Building a B2B Thought Leadership Brand: How to make an impact and get it right
Play • 26 min

In the B2B marketing world, organizations that harness the power of thought leadership can leverage this to drive their business forward. However, building a thought leadership brand can be daunting.

Enter Mark Raffan, a highly successful serial entrepreneur and lover of marketing, negotiation and thought leadership. Having coached executives and teams in some of the largest companies in the world, Mark shares some advice on how to get started, as well as some hot takes on some of the things you can do to get it right.

Sneak peek:

"For anyone who’s thinking about developing a thought leadership brand, I want you to start by thinking about the one thing in your industry that you would chop down with a sword. Then start to think about why you feel that way and what the logic behind it is. Then start thinking about the kind of content that you can build off of this." - Mark Raffan

Key discussions covered in this episode include:

  • The definition of thought leadership and how B2B companies can build thought leaders to help amplify their brand
  • How to successfully distribute content via social media marketing, and some specific examples that you can get started on
  • Tips and tricks on what to avoid and lean into, and how to stand out without being too controversial
  • Negotiation as a long-lost cousin of marketing, and how some of the principles overlap

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About Mark: Mark is a serial entrepreneur and lover of marketing and thought leadership. Mark is an expert in negotiation, influence, and persuasion. He has coached executives and teams in some of the largest companies in the world, such as Zendesk, Nike, Citi Bank, The Sasha Group, Salesforce, The US Army, LinkedIn, and Humana. Mark has been featured in Entrepreneur, Forbes, Thrive Global, Supply and Demand Chain Executive Magazine (as a 2019 pro-to-know), and has appeared on dozens of podcasts, including Make it Happen Mondays, The Brutal Truth About Sales, and The Insider’s Guide to Finance.

About This Podcast: The Supercharge Marketing podcast is for B2B Marketers who believe in the power of brand and storytelling. Featuring no-B.S. conversations from marketing experts who dare to do things differently, this podcast will leave you feeling inspired and ready to amplify your marketing strategy to thrive and stand out in the rapidly evolving world of marketing.

About Lumen5: This podcast is brought to you by Lumen5, a video creator made by marketers, for marketers. Easily make videos for content marketing, thought leadership, and brand awareness in a snap. Used by thousands of businesses, supercharge your content strategy today. Use code SUPERCHARGE to get 20% off your first 3 months.

To read the transcript for this episode, click here.

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