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 poised to add 30,900 new jobs in 2026, forecast says

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Buoyed by the growing health care sector, the Houston metro area will add 30,900 jobs in 2026, according to a new forecast from the Greater Houston Partnership.

The report predicts the Houston area’s health care sector will tack on 14,000 jobs next year, which would make it the No. 1 industry for local job growth. The 14,000 health care jobs would represent 45 percent of the projected 30,900 new jobs. In the job-creation column, the health care industry is followed by:

  • Construction: addition of 6,100 jobs in 2026
  • Public education: Addition of 5,800 jobs
  • Public administration: Addition of 5,000 jobs

At the opposite end of the regional workforce, the administrative support services sector is expected to lose 7,500 jobs in 2026, preceded by:

  • Manufacturing: Loss of 3,400 jobs
  • Oil-and-gas extraction: Loss of 3,200 jobs
  • Retail: Loss of 1,800 jobs

“While current employment growth has moderated, the outlook remains robust and Houston’s broader economic foundation remains strong,” GHP president and CEO Steve Kean said in the report.

“Global companies are choosing to invest in Houston — Eli Lilly, Foxconn, Inventec, and others — because they believe in our workforce and our long-term trajectory,” Kean added. “These commitments reinforce that Houston is a place where companies can scale and where our economy continues to demonstrate its resilience as a major engine for growth and opportunity. These commitments and current prospects we are working on give us confidence in the future growth of our economy.”

The Greater Houston Partnership says that while the 30,900-job forecast falls short of the region’s recent average of roughly 50,000 new jobs per year, it’s “broadly in line with the muted national outlook” for employment gains anticipated in 2026.

“Even so, Houston’s young, skilled workforce and strong pipeline of major new projects should help offset energy sector pressures and keep regional growth on pace with the nation,” the report adds.

The report says that even though the health care sector faces rising insurance costs, which might cause some people to delay or skip medical appointments, and federal changes in Medicare and Medicaid, strong demographic trends in the region will ensure health care remains “a key pillar of Houston’s economy.”

As for the local oil-and-gas extraction industry, the report says fluctuations and uncertainty in the global oil-and-gas market will weigh on the Houston sector in 2026. Furthermore, oil-and-gas layoffs partly “reflect a longer-term trend as companies in the sector move toward greater efficiency using fewer workers to produce similar volumes,” according to the report.

Construction underway on first-of-its-kind 3D-printed community in Houston

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Houston is putting itself front-and-center to help make sustainable, affordable housing a reality for 80 homeowners in an innovative scalable housing community. Developer Cole Klein Builders has partnered with HiveASMBLD to pioneer what’s touted as the world’s first large-scale, one-of-a-kind, affordable housing development using 3D printing technology — merging robotics, design, and sustainability.

Located across from Sterling Aviation High School, near Hobby Airport, Zuri Gardens will offer 80 two-bedroom, two-bathroom homes of approximately 1,360 square feet, situated in a park-like setting that includes walking trails and a community green space.

Homes in Zuri Gardens will hit the market in early summer of 2026. Final pricing has yet to be determined, but Cole Klein Builders expects it to be in the mid-to-high 200s.

Interestingly, none of the homes will offer garages or driveways, which the developer says will provide a cost savings of $25,000-$40,000 per home. Instead of parking for individual units, 140 parking spaces will be provided.

Each two-story home is comprised of a ground floor printed by HiveASMBLD, using a proprietary low-carbon cement alternative by Eco Material Technologies that promises to enhance strength and reduce CO2 emissions. The hybrid homes will have a second floor built using engineered wood building products by LP Building Solutions. Overall, the homes are designed to be flood, fire, and possibly even tornado-proof.

The "Zuri" in Zuri Gardens is the Swahili word for “beautiful,” a choice that is fitting considering that the parks department will be introducing a five acre park to the project — with 3D-printed pavilions and benches — plus, a three-acre farm is located right across the street. The Garver Heights area is classified as a food desert, which means that access to fresh food is limited. Residents will have access to the farm’s fresh produce, plus opportunities to participate in gardening and nutrition workshops.

zuri gardens 3d-printed housing community First large-scale affordable housing project of 3D-printed homes rises in Houston Zuri Gardens is getting closer to completion. Courtesy rendering

Cole Klein Builders created Zuri Gardens in partnership with the Houston Housing Community Development Department, who provided infrastructure reimbursements for the roads, sewer lines, and water lines. In return, CKB agreed to push the purchase prices for the homes as low as possible.

Zuri Gardens also received $1.8 million dollars from the Uptown Tourism Bond, 34 percent of which must be used with minority-owned small businesses. Qualified buyers must fit a certain area of median income according to HUD guidelines, and homes must be owner-occupied at all times. Zuri Gardens already has an 800-person waitlist.

“They’re trying to bridge that gap to make sure there is a community for the homebuyers who need it — educators, law enforcement, civil workers, etc.,” Cole Klein Builders’ co-principal Vanessa Cole says. “You have to go through a certification process with the housing department to make sure that your income is in alignment for this community. It has been great, and everyone has been really receptive.”

Cole has also brought insurance underwriters to visit the site and to help drive premiums below regular rates for Houston homeowners, as claim risks for one of the 3D homes are extremely low.

Tim Lankau, principal at HiveASMBLD, notes that the 3D hybrid design allows for a more traditional appearance, while having the benefits of a concrete structure: “That’s where the floodwaters would go, that’s where you can hide when there’s a tornado, and that’s where termites would eat. So you get the advantages of it while having a traditionally-framed second floor.”

It’s important to note that Zuri Gardens is not located in a flood prone area, nor did it flood during Hurricane Harvey — being flood-proof is merely a perk of a cement house. The concrete that Eco Material Technologies developed is impervious. The walls are printed into hollow forms, which house rebar, plumbing, and accessible conduits for things like electrical lines and smart house features. Those walls are then filled with a foamcrete product that expands to form a “monolithic concrete wall.”

David McNitt, of Eco Material Technologies, explains that his proprietary concrete is made of PCV, and contains zero Portland cement. Instead, McNitt’s cement is made from coal ash and is 99 percent green (there are a few chemicals added to the ash). Regardless, it’s made from 100 percent waste products.

“This is a product that has really been landfilled before,” says McNitt. “It’s coal ash, and it’ll set within 8-10 minutes. It’s all monolithic, and one continuous pour — it’s literally all one piece.”

Eco Material Technologies’ concrete product is impressively durable. A traditional cinderblock wall will crush at around 800 psi, while this material crushes at about 8,000 psi.

“It’s ten times stronger than a cinderblock wall that can withstand hurricanes,” claims McNitt. “I don’t think you’d even notice a hurricane. It’ll be really quiet inside, too — so you won’t get interrupted during your hurricane party. It’s way over-engineered, it really is.”

The second story is built using weatherproof and eco-friendly products by LP Building Solutions. Their treated, engineered wood products come with a 50 year warranty, and their radiant barrier roof decking product blocks 97% of UV rays, and keeps attic temperatures 30° cooler than traditional building materials. These materials, combined with the concrete first floor, will keep heating and cooling costs low — something the folks at HiveASMBLD refer to as “thermal mass performance.”

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This article originally appeared on CultureMap.com.

UH receives $2.6M gift to support opioid addiction research and treatment

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The estate of Dr. William A. Gibson has granted the University of Houston a $2.6 million gift to support and expand its opioid addiction research, including the development of a fentanyl vaccine that could block the drug's ability to enter the brain.

The gift builds upon a previous donation from the Gibson estate that honored the scientist’s late son Michael, who died from drug addiction in 2019. The original donation established the Michael C. Gibson Addiction Research Program in UH's department of psychology. The latest donation will establish the Michael Conner Gibson Endowed Professorship in Psychology and the Michael Conner Gibson Research Endowment in the College of Liberal Arts and Social Sciences.

“This incredibly generous gift will accelerate UH’s addiction research program and advance new approaches to treatment,” Daniel O’Connor, dean of the College of Liberal Arts and Social Sciences, said in a news release.

The Michael C. Gibson Addiction Research Program is led by UH professor of psychology Therese Kosten and Colin Haile, a founding member of the UH Drug Discovery Institute. Currently, the program produces high-profile drug research, including the fentanyl vaccine.

According to UH, the vaccine can eliminate the drug’s “high” and could have major implications for the nation’s opioid epidemic, as research reveals Opioid Use Disorder (OUD) is treatable.

The endowed professorship is combined with a one-to-one match from the Aspire Fund Challenge, a $50 million grant program established in 2019 by an anonymous donor. UH says the program has helped the university increase its number of endowed chairs and professorships, including this new position in the department of psychology.

“Our future discoveries will forever honor the memory of Michael Conner Gibson and the Gibson family,” O’Connor added in the release. “And I expect that the work supported by these endowments will eventually save many thousands of lives.”

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