Financial Services
Jordan Hill
Standing out isn’t just about having a stellar product or a slick pitch deck. It’s also about credibility. And in 2025, thought leadership is emerging as one of the most powerful tools startups can use to build that credibility.
A recent study by Edelman and LinkedIn revealed that 73% of decision-makers believe thought leadership offers a clearer picture of a company’s capabilities than traditional marketing ever could. However, the same study also found that only 15% of thought leadership content is considered “very good” or “excellent.” This gap presents an opportunity for founders who are willing to create truly impactful content that drives trust, engagement, and ultimately, growth.
But what is thought leadership, really? It’s not just another marketing tactic. It’s a strategic approach to positioning yourself and your company as the go-to authority in your industry. For SaaS founders, it’s a way to show not just what your product does, but how your expertise and insights can solve the industry’s most pressing problems.
Here’s why thought leadership matters — and how to do it right.
Thought leadership sets you apart as a credible expert in your space. Decision-makers are actively seeking content that informs and challenges them to think differently. By sharing your unique perspective on industry challenges — in our case, topics such as optimizing ARR, tackling churn, or navigating complex funding environments — you build trust with potential customers and partners.
More importantly, great thought leadership offers insights that go beyond your product. It demonstrates that your company understands the market, anticipates trends, and is prepared to guide clients through uncertainty. Founders who invest in thought leadership aren’t just selling a product; they’re positioning themselves as trusted advisors.
Another great example of this is an article from two first-time SaaS co-founders we shared in the January edition of our newsletter, The Runway Rundown. In the article, they share how tracking metrics like MRR growth, churn rate, and LTV:CAC helped them make data-driven decisions, avoid common pitfalls, and build a foundation for scalable growth. Their transparency about the challenges of retaining customers and optimizing revenue streams shows how thoughtful metric management can drive success.
Great thought leadership doesn’t just educate. It motivates. According to the Edelman and LinkedIn study, over 75% of decision-makers said high-quality thought leadership made them rethink their challenges or explore solutions they hadn’t previously considered.
For SaaS founders, this is where thought leadership shines. By addressing pain points your audience is facing, you can position your product as the natural next step. When you do this well, you won’t have to pitch yourself, product, or service. Your words simply have to guide your audience to new perspectives and demonstrate that your expertise is worth their time and investment. The rest will follow.
Thought leadership serves two critical purposes: drawing new customers and retaining existing ones. The Edelman/LinkedIn study found that 54% of decision-makers begin to question their current suppliers after consuming compelling thought leadership content from competitors.
In a crowded SaaS market, where switching costs can be low, your ability to communicate value through thought leadership can be the difference between retaining key customers and losing them to a competitor. Consistently publishing high-quality insights ensures you’re top-of-mind for both new prospects and existing clients.
The biggest mistake startups make is treating thought leadership as just another piece of content. High-quality thought leadership is grounded in:
For example, instead of a broad piece on SaaS scaling, a focused article from, say, a little company called Growth Partners 😉, on how startups can optimize their CAC-to-LTV ratio delivers immediate, actionable value.
In the SaaS world, decision-makers care about solving specific problems. Tailor your content to address issues like scaling ARR, optimizing operational efficiency, or staying ahead of customer churn — topics we cover on our blog.
Additionally, think about format. While blog posts are a staple, webinars, whitepapers, and case studies often resonate more with a B2B audience looking for in-depth insights. Align your content format with your audience’s preferences to maximize impact.
Pro tip: Ask your customers and prospects what kind of materials or proof points (don’t say “content”) they need to see to move them closer to making a decision on buying. Sometimes finding the theme for your next article, video, webinar, etc. can be that simple.
Thought leadership should drive measurable results. Monitor metrics like:
By tracking these indicators, you can refine your approach and ensure your thought leadership efforts are yielding tangible ROI.
Founders, don’t look at thought leadership content as optional. It’s absolutely essential to differentiate yourself and your company.
Think about how thought leadership fits into your growth strategy. What challenges can you help your audience solve? What unique expertise can you share? And how will you communicate your vision to decision-makers in a way that drives action?
If you’re unsure where to start, you don’t have to go it alone. Bring in support writers, editors, and proofreaders, and start developing your voice and POV now.
Thought leadership is one of the most effective ways to build trust, attract customers, and outpace competitors. But to do it well, you need more than surface-level content. You need deep insights, actionable guidance, and a clear understanding of your audience’s needs.
The opportunity is there. Will you take it?
325 Front St W 4th Floor,
Toronto, ON M5V 3S9
CONTACT US
Get The Latest Insights: Sign Up To The Runway Rundown Newsletter
