领英：2024年B2B思想领导力影响报告（中译版）（34页）.pdf

1、REACHING BEYOND THE READY:2024 B2B Thought Leadership Impact ReportThought Leaderships Impact on Engaging Out-of-Market B2B BuyersTimes are tough for B2B marketers.At any given time,a staggering 95%of business clients are not actively seeking goods or services.1 Lingering economic uncertainty is ext

2、ending sales cycles,with nearly 90%of global buyers indicating their purchase process became more drawn-out last year.2 Moreover,B2B buyers now prefer a self-directed journey of digital discovery.In this environment,getting buyers off the sidelines has become imperative.B2B companies need to prompt

3、buyers to rethink their challenges as a first step to stimulating demand.Thought leadership can provide that competitive edge.Executive SummaryThis study is the sixth annual collaboration between Edelman and LinkedIn examining how thought leadership influences buying behaviors among B2B decision-mak

4、ers and C-suite executives.Our previous research confirmed the full-funnel,business-generating impact of strong thought leadership especially amid economicuncertainty and the tangible risks of publishing low-quality content.Please view our 2017-2018,2019,2020,2021 and 2022 reports.We surveyed nearly

5、 3,500 management-level professionals in December 2023 for insights into how thought leadership can do more than just increase brand awareness.Done well,it makes buyers reexamine their assumptions and inoculates you against competitors trying to woo away your customers.Such content is an important w

6、ay to convey what your company stands for the promise youre making to your customers3 and makes your brand powerful and attractive to buyers.1“The 95:5 rule is the new 60:40 rule,”Ehrenberg-Bass Institute for Marketing Science,September 2022.2“Forresters 2023 Global B2B Buyers Journey Survey Reveals