Juan Carlos Martinez Urdiales’ Post

In the B2B space, 73% of decision-makers trust thought leadership more than traditional marketing materials when assessing a company's capabilities. And who is best positioned to deliver this thought leadership? The B2B founder. If you aren’t using content to share insights, guide conversations, and challenge assumptions, you’re leaving room for others to do it (aka your competitors) This is especially critical because most buyers (95%) aren’t actively searching for new solutions. So, if your business isn't consistently visible with valuable insights, it risks being overlooked altogether. As a B2B founder, though leadership helps you: 1. Build credibility by showcasing your expertise with data-driven content. 2. Capture attention by offering perspectives (that are unique to you and your experiences) that disrupt the status quo. 3. Influence buying behavior even before customers enter the market. The truth is... If you’re not reshaping your audience’s thinking, someone else is.

I am often approached by B2B brands wanting to build a thought leadership position – but is this always the right approach to take? In many situations, yes. Particularly for businesses battling for market share on a global stage or those in highly risk-averse industries like marine, it can be hugely valuable to be regarded as a dependable source of information and insight. People will look to you for guidance and turn to you for help – it’s the perfect way to build trust and loyalty.   But in different situations, it may not be. Thought leadership is not a short-term strategy; it is resource-intensive, demanding significant investment in content creation, research, and maintaining a consistent presence. Budgets may be better spent on direct marketing and sales efforts, which often yield more immediate and measurable results.   It all depends on a multitude of factors, such as the desired position of your brand, who and what you are up against, specific targets and KPIs, and, of course, your available resources. Thought leadership may offer influence and advantage for some, but for others there are better ways to drive marketing return. #thoughtleadership #2b2branding #b2bmarketing #trust

Looking to elevate your B2B communications game? Check out the article below by my fantastic colleague, Nicholas Turney. The article does an amazing job capturing the key insights from the latest joint Edelman/LinkedIn Thought Leadership study (a must read!). A couple of key takeaways: - Three-quarters of decision-makers (73%) and C-suite leaders (74%) told us they find an organization’s thought-leadership content a more trustworthy basis for assessing its capabilities and competencies than traditional marketing materials and product sheets.  - Over half (54%) of decision-makers report that consistent production of thought-leadership content has prompted them to research a company’s offerings or capabilities further. #b2bmarketing #b2bsales #b2bleadgeneration #thoughtleadership #reputation

How do you know if you need a fractional CMO? Fractional Chief Marketing Officers are becoming increasingly common for businesses that don't have a full-time marketing leader on staff. Fractional CMOs give them the expertise and direction of a strategic marketing leader for a lot less than the $300K or more per year (all-in) that a full-time CMO would cost. Here are three scenarios where a fractional CMO makes sense, and why. More videos to help Tech B2B CEOs make their marketing work: https://lnkd.in/gJJNvzw #b2bmarketing #marketingstrategy #CMO

New B2B CMO? Align Marketing Goals with Company Targets from Day 1! 💡 Frida Ahrenby🧚🏻, CMO of Rillion, emphasized the importance of setting joint targets early on in your leadership position. If marketing doesn’t sync up with the company’s big picture, it risks becoming an isolated function - and all the implications that has… Frida’s advice? Don’t wait for direction—take the initiative to set joint targets and ensure your team is connected to the bigger picture. - Start with the targets: Be clear about how marketing’s KPIs connect with company-wide objectives.  - Collaborate closely with executive and sales teams: ensure you’re setting joint targets, because without these, marketing risks becoming a misunderstood silo.   - Break it down for your team: Once company goals are clear, translate them into actionable targets for your marketing team. Everyone should see how their work ties back to the bigger picture, whether it's driving new logos or boosting ARR. To learn more about Frida’s tips for your first 6 months as a B2B CMO, check out the blog post linked below👇

Pulling back the curtain on the realities of leading a marketing team, Eric Herzog, CMO of Infinidat tackles the issue of marketing operating as a silo. 🎙️ In this episode of #RadicallyTransparent, Eric and host Jennifer Gutman unravel the demands of B2B marketing with B2C noting how critical it is for marketing efforts to have tangible substance rather than being all fluff, exposing what CEO's really want from marketing: 🌟 Lead generation 🌟 Increase profit 🌟 Grow the business No stone is left unturned as Eric drills down into why marketing is a team sport and how to lead with purpose. 🔥 Hot Topics: ✔️ Breaking down silos between marketing, product, and sales teams to drive alignment and results ✔️ Substance over fluff in B2B marketing – why real value matters ✔️ The critical role of communication skills in marketing success 💬 Tune in to hear Eric’s unique insights and practical advice for B2B marketing leaders to break the silos and get the team moving as one. 🎧 Listen here: https://okt.to/Y9Z6lG #MarketingLeadership #Teamwork #B2BMarketing #CommunicationSkills

Deciding between Thought Leadership and Subject Matter Expertise can be challenging for B2B marketers, but it’s crucial for driving quality leads. Thought leadership inspires change and positions your brand as an industry visionary. On the other hand, subject matter expertise connects deeply with audiences seeking reliable, in-depth knowledge. Understanding these strategies and their unique strengths can significantly impact your ability to generate quality leads. Which approach are you focusing on to generate more leads? Learn more at: https://lnkd.in/gja--Ju7 #B2BMarketing #LeadGeneration #ThoughtLeadership #SubjectMatterExpertise #MarketingStrategy

🔹 Excelling in Global Marketing Leadership 🔹 As a Specialized Marketing Leader with over a decade of experience, I've honed my skills in strategic roles across 360 Marketing Campaigns, Brand Marketing, and Public Relations. My journey has been fueled by guiding market evolution and seizing opportunities to boost productivity and efficiency, delivering measurable results that speak for themselves. Navigating diverse business cultures, I bring strong analytical and decision-making skills, consistently exceeding expectations. Let's connect and explore how we can drive market expansion and achieve remarkable growth together! 🚀 #MarketingLeadership #GlobalCampaigns #BrandStrategy #PublicRelations #MarketExpansion #TeamLeadership #MarketingExcellence #DigitalMarketing #B2B #B2C #MarketingStrategy #BusinessGrowth

Good piece from Kimberly A. Whitler on the various roles CMOs play. A good CMO has to focus to some extent on all 5 areas in my opinion. But a couple will certainly play more prevalent roles than others depending upon the organization, the maturity of the #marketing function, business strategy, resources allocated, etc. https://lnkd.in/eiUTqJTK via Forbes CMO Network #B2BMarketing #marketingstrategy #brandstrategy

LinkedIn, in partnership with Edelman, launched our sixth annual B2B Thought Leadership Impact Report to reveal the transformative power of thought leadership, especially in today's competitive B2B landscape, where economic uncertainty continues to prolong sales cycles.       Read more in our latest study and learn how high-quality thought leadership doesn’t just increase brand awareness but can drive demand for your business and fortify your position against competitors. https://edl.mn/4bJhRnU    #b2bmarketing #thoughtleadership