Newsletter sign-up

Does my company subscribe?

Contact Sales:1-800-405-0844

Products

See All Solutions →

By Product EMARKETER PRO+Analyst Access Program

By Use Case Determine Market Sizing Develop Strategies Allocate Budget Benchmark Performance Win New Business Develop Go-to-Market Strategy Stay Informed Thought Leadership See All Use Cases →

Advertising & Sponsorship

Boost your brand and generate demand with media programs.

Events & Resources

Learning Center

Read through guides, explore resource hubs, and sample our coverage.

Register for an upcoming webinar and track which industry events our analysts attend.

Listen to our podcast, Behind the Numbers for the latest news and insights.

Latest Articles

Explore our Research →

About

Learn more about our mission and how EMARKETER came to be.

Key decision-makers share why they find EMARKETER so critical.

Take a look into our corporate culture and view our open roles.

Join the Team →

Our Methodology

Rigorous proprietary data vetting strips biases and produces superior insights.

See our latest press releases, news articles or download our press kit.

Speak to a member of our team to learn more about EMARKETER.

Already have a subscription?

Access All Charts and Data

Transparently sourced data in visual form, perfect for legitimizing your strategic ideas and thought leadership via internal and external presentations.

Access All Charts and Data

Transparently sourced data in visual form, perfect for legitimizing your strategic ideas and thought leadership via internal and external presentations.

September 21, 2021

Shortcomings of Thought Leadership Content According to B2B Professionals Worldwide*, July 2021 (% of respondents)

Methodology

Data is from the September 2021 Edelman and LinkedIn "2021 B2B Thought Leadership Impact Study." 3,593 B2B professionals in Australia, Canada, India, Singapore, the UK, and the US were surveyed online during June-July 2021. Respondents were LinkedIn members surveyed on the LinkedIn platform. Respondents identified their role as CXO (6%), partner (2%), owner (6%), director (32%), manager (44%), and VP (10%). Respondents identified the number of employees at their company as 1-200 (42%), 201-1,000 (15%), 1,001-10,000 (18%), and 10,001+ (25%).

Featured In

Where’s the disconnect for B2B content marketers?Spotlight: Elevating B2B Content

Sources

Share

Chart Title

Shortcomings of Thought Leadership Content According to B2B Professionals Worldwide*, July 2021 (% of respondents)

Publication Date

September 21, 2021

Sources

Featured In

Where’s the disconnect for B2B content marketers?Spotlight: Elevating B2B Content

Topics

B2B Marketing Content Marketing

Worldwide

Daily News

OOH spurs hike in awareness

OOH spurs hike in awareness

TV is a major driver of holiday gift inspiration

TV is a major driver of holiday gift inspiration

Nearly half of ad-supported TV viewing is streaming

Nearly half of ad-supported TV viewing is streaming

From hidden costs to full control: Georgia-Pacific’s programmatic pivot

From hidden costs to full control: Georgia-Pacific’s programmatic pivot

Meta's ambitions: Inserting AI, evolving Instagram, and monetizing WhatsApp

Meta's ambitions: Inserting AI, evolving Instagram, and monetizing WhatsApp

Marketers use genAI to customize video ads

Marketers use genAI to customize video ads

How marketers can embrace Gen Alpha’s spending power

How marketers can embrace Gen Alpha’s spending power

Loyalty programs give RMNs an advantage in the age of agentic AI

Loyalty programs give RMNs an advantage in the age of agentic AI

Ad schools overhaul curriculum as AI reshapes junior roles, expectations

Ad schools overhaul curriculum as AI reshapes junior roles, expectations

Rising health concerns drive demand for NA and low-ABV options

Rising health concerns drive demand for NA and low-ABV options

ESPN’s evolution to a DTC brand has begun

Self-service data access is still missing from most retail media networks

Self-service data access is still missing from most retail media networks

Soccer is booming ahead of the World Cup. Where is Apple TV+?

Soccer is booming ahead of the World Cup. Where is Apple TV+?

When campaigns miss the mark and how to make it right

When campaigns miss the mark and how to make it right

Retail promotions buoyed July sales, but inflation worries are rising

Retail promotions buoyed July sales, but inflation worries are rising

Latest Reports

Infopack: South Korea Digital and Consumer Landscape 2025

Infopack: South Korea Digital and Consumer Landscape 2025

Europe Digital Ad Spending 2025

Europe Digital Ad Spending 2025

US B2B Martech Spending Forecast 2025

US B2B Martech Spending Forecast 2025

Consumer Distrust in Healthcare 2025

Consumer Distrust in Healthcare 2025

Infopack: Japan 2025

Infopack: Japan 2025

Infopack: Video Games 2025

Infopack: Video Games 2025

What the Rise of GenAI Assistants Means for Retail Media

What the Rise of GenAI Assistants Means for Retail Media

Real-Time Payments Trends 2025

Real-Time Payments Trends 2025

US Social Ad CPMs Forecast 2025

US Social Ad CPMs Forecast 2025

Triopoly Advertising Earnings Q2 2025

Triopoly Advertising Earnings Q2 2025

US Time Spent vs. Ad Spending 2025

US Time Spent vs. Ad Spending 2025

Infopack: Indonesia Commerce Landscape 2025

Infopack: Indonesia Commerce Landscape 2025

5 Overlooked Digital Ad Opportunities

5 Overlooked Digital Ad Opportunities

Creator Economy Explainer 2025

Creator Economy Explainer 2025

Unlocking Data and AI’s Promise in Banking

Unlocking Data and AI’s Promise in Banking

Popular on EMARKETER

Google AI Overviews decrease referral traffic as much as 25%

Google AI Overviews decrease referral traffic as much as 25%

Diversifying ad spend from Meta, Google can increase ROAS up to 214%

Diversifying ad spend from Meta, Google can increase ROAS up to 214%

Walmart broadens DSP partnerships beyond The Trade Desk

Walmart broadens DSP partnerships beyond The Trade Desk

OOH spurs hike in awareness

OOH spurs hike in awareness

YouTube and Netflix cement dominance as streaming nears half of TV use

YouTube and Netflix cement dominance as streaming nears half of TV use

Netflix’s growth proves its position as the top streaming service for advertisers

Netflix’s growth proves its position as the top streaming service for advertisers

YouTube throws hat in the ring for Academy Awards streaming rights

YouTube throws hat in the ring for Academy Awards streaming rights

Meta splits AI division, cancels frontier model, and braces for departures as talent war intensifies

Meta splits AI division, cancels frontier model, and braces for departures as talent war ...

TV is a major driver of holiday gift inspiration

TV is a major driver of holiday gift inspiration

Nearly half of ad-supported TV viewing is streaming

Nearly half of ad-supported TV viewing is streaming

Programmatic ad waste grows 34% in two years, per ANA

Programmatic ad waste grows 34% in two years, per ANA

From hidden costs to full control: Georgia-Pacific’s programmatic pivot

From hidden costs to full control: Georgia-Pacific’s programmatic pivot

Meta's ambitions: Inserting AI, evolving Instagram, and monetizing WhatsApp

Meta's ambitions: Inserting AI, evolving Instagram, and monetizing WhatsApp

Marketers use genAI to customize video ads

Marketers use genAI to customize video ads

Gen Z’s media consumption habits outline the path ahead for advertisers

Gen Z’s media consumption habits outline the path ahead for advertisers

"Behind the Numbers" Podcast

What If? The Future of Digital — Browsers AI Battleground, Agentic Shopping Fails, and GenAI Creates Jobs | Behind the Numbers

What If? The Future of Digital — Browsers AI Battleground, Agentic Shopping Fails, and GenAI Creates ...

Retail Partnership Playbook: How to Choose and Build Powerful Collaborations with Mack Weldon | Reimagining Retail

Retail Partnership Playbook: How to Choose and Build Powerful Collaborations with Mack Weldon | ...

Late Show Canceled & an NFL–ESPN Mega Deal: Has Streaming Finally Beaten Linear TV? | Behind the Numbers

Late Show Canceled & an NFL–ESPN Mega Deal: Has Streaming Finally Beaten Linear TV? | Behind the ...

How Amazon is Weathering Tariffs, Prime Day’s Surprise, and the AI Bracelet of the Future | Behind the Numbers

How Amazon is Weathering Tariffs, Prime Day’s Surprise, and the AI Bracelet of the Future | Behind ...

Sydney Sweeney's American Eagle Ad—When Marketing Misses the Mark, Can Brands Bounce Back? | Reimagining Retail

Sydney Sweeney's American Eagle Ad—When Marketing Misses the Mark, Can Brands Bounce Back? | ...

Why It Will be Hard for FMN's to Play the Same Game as Other Commerce Media Folks | The Banking & Payments Show

Why It Will be Hard for FMN's to Play the Same Game as Other Commerce Media Folks | The ...

Google’s AI Overviews Turned One: Is It Already Game Over for AI Search Competitors? | Behind the Numbers

Google’s AI Overviews Turned One: Is It Already Game Over for AI Search Competitors? | Behind the ...

Retail’s New Calendar: How Summerween and Christmas in July Are Changing Shopping | Reimagining Retail

Retail’s New Calendar: How Summerween and Christmas in July Are Changing Shopping | Reimagining ...

X After Yaccarino: What Her Exit Tells Us About the Road Ahead | Behind the Numbers

X After Yaccarino: What Her Exit Tells Us About the Road Ahead | Behind the Numbers

Is Netflix the Future of Living Room Entertainment? “Not So Fast,” Says YouTube | Behind the Numbers

Is Netflix the Future of Living Room Entertainment? “Not So Fast,” Says YouTube | Behind the Numbers

The Unofficial Most Interesting Retailers List (July 2025) | Reimagining Retail

The Unofficial Most Interesting Retailers List (July 2025) | Reimagining Retail

The Missing Link in Omnichannel: How Authentic Brand Storytelling Drives Real Connection | Behind ...

Retail Media and Social are Changing Search Marketing | Behind the Numbers

Retail Media and Social are Changing Search Marketing | Behind the Numbers

Amazon Prime Day 2025 Explained: Trends, Analysis and Insights from the 4-Day Event | Reimagining Retail

Amazon Prime Day 2025 Explained: Trends, Analysis and Insights from the 4-Day Event | Reimagining ...

TikTok and Instagram’s Push Into Living Rooms | Behind the Numbers

TikTok and Instagram’s Push Into Living Rooms | Behind the Numbers

Trending in United States

Diversifying ad spend from Meta, Google can increase ROAS up to 214%

Diversifying ad spend from Meta, Google can increase ROAS up to 214%

Google AI Overviews decrease referral traffic as much as 25%

Google AI Overviews decrease referral traffic as much as 25%

Walmart broadens DSP partnerships beyond The Trade Desk

Walmart broadens DSP partnerships beyond The Trade Desk

Programmatic ad waste grows 34% in two years, per ANA

Programmatic ad waste grows 34% in two years, per ANA

GenAI reshapes ad creative, but trust still lags behind

GenAI reshapes ad creative, but trust still lags behind

Gen Z’s media consumption habits outline the path ahead for advertisers

Gen Z’s media consumption habits outline the path ahead for advertisers

OOH spurs hike in awareness

OOH spurs hike in awareness

YouTube and Netflix cement dominance as streaming nears half of TV use

YouTube and Netflix cement dominance as streaming nears half of TV use

Netflix’s growth proves its position as the top streaming service for advertisers

Netflix’s growth proves its position as the top streaming service for advertisers

Meta makes strides in ad automation goals with new features to consolidate targeting

Meta makes strides in ad automation goals with new features to consolidate targeting

Nearly half of ad-supported TV viewing is streaming

Nearly half of ad-supported TV viewing is streaming

YouTube throws hat in the ring for Academy Awards streaming rights

YouTube throws hat in the ring for Academy Awards streaming rights

Macy’s is the first major retailer to use Amazon's retail media tech

Macy’s is the first major retailer to use Amazon's retail media tech

From hidden costs to full control: Georgia-Pacific’s programmatic pivot

From hidden costs to full control: Georgia-Pacific’s programmatic pivot

Meta splits AI division, cancels frontier model, and braces for departures as talent war intensifies

Meta splits AI division, cancels frontier model, and braces for departures as talent war ...