Omnia Strategy Group, a respected B2B tech advisory, released its groundbreaking report, “The 2024 State of Thought Leadership”.

Only 44% of B2B tech thought leadership programs achieve success – new groundbreaking report uncovers why.

The report, which surveyed over 200 marketing leaders in the B2B tech industry, reveals that only 44% of respondents rate their thought leadership programs as “very effective.”

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It identifies numerous contributors to this underperformance, including internal politics (56%), market differentiation challenges (38%), and too much emphasis on lead-focused content (69%), as exacerbating factors. The report urges organizations to reevaluate their strategies and emphasizes the importance of prioritizing long-term value creation.

Download the full report for a comprehensive analysis of these critical findings.

Key Findings:

1. Leadership is Crucial Driver of Success: 44% rate their thought leadership programs as “very effective”, and 47% feel their executives truly value and understand thought leadership. Interestingly, the research highlights a critical link between leadership support and effectiveness. Programs backed by leaders who truly value and understand the strategic role of thought leadership, are significantly more likely to achieve success.
2. Balancing Substance Over Immediate Lead Generation: 78% say the industry needs to prioritize substantial, thought-provoking content. Moreover, 69% recognize that prioritizing content solely for lead generation undermines thought leadership’s mission and can negatively impact pipeline and revenue.
3. The Basics Still Matter: To stand out in a competitive market, organizations prioritize in-depth research (50%), a strong brand identity (44%), and unique industry perspectives (41%). These actions underscore the importance of depth, authenticity, and differentiation that drives successful thought leadership.
4. Internal Politics Sabotage Success: Internal politics hinder the development and execution of thought leadership initiatives for 56% of respondents. Addressing organizational obstacles such as leadership interference, misalignments and bureaucracy, is essential for thought leadership initiatives to thrive.
5. Rethinking Metrics: Engagement metrics (42%) and market influence (SOV) (39%) are top indicators used to measure ROI. However, the emphasis on these metrics suggests a broader need for more sophisticated ROI models that capture long-term, strategic value.
6. Generative AI: Innovation or Intellectual Bankruptcy? Despite 90% adoption of AI tools, organizations must address concerns around authenticity (43%), data privacy (42%), and accuracy (39%) to fully leverage their potential.

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In addition to exposing challenges and trends, the report reveals key differences between “very effective” and ‘somewhat effective’ programs. ‘Very effective’ initiatives prioritize original research, diverse stakeholder engagement, and sophisticated ROI models. They proactively shape industry conversations, integrate with broader marketing efforts, and align with strategic goals. In contrast, ‘somewhat effective’ programs are often reactive, relying heavily on press releases and lacking originality, stakeholder involvement, or strategic alignment.

Jessica Marie, Founder of Omnia Strategy Group, commented on the findings: “The B2B tech industry is at a crossroads. While the significance of thought leadership is increasingly recognized, many organizations struggle with capitalizing on its potential. Deeper issues persist, such as a fundamental misunderstanding of long-term value creation and the misguided notion that genuine influence can be bought through shortcuts. Our report provides clarity, urging B2B tech leaders to embrace a more strategic, forward-thinking approach that prioritizes depth, narrative-driven marketing, and lasting market leadership.”