Research conferences are full of buzz – but sometimes it’s more noise than clarity. Amidst the AI talk and similar shiny promises at Quirk’s London, it was easy to lose sight of what really makes this industry tick.
That is why one session stood out for all the right reasons: Vodafone Business’ ‘Creating Authentic B2B Thought Leadership’. It was a timely reminder for strong thought leadership doesn’t just inform – it builds trust, proves value, and challenges decision-makers to look at their business problems in new ways – especially crucial in a progressively tech-driven market.
More than a message
What began as an internal trends report soon evolved into an outward-facing campaign, designed to offer real value to customers – not just the sales team. By addressing genuine business pain points, they transformed insight into impact.
But they didn’t always get it spot on. During their 2018–2019 ‘Future, Ready?’ campaign, Vodafone found one question kept surfacing: Who is ready? What does it actually mean to be future-ready? Businesses will always have follow-up questions, and you campaign needs to be ready to answer them. So back they went to the drawing board.
The outcome was their ‘Fit for the Future’ campaign – built on a robust framework that helps businesses assess their own readiness for what’s next. With just a short online assessment, companies can now find out how ‘fit for the future’ they are – directly addressing customer questions and creating ongoing value.
Why did it resonate? The key factor that made this work was because it didn’t just speak to customers – it supported them. The most impactful thought-leadership isn’t just about broadcasting ideas; it’s about solving real problems, offering clarity, backing it up with research, and showing up as a true partner.
Guiding principles for robust thought-leadership
So, how do you actually get started? Luckily, the team at Vodafone Business offered up some practical principles and not just theory:
- Secure internal buy-in.
Before you even begin, get your colleagues on board. Make sure the value of the campaign is clear and aligned with your business objectives. Without internal support, it won’t gain traction.
- Offer something of real value.
Your story needs to be original, credible, and genuinely useful – something your audience won’t easily find elsewhere.
- Prove you know your stuff.
Build your narrative on research. Even small-scale desk research can go a long way in establishing authority and direction.
- Collaborate for credibility
Partner with trusted institutions to boost credibility, deepen your research and amplify your reach (Vodafone worked with the London School of Economics!).
- Get the delivery right.
Even a strong message can fall flat without strong execution. Work with the press and recognised industry voices to validate and broadcast your campaign (they worked with The Economist).
And remember: it’s not about commercialisation… yet. This is about brand positioning, building trust, and being recognised as an expert in your space. You’re playing the long game.
Vodafone Business has the stats to back that up:
- 88% of decision-makers say their respect for a business increases after engaging with thought-leadership.
- 41% of C-Suite execs have invited a company to pitch after encountering their thought-leadership.
- 45% say it directly led to choosing to work with a business.
So, the next time someone inevitably asks, “How do we commercialise this?” – that’s your answer.
Thought-leadership isn’t about the quick win. It’s about creating the kind of long-term impact that shapes how decision-makers see you, long after the campaign is done.
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In a sea of AI talk and industry buzz, Vodafone Business reminded us what real cut-through looks like. They reminded us that true impact comes from insight, integrity, and a commitment to supporting clients, not just selling to them. A big thank you to Quirk’s London for curating a programme where meaningful ideas like these could shine. It was a timely reminder that while technology may shape our future, it’s the strength of our thinking – and our ability to communicate it well – that truly drives the industry forward.