Simply put, thought leadership refers to content that is made available for free and shares insightful and unique perspectives in your field of expertise to help solve customer problems. The report taps the collective perspective of nearly 3,500 management-level professionals to help marketers, communicators and salespeople understand the value that thought leadership can provide amid times of great uncertainty. With this backdrop top of mind, Edelman and LinkedIn teamed up to produce our fifth annual B2B Thought Leadership Impact Report, offering insight into the buying behaviors of B2B decision-makers and C-suite executives during an economic downturn. For many B2B companies, it is likely that budgets will tighten while sales cycles will extend – forcing decision-makers and C-suite executives to take a hard look at which partners are critical to running the business, and which are not. Businesses around the world are facing a potential economic downturn that will disrupt many aspects of their operations, services, and activities.

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