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Big brands are thought-leading brands

29 Nov 2023
Keynote Theatre
Strategy & Planning , Trends & Big Ideas

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.

Áine Bryn, Partner & Chief Marketing Officer - Marsh McLennan UK
Benedict Buckland, MD & Chief Strategy Officer - alan agency
Gonzalo Garcia Villanueva, Global CMO - NielsenIQ
Craig Welch, SVP, Head of Research Marketing - Elsevier

Watch on-demand now!

We have a selection of our sessions from our 2023 event available to watch on-demand now. Re-immerse yourself in the exciting and engaging atmosphere of the B2B Marketing Expo and learn from the experts in B2B marketing.