Today we have two guests from FLSmidth, a company that provides global cement and mining industries with factories, machinery, and knowhow.  William Leahy is a Senior Marketing/Communications Manager & Strategist for the mining industry. Morten Fløe Knudsen leads Thought Leadership Communication for the cement industry. Together William and Morten explain how they use thought leadership to carry on conversations with customers and make their brand known as the go-to people for an industry with a long buying cycle. They share how FLSmidth is focused on sustainability and how digitization plays a big role in making scarce resources go further than ever before. In this episode, William and Morten give invaluable advice for any thought leader who works in an industry with a sales cycle that measures in years, not months or weeks. Three Key Takeaways: ·         How thought leadership can be used to influence long sales cycles and keep you relevant. ·         Why digitization is playing a big part of their thought leadership. ·         What audience and issues thought leaders need to keep in mind when dealing with long sales cycles.