2022B2B2022B2BThoughtLeadershipImpactReport2022B22022B2BTHOUGHTLEADERSHExecutiveSummarylC-suiteexecutives.2romTeresaBBTHOUGHTLEADERSHIPIMPACTREPORTLearnings11223344553willrastrongdatabackedThoughtLeadershipThoughtLeadershipBBTHOUGHTLEADERSHIPIMPACTREPORT4TerminologyAudiencesinthisReportBBTHOUGHTLEADERSHIPIMPACTREPORTAbouttheStudyS34%BBTHOUGHTLEADERSHIPIMPACTREPORT11MostB2Bcompaniesareplanningforaneconomicdownturnin2023.BBTHOUGHTLEADERSHIPIMPACTREPORTB2BcompaniesarealreadyofC-suiteexecutivessaytheirahead.seBBTHOUGHTLEADERSHIPIMPACTREPORTItwillbeharderthanevertobreakthroughandwinbusiness.64%64%44%44%rageBBTHOUGHTLEADERSHIPIMPACTREPORT2Ifadownturndoesmaterialize,productsandservicesdeemednon-criticalwilllikelybefirstonthechoppingblock.BBTHOUGHTLEADERSHIPIMPACTREPORTSomeproductsandserviceswillremaincriticaltocustomers’businessoperations–theirvaluewillnotbeinquestion.555%servicesdeemednice-to-havesratherthanmust-haveswillbewhereBBTHOUGHTLEADERSHIPIMPACTREPORTDespitethisreality,thereisgoodnews.Non-businesscriticalproviderscanincreasetheirchancesofwinningbusinessby:Non-businesscriticalproviderscanincreasetheirchancesofwinningbusinessby:BBTHOUGHTLEADERSHIPIMPACTREPORTtryBBTHOUGHTLEADERSHIPIMPACTREPORT3Thoughtleadershipisoneofthemosteffectivetoolsanorganizationcanusetodemonstrateitsvaluetocustomersduringatougheconomydirectdirectreferral.BBTHOUGHTLEADERSHIPIMPACTREPORTmarketing,it’sthevalueofat90%makersthevalueofatheBBTHOUGHTLEADERSHIPIMPACTREPORTAmongthemanyothertacticsinamarketer’stoolbox,thoughtleadershipemergesasthemosteffectiveindemonstratingaprovider’spotentialvalue.pThoughtThoughtleadershipcouldbeevenmorepowerfulinaneconomicdownturn.BBTHOUGHTLEADERSHIPIMPACTREPORT50%BBTHOUGHTLEADERSHIPIMPACTREPORT44Decision-makersexpecthigh-qualitythoughtleadershiptoofferastrong,data-backedpointofviewonhowtosucceedduringadownturn.BBTHOUGHTLEADERSHIPIMPACTREPORT55%tBBTHOUGHTLEADERSHIPIMPACTREPORTThere’snodoubtthatthoughtleadershipisvaluable,butit’salwaysbeendifficulttocapturetheattentionofcustomers.:BBTHOUGHTLEADERSHIPIMPACTREPORTBreakingthroughinadownturnwillrequirethoughtleadershipthat’sfinelytunedtoeconomicrealitiesandacustomer’sindustry.BBTHOUGHTLEADERSHIPIMPACTREPORTHigh-qualitythoughtleadershipshouldshareastrong,data-backedPOV.BBTHOUGHTLEADERSHIPIMPACTREPORT55Producersofthoughtleadershiphavehighexpectationsforitsabilitytosupporttheirbusinessduringadownturn.Yet,manyhavelowconfidenceinitsquality.ctBBTHOUGHTLEADERSHIPIMPACTREPORT49%49%BBTHOUGHTLEADERSHIPIMPACTREPORTAndtheyhavehighexpectationsforit.60%BBTHOUGHTLEADERSHIPIMPACTREPORTYet,theytendtoexpressrelativelylittlec