艾德曼洞察-2022年B2B思维领导力影响报告（英）-2022.12-29正式版

Breaking Through to Buyers in Economic Uncertainty2022 B2B Thought Leadership Impact ReportOur previous research confirmed the full-funnel,business-generating impact of strong thought leadership and the tangible risks of publishing low-quality content.Please view our 2017-2018,2019,2020 and 2021 reports.As we face a potential economic downturn,this years research reveals that high-quality thought leadership will be more important than ever for organizations seeking to break through with decision-makers at current and prospective clients.It also identifies what B2B decision-makers and C-suite executives expect from thought leadership during this time.Weve gathered insights from nearly 3,500 management-level professionals to help marketers,communicators and salespeople understand the value and role of thought leadership amid times of great uncertainty.The findings shed light on how your organization can refresh and improve the way it approaches and delivers thought leadership ultimately giving you the tools you need to position your products and services as crucial to your customers success during a time of increased scrutiny.Executive Summary2 0 2 2 B 2 B T H O U G H T L E A D E R S H I P I M P A C T R E P O R TJoe KingsburyEdelmanDavid BersoffEdelman Trust InstituteTusar BarikLinkedInThis study is the fifth annual collaboration between Edelman and LinkedIn examining how thought leadership influences buying behaviors among B2B decision-makers and C-suite executives.Jamie MontoyaEdelman2Teresa BalistreriEdelmanTequiaBurtLinkedInKey Learnings2 0 2 2 B 2 B T H O U G H T L E A D E R S H I P I M P A C T R E P O R TMost B2B companies are planning for an economic downturn in 2023.That means its going to be more challenging than ever for suppliers to get the attention of decision-makers and successfully pass the procurement process.If a downturn does materialize,those products and services deemed non-critical will likely be first on the chopping block.Sellers navigating a stricter procurement process cannot just“meet the brief”and expect success.Instead,they must prove they can help prospective customers succeed,even during tough times.Thought leadership is one of the most effective tools an organization can use to demonstrate its value to customers during a tough economy even more so than traditional advertising or product marketing,according to B2B buyers.Decision-makers expect high-quality thought leadership to offer a strong,data-backed point of view on how to succeed during a downturn.And they report it can make a difference in winning their business.Producers of thought leadership have high expectations for its ability to support their business during a downturn.Yet,many have low confidence in its quality.This period of unpredictability offers an opportunity for B2B companies to improve the way they deliver thought leadership and measure its impact.123453Thought leadership refers to content that offers expertise,guidance or a unique point of view on a topic or in a field.It includes content like thought pieces,essays,videos,webinars,live presentations,PowerPoint slides,and research reports that organizations make available to the public for free(or in return for registering or giving contact information).In this context,“thought leadership”does not include content that is primarily focused on describing an organizations products or services or thought leadership that you pay to receive such as client deliverables,subscription services,or reports that must be purchased.42 0 2 2 B 2 B T H O U G H T L E A D E R S H I P I M P A C T R E P O R TB2B Decision-MakersCompany executives who consume thought leadership and are involved in making final decisions on their companys choice of professional service providers or products.C-Suite ExecutivesCompany owners,partners and founders with complete or partial ownership of a company,or C-Suite Level executives with responsibility for a business function.TerminologyThought LeadershipAudiences in this ReportSurvey Respondents&MethodologyTo help B2B companies understand the impact of thought leadership,Edelman and LinkedIn surveyed 3,449 global business executives across a wide range of industries and company sizes.5About the Study2 0 2 2 B 2 B T H O U G H T L E A D E R S H I P I M P A C T R E P O R TOnline,using the LinkedIn platform to survey LinkedIn members39%34%11%7%2%6%Seniority Level40%14%46%ManagerDirectorVPCXOPartnerOwner1-200201-10001001+Company SizeData CollectionMarkets SurveyedUnited States,Canada,United Kingdom,Singapore,Australia,India(all surveyed in English)Fielding DatesNovember 2022 Survey Length10 minutesMargin of Error+/-1.67%That means its going to be more challenging than ever for suppliers to get the attention of decision-makers and successfully pass the procurement process.Most B2B companies are planning for an economic downturn in 2023.2 0 2 2 B 2 B T H O U G H T L E A D E R S H I P I M P A C T R E P O R T1B2B companies are already preparing for storm