Thought leadership is transforming B2B marketing strategies. In addition to establishing your company and its spokespeople as industry experts, thought leadership creates a platform for building a brand’s visibility, credibility and name recognition.

Thought leaders do more than share their knowledge on a topic. A successful thought leader has the skill and passion to tell engaging, empowering and authentic stories that resonate meaningfully with audiences. One way to do this is through speaking engagements. That connection allows speakers to directly and personally establish reputation and credibility with prospects, customers and other industry influencers. Public speaking builds brand awareness for the company and its thought leaders while also providing a focused opportunity to deliver value, establish trust and inspire ongoing relationships.

How to Book Speaking Engagements

Speaking engagements can include large-scale events or stand-alone programs. No matter the size of the audience, landing a speaking engagement involves a complex and often long process. Whether speaking at trade shows, conferences, webinars, podcasts or other events, it’s vital to follow these five steps:

1. Define the message. Event planners, selection committees, podcast hosts and webinar organizers look for compelling topics that are unique, engaging, timely and memorable. The first step in generating speaking engagements is to define your messages. Ask yourself the following questions: What experiences have led to your unique insights? What vision powers your thought leadership? What lessons can you share that can benefit audiences in a powerful way? What are you passionate about? Focus on providing value and avoid anything too self-promotional. A well-crafted message that is unique, forward-thinking or even controversial will resonate with audiences and event planners alike.

2. Define the audience. To connect with audiences meaningfully and authentically, thought leaders need to know what’s top of mind in the marketplace. Put yourself in the shoes of the audience and think about what they need the most. What keeps them up at night? What trends are changing their marketplace and businesses? How can your expertise fuel organizational growth? Understanding their point of view helps identify where your expertise can help most and then translate that expertise to actionable insights. Keep in mind this message might look different depending on the individual’s role or stage in the buyer’s journey. Define and communicate their known challenges and pain points, and clearly articulate how your expertise can address them.

3. Identify potential events and opportunities. In addition to knowing the ins and outs of target audience challenges and needs, it’s vital to know where your audience goes for information. Which conferences or trade shows do they attend? Where do they go for podcasts or webinars? Are they connecting locally, nationally, internationally or digitally? Association meetings, conferences and conventions are excellent venues for thought leadership speaking engagements. Industry speakers connect directly with peers and potential customers. Research industry organizations and associations to identify opportunities for speaking. Leverage referrals and connections from any previous speaking engagements. Also consider creating your own speaking opportunities by hosting your own seminar, workshop, podcast or webinar. Rob Kosberg of Best Seller Publishing says providing value is essential to establishing connections that can lead to speaking engagements. “If you’re in various business groups, become known as the giver,” he says. “Build relationships with other people in the group, answer questions and provide value. Once you’ve established yourself in a group, you can ask if anyone knows X, Y or Z from a corporation you’re interested in getting in touch with.”

4. Create a speaker’s kit. A speaker’s kit includes your value proposition and materials that introduce yourself as a potential presenter. A professional speaker’s kit includes a letter of introduction that can be customized for each opportunity, an overview of speaking topics, a list of past engagements, relevant testimonials, a bio and a professional headshot. Other valuable assets that showcase expertise, professionalism and style include links to your website and videos as well as an overview of any books, e-books, bylined articles, blogs and white papers authored by the speaker. Every organization and event’s submission process is different, so have these materials available electronically or as links on your website or another shareable platform.

5. Develop a repeatable process. An effective speaking engagement strategy isn’t a one-and-done event. Ensure that your process is something that can be easily and consistently personalized and repeated across multiple events and opportunities. The fact is, you won’t get every gig you seek, so tailor your materials to each program and seek bookings at numerous events and programs. In-person and digital event planners and talent bookers are looking for speakers who have a distinct value proposition and can clearly articulate their messages. They’re also busy professionals and many larger events secure speakers a year or more in advance. Plan ahead, identify the appropriate channels for submitting proposals and don’t be afraid to communicate your interest more than once.

A Boon to Thought Leadership

Thought leadership is essential to helping individuals and businesses stand out from the crowd in an increasingly competitive marketplace. With so much content available today, speaking engagements provide the opportunity for thought leaders to clearly establish their roles as innovative thinkers who proactively work to advance their industry. When experts and brands embrace speaking engagements as a strategy for growth, they give a dynamic voice to their expertise, push the status quo and encourage audiences to develop a meaningful, tangible and lasting connection that generates shared growth.