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)
*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.