In this episode of the Trust and Influence in B2B podcast, host Joel Harrison speaks with Ananda Roy, VP of Thought Leadership at Circana (formed from the merger of IRI Worldwide and NPD). Circana won gold in the thought leadership category at the 2024 B2B Marketing Awards, competing against established global firms. Ananda discusses how thought leadership serves as a core strategic function rather than a marketing afterthought at Circana, driving business growth and repositioning the company beyond its data provider roots. Listen to the podcast here:
Circana's approach to thought leadership
As VP of Thought Leadership and Strategic Insight, Ananda occupies an unusually senior position for a thought leadership practitioner, with a seat at the strategy table. This reflects Circana's view that thought leadership is central to its advisory role with clients, not merely a marketing function.
Circana is a market research, data and technology services company advising 7,000+ clients across consumer goods, retail, automotive, sports, and technology sectors. The company analyzes $4 trillion of retail sales data annually and has invested $500 million in AI and machine learning capabilities over the past six years.
The award-winning campaign
Circana's biannual 'Demand Signals' report formed the foundation of their award-winning thought leadership approach. Instead of presenting dense data, they transformed this comprehensive category review into story-driven, commercially relevant insights that executives could immediately apply to decision-making.
"We're not trying to place large amounts of data in front of you," Ananda explains. "What we are trying to do is take a fresh look, an independent view, in some cases a very provocative view of some of the big growth topics and opportunities."
Key differentiators
Several factors distinguish Circana's thought leadership:
Commercial Integration: Unlike isolated marketing initiatives, Circana's thought leadership is fully integrated with revenue and strategic objectives. "We are completely integrated in the revenue and the strategic outcomes that Circana is after," notes Ananda.
Creative Approach: Their content deliberately doesn't "look like it comes from a B2B company," featuring designed, stylized presentations akin to creative advertising. This makes complex data more accessible and memorable.
Strategic Positioning: Instead of generating direct leads, the thought leadership positions Circana alongside management consultancies like Capgemini and PwC rather than traditional market research companies.
Domain Authority: Through consistent delivery of high-quality insights, Circana establishes deep domain expertise, enabling them to engage with senior executives, regulators, and tier-one media.
Measuring impact
While Circana doesn't attribute sales directly to thought leadership, they measure success through multiple indicators:
Invitations to bid opportunities where they wouldn't otherwise be considered
Ability to charge premium fees for data and consulting services
Success in competitive negotiations
Establishment of domain authority (their content generated 2.1 billion views and engagements)
The three-question framework
Ananda shared the simple but powerful framework guiding their thought leadership:
What are the big business questions clients are grappling with, and do we have answers?
Where do clients go when seeking these answers?
Wherever they go, are we the easiest to find?
Trust in data-driven decision making
With growing skepticism around data veracity and AI biases, establishing trust has become increasingly crucial. Circana builds trust through:
Evidence-based, independent viewpoints
Cross-functional accessibility (engaging beyond insights teams to include R&D, procurement, and operations)
Team-based approach rather than individual "guru" voices
Demonstrable investment in client success beyond selling solutions
Looking forward
For 2025, Circana will focus on demonstrating practical AI and machine learning applications while highlighting potential biases in AI models. They'll also reexamine category assumptions around pricing, promotion effectiveness, and media relationships that have been disrupted by recent economic shifts.
Key Takeaways for B2B Marketers
Ananda offers several insights for marketers looking to elevate their thought leadership:
Listen first: "I think listening is a very important part of being a thought leader. Being a good follower effectively rather than a leader is crucial."
Ground perspectives in evidence: Develop strong analytical viewpoints backed by data.
Connect emotionally: "There is an emotional aspect to thought leadership which goes well beyond the data. The ability to inspire and engage audiences and get them to work behind an idea that may have sprung off some numbers on your desk."
Stay authentic: "The most important thing is to be authentic, be interesting, not take yourself too seriously. It's fun time to be in business, right?"
Circana's approach demonstrates how thought leadership can transcend traditional marketing to become a strategic business asset that builds trust, establishes domain authority, and ultimately drives commercial success.
コメント