Beyond the 'nose wrinkle': Redefining thought leadership in highly technical B2B environments

In this episode of the Trust and Influence in B2B Marketing podcast, host Joel Harrison speaks with Hayley Brooksbank, Group Marketing Director at TTP (The Technology Partnership). With a background spanning professional services and agency roles, Hayley shares valuable insights on the unique challenges of developing thought leadership in a highly technical organization where confidentiality is paramount and PhDs abound.

Topics Covered

• TTP's unique position as a technology and product development consultancy working with clients from space tech companies to biotech firms
• The "nose wrinkle" phenomenon when technical experts hear the term "thought leadership"
• Creating a three-tier approach to content that distinguishes between routine content, insight articles, and true thought leadership
• Balancing SEO requirements with technical experts' desire to only publish groundbreaking content
• The role of scientific editors and ghostwriters in creating accessible yet technically accurate content
• How confidentiality requirements create additional challenges for marketing highly specialized services
• Recent breakthrough in room-temperature stable mRNA therapeutics as an example of genuine thought leadership
• The concept of "black ops thought leadership" - keeping valuable insights exclusive for key clients

Key Conclusions

1. Redefining Thought Leadership: True thought leadership should be original, commercially relevant, and genuinely disruptive. Distinguishing between different types of content helps technical experts understand what's being asked of them and why, removing resistance to content creation.
2. Building Internal Trust: For marketers in technical organizations, building trust with internal experts is just as important as building trust with clients. Being transparent about marketing objectives and respecting technical integrity helps foster this trust and partnership.
3. Finding the Balance: The most effective approach combines technical depth with commercial relevance. As Brooksbank explains: "It's about us being truthful about which type of content we need and then not over-claiming, because technical experts hate that—they can see through it."
4. Content Evolution: Even in highly technical environments, there's room for more accessible, business-focused content that provides practical value. Developing tools and insights that help clients build internal cases for budgets can be just as valuable as purely technical content.

For B2B marketers struggling to engage technical experts, Brooksbank's advice is clear: understand which "lane" your content belongs in, don't misrepresent marketing objectives, show respect for technical expertise, and build trust through genuine partnership.

This conversation offers valuable insights for any marketer navigating the complexities of thought leadership in highly specialized B2B environments where technical credibility and marketing effectiveness must coexist.