B
Evidence Grade B
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accuracy verified by the review judge
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Recent
48%
48% -- share of decision makers awarding business for B2B decision-makers (2025)
48% of B2B decision-makers awarded business to an organization because of its thought leadership.
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Lighthouse Research Team
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Evidence graded
Value
48%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
60
Independence
30
Methodology
45
Freshness
95
Source
Edelman and LinkedIn
Primary
Tier A
https://greenfroglabs.com/blog/brand-awareness-campaign ↗
Source Article
A brand awareness campaign is a structured marketing effort designed to increase how many people recognize your brand and what they associate it with. The goal is not immediate sales. It is moving your brand from unknown to familiar within a defined audience.
According to Kantar's 2025 BrandZ Global…
Original Research
Edelman and LinkedIn
· Original study ↗
Methodology
Edelman-LinkedIn B2B Thought Leadership Impact Study
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B decision-makers: 48% share of decision makers awarding business. Source: Edelman and LinkedIn (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/edelman-linkedin-decision-makers-awarded-business-2025
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<blockquote cite="https://lighthousedata.io/data/edelman-linkedin-decision-makers-awarded-business-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>48%</strong> -- share of decision makers awarding business for B2B decision-makers<br><small>Source: Edelman and LinkedIn (2025) · <a href="https://lighthousedata.io/data/edelman-linkedin-decision-makers-awarded-business-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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