Houston expert shares how to implement thought leadership into your B2B marketing

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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.

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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

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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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Houston space org to launch experiments aboard first mission into polar orbit

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Houston's Translational Research Institute for Space Health, or TRISH, will send its latest experiments into space aboard the Fram2 mission, the first all-civilian human spaceflight mission to launch over the Earth’s polar regions.

Fram2, operated by SpaceX, is targeting to launch Monday, March 31, at NASA’s Kennedy Space Center in Florida. The crew of four is expected to spend several days in polar orbit aboard the SpaceX Dragon spacecraft in low Earth orbit. TRISH’s research projects are among 22 experiments that the crew will conduct onboard.

The crew's findings will add to TRISH's Enhancing eXploration Platforms and ANalog Definition, or EXPAND, program and will be used to help enhance human health and performance during spaceflight missions, including missions to the moon and Mars, according to a release from TRISH.

“The valuable space health data that will be captured during Fram2 will advance our understanding of how humans respond and adapt to the stressors of space,” Jimmy Wu, TRISH deputy director and chief engineer and assistant professor in Baylor’s Center for Space Medicine, said in the release. “Thanks to the continued interest in furthering space health by commercial space crews, each human health research project sent into orbit brings us closer to improving crew member well-being aboard future spaceflight missions.”

The six TRISH projects on Fram2 include:

  • Cognitive and Physiologic Responses in Commercial Space Crew on Short-Duration Missions, led by Dr. Mathias Basner at the University of Pennsylvania Perelman School of Medicine. The crew will wear a Garmin smartwatch and a BioIntelliSense BioButton® medical grade device to track cognitive performance, including memory, spatial orientation, and attention before, during, and after the mission.
  • Otolith and Posture Evaluation II, led by Mark Shelhamer at Johns Hopkins University. The experiment will look at how astronauts’ eyes sense and respond to motion before and after spaceflight to better understand motion sickness in space.
  • REM and CAD Radiation Monitoring for Private Astronaut Spaceflight, led by Stuart George at NASA Johnson Space Center. This experiment will test space radiation exposure over the Earth’s north and south poles and how this impacts crew members.
  • Space Omics + BioBank, led by Richard Gibbs and Harsha Doddapaneni at Baylor College of Medicine. The experiment will use Baylor’s Human Genome Sequencing Center's Genomic Evaluation of Space Travel and Research program to gain insights from pre-flight and post-flight samples from astronauts.
  • Standardized research questionnaires, led by TRISH. The test asks a set of standardized research questionnaires for the crew to collect data on their sleep, personality, health history, team dynamics and immune-related symptoms.
  • Sensorimotor adaptation, led by TRISH. The project collects data before and after flight to understand sensorimotor abilities, change and recovery time to inform future missions to the moon.

TRISH, which is part of BCM’s Center for Space Medicine with partners Caltech and MIT, has launched experiments on numerous space missions to date, including Blue Origin's New Shepard rocket last November and Axiom Space's Ax-3 mission to the International Space Station last January.

Houston lab develops AI tool to improve neurodevelopmental diagnoses

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One of the hardest parts of any medical condition is waiting for answers. Speeding up an accurate diagnosis can be a doctor’s greatest mercy to a family. A team at Baylor College of Medicine has created technology that may do exactly that.

Led by Dr. Ryan S. Dhindsa, assistant professor of pathology and immunology at Baylor and principal investigator at the Jan and Dan Duncan Neurological Research Institute at Texas Children’s Hospital, the scientists have developed an artificial intelligence-based approach that will help doctors to identify genes tied to neurodevelopmental disorders. Their research was recently published the American Journal of Human Genetics.

According to its website, Dhindsa Lab uses “human genomics, human stem cell models, and computational biology to advance precision medicine.” The diagnoses that stem from the new computational tool could include specific types of autism spectrum disorder, epilepsy and developmental delay, disorders that often don’t come with a genetic diagnosis.

“Although researchers have made major strides identifying different genes associated with neurodevelopmental disorders, many patients with these conditions still do not receive a genetic diagnosis, indicating that there are many more genes waiting to be discovered,” Dhindsa said in a news release.

Typically, scientists must sequence the genes of many people with a diagnosis, as well as people not affected by the disorder, to find new genes associated with a particular disease or disorder. That takes time, money, and a little bit of luck. AI minimizes the need for all three, explains Dhindsa: “We used AI to find patterns among genes already linked to neurodevelopmental diseases and predict additional genes that might also be involved in these disorders.”

The models, made using patterns expressed at the single-cell level, are augmented with north of 300 additional biological features, including data on how intolerant genes are to mutations, whether they interact with other known disease-associated genes, and their functional roles in different biological pathways.

Dhindsa says that these models have exceptionally high predictive value.

“Top-ranked genes were up to two-fold or six-fold, depending on the mode of inheritance, more enriched for high-confidence neurodevelopmental disorder risk genes compared to genic intolerance metrics alone,” he said in the release. “Additionally, some top-ranking genes were 45 to 500 times more likely to be supported by the literature than lower-ranking genes.”

That means that the models may actually validate genes that haven’t yet been proven to be involved in neurodevelopmental conditions. Gene discovery done with the help of AI could possibly become the new normal for families seeking answers beyond umbrella terms like “autism spectrum disorder.”

“We hope that our models will accelerate gene discovery and patient diagnoses, and future studies will assess this possibility,” Dhindsa added.

Texas robotics co. begins new search for missing Malaysia Airlines flight 370

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Malaysia’s government has given final approval for a Texas-based marine robotics company to renew the search for Malaysia Airlines Flight 370, which is believed to have crashed in the southern Indian Ocean more than a decade ago.

Cabinet ministers agreed to terms and conditions for a “no-find, no-fee” contract with Texas-based Ocean Infinity to resume the seabed search operation at a new 5,800-square-mile site in the ocean, Transport Minister Anthony Loke said in a statement Wednesday. Ocean Infinity will be paid $70 million only if wreckage is discovered.

The Boeing 777 plane vanished from radar shortly after taking off on March 8, 2014, carrying 239 people, mostly Chinese nationals, on a flight from Malaysia’s capital, Kuala Lumpur, to Beijing. Satellite data showed the plane turned from its flight path and headed south to the far-southern Indian Ocean, where it is believed to have crashed.

An expensive multinational search failed to turn up any clues to its location, although debris washed ashore on the east African coast and Indian Ocean islands. A private search in 2018 by Ocean Infinity also found nothing.

The final approval for a new search came three months after Malaysia gave the nod in principle to plans for a fresh search.

Ocean Infinity CEO Oliver Punkett earlier this year reportedly said the company had improved its technology since 2018. He has said the firm is working with many experts to analyze data and had narrowed the search area to the most likely site.

Loke said his ministry will ink a contract with Ocean Infinity soon but didn’t provide details on the terms. The firm has reportedly sent a search vessel to the site and indicated that January-April is the best period for the search.

“The government is committed to continuing the search operation and providing closure for the families of the passengers of flight MH370,” he said in a statement.

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