Written by: Michelle Davidson | April 17, 2025
How to Evolve Your B2B Thought Leadership Strategy in 2025
B2B marketing is evolving fast—and it’s moving beyond the usual B2B thought leadership strategy tactics. The 2025 B2B Influencer Marketing Report from TopRank Marketing (via MarketingProfs) spells it out clearly.
What I like about this study: It focuses specifically on B2B. The respondents are U.S.-based B2B marketers from companies with over 100 employees. This isn’t about Instagram deals or product hauls—it’s about how B2B professionals build trust and move markets.
The biggest wake-up call? Content creation is no longer a top priority. Thanks to AI, everyone is a content machine. What matters now is influence and engagement. In other words, it’s not just about what you publish—it’s about who listens and takes action. So, your thought leadership strategy has to go beyond publishing and focus on making an impact.
Key Trends in B2B Thought Leadership Strategy
These key findings point to big changes for thought leaders:
• Targeting is the #1 priority (37%), with measuring ROI right behind at 36%. AI is making audience targeting more precise, which means influencers need to back their value with hard data.
• Social media posts are the most effective content format (56%). Blogs and reports? They’ve dropped down the list to 18% and 19%, respectively. Translation: Followers want you to engage their communities, not just push polished content.
• 43% of marketers are seeing strong results from these strategies—proof that this isn’t just a trend, it’s a shift in how B2B brands build trust and drive action.
Your B2B thought leadership strategy isn’t just about publishing content anymore. It’s about showing up with purpose, engaging your community, and turning visibility into impact. If you want to monetize your expertise, now’s the time to double down on engagement and community building.
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