Spotlight Series: The role of reputation in client-centricity
In this episode of our Spotlight Series, Mark Wellings, Executive Director, Thought Leadership, explores the power of thought leadership in driving competitive advantage and differentiation in today’s dynamic B2B marketplace.
Hosted by Meta Karagianni, Chief Consulting Officer, the Spotlight Series provides insights from MomentumABM's Subject Matter Experts (SMEs). These conversations uncover critical marketing trends, key challenges, and strategies for redefining success in an increasingly client-centric world.
Why thought leadership matters
The Value of Thought Leadership 2025 reveals that executives are consuming more thought leadership than ever, with 99% saying it’s important or critical when selecting a new provider. Yet, many buyers find it hard to differentiate between providers. With content saturation, shifting buyer expectations, and the impact of generative AI, the challenge is clear: how to stand out, stay relevant, and build trust.
In this episode, Mark explores how to create client-centric, research-backed thought leadership that delivers value at every stage of the buyer journey.
Meet the expert
With over 20 years of experience in thought leadership strategy, Mark has helped global organizations develop industry-leading content that deepens client relationships and fuels commercial success. His expertise lies in crafting differentiated, evidence-based perspectives that are laser-focused on client needs.
Mark and Meta unpack the challenges derailing thought leadership today – standing out amid noise, avoiding self-serving content, and aligning the whole organization behind creation and activation. Mark highlights why businesses must move beyond producing generic content and instead adopt a holistic, multi-channel thought leadership strategy that engages clients from awareness through to decision-making.
In this conversation you’ll discover:
- Why thought leadership must be grounded in research and evidence to build credibility and drive business impact
- What distinguishes high-value, original thought leadership from content that just adds to the noise
- The importance of prioritizing client challenges over self-promotional solutions to influence senior decision-makers
- How a structured, multi-format, multi-channel approach ensures thought leadership engages decision-makers throughout the buying journey
- The impact of generative AI in enabling greater scale, efficiency, and personalization
- Why collaboration across teams, partners, and clients makes thought leadership more credible, relevant, and impactful
Hear more from Mark during his session From Top of Mind to Bottom Line: Activating Thought Leadership Across the Buyer Journey at Rethink New York on October 30, 2025.
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Transforming thought leadership into a client growth lever | Forbes
Thought leadership has transformed from a brand-building exercise into a pivotal element of enterprise decision making. It’s not just about generating interest; it's about securing trust, driving differentiation, and actively influencing purchase decisions.
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