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

guest column

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.

------

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

From Your Site Articles
The Cannon, a coworking community with locations across Houston, and nstAI, a newly launched suite of services for founders, announced a new partnership. Photo courtesy of The Cannon

Houston entrepreneurial community builder teams up with startup to provide AI-powered founder tools

howdy, partner

A new Houston company has launched to provide a new platform of resources for entrepreneurs powered by artificial intelligence, and the new business already has its first partner.

The Cannon, a coworking community with locations across Houston, and nstAI, a newly launched suite of services for founders, announced a new partnership.

“The opportunity for The Cannon to partner with nstAI to bring a value-driven service offering to growth stage startup organizations is huge for our community. We are constantly looking for areas where we can support every startup, no matter where they are in their journey,” Jon Lambert, The Cannon’s CEO, says in a statement. “The nstAI offering, delivered through The Cannon's platform, will bring tremendous value to emerging companies who are in perhaps the most critical stage of their journey, garnering true market presence and customer share.”

Founded by seasoned entrepreneurs, nstAI's support is targeted aid startup founders during the early phases of business development, including securing non-dilutive funding, creating pitch decks and other materials, as well as making meaningful connections with mentors and potential customers.

"The journey from post-Seed funding to Series B funding is often one of the most challenging phases for founders," John Cooper, a founding partner at nstAI, adds. "We've designed nstAI to be a trusted resource in that process, offering hands-on guidance, leveraging AI-powered tools, and providing access to an unmatched global network of experts and investors."

The nstAI platform will be integrated into The Cannon's digital platform, Cannon Connect, for its members.

"nstAI is more than just a service provider; we're a community of successful entrepreneurs dedicated to supporting each other's growth and success," Mark Voytek, founding partner at nstAI, says in the release.

A Houston-based initiative has been selected by the DOE to receive funding to develop clean energy innovation programming for startups and entrepreneurs. Photo via Getty Images

Houston initiative selected for DOE program developing hubs for clean energy innovation

seeing green

Houston has been selected as one of the hubs backed by a new program from the United States Department of Energy that's developing communities for clean energy innovation.

The DOE's Office of Technology Transitions announced the the first phase of winners of the Energy Program for Innovation Clusters, or EPIC, Round 3. The local initiative is one of 23 incubators and accelerators that was awarded $150,000 to support programming for energy startups and entrepreneurs.

The Houston-based participant is called "Texas Innovates: Carbon and Hydrogen Innovation and Learning Incubator," or CHILI, and it's a program meant to feed startups into the DOE recognized HyVelocity program and other regional decarbonization efforts.

EPIC was launched to drive innovation at a local level and to inspire commercial success of energy startups. It's the third year of the competition that wraps up with a winning participant negotiating a three-year cooperative agreement with OTT worth up to $1 million.

“Incubators and Accelerators are uniquely positioned to provide startups things they can't get anywhere else -- mentorship, technology validation, and other critical business development support," DOE Chief Commercialization Officer and Director of OTT Vanessa Z. Chan says in a news release. “The EPIC program allows us to provide consistent funding to organizations who are developing robust programming, resources, and support for innovative energy startups and entrepreneurs.”

CHILI, the only participant in Texas, now moves on to the second phase of the competition, where they will design a project continuation plan and programming for the next seven months to be submitted in September.

Phase 2 also includes two national pitch competitions with a total of $165,000 in cash prizes up for grabs for startups. The first EPIC pitch event for 2024 will be in June at the 2024 Small Business Forum & Expo in Minneapolis, Minnesota.

Last fall, the DOE selected the Gulf Coast's project, HyVelocity Hydrogen Hub, as one of the seven regions to receive a part of the $7 billion in Bipartisan Infrastructure Law. The hub was announced to receive up to $1.2 billion — the most any hub will get.

The DOE's OTT selections are nationwide. Photo via energy.gov

------

This article originally ran on EnergyCapital.

It's a different world for startups on the other side of the pandemic — especially for business development. One Houston innovator shares her lessons learned. Photo via Getty Images

Houston expert: 3 priorities startup business development teams should focus on in new age of sales

guest column

The post-pandemic world of business development looks a lot different than it did in 2019. I started my first “sales” role in 2014 at a large, international company, and my days were filled with in-person meetings, often visiting four or five different prospects. The pandemic shifted this approach, as we all moved to web-based platforms and face-to-face meetings dwindled.

Fast forward to 2023, when I joined the Houston team at Square Robot, a startup that was trying to disrupt an industry. I had to learn how to navigate a post-pandemic sales world — where hybrid work, reliance on emails, and video based web calls are now the norm — coupled with the challenges of working for a relatively new company.

I think many working for startups will agree that the first barrier encountered in trying to build and grow your business is addressing the “who” in the equation. You are battling your prospect’s already busy schedule to earn a few minutes of their time, which is an uphill battle when the company is relatively unknown. Not to mention, startups often run into internal delays just from encountering a concern or problem that hasn't been sorted out before. A successful startup is made up of people who, when encountering that sort of a situation, instinctively and proactively figure out the way to solve it instead of sitting back and saying, "We don't have a tool I can use, so I can't get this accomplished.”

While there’s no perfect formula for how to drive sales at a startup, I can share my personal experience and success from the past 15 months at Square Robot. The company put their faith in me to develop business in an untapped market segment: the power industry. In one year, I grew this market by over 300 percent, despite the majority of prospects having never heard of Square Robot. There were a few key steps to my success, which included adjusting to the shift in work operations since Covid-19.

The power of developing a brand

My first focus was on developing my personal brand as an ambassador for Square Robot. Not only did I dive into learning all aspects of our robotic services, but I then did the same in the power industry. I heavily relied on LinkedIn to build my brand as a knowledge center, often creating short videos, posts and even articles about the benefits of Square Robot’s service for the power industry.

I found that in a business world that’s inundated with endless emails and cold calls, social media was an easy way to get in front of prospects without the pressure of calling as they’re stepping into a meeting or too busy to speak. The recognition of name and company from LinkedIn translated across the traditional platforms. I connected and messaged on LinkedIn, followed by email and phone outreach. Overall, about 75 percent of my closed opportunities in 2023 began with outreach on Linkedin.

Tapping into relevant organizations

As I continued to learn more about the power generation industry, I looked for associated research and non-profit groups. From there, I found the Electric Power Research Institute, and subsequently, Square Robot was accepted into a program to showcase new technology directly to the end user.

I also researched industry specific conferences and publications for either speaking submissions or written pieces, which are great avenues to grow the brand of a startup company while paying close attention to budgeting.

Making time for in-person meetings

While finding ways to raise the profile of Square Robot was important, I also wanted to make sure I still had the face-to-face connection that makes a lasting impact. True success in this role takes business development into relationship development, and I made it a priority to visit new clients when Square Robot was onsite providing service.

Taking the time to meet in person with the people and teams I’ve spoken with countless times — sometimes across months — helped to build trust and uncover additional opportunities. People are much more likely to answer emails or calls when they can put a face to a name. Many times I used this visit to extend my reach into a company, asking for introductions to other locations or areas.

Even though 2023 was an achievement for myself and Square Robot, it comes with the expectation of continued growth. In the startup world of business development, this means constantly engaging with potential audiences in new and different ways, not being deterred when things take time or you fail, and having creativity and tenacity to drive sales.

------

Stephanie Nolan is director of sales at Square Robot, which is headquartered in Massachusetts but has a growing presence in Houston.

Ad Placement 300x100
Ad Placement 300x600

CultureMap Emails are Awesome

Property Showcase

Johnson Space Center and UT partner to expand research, workforce development

onward and upward

NASA’s Johnson Space Center in Houston has forged a partnership with the University of Texas System to expand collaboration on research, workforce development and education that supports space exploration and national security.

“It’s an exciting time for the UT System and NASA to come together in new ways because Texas is at the epicenter of America’s space future. It’s an area where America is dominant, and we are committed as a university system to maintaining and growing that dominance,” Dr. John Zerwas, chancellor of the UT System, said in a news release.

Vanessa Wyche, director of Johnson Space Center, added that the partnership with the UT System “will enable us to meet our nation’s exploration goals and advance the future of space exploration.”

The news release noted that UT Health Houston and the UT Medical Branch in Galveston already collaborate with NASA. The UT Medical Branch’s aerospace medicine residency program and UT Health Houston’s space medicine program train NASA astronauts.

“We’re living through a unique moment where aerospace innovation, national security, economic transformation, and scientific discovery are converging like never before in Texas," Zerwas said. “UT institutions are uniquely positioned to partner with NASA in building a stronger and safer Texas.”

Zerwas became chancellor of the UT System in 2025. He joined the system in 2019 as executive vice chancellor for health affairs. Zerwas represented northwestern Ford Bend County in the Texas House from 2007 to 2019.

In 1996, he co-founded a Houston-area medical practice that became part of US Anesthesia Partners in 2012. He remained active in the practice until joining the UT System. Zerwas was chief medical officer of the Memorial Hermann Hospital System from 2003 to 2008 and was its chief physician integration officer until 2009.

Zerwas, a 1973 graduate of the Houston area’s Bellaire High School, is an alumnus of the University of Houston and Baylor College of Medicine.

3 Houston innovators who are making headlines right now

Featured Innovators

Editor's note: Houston innovators have kicked off the new year with big developments, from an immune-boosting nanodrug to NSF research funding and more. Below, meet three local innovators who have recently been in the headlines.

Kirsten Adam, Rice University

Kirsten Adam. Courtesy photo.

Rice University psychologist Kirsten Adam has received a $600,000 National Science Foundation CAREER Award to research how visual distractions like phone notifications, flashing alerts, crowded screens and busy workspaces can negatively impact focus—and how the brain works to try to regain it. Adam’s work will aim to clarify how the brain refocuses in the age of screens, instant gratification and other lingering distractions. The funding will also be used to train graduate students in advanced cognitive neuroscience methods, expand access to electroencephalography (EEG) and for public data sharing. Read more.

Houston lab-test startup seeks $1M for nationwide expansion

Jim Gebhart, founder and CEO of TheLabCafe.com. Courtesy photo.

Driven by the desire to knock down lab-test barriers, health care industry veteran Jim Gebhart founded Houston-based TheLabCafe.com in 2024. The platform provides access to low-cost medical tests without requiring patients to carry health insurance. It currently serves patients in six states and is poised for major U.S. expansion early this year. Read more.

Wei Gao, University of Houston College of Pharmacy

Wei Gao (center). Photo courtesy UH.

Wei Gao, assistant professor of pharmacology at the University of Houston College of Pharmacy, may have a solution to regulatory B cells (Bregs) which block the body's natural immunity and are found in pancreatic and lung cancers. Gao and her team have developed Nano-273, a dual-function drug, packaged in an albumin-based particle, that boosts the immune system to help it better fight these cancers. Read more.

Texas booms as No. 3 best state to start a business right now

Innovation Starts Here

High employment growth and advantageous entrepreneurship rates have led Texas into a triumphant No. 3 spot in WalletHub's ranking of "Best and Worst States to Start a Business" for 2026.

Texas bounced back into the No. 3 spot nationally for the first time since 2023. After dropping into 8th place in 2024, the state hustled into No. 4 last year.

Ever year, WalletHub compares all 50 states based on their business environment, costs, and access to financial resources to determine the best places for starting a business. The study analyzes 25 relevant metrics to determine the rankings, such as labor costs, office space affordability, financial accessibility, the number of startups per capita, and more.

When about half of all new businesses don't last more than five years, finding the right environment for a startup is vital for long-term success, the report says.

Here's how Texas ranked across the three main categories in the study:

  • No. 1 – Business environment
  • No. 11 – Access to resources
  • No. 34 – Business costs

The state boasts the 10th highest entrepreneurship rates nationwide, and it has the 11th-highest share of fast-growing firms. WalletHub also noted that more than half (53 percent) of all Texas businesses are located in "strong clusters," which suggests they are more likely to be successful long-term.

"Clusters are interconnected businesses that specialize in the same field, and 'strong clusters' are ones that are in the top 25 percent of all regions for their particular specialization," the report said. "If businesses fit into one of these clusters, they will have an easier time getting the materials they need, and can tap into an existing customer base. To some degree, it might mean more competition, though."

Texas business owners should also keep their eye on Houston, which was recently ranked the 7th best U.S. city for starting a new business, and it was dubbed one of the top-10 tech hubs in North America. Workers in Texas are the "third-most engaged" in the country, the study added, a promising attribute for employers searching for the right place to begin their next business venture.

"Business owners in Texas benefit from favorable conditions, as the state has the third-highest growth in working-age population and the third-highest employment growth in the country, too," the report said.

The top 10 best states for starting a business in 2026 are:

  • No. 1 – Florida
  • No. 2 – Utah
  • No. 3 – Texas
  • No. 4 – Oklahoma
  • No. 5 – Idaho
  • No. 6 – Mississippi
  • No. 7 – Georgia
  • No. 8 – Indiana
  • No. 9 – Nevada
  • No. 10 – California
---

This article originally appeared on CultureMap.com.

View All Listings