What is thought leadership and how can it help you achieve your marketing goals? This Houston expert explains. Photo via Getty Images

Did you know that 52 percent of decision-makers and 54 percent of C-level executives spend an hour or more per week reading thought leadership content? This is according to a recent Edelman and LinkedIn survey on thought leadership.

I often counsel my clients about the role of thought leadership in B2B marketing. Thought leadership remains a strategic approach that can set a company apart, establish credibility and a strong brand voice and position it as a trusted expert in its industry. But what exactly is thought leadership, and how can it support a B2B marketing strategy?

Why a thought leadership strategy matters

Thought leadership marks a commitment to provide value through insights beyond mere selling. It involves producing content and ideas that address the company's target audience's most pressing challenges and questions. This content helps position the company as a service partner, go-to resource and industry advisor.

Builds credibility and trust: Trust remains vital in a B2B context where longer sales cycles and purchasing decisions undergo scrutiny. Thought leadership lets a company demonstrate its expertise, solution-based thinking and value meaningfully to decision-makers. According to industry data, an estimated 75 percent of decision-makers say an organization's thought leadership content is more trustworthy for assessing its capabilities and competencies than its marketing and product sheets.

Differentiates from competitors: By sharing insights, a company can differentiate itself in a crowded market. Thought leadership helps companies stand out by proving their deep understanding of the customer's challenges and needs and the solutions available for more efficient and cost-effective operations.

Enhances brand awareness: Regular publication of insightful content, whether through blogs, webinars or white papers, can increase brand visibility and keep the company top of mind for customers and potential customers.

Supports sales efforts: Well-crafted thought leadership content can powerfully warm up leads. It provides sales teams with material that resonates with prospective customers' pain points and aspirations. According to the Edelman report, nine in 10 decision-makers and C-suite executives said that they are moderately or very likely to be receptive to sales or marketing outreach from a company that consistently produces high-quality thought leadership.

How to implement a thought leadership strategy

Identify key insights and topics: Start by understanding the questions and challenges the target audience faces. Use this insight to create content that addresses these issues, offers solutions or provides novel perspectives. Include strong research and data, and offer case studies or practical steps. Depending on where the audience spends its time, consider publishing on LinkedIn, industry blogs, podcasts or webinars.

Remember that consistency is key: Thought leadership isn't a one-and-done approach. Build an ongoing and consistent content program. Keeping to a schedule helps maintain audience engagement and reinforces the organization's position as an industry leader.

Measure and adapt: Like any marketing strategy, measuring the effectiveness of your thought leadership efforts remains critical. Setting clear objectives provides the foundation for defining success and measuring outcomes effectively. Metrics could include media coverage, website traffic, social media engagement and business development leads. Additionally, sales impact can be measured by actions such as first-time discovery calls and sales-qualified leads.

Thought leadership proves an invaluable strategy for B2B marketing. It aims to assert the expertise of a company and build meaningful connections with its audience. A business can establish a strong, credible brand that attracts and retains customers by providing valuable insights and solving real-world customer challenges through high-quality content.

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Melanie Taplett provides communications and public relations services to the energy, manufacturing, technology, engineering and construction industries. Contact her at mtaplett@taplycom.com.

How you can use your data to improve your marketing efforts. Photo via Getty Images

Houston expert breaks down how B2B companies should leverage data for growth

guest column

When focusing on revenue growth in business to business companies, analyzing data to develop and optimize strategies is one of the biggest factors in sales and marketing success. However, the process of evaluating B2B data differs significantly from that of B2C, or business to consumer. B2C analysis is often straightforward, focusing on consumer behavior and e-commerce transactions.

Unlike B2C, where customers can make a quick purchase decision with a simple click, the B2B customer journey involves multiple touchpoints and extensive research. B2B buyers will most likely discover a company through an ad or a referral, then navigate through websites, interact with salespeople, and explore different resources before finally making a purchasing decision, often with a committee giving input.

Because a B2B customer journey through the sales pipeline is more indirect, these businesses need to take a more nuanced approach to acquiring and making sense of data.

The expectations of B2B vs. B2C

It can be tempting to use the same methods of analysis between B2C and B2B data. However, B2B decision-making requires more consideration. Decisions involving enterprise software or other significant business products or services investments are very different from a typical consumer purchase.

B2C marketing emphasizes metrics like conversion rates, click-through rates, and immediate sales. In contrast, B2B marketing success also includes metrics like lead quality, customer lifetime value, and ROI. Understanding the differences helps prevent unrealistic expectations and misinterpretations of data.

Data differences with B2B

While B2C data analysis often revolves around website analytics and foot traffic in brick and mortar stores, B2B data analysis involves multiple sources. Referrals play a vital role in B2B, as buyers often seek recommendations from industry peers or companies similar to theirs.

Data segmentation in B2B focuses more on job title and job function rather than demographic data. Targeting different audiences within the same company based on their roles — and highlighting specific aspects of products or services that resonate with those different decision-makers — can significantly impact a purchase decision.

The B2B sales cycle is longer because purchases typically involve the input of a salesperson to help buyers with education and comparison. This allows for teams to implement account-based marketing and provides for more engagement which increases the chances of moving prospects down the sales funnel.

Enhancing data capture in B2B analysis

Many middle-market companies rely heavily on individual knowledge and experience rather than formal data management systems. As the sales and marketing landscape has evolved to be more digital, so must business. Sales professionals can leave and a company must retain the knowledge of the buyers and potential buyers. CRM systems not only collect data, they also provide the history of customer relationships.

Businesses need to capture data at all the various touchpoints, including lead generation, prospect qualification, customer interactions, and order fulfillment. Regular analysis will help with accuracy. The key is to derive actionable insights from the data.

B2B data integration challenges

Integrating various data sources in B2B data analysis used to be much more difficult. With the advent of business intelligence software such as Tableau and Power BI, data analysis is much more accessible with a less significant investment. Businesses do need access to resources to effectively use the tools.

CRM and ERP systems store a wealth of data, including contact details, interactions, and purchase history. Marketing automation platforms capture additional information from website forms, social media, and email campaigns. Because of these multiple sources, connecting data points and cleansing the data is a necessary step in the process.

When analyzing B2B data for account based marketing (ABM) purposes, there are some unique considerations to keep in mind. Industries like healthcare and financial services, for instance, have specific regulations that dictate how a business can use customer data.

Leveraging B2B data analysis for growth

B2B data analysis is the foundation for any sales and marketing strategy. Collecting and using data from multiple sources allows revenue teams to uncover gaps, trends, and opportunities for continued growth.

Acknowledging what’s different about B2B data and tracking all of the customer journey touchpoints is important as a business identifies a target market, develops an ideal customer profile, and monitors their competitors. Insights from data also single out gaps in the sales pipeline, use predictive analytics for demand forecasting, and optimize pricing strategies.

This comprehensive approach gives B2B companies the tools they need to make informed decisions, accelerate their sales and marketing efforts, and achieve long-term growth in a competitive market.

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Libby Covington is a Partner with Craig Group, a technology-enabled sales and marketing advisory firm specializing in revenue growth for middle-market, private-equity-backed portfolio companies.

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Meet the 40+ finalists for the 2026 Houston Innovation Awards

The Top Startups

Editor's note: We are just days away from unveiling the winners of the 2026 Houston Innovation Awards. Before the big reveal, we've compiled all of the coverage of this year's finalists. Get to know the 40+ finalists for nine awards categories below, then stay tuned to InnovationMap.com, where we'll announce the winners on Wednesday, November 18.

Minority-founded Business Finalists 

Our Minority-founded Businesses category honors innovative Houston startups founded or co-founded by BIPOC or LGBTQ+ representation. Five minority-founded businesses have been named finalists for the 2026 award. The finalists range from an AI edtech startup to a company operating in the floating offshore energy infrastructure sector.

They are: AI Made Fun, Deep Anchor Solutions, HEXASpec, Prana Surgical, and Torres Orbital Mining Inc. Read more.

Female-founded Business Finalists

Houston is home to many standout female founders, making inroads and breakthroughs in every industry. Our Female-founded Business category honors women-led startups that are shaping Houston innovation. Five female-founded businesses have been named finalists for the 2026 award. The finalists range from an AI startup for C-Suite execs to a company developing semi-autonomous crawler robots for corrosion detection.

They are: Adair, ARIX Technologies, Bairitone Health, FlowCellutions, and ParaDocs Health. Read more.

Health Tech Business Finalists

Houston has been driving medical innovation for decades and the local healthcare ecosystem continues to improve how patients are diagnosed, treated and cared for. The Health Tech Business category in our 2026 Houston Innovation Awards honors innovative startups within the health and medical technology sectors. Four forward-thinking businesses have been named finalists for the 2026 award. This year's finalists range from a startup developing miniaturized medical technologies for space to a company using AI to help develop cancer treatment plans.

They are: Bairitone Health, InformAI Inc., Prana Surgical, and Skybound MedTech. Read more.

Deep Tech Business Finalists

Houston has long been at the forefront of innovation, from NASA’s Johnson Space Center to its startup ecosystem using technology to disrupt industries. Our Deep Tech Business category honors innovative startups providing technology solutions based on substantial scientific or engineering challenges, including those in the AI, robotics and space sectors. Five deep tech companies have been named finalists for the 2026 award.

They are: Casimir, FocisAI, Machine Saver Inc., Square Robot, and Venus Aerospace. Read more.

Energy Transition Business Finalists

Houston is home to a growing number of startups reshaping what it means to be called the "Energy Capital of the World." Our Energy Transition Business category honors those innovative startups that are providing solutions within renewables, climatetech, clean energy, alternative materials, circular economy, and more. Five clean energy startups have been named finalists for the 2026 award. The finalists range from a lower-emission steel producer to a diagnostics platform developer working to support batteries used in data centers.

They are: Capwell Services, FlowCellutions, Hertha Metals, Mars Materials, and Solidec. Read more.

Scaleup of the Year Finalists

From IPOs to groundbreakings, some of Houston's most innovative companies reached major milestones this year. Our Scaleup of the Year category honors innovative later-stage startups that have recently reached a significant milestone in company growth. Three scaleups have been named finalists for the 2026 award.

They are: Erock, Hertha Metals, and Venus Aerospace. Read more.

Incubator/Accelerator of the Year Finalists

It takes a village to launch a business. That's where Houston's network of incubators and accelerators can step in, providing the resources, mentorship and community needed to push a fledgling company forward. Our Incubator/Accelerator of the Year category honors local organizations that are championing and fueling the growth of Houston startups. Three incubators and accelerators have been named finalists for the 2026 award. They support startups ranging from hard-tech companies to food and youth concepts.

They are: Activate, Impact Hub Houston, and MarMo Innovation. Read more.

Startup of the Year Finalists

Seven exceptional finalists are in the running for the title of Startup of the Year, which is our people's choice award in the annual Houston Innovation Awards. From innovative platforms benefiting the education, commerce, health, investment and IT sectors to next-gen memory technology and improvements for robotic supply chains, these startups are making an impact in Houston and beyond.

The finalists are: Fluxworks, IronLattice, Lumino, Progress Report, Rosarium Health, TokenRoster, and Thread. Read more.

Mentor of the Year Finalists

Houston’s thriving startup ecosystem is supported by a network of experienced leaders who work behind the scenes, investing their time and knowledge to help the next generation of entrepreneurs succeed. Our Mentor of the Year category honors those who dedicate their time and expertise to guide and support budding entrepreneurs. Six individuals have been named finalists for the 2026 award. They support promising startups in the medical tech, digital health, clean energy, hardware sectors and more.

They are: Al Danto, Rice University; Eric Rubenstein, New Climate Ventures; Jeremy Pitts, Activate; Joe Alapat, Liongard; Kyle Judah, Rice University's Liu Idea Lab for Innovation & Entrepreneurship; Rachel Bickham, Bickham Services Unlimited LLC. Read more.

Houston's new state-of-the-art academy FLAMA breaks ground at historic site

Groundbreaking Education

Houston’s newest school for arts and music broke ground in October in the city’s historic East End. The Frank Liu Jr. Academy for Music and Arts (FLAMA), a tuition-free charter school, will welcome students in pre-K through 8th grade next August.

Members of the Liu family, the school’s founding board members, elected officials, and East End community partners gathered at Buffalo Bayou Partnership’s historic Turkey Bend development for the official groundbreaking ceremony on October 8, which kicked off with a performance by the Kinder High School for the Performing and Visual Arts’ Mariachi group.

The new school is on a portion of the former Folgers Coffee Plant, located at 235 N. Norwood St. OMA, an international architectural firm known for its approach to urbanism, cultural projects, and adaptive reuse, is transforming the 1930s plant into a state-of-the-art educational facility.

“We’re excited to celebrate this milestone for FLAMA and look forward to seeing the transformation of the historic Folgers plant into a new home for music and arts education,” said Jason Long, one of the firm’s partners. “Like fine-tuning an instrument, our design recalibrates the existing industrial structure into an open, connected, and expressive environment for learning. FLAMA will be a new learning environment that builds on the character of the existing building while giving it new life for the community.”

Flama academy Courtesy rendering

Unfolding across three stories, the school draws inspiration from Montessori education principles, which prioritize openness, independence, and collective learning through shared “neighborhoods.”

It all begins when students, families and guests enter through a private courtyard. The welcoming space will change the building’s original industrial facade into a brightly colored, kid-friendly spot, complete with yellow and green blocks spelling out the school’s name. The original windows will be restored to preserve the building’s historic character and upgraded to meet contemporary energy standards. Similarly, all of the school’s classrooms are located around the building’s perimeter, providing an abundance of natural light.

Inside, FLAMA’s three stories are divided so that younger students will find their classrooms at the school’s base, and they will move upward through the school as they progress through grade levels. The ground level has a common area for younger kids that could host drum circles, movement classes, or “breakout play.”

Children in first and second grade have their own larger open space, with an eye-catching staircase, that's inspired by the curve of a French horn. The space lends itself to everything from small gatherings to performances by the school’s early musicians.

As students progress through third grade and up, they’ll find FLAMA’s upper floors created to meet their growing artistic and intellectual needs. One example is the open library, a shared spot for students in third through fifth grades. It has flexible furniture that can transform the space into a place for group study and project work, as well as one that can host after-school activities. Directly above this library is a second common room for middle schoolers where students in sixth, seventh, and eighth grades can study.

FLAMA academy Courtesy rendering

These two libraries are connected by an F-shaped floor opening that references both the F-hole of a string instrument and the forte symbol. Musicians know this curly f as a note indicating them to play a passage with strength. That could easily be a metaphor for the school itself, which will combine high-quality education with rigorous academics. This visual cue emphasizes FLAMA’s desire for music and art instruction to amplify learning across reading, writing, math, and science.

“This will be a place where children can discover their talents, families can find opportunities close to home, and music and art can open the doors to a stronger education,” said Congresswoman Sylvia Garcia, who attended the groundbreaking. “I know how much it matters when someone brings opportunity within the reach of a child.”

Dr. R. Scott Allen, FLAMA’s founding superintendent and former principal of Kinder HSPVA, spoke about the school’s vision to pair a rigorous, engaging academic opportunity with deep immersion in music and visual arts.

Congressman Christian Menefee, State Senator Carol Alvarado, and Houston City Councilmember Mario Castillo also delivered remarks at the ceremony, speaking about the school’s power to not only transform Houston’s Second, Third, and Fifth Ward communities, but also bring incredible education opportunities to students. Former Mayor Annise Parker, former State Board of Education Member Staci Childs, State Representative Christina Morales, and Houston City Councilmembers Joaquin Martinez and Sallie Alcorn also attended the event.

“In this city, known for our undeniable contributions to music and arts, the gap has never been ability or talent; it has always been opportunity, and opportunity can be built,” said Kirby Liu, who spoke at the groundbreaking, memorializing his late brother’s vision of arts education for the youngest Houstonians. “When it comes to opportunity being foreclosed on our children, we will try like hell to bust those damned doors down.”

The Frank Liu Jr. Foundation has pledged $20 million in financial support during FLAMA’s first years of operation. Applications are now open for kindergarten and first grade for the 2027-2028 school year.

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This article first appeared on CultureMap.com.

New manufacturing facility breaks ground at NASA’s Johnson Space Center

making space

HITT Contracting has broken ground on NASA’s Applied Spaceflight Fabrication Facility (ASFF) at Johnson Space Center, the Washington, D.C.-based construction firm announced late last month.

The project, known as Building 70, will house a high-bay machine shop to support component production for future NASA space missions, according to HITT. The 37,625-square-foot building is the first part of a larger goal to create an engineering complex that unites assembly space, lab capabilities and manufacturing at JSC. It will consolidate machining equipment and operations that are currently spread across multiple campus buildings into one location.

The project broke ground in October at JSC’s Historic District. The Houston Business Journal reports construction is expected to wrap in August of 2028.

“This project will modernize facilities that support America’s space missions,” PJ Ross, chief financial officer at HITT, said in a LinkedIn post. “Proud of our team and partners as we begin construction that will advance aerospace testing and innovation.”

HITT Contracting is one of seven companies awarded infrastructure contracts by NASA earlier this year for work at JSC. According to NASA, the construction contracts “[support] up to $300 million in upgrades to mission‑support facilities, utilities, and equipment across the NASA Johnson campus.”

Construction Drive reports that HITT will also renovate Building 13 South on the JSC campus as part of the $300 million initiative.

“Building for precision manufacturing starts with understanding how the space needs to perform,” Todd Hudson, vice president at HITT Contracting, added in the release. “Our team brings the technical expertise and collaborative approach to deliver a facility that meets the Johnson Space Center’s needs today and supports the next generation of spaceflight innovation. We’re proud to continue our partnership with NASA.”

NASA also recently announced awards as part of its expanded Moon Base exploration, science and infrastructure capabilities. Houston-based Intuitive Machines and seven other spacetech companies, including SpaceX, Blue Origin and Firefly Aerospace, were selected to receive funding.

The awards are part of the next phase of NASA’s CLPS (Commercial Lunar Payload Services) initiative, which will grant the companies a combined total of up to $10 billion over 10 years.

Intuitive Machines and Webster-based MEI Technologies were also awarded contracts this past summer from NASA to develop robots for exploring the surface of Mars. Read more here.