Effective Thought Leadership Comes from Humans (Not Robots)

Who is better placed to make an emotional connection with a human being – a logo or a person?

My vote is for person. Therefore, Thought Leadership – placing a human face on your business – makes sense to me. People want to connect with people!

Unfortunately, most Thought Leadership in business-to-business (B2B) marketing sounds like it comes from pushy robots. In my latest podcast episode, I share the ingredients of effective B2B Thought Leadership (and help you avoid the robot curse!)*

Download the episode here. Alternatively, listen on Spotify or YouTube below.


The importance of emotion in B2B marketing (includes acknowledgement of research from Les Binet and Peter Field)

2020 Edelman-LinkedIn B2B Thought Leadership Impact Study

*This podcast episode was inspired by a talk I gave on Tuesday, 16 March 2021, entitled ‘How thought leadership influences your customer ecosystem’ as part of Digivizer’s ‘Building B2B Sales Pipeline Through Digital’ webinar.

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