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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In the startup world, marketing is not just lead generation. This Houston expert explains. Photo via Getty Images

Startup marketing: How Houston founders should approach their strategy

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Until recently, the concept of marketing within the startup sphere was often equated solely with lead-generation. It's not entirely inaccurate to say that "marketing is lead-generation," as revenue generation is undeniably the end goal of marketing efforts.

However, what tends to be overlooked by founders is the intricate path to achieving revenue generation and how marketing can pave the way. I firmly believe that a similar paradigm exists in the realm of B2C marketing.

Distinguishing "Marketing" from "marketing"

I'd like to start by establishing a distinction between Marketing and marketing. This distinction might not be perfect, but it encapsulates how I conceptualize these concepts. When I refer to Marketing with a capital "M," I'm alluding to the overarching strategies that companies employ to drive revenue through marketing and advertising activities. This is the domain of the chief marketing Officer. The role of a CMO entails overseeing marketing and advertising efforts to ensure their alignment and efficiency in achieving the company's broader strategic goals.

Given this concept, where should a startup begin when figuring out their marketing strategy?

The role of brand

There is a common tendency amongst startups to create a product, establish a name, and swiftly attempt to enter the market. While the initial step for a startup involves achieving product-market fit, I advocate that once this milestone is reached, startups should pause to invest time in crafting their brand identity. Branding serves as the facet of a company that sets it apart and defines itself. This encompasses articulating a vision, mission, and values. Founders have the opportunity to shape their company's voice, articulate how they add value to customers, and delineate the organizational culture they aspire to foster. This phase is pivotal because it establishes the foundational elements that necessitate internal alignment for efficient scalability.

Once the brand is established, it can be handed over to a skilled marketer to start driving revenue growth. However the path to revenue growth goes straight through brand awareness.

Distinguishing marketing from advertising

This distinction can be perplexing, as the activities described here largely fall under the Marketing umbrella. However, I find it beneficial to differentiate between marketing and advertising within the broader context of Marketing strategy. Marketing revolves around cultivating brand awareness. Marketing is about building brand awareness. In marketing campaigns the wording can be about the company and its team. While I don’t recommend the old visuals of people in a boardroom having meetings, it’s ok to talk about the people and goals of the company in marketing campaigns. What does your brand represent? What is your product? What do you do? Who are your people? What are your values? It’s ok to share all of these things, and depending on the channel a company is marketing on, their marketing person will be well equipped to display this.

Advertising has a different tone and purpose. When advertising a company is talking to their customer, and offering the customer a solution to their pain and problem. This is a company’s what. I assume that a company that has made it this far offers a solution that is a cure, and not a nice-to-have.

Most advertising campaigns follow a simple formula, “are you suffering from X?” with a clear answer of “our company can solve that with Y”. If the answer to the pain question is yes, there is a good probability that the person will click on the ad they are seeing. That probability improves when the advertising campaign is layered on top of a well executed brand awareness campaign.

The significance of brand awareness

Although I'm not a psychologist, I do recognize the potency of the subconscious mind. This isn't about psychological manipulation, but rather an acknowledgment that the subconscious retains more than the conscious mind is capable of. Unlocking this potential might be challenging for individuals, but for marketers, the process is comparatively more accessible. Present information to an individual, and as long as they see it, their subconscious mind will register and retain it. This underscores the importance of brand awareness in revenue generation. By exposing a target audience to the company’s messaging through brand awareness campaigns, enhances the likelihood of engagement.

This fundamentally reshapes how companies connect with their ICP.

The nuance of timing

When an individual encounters advertising, a part of their brain will recognize the brand and might even associate it positively. This underscores the criticality of brand awareness, as it allows companies to focus on their target audience and continuously engage them until they are ready to make a purchase. Determining the precise moment when a customer is ready to buy is nearly impossible. However, this moment invariably arises, usually propelled by a pain point. When that decisive moment arrives, the goal is for the company’s brand to be the first that comes to their mind or that they see. This necessitates an ongoing investment in brand awareness campaigns.

So what does this mean in the context of startups?

A capital-efficient marketing approach

A key component of any Marketing strategy is capital efficiency. Founders must familiarize themselves with crucial metrics, such as:

  1. Customer Acquisition Cost (CAC): What is the expense of acquiring each customer?
  2. Customer Lifetime Value (CLTV or LTV): What is the anticipated revenue generated from engaging this customer?

While it's acceptable to commence with assumptions, any shifts in these assumptions warrant corresponding adjustments in a Marketing budget.

In the initial stages of a company’s lifecycle, a significant portion of sales might stem from direct, personalized selling efforts. This entails founders engaging in activities like providing software demos for enterprise sales or conducting face-to-face interactions within the target market. However, as revenue grows, capital is raised, and founders transition from selling to leading, this selling strategy should be phased out. This also marks the moment for founders to begin contemplating their Marketing budgets.

A starting point for figuring out your Marketing budget can be based on a CAC to LTV ratio of 1:3, where CAC is a third of your LTV. Once you have determined your CAC to LTV ratio, you need to determine what your revenue goal is, and then set your marketing budget based on that. Finally, you need to divide your Marketing budget between marketing and advertising activities. Depending on the stage the company is at, the division should be around 60% for marketing and 40% for advertising to start. This is to enable brand awareness to work its magic to build an audience for retargeting.

If you’re unsure about how to proceed, we can talk.

In the upcoming months, I intend to delve deeper into several topics:

  1. Founder-Led Storytelling
  2. The Imperative of Building Brand Awareness
  3. Delineating the Distinctions Between Marketing and Advertising and How They Synergize
  4. The Necessity of Outbound Email Marketing
  5. The Power of Marketing Email Automation in Nurturing Your Endeavors
  6. Embarking by Selling Your "What"

I hope these insights contribute value to the founder journey.

Should you have any questions I can help with, please don't hesitate to connect with me on LinkedIn.

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Yosef Levenstein is the chief marketing officer and venture partner at Golden Section Ventures.

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Generation Park lands new facility to scale xeno-organ production

Organ innovation

Maryland-based United Therapeutics Corp. has opened a new 77,448-square-foot facility to manufacture xeno-organs in Northeast Houston’s growing biotech hub, Generation Park.

The new Houston location is United Therapeutics’ third Designated Pathogen-Free (DPF) site, named for transplant pioneers Dr. Bartley P. Griffith and Dr. Robert A. Montgomery. The company says the new facility will enable it to scale commercial production of its xeno-organs once they receive regulatory approval.

An existing DPF facility in Virginia is supporting clinical trials for the xeno-organs, and a third site in Minnesota will also focus on commercialization with the Houston site, according to the company.

Xeno-organs are organs taken from a non-human animal source and transplanted, implanted or infused into a human recipient.

Currently, United Therapeutics is advancing clinical trials to support a Biologics License Application with the U.S. Food and Drug Administration for its investigational-stage xenotransplantation, UKidney, UThymoKidney and UHeart products. The products all involve working with the genes from humans and pigs.

In 2025, Chron.com reported the company was working to construct an estimated $96 million facility to breed genetically engineered animals. Head of investor relations at United Therapeutics Dewey Steadman told the Houston Business Journal in 2025 that the pigs’ DNA will be edited. In November 2024, a 53-year-old woman in Alabama received a transplanted kidney from UKidney that had 10 gene edits. She had the transplant removed in April 2025, after her body rejected it.

The Dr. Bartley P. Griffith and Dr. Robert A. Montgomery Xenograft Production Facility requires a “strictly controlled, biosecure barrier environment, including air filtration, filtered water, filtered feed supplies, and state-of-the-art decontamination entryways,” according to the company. Being pathogen-free means it includes calibrated air and water conduits to support the transplantability of xenograft products and to prevent contamination. For energy considerations, the building also features solar arrays.

“With our third xenograft production facility now open and clinical trials underway, United Therapeutics is moving closer to its goal of providing transplantable organs to the people who need them,” Martine Rothblatt, chairperson and CEO of United Therapeutics, said in a news release. “It is fitting that this facility is named for Dr. Griffith and Dr. Montgomery, whose first-in-human surgeries turned xenotransplantation from a theoretical possibility into a clinical reality.”

The facility, which wrapped construction in August, is located at 11848 Common Dock Dr. in Generation Park, which will house manufacturing sites for pharmaceutical heavyweights Bristol Myers Squibb and Eli Lilly. Last fall, Eli Lilly tapped Generation Park for its $6.5 billion manufacturing plant, and Bristol Myers Squibb made a $2.3 billion investment in August to bring its state-of-the-art site to the master-planned commercial district.

Elon Musk's SpaceX reports profit as AI and satellite businesses booms

Booming Business

SpaceX reported a bigger quarterly profit than expected on Tuesday, October 20, as its satellite communications and artificial intelligence businesses boomed.

The company, run by Elon Musk, posted a profit for the three months through September 2026 of $4.4 billion, or 35 cents per share, reversing a year-ago loss and easily topping Wall Street's expectations. Revenue soared to $14.6 billion, up 161%.

On a conference call with analysts, Musk suggested a merger with his electric car company Tesla might be in the works, something that has been rumored for months. He said both companies formed “special committees” of independent directors to discuss the issue, though he played down the chances of an imminent deal.

“Some people out there assume that a SpaceX and Tesla merger is a certainty,” he said. “I think that would be overstating it.”

The AI business became SpaceX's largest by revenue in the third quarter, although the Starlink satellite service remains the biggest profit generator.

“They beat across all metrics and the Starlink business looks to be accelerating,” said Dan Ives, an analyst at Yorkville Ives. “This is just what (Wall) Street wanted.”

The stock rose 7.5% in after-hours trading.

Musk also told analysts that for next month's launch of its Starship rocket, SpaceX will attempt to grab both the booster and ship with mechanical arms upon return to base, a key step toward demonstrating it can reuse the massive spacecraft.

“The only way that we can extend consciousness beyond Earth on a sustained basis is with a fully reusable orbital launch vehicle,” Musk said, calling the attempt, if successful, “a massive technology milestone.”

SpaceX hopes to get Starship on a regular launch pattern in preparation for NASA's upcoming lunar missions.

The company already has huge contracts with the federal government, and House Democrats have called for investigations into those contracts and Musk’s work with the Department of Government Efficiency. Musk has spent $276 million since July in support of Republican candidates.

In a filing for its initial public offering in June, SpaceX warned that a change in control of Congress could have a “material and adverse impact on our growth and competitive position.”

Musk recently drew criticism from politicians in Washington after speeds for a military version of SpaceX's satellite communications service were slowed for Ukraine following President Donald Trump's deal to get more diesel oil from Russia amid a push to end the war. The Wall Street Journal reported Tuesday that it was Musk who ordered the slowdown, impeding Ukraine’s use of drones along the front. SpaceX did not immediately respond to an Associated Press request for comment on the Journal story.

Both Trump and Musk have denied responsibility for the slowdown.

As midterm elections near, Musk on Monday promised to give one share of SpaceX to “every kid in America” next year, though he provided no details on how the distribution would be carried out. With communities nationwide protesting the construction of large data centers and concerns about AI safety, AI companies are trying to build goodwill. Anthropic pledged to commit 5% of its shares to a new “public benefit” fund.

SpaceX shares have been under pressure over concerns that the company was spending too much on major projects to compete with rivals such as Anthropic. The company said capital expenditures totaled $19.6 billion last quarter, nearly triple the figure from a year earlier, and it forecast spending would grow to $35 billion to $40 billion in the current quarter.

Shares of SpaceX closed Tuesday at $147.79, down from a peak near $201 after its IPO, which made Musk the world’s first trillionaire at the time. But the share prices for SpaceX and Tesla have since dropped, reducing his net worth to $925 billion, according to Forbes magazine.

Tesla reports third-quarter financial results Wednesday. Last week, Tesla unveiled a new Roadster sports car that in some versions may include thrusters allowing it to briefly fly using SpaceX technology — though experts say anything usable for drivers is a long shot.

These 5 trailblazing Houston startups are leading the energy transition

meet the finalists

Houston is home to a growing number of startups reshaping what it means to be called the "Energy Capital of the World."

As part of the 2026 Houston Innovation Awards, 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, selected by our esteemed panel of judges, range from a lower-emission steel producer to a diagnostics platform developer working to support batteries used in data centers.

Read more about these innovative businesses, their initiatives, and their inspirational founders below. The 2026 winners will be announced on InnovationMap.com in mid-November.

Capwell Services

Methane capture company Capwell Services works to eliminate vented oil and gas emissions economically for operators. According to the company, methane emissions are vented from most oil and gas facilities due to safety protocols, and operators are not able to capture the gas cost-effectively, leading operators to emit more than 14 million metric tons of methane per year in the U.S. and Canada. Founded in 2022, Capwell specializes in low and intermittent flow vents for methane capture.

The company began as a University of Pennsylvania senior design project led by CEO Andrew Lane. It has since participated in programs with Greentown Labs, the Rice Clean Energy Accelerator and the Creative Destruction Lab Energy Cohort at Texas A&M University. The company moved to Houston in 2023 and raised a pre-seed round. It deployed two commercial units this year, according to its application.

FlowCellutions

Energytech startup FlowCellutions is developing a chemistry-agnostic diagnostics platform for flow and metal-air batteries supporting data centers and critical infrastructure. The platform is designed to help reduce operating costs, prevent failures and costly downtime, and extend battery lifetime from approximately seven years to more than 30 years. It has deployed four paid pilots and plans to take insights from the programs to develop its next-gen sensor platform technology.

CEO Becca Segel founded the company in 2022. It is a member of Greentown Labs, and Segel was a 2025 Activate Fellow. The company has raised over $2 million in non-dilutive funding and received a $1.5 million NSF SBIR Fast-Track award earlier this year.

Hertha Metals

Hertha Metals produces lower-cost, lower-emission steel and high-purity iron. The company has developed a single-step process that uses natural gas as a direct reductant instead of metallurgical coal, which cuts production costs by more than 25 percent and emissions by up to 50 percent, according to the company. The same process produces high-purity iron needed for high-purity steels and rare earth magnets. The company says it aims to "re-industrialize America’s production of critical materials."

Hertha Metals was founded by CEO Laureen Meroueh in 2022 and emerged from stealth last year with more than $17 million in venture capital funding. The company closed a $133.65 million Series A this month and also broke ground on its $100M high-purity iron factory known as Chalyx in Conroe.

Mars Materials

Clean chemical manufacturing business Mars Materials is working to convert captured carbon into resources, such as carbon fiber and wastewater treatment chemicals. The company develops and produces its drop-in chemical products in Houston and uses an in-licensed process for the National Renewable Energy Lab to produce acrylonitrile, which is used to produce plastics, synthetic fibers, and rubbers.

Founded in 2019 by CEO Aaron Fitzgerald, CTO Kristian Gubsch, and vice president of operations Trey Sheridan, the company has secured over $7.2M in financing and is backed by Bill Gates’ Breakthrough Energy, Shell, Black & Veatch, and other organizations. It won in the Minority-founded Business Category in last year's Houston Innovation Awards.

Solidec

Chemical manufacturing company Solidec has developed autonomous generators that extract molecules from water and air and convert them into pure chemicals and fuels that are free of carbon emissions on-site, eliminating the need for transport, storage, and permitting. The company was founded around innovations developed by Rice University associate professor Haotian Wang.

The company was selected for the Chevron Technology Ventures’ Catalyst Program, Greentown Labs, NSF I-Corps and was part of the first cohort of the Activate Houston program. It won first place at the 2024 startup pitch competition at CERAWeek. Solidec was founded in 2023 by Wang, who serves as an advisor, CEO Ryan DuChanois, and CTO Yang Xia. It closed a $2.5 million seed round in 2025.

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