Step 3

Substantiate your claims through Thought leadership

Today, more than ever, solid, research-based content is king.

Identifying the right customers to target and developing a claim that is differentiated enough to get noticed by potential buyers is only part of what it takes to consistently win new business.

Now you must present a body of evidence that overwhelmingly supports your compelling claim.

Over 90% of B2B product research happens online and more than half of that research is conducted over mobile devices at the workplace. That means that the body of evidence has to be digital and mobile friendly.

At a minimum, this body of evidence must include: a white paper, case studies, blogs, informative product pages, animated slides, and videos.


1. provide high value information

You content should not be an advertisement. It should not promote product features or make hyperbolic claims. The most important thing your marketing content has to do is provide high value information.

2. designed to provide a journey

You want to lead your readers from a high level introductory overview to specialized content focusing on specific issues important to them. This is the way we all naturally learn—we go from the big picture to the details.

3. Targeted and deep

While there typically is one final decision maker in most organization for your product, many others will be involved in the decision making. These include the technical validators, the compliance validators, potential end-users, and Procurement.

In fact, studies show that there may be as many as 13 stakeholders in a company.

Therefore, it is important to develop targeted content that addresses the specific areas of concerns of the stakeholders such as Procurement, Compliance, IT, and so on.

This is a lot of work. But, it is also how you can stand out and clearly differentiate yourself as the thought leader in your chosen space.



Without highly compelling evidence, your marketing efforts will look like bad advertising that will likely get tuned out. Your digital content should prove that you have the most complete understanding and expertise of a buyer’s problem and you know how to solve it. Ideally, your content will also be superior to what your competitors provide. 

It’s what we do at SOMAmetrics. Let us help.