Thinkers360 Announces Release of 2025 B2B Thought Leadership Outlook Research
Key findings include specialist communities (60%) retaining their lead over conferences & events (46%) and social media (46%) as the primary destination for thought leadership content as well as planned use of AI in 2025 for research & analysis (67%), content optimization (61%), content customization (53%), and content generation & ideation (47%).
DALLAS February 6, 2025
Thinkers360, the world’s premier B2B thought leader, analyst and influencer community, today announced the release of it’s 2025 B2B Thought Leadership Outlook Research Report. The purpose of the research was to better understand current and future trends with regard to both thought leadership creators – such as individuals, agencies and brands – and thought leadership audiences and their plans for 2025.
The primary research survey was conducted between November and December 2024 among Thinkers360 Members and the global community of creators and audiences of B2B thought leadership content.
This year’s findings show that it’s all about insight that’s impactful and relevant. Authors retained the top spot as primary sources of thought leadership content and 56% of audiences are spending 4+ hours per week consuming thought leadership content. Specialist communities (60%) retained their lead over conferences & events (46%) and social media (46%) as the primary destination for thought leadership content.
In the gen AI era, thought leaders told us they plan to leverage AI to ensure their thought leadership cuts above the noise in 2025 by using for research & analysis (67%), content optimization (61%), content customization (53%), and content generation & ideation (47%). These are just a few of the many findings uncovered in this year’s report.
Key findings from the study include:
Thought Leadership Audiences (Current State)
- Thought Leadership takes Center Stage – Today’s thought leadership challenges both traditional and modern notions. It doesn’t need to be peer-reviewed, provocative or even entertaining or concise
- It’s all about Insight that’s Impactful and Relevant – The key is “insightful” (94%), “impactful” (93%) and “relevant” (90%) content that’s forward looking and engaging (*Rated as extremely important or very important attributes of thought leadership)
- Authors retain top spot, consultants on the rise – Authors (49%), Consultants (43%), Influencers (38%) and Executives (37%) are the primary sources of thought leadership content
- Thought Leadership informs the full Sales Cycle from Research to Purchase Decisions – 82% cited thought leadership content as moderately important or higher for making purchase decisions
- Specialist Communities Remain #1 Destination – Specialist communities (60%) retained their lead over conferences & events (46%) and social media (46%) as the primary source for thought leadership content
Thought Leadership Creators (Current State)
- Driving a Powerful Brand Perception – Over 75% see thought leadership as extremely or very important for brand perception, customer trust and competitive differentiation
- Unique Perspectives Build Customer Trust – “Brand Perception” (80%), “Customer Trust” (78%), “Competitive Differentiation” (76%) and “Brand Awareness” (73%) are the main benefits of thought leadership content
- The New Weekly Cadence – Thought leadership cadence is increasing with over 35% of creators producing over 4 pieces per month
Thought Leadership Creators (Plans for 2025)
- #1 Sales & Marketing Priority – Over 1/3 consider thought leadership the #1 Priority within their sales and marketing strategies for 2025
- Leveraging AI for Thought Leadership – 67% of thought leaders plan to cut through the noise in 2025 by leveraging AI for research & analysis
- Specialist Communities are Key – Close to 70% of thought leadership creators plan to use specialist communities to build their thought leadership credentials in 2025
Thinkers360 – B2B Thought Leadership Outlook 2025 – Plans for 2025
According to Nicholas Evans, Founder, Thinkers360, “It’s exciting to see specialist communities, such as Thinkers360, retaining the top spot for audiences to consume B2B thought leadership content – ahead of conferences, events and even social media platforms – and to see close to 70% of thought leadership content creators planning to use these specialist communities to disseminate their thought leadership content in 2025. This is an exciting time for the industry as B2B thought leaders, marketers and decision makers look beyond traditional social media platforms to make their mark and expand and diversify their networks.”
The complete report, including extensive analysis and interpretation, is now available to Thinkers360 members at the Pro Plan level and above. For media inquiries, please contact info@thinkers360.com.
###
About Thinkers360
“Connecting global brands and audiences with the world’s foremost thought leaders, analysts and influencers on business, technology and sustainability for game-changing results”
Thinkers360 is an opt-in network of the world’s foremost thought leaders — including academics, advisors, analysts, authors, consultants, executives, influencers and speakers — with over 100M followers on social media combined. The company is differentiated by its unique patent-pending algorithms that measure thought leadership and authentic influence looking far beyond social media alone.
Thinkers360’s enterprise services help global brands find and work with thought leaders and influencers as well as showcase their own corporate executives, experts and content among the community to amplify their brands and “influence the influencers”.
###
Join us on Thinkers360 — Connecting Global Brands with the World’s Foremost Thought Leaders, Analysts and Influencers for Game-Changing Results!
Thinkers360 is the world’s first, largest and premier B2B thought leader and influencer marketplace — including academics, advisors, analysts, authors, consultants, executives, influencers and speakers — with over 100M followers on social media combined. We are differentiated by our unique patent-pending algorithms that measure thought leadership and authentic influence looking far beyond social media alone.
Brands, Organizations & Startups: Sign up to find and work with advisors, analysts, authors, influencers and speakers in your niche and to amplify your own executives, thought leaders, and content among our opt-in B2B analyst and influencer community with 100M+ followers on social media combined! We specialize in B2B thought leadership marketing, B2B strategic marketing, and B2B analyst and influencer relations putting your brand in front of active B2B buyers, analysts and influencers worldwide – Explore membership today!
Thought Leaders, Analysts & Influencers: To join the world’s largest opt-in B2B thought leader community and influencer marketplace, participate in our leaderboards, earn prestigious digital award badges and credentials, and build, amplify and monetize your personal and corporate brand – Sign-up today!
Readers & Writers: To contribute your own content and to browse amazing content – including articles/blogs, books, interviews, podcasts and videos, from our opt-in B2B thought leader, analyst and influencer community – Join Thinkers360 today!
Want to find and work with the world’s premier B2B advisors, analysts, authors, consultants, influencers and speakers (including access to our unique thought leader profiles and portfolios, in-depth reports and analytics, warm personal introductions, and our zero-transaction fee speaker bureau)?
Contact us to discuss any of your project needs at info@thinkers360.com
For advertising and sponsorship opportunities, please contact info@thinkers360.com.
#B2B #thoughtleadership #thoughtleaders #CMO #marketing #branding #brandmarketing #productmarketing #influencermarketing #socialmediamarketing #corporatecommunications #PR #analystrelations #influencerrelations #businessinfluencers #techinfluencers
