In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Rob Mitchell, Co-Founder of Exhibit-B and former CEO of FT Longitude. Together, they explore how thought leadership is undergoing a dramatic transformation, evolving from a traditional top-of-funnel brand-building tool into a dynamic, full-funnel marketing discipline. Is thought leadership finally delivering the commercial value B2B marketers have been waiting for?
➡️ Rob brings over 20 years of expertise in thought leadership. Based on Joel's analysis of hundreds of B2B Marketing Awards entries, they unpack five critical trends: the data foundation gap revealing most campaigns lack robust research, the surge in sales integration with over 53% now including sales enablement, the format revolution with documentary content doubling while audio declines, the untapped potential of interactive content, and the distribution shift from broadcast to direct channels. They discuss why synthetic data isn't ready, how to commercialize without killing trust, and why formats matter less than substance.
Chapters:
00:00 - Introduction to Thought Leadership's Evolution
02:34 - Rob Mitchell's Journey into Thought Leadership
03:47 - The Data Foundation Gap
15:23 - The Sales Integration Surge
24:19 - The Format Revolution
32:09 - The Dynamic Content Gap
37:15 - Distribution Shift: Broadcast to Direct
43:13 - Where Thought Leadership is Heading
Follow Rob Mitchel
https://www.linkedin.com/in/rob-mitchell-ned/?originalSubdomain=uk
https://exhibit-b.com
If you care about making B2B marketing more meaningful, useful, and memorable, this conversation is for you. It's honest, reflective, and packed with takeaways that can help elevate your approach to thought leadership—whether you're a content creator, strategist, or brand leader.
🌐 Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/
💬 What do you think matters more—data-driven research or compelling storytelling? Let us know in the comments below.
🔔 Subscribe to the channel for weekly insights, interviews, and on-the-ground perspectives from the world of B2B marketing. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1
📲 Follow Joel Harrison and Trust & Influence in B2B across the web:
LinkedIn ▶ https://linkedin.com/in/joelharrison/
Podcast ▶ https://trust-influence-in-b2b.captivate.fm/
Instagram ▶ https://instagram.com/joelharrisonb2b/
#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #SalesEnablement, #ContentMarketing, #MarketingResearch, #FullFunnelMarketing, #B2BLeadership
