{"id":10413,"date":"2025-10-10T22:49:04","date_gmt":"2025-10-10T22:49:04","guid":{"rendered":"https:\/\/attentionmedia.io\/?p=10413"},"modified":"2025-10-10T22:49:04","modified_gmt":"2025-10-10T22:49:04","slug":"why-its-time-to-rethink-your-b2b-thought-leadership-strategy-especially-around-events","status":"publish","type":"post","link":"https:\/\/attentionmedia.io\/?p=10413","title":{"rendered":"Why it\u2019s time to rethink your B2B thought leadership strategy \u2014 especially around events"},"content":{"rendered":"
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In B2B marketing, ideas that shift perspective are currency. They inspire people to think differently, trust more deeply, and make more confident choices. That\u2019s why thought leadership<\/a> matters more than ever \u2014 and why events remain one of the most underappreciated ways to bring those ideas to life.<\/p>\n

At one of my team\u2019s annual events, the most memorable speaker wasn\u2019t a bestselling author or a former world leader. It was Erik Weihenmayer, the first blind person to summit Mt. Everest. His story challenged every assumption about what\u2019s possible \u2014 and stayed with the audience long after the coffee cups were cleared.<\/p>\n

Connecting with ideas that change your perspective is the heart of thought leadership \u2014 live events can make those ideas unforgettable.<\/p>\n

Why B2B thought leadership matters more than ever<\/h2>\n

Marketers who live by the 95:5 rule understand that to make the shortlist with the 5% of companies ready to buy their products, they have to stay memorable with the 95% who aren\u2019t. The challenge has become even more complex: many of those prospects you\u2019re trying to influence are now hidden from view entirely.<\/p>\n

According to the Edelman-LinkedIn <\/em>2025 B2B Thought Leadership Impact Report, 71% of hidden buyers \u2014 the internal stakeholders who influence purchases but remain invisible to sales and marketing teams \u2014 trust thought leadership more than marketing materials. They rely on it to assess your company\u2019s capabilities more than your product sheets.<\/p>\n

These decision-makers, from finance to operations to legal, consume just as much thought leadership as target buyers but remain harder for sales teams to reach. However, 95% of them will be more receptive to sales outreach when the time comes \u2014 if<\/strong> your thought leadership game is strong.\u00a0<\/p>\n

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<\/em>Edelman-LinkedIn, <\/em>2025 B2B Thought Leadership Impact Report<\/em><\/a>.\u00a0<\/em><\/figcaption><\/figure>\n<\/div>\n

\u201c\u2018Thought leadership\u2019 makes me barf a little, too,\u201d said Ann Handley<\/a>, chief content officer at MarketingProfs, Wall Street Journal bestselling author and the voice behind AnnHandley.com.\u00a0<\/p>\n

\u201cCalling yourself a thought leader is like calling yourself a good mom or a wonderful partner: it means nothing from you and everything when it comes from someone else.\u201d<\/p>\n

Thought leadership 101: Show up as yourself<\/h2>\n

Every improbable accomplishment begins with purpose. Weihenmayer climbed mountains blind, skied the Alps and solo kayaked the Grand Canyon. Clarity of purpose makes the impossible legible.<\/p>\n

Purpose is the heart of Katie Robbert\u2019s<\/a> work. The Trust Insights cofounder and CEO offers leaders pragmatic ways to tackle complex problems through repeatable systems, such as the 5P Framework<\/a>, for data-driven decision-making.\u00a0<\/p>\n

The first P is purpose \u2014 start by asking why. Her edge comes from pairing deep technical knowledge with genuine empathy for nontechnical audiences. She overcomes her natural introversion by focusing on teaching, so keynotes and workshops conclude with worksheets and concrete action plans.<\/p>\n

Robbert said she\u2019s had to find authentic ways to put herself front and center \u2014 even when public speaking isn\u2019t her comfort zone. For her, education is a way to make space for more voices at the table because, as she puts it, \u201cThe more diverse the voices, the better whatever it is you\u2019re doing is going to be.\u201d<\/p>\n

Dig deeper: Why the best thought leadership doesn\u2019t sound like thought leadership<\/a><\/em><\/strong><\/p>\n

Handley\u2019s hallmark as a journalist and author is noticing the unnoticed \u2014 small details that reveal bigger truths. How does she translate that purpose to the stage?<\/p>\n

\u201cThe throughline between the page and the stage for me is noticing in service of connection,\u201d she said. \u201cWhether I\u2019m writing a book or giving a keynote, the goal is to connect. Connection comes from honesty, storytelling and specificity.\u201d<\/p>\n

Handley still searches for stories that delight her to share onstage. \u201cThe more personal I get, the more universal it tends to feel,\u201d she said.<\/p>\n

How to choose the right speaking events<\/h2>\n

\u201cNot every stage is my stage,\u201d Handley said. \u201cI say yes only where I feel I can add value and genuinely connect with the audience.\u201d\u00a0<\/p>\n

An event has to answer two questions: \u201cCan I help this group see themselves or their work differently? Can I give them something useful they\u2019ll remember long after the event is over?\u201d\u00a0<\/p>\n

\u201cIf the answer is yes to both, I\u2019m in. If not, I\u2019d rather pass than show up half-hearted,\u201d she said.\u00a0<\/p>\n

Her advice to speakers: \u201cThink about the problems the audience is wrestling with and how your experience can offer clarity, encouragement, or a new lens. The best thought leaders aren\u2019t the loudest voices \u2014 they\u2019re the most generous ones.\u201d<\/p>\n

When Robbert thinks about choosing events, she asks herself, \u201cIs it someone who\u2019s really going to give me the opportunity to do some good and help the audience learn something, have something they can take away and immediately start using in their own day-to-day?\u201d<\/p>\n

Event speaking strategies that build lasting connections<\/h2>\n

Both speakers measure success through connection, not conversion.<\/p>\n

Robbert said she rarely goes into an event expecting new business because people typically come to learn, not to buy. Instead, she tracks engagement metrics such as newsletter signups and framework downloads \u2014 indicators that her content resonates.<\/p>\n

She also borrows one of Handley\u2019s favorite measures, email response rate, as a proxy for audience health and trust. When readers reply to a newsletter, it means the message sparked something real.<\/p>\n

To deepen that connection, Robbert builds synthetic ideal customer profiles for each event audience, recognizing that a MarketingProfs B2B crowd differs from a MozCon one.<\/p>\n

Instead of leaving audiences with what she calls \u201cbig ideas and good luck,\u201d she designs content programs centered on single pain points that address multiple levels of expertise.<\/p>\n

Dig deeper: 5 tactics to make your B2B content hit harder and stick longer<\/a><\/em><\/strong><\/p>\n

Interactive elements define Robbert\u2019s presence at the event. Sometimes, that\u2019s a quick pro tip that builds trust. Often, it\u2019s a decision-making tool like the 5P Framework or the TRIPS Framework<\/a> for determining what to outsource to AI.<\/p>\n

She jokes that her next talk might be subtitled \u201cI have a framework for that\u201d \u2014 a running joke that captures her teaching style.\u00a0<\/p>\n

\u201cBut I feel like it\u2019s a really simple way to help people understand a concept and organize the information. If I can get my hands on something, I\u2019m going to learn it better.\u201d<\/p>\n

Handley\u2019s philosophy centers on what she calls the gloriously inefficient nature of live events: \u201cYou can\u2019t fast-forward eye contact. You can\u2019t automate high-fives.\u201d<\/p>\n

Where Robbert builds systematic bridges through frameworks, Handley creates connection through vulnerability and shared experience.<\/p>\n

\u201cPeople don\u2019t come to hear a perfect performance. They come to feel less alone in their challenges,\u201d Handley explained. \u201cIf you show up with honesty, specificity and a willingness to connect, the leadership part takes care of itself.\u201d<\/p>\n

Getting started with thought leadership speaking<\/h2>\n

To get started, both experts offer the same guidance: \u201cDon\u2019t chase the biggest stage or the flashiest event. Start where you can be of real service,\u201d Handley said.\u00a0<\/p>\n

\u201cKnow that not every piece of content is going to immediately lead to a sale. And that\u2019s OK. That\u2019s actually a good thing,\u201d Robbert said.<\/p>\n

In a world where hidden buyers increasingly influence purchasing decisions, authentic thought leadership through events becomes more than a marketing tactic. It\u2019s a bridge to the influential voices you can\u2019t see but desperately need to reach.<\/p>\n

Dig deeper: Beyond attendance: Unlocking B2B growth with event-led strategies<\/a><\/em><\/strong><\/p>\n

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The post Why it\u2019s time to rethink your B2B thought leadership strategy \u2014 especially around events<\/a> appeared first on MarTech<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"

In B2B marketing, ideas that shift perspective are currency. They inspire people to think differently, trust more deeply, and make more confident choices. That\u2019s why thought leadership matters more than ever \u2014 and why events remain one of the most underappreciated ways to bring those ideas to life. At one of my team\u2019s annual events, … <\/p>\n

Read more “Why it\u2019s time to rethink your B2B thought leadership strategy \u2014 especially around events”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-10413","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"featured_media_urls":{"thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/Edelman-LinkedIn-2025-B2B-Thought-Leadership-Impact-Report.png",0,0,false],"medium":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/Edelman-LinkedIn-2025-B2B-Thought-Leadership-Impact-Report.png",0,0,false],"medium_large":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/Edelman-LinkedIn-2025-B2B-Thought-Leadership-Impact-Report.png",0,0,false],"large":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/Edelman-LinkedIn-2025-B2B-Thought-Leadership-Impact-Report.png",0,0,false],"1536x1536":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/Edelman-LinkedIn-2025-B2B-Thought-Leadership-Impact-Report.png",0,0,false],"2048x2048":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/Edelman-LinkedIn-2025-B2B-Thought-Leadership-Impact-Report.png",0,0,false],"inspiro-featured-image":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/Edelman-LinkedIn-2025-B2B-Thought-Leadership-Impact-Report.png",0,0,false],"inspiro-loop":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/Edelman-LinkedIn-2025-B2B-Thought-Leadership-Impact-Report.png",0,0,false],"inspiro-loop@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/Edelman-LinkedIn-2025-B2B-Thought-Leadership-Impact-Report.png",0,0,false],"portfolio_item-thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/Edelman-LinkedIn-2025-B2B-Thought-Leadership-Impact-Report.png",0,0,false],"portfolio_item-thumbnail@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/Edelman-LinkedIn-2025-B2B-Thought-Leadership-Impact-Report.png",0,0,false],"portfolio_item-masonry":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/Edelman-LinkedIn-2025-B2B-Thought-Leadership-Impact-Report.png",0,0,false],"portfolio_item-masonry@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/Edelman-LinkedIn-2025-B2B-Thought-Leadership-Impact-Report.png",0,0,false],"portfolio_item-thumbnail_cinema":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/Edelman-LinkedIn-2025-B2B-Thought-Leadership-Impact-Report.png",0,0,false],"portfolio_item-thumbnail_portrait":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/Edelman-LinkedIn-2025-B2B-Thought-Leadership-Impact-Report.png",0,0,false],"portfolio_item-thumbnail_portrait@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/Edelman-LinkedIn-2025-B2B-Thought-Leadership-Impact-Report.png",0,0,false],"portfolio_item-thumbnail_square":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/Edelman-LinkedIn-2025-B2B-Thought-Leadership-Impact-Report.png",0,0,false]},"_links":{"self":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/10413","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=10413"}],"version-history":[{"count":0,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/10413\/revisions"}],"wp:attachment":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=10413"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=10413"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=10413"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}