Listen NEW! Listen to article Sign in or sign up to access this audio feature! No worries ... it's FREE! For B2B businesses, thought leadership is a high-octane contributor to marketing effectiveness—and demand generation in particular. At least, it can be. Getting it right, and activating the demand-gen component without straying into "sell mode," is incredibly hard. For one thing, thought leadership is not content marketing. Confuse the two, and you're toast.