Engage in the conversation
For B2B organizations with a long lead-to-conversion timeline, Twitter isn’t the place to try and close the sale. Instead, have your thought leaders use Twitter to engage in conversations with followers about the industry topics near and dear to their hearts. Make sure they don’t just wait for someone to comment on their Tweets; instead, your thought leaders should monitor hashtags, browse curated industry Lists, and engage with other thought leaders in your industry, to join the conversation in progress. This will allow them to proactively identify prospects along the way.
Be original or be opinionated
The most valuable thought leadership content tells the reader something they don’t know. Don’t be afraid to have your subject matter experts geek-out and get technical. While it might not appeal or even be understood by everyone, it provides readers with the confidence that this person (and your company) knows their stuff. If you have the bandwidth to create original content, that's an even greater bonus: Original research gives you news to report that can power hundreds of Tweets, infographics, blog posts, ebooks, press releases, and more.
If you don’t have original content to share, at least share a perspective. There are very few subjects in any industry that are cut and dry. Don’t be afraid to take a firm stance on why one way is better than another. By having a robust and thoughtful opinion, it shows that you can evaluate the options and come to the right conclusion–exactly the skill your customers are looking for.