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.

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

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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.

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

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TMC names 2025 cohort of cancer treatment innovators

ready to grow

Texas Medical Center Innovation has named more than 50 health care innovators to the fifth cohort of its Accelerator for Cancer Therapeutics (ACT).

The group specializes in immunotherapy, precision drug discovery, monoclonal antibodies, and diagnostic and therapeutic technologies, according to a statement from TMC.

During the nine-month ACT program, participants will enjoy access to a network of mentors, grant-writing support, chemistry resources, and the entrepreneur-in-residence program. The program is designed to equip participants with the ability to secure investments, develop partnerships, and advance the commercialization of cancer therapeutics in Texas.

“With over 35 million new cancer cases predicted by 2050, the urgency to develop safer, more effective, and personalized treatments cannot be overstated,” Tom Luby, chief innovation officer at Texas Medical Center, said in a news release.

Members of the new cohort are:

  • Alexandre Reuben, Kunal Rai, Dr. Cassian Yee, Dr. Wantong Yao, Dr. Haoqiang Ying, Xiling Shen, and Zhao Chen, all of the University of Texas MD Anderson Cancer Center
  • Dr. Andre Catic and Dr. Martin M. Matzuk, both of the Baylor College of Medicine
  • Cynthia Hu and Zhiqiang An, both of UTHealth Houston
  • Christopher Powala, Aaron Sato, and Mark de Souza, all of ARespo Biopharma
  • Daniel Romo, Dr. Susan Bates, and Ken Hull, all of Baylor University
  • Eugene Sa & Minseok Kim, both of CTCELLS
  • Gomika Udugamasooriya and Nathaniel Dawkins, both of the University of Houston
  • Dr. Hector Alila of Remunity Therapeutics
  • Iosif Gershteyn and Victor Goldmacher, both of ImmuVia
  • João Seixas, Pedro Cal, and Gonçalo Bernardes, all of TargTex
  • Ken Hsu and Yelena Wetherill, both of the University of Texas at Austin
  • Luis Martin and Dr. Alberto Ocaña, both of C-Therapeutics
  • Dr. Lynda Chin, Dr. Keith Flaherty, Dr. Padmanee Sharma, James Allison, and Ronan O’Hagan, all of Project Crest/Apricity Health
  • Michael Coleman and Shaker Reddy, both of Metaclipse Therapeutics
  • Robert Skiff and Norman Packard, both of 3582.ai
  • Rolf Brekken, Uttam Tambar, Ping Mu, Su Deng, Melanie Rodriguez, and Alexander Busse, all of UT Southwestern Medical Center
  • Ryan Swoboda and Maria Teresa Sabrina Bertilaccio, both of NAVAN Technologies
  • Shu-Hsia Chen and Ping-Ying Pan, both of Houston Methodist
  • Thomas Kim, Philipp Mews, and Eyal Gottlieb, all of ReEngage Therapeutics
The ACT launched in 2021 and has had 77 researchers and companies participate. The group has collectively secured more than $202 million in funding from the NIH, CPRIT and venture capital, according to TMC.

2 Houston professors earn prestigious presidential awards for excellence in STEM

Big Wins

Allison Master, an assistant professor at the University of Houston, is the first from the college to be awarded the Presidential Early Career Award for Scientists and Engineers.

Master, who works in the Department of Psychological, Health and Learning Sciences at the UH College of Education, is one of 400 scientists and engineers to receive the honor from the Biden administration. The award recognizes those who “show exceptional potential for leadership early in their research careers,” according to a statement.

“This award speaks volumes about Allison’s dedication, ingenuity and innovation in educational sciences,” Diane Z. Chase, UH senior vice president for academic affairs and provost, said in a news release. “Her groundbreaking work embodies the university’s commitment to advancing knowledge, fostering equity in education and shaping a brighter future for students and educators alike.”

Master’s research in the Identity and Academic Motivation Lab at UH involves how societal stereotypes contribute to gender gaps in motivation to pursue STEM. Her study also explored ways to counter the stereotypes through educational strategies that make students feel that they belong, what drives children’s interest in STEM and the role of social connections. Her efforts resulted in millions of dollars in grants from the U.S. Department of Education’s Institute of Education Sciences, the National Science Foundation, and other organizations, according to UH.

Established by President Bill Clinton in 1996, PECASE recognizes innovative and far-reaching developments in science and technology, expands awareness of careers in STEM fields, enhances connections between research and its impacts on society, and highlights the importance of science and technology for our nation’s future.

“This is something that was on my radar, sort of like a ‘pie in the sky’ dream that it would be amazing to win it, but I didn’t know if it could ever be possible,” Master said. “I am very grateful to the University of Houston for providing such a supportive environment for innovation, collaboration and meaningful research that made this achievement possible.”

In addition to Master’s honor, the White House also recently recognized UH physics professor Donna Stokes for outstanding mentoring in STEM disciplines with the Presidential Awards for Excellence in Science, Mathematics and Engineering Mentoring.

Stokes’ previous awards include the UH Teaching Excellence Award, the 2023 UH Honors College Outstanding Fellowship Mentorship Award, the 2011 UH Provost Academic Advising and Mentoring Award, a National Science Foundation Career Award, and a National Research Council Post-Doctoral Associateship Award. The National Science Foundation manages the PAESMEM awards, and the White House Office of Science and Technology Policy selects honorees.

PAESMEM award recipients will receive $10,000 and the opportunity to attend professional development events in Washington, D.C.

“Spotlighting STEM educators, researchers and mentors is important to demonstrate the critical role they play in developing and encouraging students to pursue STEM degrees and careers,” Stokes said in a news release. “It is imperative to have STEM educators who can foster the next generation of scientists to address local and national scientific challenges.”