The Evolution of B2B Influence: Moving Beyond Traditional Thought Leadership
I was glad to contribute to Marketing Interactive’s latest timely exploration of how B2B influence is evolving across APAC, alongside several insightful industry voices.
The article drew inspiration from the Dentsu report titled “The Superpowers Index Asia Pacific”, which is now in its fifth year of delivering industry insights.
Here are the key takeaways
• Trust still drives B2B decisions, but how trust is built is changing. Buyers now rely more on reputation, peer conversations and credible creators.
• Influencer marketing is rising fast in B2B, yet many brands are still under-leveraging it.
• APAC is becoming a growth engine for B2B influence due to clarity of purpose and stronger digital experiences.
• “Ease” will shape the next wave of decision-making, from frictionless discovery to simpler buying journeys.
My contribution/POV
I shared that while some may see thought leadership as an old idea, it continues to hold real value in B2B. What is changing is how it needs to be delivered. It is no longer just about producing content; it is also about reaching audiences where they already spend their time. Podcasts, independent newsletters and short-form video are becoming essential touchpoints for modern B2B buyers.
I also highlighted that the most effective B2B brands will build their content strategy around credible voices. This means empowering internal experts, collaborating with niche creators and co-creating with people who influence category thinking.
In many ways, the future of B2B influence will feel less like a campaign and more like a community of peers shaping the conversation together.
Read the full article here on Marketing Interactive
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