of useful information for the viewer. In order to effectively cement a thought leadership position in a prospect’s mind, consistent, valuable information should be delivered.

Partnerships

In an effort to capture larger B2B market share or to open new markets, marketers can create partnerships that combine thought leadership positions. Partnerships establish a shared ‘voice’ which occupies a greater space in a prospect’s mind than a single voice. Webinars that bring experts together, for example, have become an efficient way to engage markets. Audience members sign up to learn, which allows your company to strengthen its thought leadership position.

As mentioned earlier, establishing a thought leadership position should not be expected to instantly convert leads but it does allow your company to connect with its market at a deeper level. The key is to employ multiple channels to leverage that leadership into quality B2B leads.