B2B Thought Leadership and Content Marketing Are Broken

Uphoff on Media Podcast · Aug 31, 2026 · 13m · transcript

Open your LinkedIn feed and read ten thought leadership posts in a row. Count how many you could tell apart if the names were stripped off. That number, not how many posts got published this year, is the real measure of how broken B2B content marketing has become.

Enterprise technology went mainstream. So did the people who ran it.

In the late 1980s and early 1990s, enterprise technology was a real and growing market, almost entirely invisible outside the people who bought it. That changed once the personal computer, then the internet, went mainstream, and companies like Microsoft, Intel…