Thought leadership throughout the
buying journey

Today, thought leadership influences the entire sales funnel – from epiphany to interest to post-purchase loyalty

Catalyzing the buyer journey with thought leadership

Today, 99% of senior executives believe that thought leadership is important or critical when assessing potential solution providers, marking a 12% increase from 2023. But thought leadership influences the entire sales funnel – from epiphany, through interest, to post-purchase loyalty. In this section, we explore how.

99%

of senior execs say thought leadership is important or critical when assessing potential solution providers

Thought leadership accelerates deals

Thought leadership catalyzes inbound opportunities and initiates the buyer journey. A significant 77% of buyers indicate they are more likely to work with providers who offer strong thought leadership. Furthermore, 84% of buyers say they would explore additional content like articles, case studies, and guides from a provider if the initial thought leadership content meets their needs.

Thought leadership can also quicken the sales process and enhance the likelihood of closing a deal: if the content meets their exact needs, 79% say they would review the capabilities of the provider that produced it, while 75% would compare the capabilities of the provider(s) that addressed their problem/opportunity.

Today, these early stages of the buying process – epiphany to interest – are critical: 71% of buyers tend to identify the winning solution provider before they compile a shortlist, according to our Client Buying Index study.

Q. What action would you typically take when thought leadership meets your exact needs? (Select 5)

Thought leadership is a means to an end – not an end in itself

Thought leadership can make a deal – and it can break a deal. Sixty-six percent of buyers say they would not engage with a new provider if they found their thought leadership to be subpar, and 72% would not recommend such a provider.

James Redgrave at State Street captures the influential power of thought leadership, stating: “Clients are not just buying State Street services because we write good thought leadership. But the fact that we write good thought leadership gives clients the confidence to believe that we will provide good services.”

The fact that we write good thought leadership gives clients the confidence to believe that we will provide good services.”

James Redgrave, Vice President of Global Thought Leadership & Editorial, State Street

Thought leadership preferences across the buying process

Not all thought leadership is created equal

Our data shows a clear progression in the thought leadership formats that resonate most strongly with buyers at each stage of the journey. Early on, compelling bite‐size formats can help capture attention and drive awareness. As interest grows, richer, more detailed analytical assets become vital for thorough evaluation. By the time the buyer is ready to confirm their decision, executives need robust, often customized content that speaks directly to their unique challenges – complemented by personal interactions.

State Street’s James Redgrave explains: “The people who are making the final decision are going to expect the kind of analysis and detail that can only be achieved in a long-form report. You may get lots of clicks on a 300-word blog from people who are vaguely interested in the topic, but the most senior stakeholders don’t need their information broken down into small chunks.”

This data highlights that not all content is created equal – nor should it be judged equally. Nurturing a lead means targeting a smaller and smaller subset of people. “It’s not just about impressions; it’s about knowing who you will reach and what resonates with them,” says Fujitsu’s David Gentle. The fact that metrics like clicks and views diminish as assets get more detailed does not reflect diminishing returns; it could mean your nurture strategy is working.