At Bubbly Consulting, we don’t just write content—we engineer influence. One of the best examples of this in action is our ongoing partnership with Smith & McLaurin, a B2B label stock manufacturer that’s leading the charge in sustainable packaging solutions.
Our mission? To make Smith & McLaurin unmissable online, unforgettable in conversation, and ultimately, unstoppable in the sales funnel. We do this by embedding thought leadership at the very core of their digital marketing strategy.
7 Voices. One Goal. Influence.
Every month, we ghostwrite thought leadership articles for seven of Smith & McLaurin’s internal experts. These are not product pitches. They’re smart, useful, well-researched perspectives that build credibility and trust over time.
And they work. Here’s how:
- We boost visibility through SEO. Each article is strategically optimised to improve Smith & McLaurin’s search rankings. The result? A consistent stream of new website visitors, increased brand visibility, and more organic leads.
- We shape the conversation. When decision-makers see your team sharing relevant, thoughtful perspectives, it builds authority. Thought leadership isn’t just content—it’s influence. It positions your team as trusted advisors in the buying journey.
- We attract the right leads. Good content is magnetic. We repurpose articles into helpful resources that draw in the businesses actively searching for answers to the very problems you solve.
Thought Leadership Builds Trust—and Trust Drives Sales
This is especially powerful in B2B, where relationships are long-term and decisions are complex. Our focus is on people, not products. Because at the end of the day, people don’t buy from logos—they buy from people they trust.
“Our sales conversations have evolved. Prospects are coming to the table already familiar with our team, our values, and our approach. That’s the power of thought leadership—it makes the sales process warmer, quicker and more credible,” says John Radford, Sales Director at Smith & McLaurin.
And the data backs it up. According to the 2024 Edelman-LinkedIn B2B Thought Leadership Impact Report:
- 90% of decision-makers are more open to sales outreach from companies that produce high-quality thought leadership.
- Over half of business leaders spend one hour or more per week reading it.
For B2B brands, thought leadership is an essential part of an effective digital marketing strategy.
If your sales strategy doesn’t include thought leadership, we should talk. Email hello@areyoububbly.com or call 07308 081 654.
