Spotlight interview with...
Maureen Blandford
Founder & Managing Director, Serendipitus
Spotlight interview with...
Maureen Blandford
Founder & Managing Director, Serendipitus
Can you tell me a bit about your career?
My origin story is B2B. I happened to land in it straight out of university, at NCR Corporation, the birthplace of B2B sales training as we know it today.
In the early part of my career, I was based at the business’ headquarters, but I also spent a lot of time out in the field, speaking with customers and sales teams. That gave me a deep understanding of how great salespeople operate, how and why they consistently weren’t using tools HQ was providing, and the dynamics of the industry.
I ran agencies for years, then moved to the client side as a B2B tech CMO. Now, I’m a tech founder, focused on solving the data gaps that exist across go-to-market functions – sales, marketing, product and customer success. Each of these areas holds insights that the others need, but due to legacy data, systems and silos, we can’t access them easily. If we could, it would transform B2B operations.
Could you give some background on your thought leadership approach and experience?
Thought leadership today is in a different place than it was a decade ago. When Twitter first came out, it was a goldmine for connecting with other thought leaders. Then Google Plus came along, many of us were active on both platforms. LinkedIn was around too, but Twitter was where the real conversations happened.
The key thing is deciding what you want. Are you chasing popularity and engagement metrics, or do you care about real influence? LinkedIn rewards engagement, but not necessarily quality. Some of the smartest people I follow get the least engagement. Thought leadership should be about moving your business and career forward, not just collecting likes.
By strategically engaging with the right people, I’ve built relationships that money couldn’t buy. When I wrote my first book 20 years ago, I secured endorsements from incredible industry leaders without any prior name recognition.
What specifically has worked best for you in building your thought leadership?
The foundation of thought leadership is patience. When I used to evangelise Twitter 15 years ago, I told people that they had to toil in obscurity before gaining traction. That’s still true today.
Even if nobody is responding to your insights initially, that doesn’t mean you aren’t making progress. You’re listening, learning and refining your message. You also start identifying who is worth engaging with.
A big part of my approach is strategic citation, mentioning key people in my content. Some will ignore it, some will appreciate it and some will share it – all of which helps to build credibility. Once you establish rapport, you can start inviting them to collaborate.
How has thought leadership impacted your career and business?
It has been a major validation tool for me. If I’m looking for a job, pitching investors or trying to land high-level clients, my thought leadership track record gives me credibility before I even enter the conversation.
I’ve gained access to prospects I never could have reached otherwise, C-suites of the Fortune 500, for example. Thought leadership has driven business not just for me, but also for the companies I’ve worked with. It has given me and them credibility that traditional marketing couldn’t buy.
What would you say are the core benefits of thought leadership for startup founders, particularly those with ambitious growth plans
If you’re a startup founder, it’s likely because you have deep field expertise. Thought leadership amplifies this.
Publishing high-quality content and citing respected sources can quickly establish credibility, even against much bigger brands. It’s a credibility shortcut. It also helps with prospecting and selling. People trust experts. The challenge is making time for it while running a business
With platforms like LinkedIn being so saturated, how can startups stand out against bigger brands?
In B2B, we’re competing against noisy, low-value content, things like generic motivational quotes or “I stubbed my toe, here’s what I learned” posts. Those get thousands of likes but provide little real value.
I focus on niche, targeted engagement with the people who matter to me. I’d rather have ten meaningful interactions than a thousand superficial likes. Startups should think about who they want to reach, listen to them, cite them, and engage thoughtfully.
How has AI and digital transformation impacted thought leadership?
AI is the buzzword of the moment, but I don’t think startups should chase trending topics just for visibility. AI and digital transformation are important, but if you try to be the loudest voice on a trendy topic without real expertise, you’ll get lost in the noise. Instead, stay focused on your goals and meaningful relationships. Trends have come and gone, but the fundamentals of thought leadership haven’t changed in 20 years.
As a founder, how do you balance running a business with maintaining thought leadership efforts?
What’s worked for me is integrating thought leadership into my daily routine. Instead of setting aside separate time, I use moments within my existing workflow to share insights. If I have an interesting conversation with a customer or investor, I’ll distil the key takeaways into a short post or article.
I also leverage platforms where I can engage without massive time commitments. BlueSky, for example, feels a lot like early Twitter, real conversations with industry peers. I prioritise engaging there because it’s a space where valuable interactions happen without the noise of LinkedIn.
For founders starting their thought leadership journey, I’d recommend being intentional about what you want to achieve. Set realistic expectations, leverage micro-content, and prioritise engagement over volume. It’s a long game, but consistency pays off.
What personal qualities or experiences have helped you establish credibility as a thought leader?
Having great sales training early on helped. Relationship-building is an art. Many people make the mistake of asking for too much, too soon.
I never ask for anything until I’ve provided value, sometimes for years. For example, I have a relationship with a former Fortune 500 division president. Over the space of five years, we’ve only interacted a couple of times per year. But because I’ve approached it with care, when I finally asked her for something, she agreed.
Successful thought leadership requires finesse, patience and generosity. Give value long before you expect anything in return, and the right doors will open.
Maureen Blandford
Maureen has spent decades making B2B more rational. A former B2B agency owner in the US, she later moved to the client side in both the US and Europe, leading marketing for tech companies across the Atlantic. She’s a tireless advocate for cutting through the nonsense.
Her career, spanning SMBs to F100s in sales and marketing, has given her a front-row seat to B2B’s biggest challenges and opportunities.
With 20+ years dedicated to bridging sales and marketing gaps, she’s now focused on breaking down silos across Product, Marketing, Sales, and Success.
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