Find out what leaders do differently in the Best Practice Content Marketing Survey

Thought Leadership Survey 2017 - Best practice B2B content marketing

The survey examines what client-facing personnel really need from thought leadership to help them do their jobs better, and what leaders do to set themselves apart from the rest.

Last year we published the Value of B2B Thought Leadership Survey, which unearthed some real surprises in how the C-suite at FTSE350 firms view and use thought leadership.

This year’s survey examines whether those messages are getting through to those firms trying to market to them. We spoke to 150 senior executives in professional services, financial services and technology firms to better understand their views.

We wanted to know how they plan, create, distribute and measure content marketing. It quickly became clear that a small minority of firms are noticeably better in their approach.

Content marketing has a significant impact for these firms, who confirmed in our survey that:

  • They use content marketing widely
  • They know their clients’ most important issues
  • They produce engaging content that addresses their opportunities and risks, and it is highly effective.

These respondents we termed 'leaders', and this is what they do differently.

Download the report to learn about thought leadership best practices that lead to increased sales and lead generation.