Thought leadership has always been an important element of B2B marketing communications strategy. The reason is simple: most B2B products and services are considered purchases. The selling cycle is normally months or even years, and requires that the customer be educated in the technology or other issues.

Most B2B marketers we talk with understand the need and have some area where they can be thought leaders. In the past, much of the burden for presenting a B2B marketer’s thought leadership message fell on the shoulders of the sales person. However, a host of factors have changed the rules for delivering these messages. Sales reps no longer have the time they once had with customers, let alone prospects. Buying committees have sometimes separated the reps from the real decision makers. And more buyers are doing their preliminary product research online. So you’re increasingly faced with the need to deliver the message when you’re not in the room.

Thus, while the opportunity for thought leadership communications is great, the tools have changed radically. Making the most of these new opportunities requires a new and different set of skills to leverage today's techniques and tactics to your advantage:

First, you have to develop the content. But too many B2B Internet sites are little more than e-catalogs and miss the multitude of benefits they’d get if they shared some of their knowledge with the world.

Second, you need to drive people to that content, using any means possible to reach your audience. Can you reach them with e-mail, snail mail, Twitter, mobile devices, banner ads, paid search, text messages, e-mail sponsorships, or podcasts?

Third, you have to integrate the elements of your program, so that your print and online ads, your pay-per-click ads, your e-mail and your P.R. releases all link to a page where that issue is addressed. Of course, your sales organization needs to know what you’re saying and be ready to reinforce it when the opportunity arises with a customer.

Finally, you have to test, measure and revise your program constantly, making sure your message is getting out, prospects are listening, and that some readers are taking the steps you’d like them to take.

It isn't enough to have thought; you have to show leadership.