In B2B buying, the companies that get chosen often have an advantage long before formal evaluation begins. In fact, 95% of contracts are won by companies already on a buyer’s Day One List.* But getting considered is only part of the challenge. Companies must earn trust, build confidence, and continue demonstrating value throughout the relationship.

Now in its eighth year, the 2026 Edelman-LinkedIn B2B Thought Leadership Impact Report draws on insights from more than 1,100 management-level professionals to examine how thought leadership influences buying decisions and customer relationships, from initial discovery through vendor selection and beyond. The findings reveal how AI is changing discovery and raising the bar for original thinking, how trusted external voices strengthen credibility, and how useful ideas travel through private conversations among buyers.

Explore the findings to see how thought leadership can help your company earn consideration, build buyer confidence, and strengthen customer relationships long after the sale.