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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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

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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

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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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Houston quantum energy chip startup emerges from stealth with $12M round

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Houston-based Casimir has emerged from stealth with a $12 million seed round to commercialize its quantum energy chip.

The round was led by Austin-based Scout Ventures. Lavrock Ventures, Cottonwood Technology, Capital Factory, American Deep Tech, and Tim Draper of Draper Associates also participated in the round. The oversubscribed round exceeded the company’s original $8 million target, according to a news release.

Casimir’s semiconductor chips can generate power from quantum vacuum fields without the need for batteries or charging. The company plans to commercialize its first-generation MicroSparc chip by 2028.

The MicroSparc chip measures 5 millimeters by 5 millimeters and is designed to produce 1.5 volts at 25 microamps, comparable to a small rechargeable battery, without degradation and no replacement cycle.

“Casimir represents exactly the kind of breakthrough dual-use technology Scout Ventures was built to back,” Brad Harrison, founder and managing partner at Scout Ventures, said in the release. “This is based on 100 years of science and we’re finally approaching a commercial product … We’re proud to lead this round and support Casimir’s journey from applied science to deployed technology.”

Casimir says it aims to scale its technology across the ”full power spectrum,” including large-scale energy systems that can power homes, commercial infrastructures and electric vehicles.

Casimir's scientific work has been supported by DARPA-funded nanofabrication research and its technology was incubated at the Limitless Space Institute (LSI). LSI is a nonprofit that works to innovate interstellar travel and was founded by Kam Ghaffarian. Technology investor and serial entrepreneur Ghaffarian has been behind companies like X-energy, Intuitive Machines, Axiom Space and Quantum Space.

Harold “Sonny” White, founder and CEO of Casimir, believes the technology can power devices for years without replacements.

“Millions of devices will operate for years without a battery ever needing to be replaced or recharged because we have engineered a customized Casimir cavity into hardware capable of producing persistent electrical power,” White added in the release. “I spent nearly two decades at NASA studying how we power humanity’s future. That work led me to the Casimir effect and the quantum vacuum, where new tools have allowed us to build on a century of scientific knowledge and bring abundant power to the world.”

Houston leads the way in innovative brain research and more news to know

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Editor's note: The top Houston innovation news for the first half of May includes an initial round of brain research grants from Rice and FDA approval for clinical trial of a Houston startup's brain implant. Below are the five most-read InnovationMap stories published May 1-14, 2026:

1. Rice Brain Institute awards seed grants for dementia, Alzheimer’s research

The recently established Rice Brain Institute awarded 12 seed grants last month to support research on dementia, Alzheimer’s disease, Parkinson’s disease and other neurological disorders. The grants are part of the Rice DPRIT Seed Grant Program, which aims to help faculty members generate preliminary data, test and teams that would be supported under the Dementia Prevention and Research Institute of Texas. Continue reading.

2. Houston startup’s brain implant for depression advances to clinical trial

Houston-based Motif Neurotech has received FDA approval to move forward with its first clinical trial for its innovative way to fight treatment-resistant depression and other mental health disorders. The company has developed a brain-computer interface technology based on research from Rice University. The blueberry-sized, wirelessly powered implantable device known as the Digitally-programmable Over-brain Therapeutic (DOT) stimulator delivers electrical stimulation to brain circuits linked to depression. The DOT stimulator sits in the skull above the dura without touching the brain and is considered an alternative to transcranial magnetic stimulation, which requires multiple treatment sessions and can cause headaches. Continue reading.

3. Houston legacy planning platform secures $2.5M investment, adds to board

Houston-based Paige, a comprehensive life planning and succession software company, has secured a $2.5 million investment to expand the AI-driven tools on its platform. The funding comes from Alabama-based 22nd State Banking Company, according to a news release. Paige says it will use the funding to expand automation, AI-driven onboarding and self-service tools, as well as add to its sales and customer success teams. Continue reading.

4. 7+ can't-miss Houston business and innovation events in May

Houston is living up to its nicknames as Space City and the Energy Capital of the World this month with a lineup of insightful talks, pitch days and industry conferences. Plus, there are opportunities to network over crawfish, learn about brain health and more. Continue reading.

5. Houston rises in 2026 ranking of best U.S. cities to start a business

Houston has reaffirmed its commitment to a business-friendly environment and now ranks as the 26th best large U.S. city for starting a business in 2026. The city jumped up eight places after ranking 34th last year. Continue reading.

Houston-based Fervo Energy bumps up IPO target to $1.82 billion

IPO update

Houston-based geothermal power company Fervo Energy is now eyeing an IPO that would raise $1.75 billion to $1.82 billion, up from the previous target of $1.33 billion.

In paperwork filed Monday, May 11 with the U.S. Securities and Exchange Commission, Fervo says it plans to sell 70 million shares of Class A common stock at $25 to $26 per share.

In addition, Fervo expects to grant underwriters 30-day options to buy up to 8.33 million additional shares of Class A common stock. This could raise nearly $200 million.

When it announced the IPO on May 4, Fervo aimed to sell 55.56 million shares at $21 to $24 per share, which would have raised $1.17 billion to $1.33 billion. The initial valuation target was $6.5 billion.

A date for the IPO hasn’t been scheduled. Fervo’s stock will be listed on Nasdaq under the ticker symbol FRVO.

Fervo, founded in 2017, has attracted about $1.5 billion in funding from investors such as Bill Gates-founded Breakthrough Energy Ventures, Google, Mitsubishi Heavy Industries, Devon Energy (which is moving its headquarters to Houston), Tesla co-founder JB Straubel, CalSTRS, Liberty Mutual Investments, AllianceBernstein, JPMorgan, Bank of America and Sumitomo Mitsui Trust Bank.

Fervo’s marquee project is Cape Station in Beaver County, Utah, the world’s largest EGS (enhanced geothermal system) project. The first phase will deliver 100 megawatts of baseload clean power, with the second phase adding another 400 megawatts. The site can accommodate 2 gigawatts of geothermal energy. Fervo holds more than 595,000 leased acres for potential expansion.

Cape Station has secured power purchase agreements for the entire 500-megawatt capacity. Customers include Houston-based Shell Energy North America and Southern California Edison.

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This article originally appeared on our sister site, EnergyCapitalHTX.com.

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