Thought leadership was originally conceived as a key brand-building strategy in B2B. Yet, increasingly it is being used as an activation tactic. Reducing it to a honey pot for data capture not only undermines its reach but means brands are losing out on its potential to advance long-term business objectives.

Furthermore, it is our belief that in B2B, it is now impossible to become a BIG brand without being a thought-leading one. This hypothesis will be tested in research but if true makes the tactical approach a fatal error.

In the live edition of the podcast, we will grapple with the provocative truth that you can't be a big brand in B2B without being a thought leader and interrogate what being a thought leader really demands.