"According to LinkedIn's data, thought leadership is the best way to imbue trust in the B2B buying process, with 75% of decision-makers indicating that thought leadership content "is a more trustworthy way to assess a company's capabilities than its product sheets or marketing materials." More recently, our 2025 report placed a specific focus on how thought leadership can influence hidden buyers, who tend to hold major sway in buying groups."
"but are hard to reach with traditional sales and marketing methods. A vast majority of these stakeholders (95%) say strong thought leadership makes them more open to outreach. "In early , nearly six in 10 buyers say they discover new brands through creator content, while in the decisionphase, nearly half report visiting a vendor website after engaging with creator content.""
"LinkedIn data shows that the combined networks of employees are about 12x larger than a company's own following. When those employees share their perspectives and experiences, they become some of the most credible voices your brand has - especially when they're speaking as practitioners first, and 'brand representatives' second."
Thought leadership is the most trusted way for B2B buyers to assess a company's capabilities, with 75% of decision-makers preferring it over product sheets or marketing materials. Thought leadership particularly influences hidden buyers, who hold major sway in buying groups yet are hard to reach; 95% of these stakeholders become more open to outreach when exposed to strong thought leadership. Creator content drives discovery and consideration, with many buyers discovering brands through creators and nearly half visiting vendor websites after engaging with creator content. Employee networks expand reach roughly 12x versus company followings, and employees speaking as practitioners increase brand credibility.
Read at Social Media Today
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