In the past decade, thought leadership has exploded as a B2B marketing activity. Almost every company is producing some form of “thought leadership” but the majority of these campaigns have limited impact. Audiences are overwhelmed and increasingly dissatisfied with the rigour of the research, the quality of the insight and the same tired, old formats.

At Exhibit B, we believe that thought leadership remains a powerful tool for B2B marketing, but that the time has come for a new model. After years in which these reports have covered disruption of one kind or another, it is time for thought leadership itself to face its moment of disruption.

In this exclusive webinar, Exhibit B founders Rob Mitchell and James Watson will explore the key challenges facing thought leadership producers today. Drawing on decades of experience as well as input from some of the leading figures in B2B marketing, they will explain why thought leadership has become a victim of its own success, and outline practical steps that producers can take to shift their thinking, disrupt the traditional model and once again create campaigns that have genuine influence and impact.

The webinar will take place on May 12th, 2026 at 8am ET, 1pm BST, 2pm CET. You can register to join for free by clicking on 'save my spot'. 

Thought leadership disrupted: a manifesto for change