Appendix

About the research

In May 2022, Buday Thought Leadership Partners, Rattleback, and Phronesis fielded an online study to determine how B2B companies are approaching thought leadership and how recipients of this content use and value it.

The partners also conducted five qualitative hour-long interviews with C-level executives to probe how their companies apply the thought leadership provided by companies that seek to partner with them.

TL Consumers:

152 answered 22 questions
5,800+ answered five “omnibus” questions (99% U.S.)
Level in organization: 46% C-suite; 40% direct report to C-suite; 15% second level reports to C-suite
Average revenue: 38% $50 million to $100 million; 27% $100 million to $500 million; 14% $500 million to $1 billion; 13% $1 billion to $5 billion; 7% $5 billion to $10 billion; 1% $20 billion+
Industries surveyed: banking, insurance, retail, software/tech, industrial manufacturing, consumer packaged goods, automotive, media and entertainment, life sciences and health care, travel, and hospitality
Five executives, one each from automotive, consumer packaged goods, media and entertainment, cloud services, and the public sector, participated in qualitative interviews

TL Producers:

163 answered 25 questions
Geographically diverse: 47% North America; 15% Europe; 34% Asia-Pacific
Asked about the TL content and marketing by firms in 5 B2B sectors:
- Management consultants
- IT services and cloud computing
- Tech
- Law and accounting
- Financial services (investment banking, venture capital, private equity)