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Hello, all! 

 

We all know how important thought leadership is when it comes to position yourself as a subject matter expert and establish more meaningful relationships with prospects and customers. It can be as simple as simple as ‘’picking something you are comfortable with’’ and sharing your insights on that specific topic. 

 

Recently members also shared their experience in creating and sharing thought leadership content and how that is helping them establishing their own personal brand online. Something we’ve discussed during this live session was how important it is to understand (1) your industry and (2) the audience your talking to.

 

Why is this important? Well, as a sales professional you want your potential and actual customers to be 100% sure you know how to address and solve their challenges. By showing them how well you understand their industry and themselves, they’re more likely to see you as a trusted partner. This happens given that we tend to trust individuals when they prove to us that they're industry experts who know exactly how to help us overcome any difficulties we might have. 

 

This said, I’d like to understand if, before you start sharing and creating thought leadership content, how you’re identifying the industry you want to focus on and how that relates to your product/service. Additionally, once you’ve nailed down the topics you want to prioritize, how are you then thinking about how to effectively talk to the audience you want to target. 

 

Let us know how’s your experience with building thought leadership content. All your Community peers and I would love to hear all about your successes and examples on how this content has helped you secure more deals.

 

Looking forward to hearing from you,

Nádia

Hi Nádia, we're a sales training firm, so our thought leadership is centred around our core learning content to help sales teams and leaders -- I know, we get to cheat a little 🙂

 

From there, we stay in tune with the challenges our clients are facing. For example (shameless plug), our sales team just shared their own prospecting tips that land meetings because some clients are struggling to connect with prospects right now.

 

For salespeople who are getting started with thought leadership, try looping in your marketing team for support! They'll know the ins and outs of creating and distributing content, which goes a long way.

Thank you so much for sharing this incredible feedback, @Connie T​. Well done, you have such a well established thought leadership strategy. 👏

 

I love how well you know, not only your industry, but also your audience. By nailing these two, you're able to position yourself and your brand as a thought leader on core learning content for sales teams and leaders, as well as ensure you're helping them to improve their day-to-day selling activities.

 

Additionally, the video you shared is a great thought leadership content example. It's short, concise and full of actionable tips that can be easily consumed and put into practise. This is exactly what users and customers are looking for, since their/our time is precious so if you can show how to add value in less than 2min that's a big win!

 

On a final note, couldn't agree more that reaching out to the marketing team and leveraging content they're creating can be a first great step. You won't need to create new assets and you'll be able to align with the message the marketing team is focusing on.

 

Fantastic tips, @Connie T​! 😊

Thanks for starting this important conversation, ​@nadia !

For me, thought leadership began with a clear understanding of who I want to help and what problems I can solve best. I work with B2B founders, consultants, and sales professionals who want to generate high-quality leads using LinkedIn marketing—without relying on cold calling.

Before I started creating content, I took a step back to analyze:

  • What stage my audience is at (awareness, consideration, or decision)
  • What specific pain points they face (e.g., low visibility, weak messaging, inconsistent lead flow)
  • What language and tone they respond to (relatable, actionable, and no fluff)

From there, I focused on delivering value through posts, short videos, and even free templates—everything designed to solve a specific problem or spark a conversation. I also share behind-the-scenes stories and case studies that showcase my thought process, not just the results.

I’ve found that consistently showing up with genuine, practical insights has helped me build trust and convert leads faster. Many people who consume my content silently for weeks eventually reach out saying, "I’ve been following your tips—now I’m ready to work with you."

Ultimately, I see thought leadership as a way to serve first, sell second. The more specific and human you get with your content, the more people resonate with it.

Looking forward to learning from everyone else’s experiences too!

-- Sinchu Raju

​@Sinchu Raju I love how intentional you are about understanding your audience before diving into content, and how you blend value with authenticity. That “serve first, sell second” mindset truly shines through, and it’s inspiring to see how that approach builds real trust over time.

 

-Kamille

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