Thought leadership disrupted

Thought leadership has gone from strategic differentiator to table stakes. Almost every large B2B company now publishes research reports, white papers and insight content, and the profession behind it has grown rapidly. Yet much of that output looks and reads the same, and audiences have learned to ignore it.

After years in which these reports have covered disruption of one kind or another, it is time for thought leadership itself to face its moment of disruption. In this webinar, the Exhibit B team presents the ideas behind our Manifesto for Change, including:

• Why the traditional model of survey-led reports is tired, and why audiences are switching off.
• How selective or biased research undermines credibility.
• The top-of-funnel trap: why treating thought leadership purely as lead generation weakens it.
• Why slow production cycles leave insight out of date before it is published.
• Our five-point plan for reinventing thought leadership with novel research methods and a sharper point of view.

Watch the full recording below, and read the manifesto for the full argument.