How to create a B2B thought leadership strategy

Embarking on the journey of thought leadership is akin to transforming trash into treasure. It's a process of finding hidden gems in your experiences and expertise, then refining and sharing them in a way that resonates with others. 

I'm Andrea Lechner-Becker, Head of Marketing at Toolio, and my expertise lies in not just strategizing but also in the art of creating thought leaders. Whether you're directly responsible for this or work with a content team, understanding the importance of thought leadership is crucial. 

In this article, I'll guide you through the nuances of identifying and nurturing a thought leader, utilizing the right frameworks and strategies. We’ll explore how to effectively communicate your unique insights, connect with your audience, and ultimately establish a strong personal brand.

What is thought leadership in marketing?

Let's delve into what truly defines a thought leader. While it may seem straightforward, there are essential nuances that are often misunderstood. 

A common mistake is equating thought leadership with a company's message. This is not the case. A thought leader is an individual, a unique human being who offers distinct insights and perspectives based on their personal experiences. This distinction is critical.

Thought leader vs. spokesperson

It's important to differentiate between a thought leader and a spokesperson. In the context of a conference or a corporate event, a spokesperson is aligned with and promotes the company's brand message. However, a thought leader stands apart due to their independent thoughts, shaped by years of unique experiences.

The first element is the idea itself, which should be original and innovative. The second element is the approach to these ideas. A thought leader's method of addressing and presenting ideas should be as unique as the ideas themselves.

The cornerstone of thought leadership is experience, which includes the insights and lessons learned through various professional endeavors. My own journey in creating thought leaders and the successes I've had in this realm make me confident in guiding others. Sharing these insights, I aim to help you understand and embrace the process of cultivating true thought leadership.

The unique attributes of a thought leader

Let's consider an example: Kim Kardashian offering advice on cryptocurrency. While she is a renowned influencer, does her influence extend credibly into the realm of crypto advice? The answer is likely no. This distinction leads us to explore the differences between an influencer, a spokesperson, and a thought leader.

Unlike an influencer, a thought leader is characterized by experience and the trust that experience cultivates. Thought leadership is not just about connecting with an audience – something Kim Kardashian excels at – but also about earning trust and imparting knowledge. 

People should feel that engaging with a thought leader is a valuable use of their time, expecting to learn and benefit from the interaction.

Identifying thought leaders in organizations

Often, CEOs, particularly founding CEOs, naturally emerge as thought leaders. Their palpable passion for their work makes them effective in this role. In specialized fields like cybersecurity, you might find Chief Security Officers (CSOs) as thought leaders due to their technical expertise and ability to connect with a knowledgeable audience.

Platforms like LinkedIn have become stages for emerging thought leaders in the marketing technology (martech) sector. Employees at companies like Marketo or Chili Piper are becoming thought leaders, leveraging their specialized knowledge to engage with their audience. Whether in sales tech or martech, these individuals become valuable resources due to their expertise.

While CEOs and C-level executives are prime candidates for thought leadership, don't overlook others in your organization. Individuals with unique experiences and insights can offer immense value.

Whether they are in sales, marketing, or another department, their knowledge and experiences can be instrumental in establishing trust and connection with your audience.

The pink sheets framework for thought leadership

Welcome to the heart of the framework I use for developing thought leadership - the Pink Sheets. This methodology is designed to transition from abstract concepts to specific details, catering to diverse thinking styles.

Catering to different thinking styles

Human beings process information differently, and this framework acknowledges that. On one side, we have logical thinkers who prefer math, facts, and statistics. They resonate with testimonials and case studies. On the other side are the right-brained individuals who are more visual and creative, thriving on storytelling.

It's essential to understand where your thought leader naturally leans. For example, my CEO, an engineer by training, excels in appealing to left-brain thinkers with stats and reports but struggles with storytelling and visual elements. Recognizing this imbalance is crucial in equipping them to bridge the gap and connect with a broader audience.

Framework components

• Context: This forms the foundation. Using the example of child nutrition, a model like the food pyramid provides a clear, logical context for the left-brained thinkers. Whereas right-brained thinkers might need a metaphor, like comparing food to gas in a car. Most thought leaders miss this vital step. 
• Concept: This is where most thought leadership starts - the big statement or idea. It's like an abstract, summarizing the initiative's benefits and goals.
• Content: Finally, the actual content combines study and storytelling. It includes statistics, case studies, and real-life stories that make the concept relatable and tangible.

Implementing the framework

Let's stick with the concept of improving nutrition for kids. After establishing the context with a model like the food pyramid, we move to metaphors, such as comparing food to fuel. Then, we articulate the concept - perhaps an initiative like Michelle Obama's Healthy Kids program.

Finally, we create content that balances studies (like research and stats) with storytelling (like the narrative of little Johnny improving his health and energy through better eating habits).

This comprehensive approach ensures that your thought leader is equipped to connect with and educate their audience effectively, using a balanced mix of logical and creative methods.

Implementing thought leadership: Positioning, delivery, and adaptation

Once you have identified your thought leader and their key messages, the next step is positioning. This involves considering three aspects: you, it, and them. 

For 'you', it's about defining the unique presentation and tone of your thought leader – their personal brand. The 'it' encompasses the content, like case studies and problem-solving approaches.

The critical part, though, is understanding 'them' - your audience. What are their fears, goals, and aspirations? How does your message help them achieve these goals? Positioning your message effectively means meeting your audience where they are.

Delivery is about content repurposing and distribution. This isn’t complex but is vital for reach. Start with a blog, transform it into an infographic, create an animated video from that, and distribute it across platforms like YouTube and LinkedIn. Engage your organization in sharing the content with their personal insights. The goal is to create multiple engagement points for your audience with your content.

Finally, adaptation is key to ensuring your message sticks. In marketing, it’s a given that not everything will work perfectly the first time. Review your efforts, learn what works, and adapt accordingly. This also includes considering the timeliness of your content.

For instance, adapting a nutrition campaign for children to be more relevant during summer. It’s about tailoring your content and strategy to make it more impactful during specific periods or in response to audience feedback.

Thought leadership is a dynamic process involving careful positioning, diverse delivery methods, and continual adaptation to resonate with your audience effectively. It's about understanding the unique blend of your thought leader's strengths, the substance of their message, and the needs and desires of your audience.

The feedback framework

In my experience with thought leadership, I've encountered common issues. The most prominent one is when a thought leader, often eager to speak publicly, struggles with their public speaking skills. This can be a sensitive topic, especially when the thought leader is in a high position, like a CEO. To address this, I've developed a feedback framework that can help guide these conversations constructively.

The first step is crucial: clearly stating your intention. It's important to approach the feedback from a supportive angle, emphasizing that the goal is to help them reach bigger stages and realize their potential. This sets a positive tone for the conversation.

Next, focus on sharing specific observations rather than opinions. For example, if you noticed the audience disengaging or the speaker exceeding their time limit, mention these observations and the impacts they had. This approach is factual and less likely to be perceived as personal criticism.

Allow the thought leader to share their perspective. It’s normal for them to be defensive initially, especially if they are not accustomed to receiving feedback. Listen attentively and give them space to express their thoughts.

Move the conversation towards solutions. For instance, if they disagree with your observations, propose recording their next speech and reviewing it together to identify strengths and areas for improvement. The key is to find a way forward that feels collaborative and constructive.

The feedback framework is designed to ensure the conversation is not just about pointing out what went wrong but about finding actionable ways to improve. It’s about helping the thought leader recognize areas for growth in a supportive and productive manner, ultimately enhancing their effectiveness and impact.

Navigating challenges in thought leadership

In the realm of thought leadership, certain challenges frequently arise. Here's how I've addressed three common issues based on my experience.

1. Improving content and presentation skills

The first challenge is when a thought leader is not excelling in public speaking or their writing style is too passive-aggressive, preachy, or otherwise ineffective.

Here, the same feedback framework I mentioned earlier is useful. It can help refine both written and spoken content, ensuring that the thought leader's message is delivered effectively and resonates with the audience.

2. Demonstrating ROI of thought leadership

The second challenge is proving the ROI of thought leadership, which can be difficult to quantify. I approach this in three ways:

• Conference participation: Gaining free speaking slots at significant industry events like Shop Talk can lead to tangible results, such as deals and increased website traffic. This can be more effective and cost-efficient than paid participation.
• Free press: Effective thought leadership, underpinned by the Pink Sheets framework, can attract media attention, offering free publicity and enhancing brand visibility.
• Vanity metrics: Improvements in branded search and other metrics show increased brand recognition. This recognition can significantly benefit sales teams, allowing them to focus more on solutions rather than explaining who they are.

3. Handling the departure of a thought leader

The final common concern is the potential departure of a thought leader. Investing in an individual can seem risky if they might leave the organization. 

If creating a podcast, consider having joint hosts. This approach ensures continuity if one host leaves. Similar to TV shows like Regis and Kelly, rotating guest hosts can maintain continuity and keep the content fresh. Focus on producing content with lasting value, like videos and blogs, which continue to drive traffic and maintain SEO benefits long after their creation.

Thought leadership is a valuable but nuanced endeavor. It requires careful attention to skill development, clear demonstration of ROI, and strategies to ensure longevity and continuity of the thought leadership content. These approaches help in navigating the complexities and maximizing the impact of thought leadership initiatives.

Crafting your personal brand

We've covered a lot today about thought leadership, but an essential part of this journey is identifying and cultivating your personal brand. Creating a personal brand can be challenging because it requires deep introspection. 

Here's a three-step process I use to help people uncover what truly makes them unique.

1. Acknowledging critique

The first step involves confronting every piece of criticism you've received in your professional life. This might include comments like "you swear too much" or "you're too blunt." It's about being honest with yourself and even asking those close to you, like your spouse, for their unfiltered opinions. Write down all these critiques.

2. Identifying opposites

Next, consider the exact opposite of each critique. For instance, if the critique is that you swear too much, the opposite could be that you're always politically correct. The aim here is to create a list of opposites, giving you a range of attributes to consider.

3. Finding the positive spin

The final step is to spin these opposites into positive traits that define you. For example, turning 'politically correct' into 'relatable' because people often find those who swear to be more trustworthy and down-to-earth. From this list, select the top three attributes that resonate most with you. These traits become the cornerstone of your personal brand.

Once you've identified these key traits, incorporate them into your professional bio and all your communications. This could mean embracing your bluntness or your casual language as part of what makes you relatable and trustworthy. It's about using these traits to make your personal brand more approachable and interesting.

Creating a personal brand shouldn't be a painful process. By turning criticism into strengths, you can discover the unique aspects that set you apart. This approach makes personal branding more manageable and helps ensure that your brand truly reflects who you are.

This article originates from a presentation at the Revenue Marketing Summit in Denver, 2023 when Andrea was the Head of Marketing at Trulioo. She has since changed roles. Catch up on this presentation, and others, using our OnDemand service. For more exclusive content, visit your membership dashboard.