Episode 3 – Madelaine’s take on B2B thought leadership

Is B2B thought leadership just another overused term—or a genuine way to drive long-term brand trust and credibility? In this episode of Shaking the B2B Tree, we explore what true thought leadership looks like, how to build it properly, and why data is your most powerful tool.

Madelaine Oppert, VP of Marketing at iResearch Services, shares her insights on creating thought leadership that goes beyond fluffy opinions and starts with something more substantial—credible data, clear purpose and emotional relevance. She explores how brands can build authority by offering something genuinely new to their audience, and why activation matters just as much as insight.

From the importance of robust survey design to storytelling that hits both head and heart, Madelaine’s take is a sharp, honest reminder that thought leadership isn’t about saying something—it’s about saying something worth hearing.