Expert interviews are your secret weapon for turning strong B2B content into unforgettable thought leadership. When you find experts to interview, you add depth, credibility and insights your competitors can’t replicate easily. Additionally, experts often share your finished work with their own networks, helping your content stick and stand out.
Why expert input is golden
Your audience has heard enough of the same recycled takes. Instead of staying at the surface, go deeper and include experts to interview so you can:
· Boost trust. Ninety-four percent of marketers agree trust is key to B2B success, according to LinkedIn’s 2025 Benchmark Report. Consequently, readers trust content that features respected, objective experts.
· Bring fresh perspective. Pairing an expert’s experience with your team’s insights keeps your content relevant and worth reading. Likewise, it helps you avoid brand-centric tunnel vision.
· Simplify complexity. Experts explain tough topics through real-world examples and straightforward language. In particular, they can translate jargon into business outcomes.
· Reveal new angles. These experts’ know-how uncovers emerging trends and storylines your competitors haven’t explored. Moreover, they often point you to datasets or research you might miss.
· Expand your reach. When contributors share your content, it naturally reaches new audiences and boosts your visibility. Ultimately, that visibility compounds over time.
In short, expert interviews elevate your credibility and help transform good ideas into lasting thought leadership. Consequently, readers trust content that features respected, objective experts.
How to find experts to interview
B2B marketers have many ways to find credible experts to interview. For example, artificial intelligence (AI) tools, professional databases and online communities make connecting with knowledgeable people faster than ever.
Some platforms were built for journalists, yet they’re just as useful for content marketers. In many cases, you can search by specialty or topic, even if you can’t post direct interview requests.
Below is a practical guide to your best options, organized by category. (I’ve omitted sources that are restricted to credentialed journalists.)
Academic databases
Best for: finding researchers, scholars and institutional experts to interview for data-driven, fact-based content
When your content calls for research-backed insights, academic and peer-reviewed databases are invaluable. Use them to find experts to interview who bring authority and real-world validation to your B2B thought leadership.
1. Association for Information Systems (AIS) Faculty Directory (specialized): about 6,000 academics in information systems worldwide. Search by name, institution, research area or location.
AIS pro tip
- The directory lacks contact details, so look up each expert’s name and institution on their university’s website. If that fails, check LinkedIn or Google Scholar. Alternatively, try Google’s “site:” search for department pages.
2. Consensus: This AI-powered search engine summarizes millions of peer-reviewed studies. Although it doesn’t list contact info, you can trace authors back to their universities for outreach.
Consensus pro tips
- Ask precise questions instead of broad topics. For example, “What are the effects of CEO succession planning in private equity-owned companies?” Natural-language search prevents irrelevant results.
- Additionally, apply filters – citation count, journal rank and year – to find credible, current experts. As a result, you’ll connect with people who publish actively and have recognized authority. If needed, narrow by publication date to prioritize recent work.
3. ExpertFile: Designed for journalists, innovators and professionals, this directory covers more than 50,000 topics. Each profile includes a bio, accomplishments, areas of expertise and contact preferences.
ExpertFile pro tips
- Use the “Media” filter to find polished communicators – those who have podcast appearances, videos or publications. These experts often give clearer, more quotable insights than less media-savvy sources.
- If you need quick access while on the go, download the ExpertFile app in the App Store or Google Play. From there, save shortlists you can revisit later.
4. Expertise Finder: Find academic experts in the U.S. and Canada. Each profile includes an email address and/or phone number.
5. Gage (specialized): Created by 500 Women Scientists, this database includes more than 10,000 profiles of women and gender-diverse professionals in science, technology, engineering, math and medicine. As a bonus, you’ll diversify your contributor pool.
6. Google Scholar: Find studies and identify the experts behind them by searching for topics or keywords. Similarly, scan “Related articles” to expand your list faster.
Google Scholar pro tips
- Check each author’s “Cited by” network to find related researchers and build a broad bench of experts to interview.
Get contact info from:
- Author profiles: Many list phone numbers or email addresses.
- Institutional sites: Use faculty directories once you know an author’s affiliation.
- LinkedIn: Search by name + school or location.
7. JSTOR: Access peer-reviewed research to identify academics and authors who are worth interviewing.
JSTOR pro tip
- You can also use advanced filters to refine by discipline – Economics, Law, Sustainability and more – to identify the most relevant experts to interview.
8. Universities: Faculty pages list specialties, publications and contact info. Often, they’ll propose alternatives you hadn’t considered.
Universities pro tip
- If you can’t find the right person, contact the media relations or communications office. They’re skilled at connecting content creators with qualified experts.
AI-powered search tools
Best for: quick results and broad discovery of experts
These research shortcuts generate initial lists of potential experts fast. Begin with with a broad prompt like “Who are the leading experts in [industry / topic]?” Next, refine.
Results vary depending on how niche your industry or topic is. Broad industries or topics yield many names; narrow ones may offer only a few. Therefore, refine prompts to target exactly what you need.
Free tools
Paid tools
Free versus paid AI tools
Free AI tools can generate possibilities, but they may pull from limited or outdated data. You might get self-proclaimed “experts” who lack true authority.
By contrast, paid AI tools dig deep. These tools can connect published research, speaking credits and projects to real people – helping you identify credible experts to interview faster than free AI tools. Plus, many include filters or human-vetting features for higher accuracy. On the other hand, they still require human review.
After AI: Your next step
Even with premium tools, your job isn’t finished once you have a list of names. You’ll still need to confirm credentials and make direct contact. Search for details through:
- LinkedIn profiles
- Company or academic websites
- Professional associations
- Author pages on industry websites
- Conference speaker lists
- Search engines such as Google, using the expert’s name and area of expertise to uncover relevant profiles, publications or interviews
Ultimately, taking the time to verify and connect ensures you’ll interview sources who will elevate your thought leadership content. Importantly, keep notes on response time and clarity to prioritize go-to experts.
AI pro tip
- These platforms evolve rapidly. Revisit them every few months, test updates and note which ones deliver the best experts to interview for your niche. Meanwhile, track which tools produce the most bookable sources.
Associations and nonprofits
Best for: authoritative viewpoints and sector-specific expertise
Professional associations are another excellent way to find experts to interview, especially when you need authoritative voices that influence standards or policy. Specifically, board members and committee chairs can offer high-level insights.
1. Cause IQ: summarizes public data for U.S. nonprofits, foundations and associations, and their leaders. Use profiles to identify board members or executives who make ideal experts to interview.
2. Directory of Associations: the largest free online index of associations. Search by type, category, size or location. After you identify relevant organizations, explore member directories for potential sources. Although you may need to dig for contact details, these organizations are excellent pipelines for connecting with experts. If directories are closed, look for newsletters or event pages that list speakers.
Authors
Best for: finding experts who’ve written books or articles on your topic
Published authors often make outstanding interviewees. To find them, search online for writers covering your subject, but vet them carefully, since self-publishing is common. Whenever possible, review recent interviews to gauge fit.
1. Goodreads: Search by topics, titles or authors. Next, explore the profiles of writers whose work aligns with your subject. Many list bios, websites and social links, making outreach simple.
2. Library of Congress: Explore books by authors or topics. The advanced search form lets you add qualifiers, including publication year, to pinpoint recent, relevant authors.
Pro tips for Goodreads and the Library of Congress
- Seek authors who have recent releases in your niche to ensure their insights are timely and relevant. They’ll be promoting their work and are more likely to accept interview invitations.
- Offer mutual value: feature their names and book titles in your content and tag them on social media. This boosts your brand authority and theirs.
Events and speaker networks
Best for: discovering articulate experts who already share insights publicly
You don’t have to attend a conference or trade show to find credible voices. In fact, most events post their agendas, session details and speaker lists online. Those listings give you instant access to professionals who are accustomed to engaging audiences on high-level topics.
1. 10times: Browse its global directory of conference speakers and event presenters. Afterward, verify their credentials through their websites or LinkedIn.
2. EventsEye: Filter events by industry or location, then visit each site to explore programs and speakers. You’ll need to confirm contact details independently.
Events and speaker networks pro tip
- Keep an eye on industry webinars and virtual summits. Speakers who take part in digital events are usually comfortable on camera and quick to respond to media or marketing outreach.
Expert networks and databases
Best for: connecting with vetted professionals, academics and analysts
These platforms act as matchmakers, helping content creators and journalists connect with experts who are ready and willing to share insights. While each one operates a little differently, all can streamline the search for credible voices and save you hours of manual research. Even so, set clear criteria before you post to keep replies on target.
1. Help a B2B Writer (specifically for B2B content): Submit requests for experts in nearly 20 categories, including AI, engineering, finance, marketing, and search engine optimization. The platform prioritizes approved requests by their due dates, but aims to deliver responses at least two days before the deadline.
Help a B2B Writer pro tip
When you’re on a tight deadline, consider other platforms because of the lead time involved. Otherwise, post early and allow extra buffer.
2. Help a Reporter Out (HARO): Journalists, content creators and qualified media professionals can submit requests for experts if they meet these criteria:
- Have a verifiable editorial presence
- Have a domain authority of 20 or more, or receive at least 10,000 monthly visitors
- Podcasts must publish on a recognizable platform (such as Apple Podcasts or Spotify).
- Social media posts must appear on a reputable platform from a public profile with at least 5,000 followers and demonstrate clear editorial content or thought leadership.
- Medium and Substack blogs must have at least 5,000 followers/subscribers.
- Proof of contributor status must be publicly available, either on the outlet’s website or linked from the journalist’s site or social media profile.
HARO pro tips
- Turn on “No AI responses” to automatically hide pitches HARO flags as AI-generated. This saves valuable vetting time.
- If you’re on a tight deadline, select the “Urgent” option. HARO will amplify your request through the @HelpAReporter account on X (formerly Twitter).
3. PressPulse: This platform uses AI to match journalists and content creators with vetted experts. PressPulse sends your query only to those whose backgrounds align with your needs, keeping irrelevant pitches out of your inbox.
PressPulse pro tip
- The more specific your topic and desired expertise, the stronger your matches will be.
4. ProfNet: The PR Newswire service primarily serves journalists, but content creators can use it, too. Its database spans 14 categories of expertise, including:
- Analysts
- Authors
- Colleges and universities
- Government agencies
- Speakers and consultants
ProfNet pro tips
- Avoid vague queries or you may get off-target responses.
- Skip the authors category unless you’re specifically seeking book contributors. In my experience, including it can flood your inbox with irrelevant pitches. Instead, target the discipline that matches your topic.
5. Rolli: The AI-powered platform connects media professionals with verified experts. According to the site, eligible users may include news producers, digital editors and other media creators. Journalists can use Rolli for free, but it’s unclear whether other content creators must pay. I reached out to Rolli support for clarification but didn’t receive a response. In the meantime, test the free workflow with a narrow ask.
6. SourceBottle: Journalists and content creators can use the platform, but only verified media can search the experts database. If you’re not verified, you’ll need to submit a query, specifying the expertise you’re looking for.
SourceBottle pro tip
- Verified users are more likely to get high-quality expert responses than those who don’t take the extra step. Because experts trust vetted media and professional outlets more than unverified ones, complete verification first.
7. Qwoted: Search by topic or submit a query to find experts quickly. While the platform has strong reviews, results can vary. Some responses may be spammy or loosely related.
Qwoted pro tip
- To save time and filter out questionable replies, add a qualifier in every query. Ask sources to explain how their expertise relates to your topic. For example: “In your reply, please describe how your expertise relates to this topic and why you’re a good fit.”
If a source skips that information, move on. Genuine experts will always provide at least a brief explanation.
8. Vetted: Use the directory to find verified expert sources from top-trending industries. If your topic or industry isn’t listed, enter a topic in the advanced search field to browse a curated list of qualified experts. While built for journalists, Vetted is also open to content creators.
Internal and customer experts
Best for: firsthand insights that tie directly to your brand or customer experience.
1. Customers: They can share real-world perspectives on industry trends and challenges. Featuring those voices adds authenticity and demonstrates collaboration.
Customers pro tip
- To find good candidates, check with your customer advocacy or customer success teams. They often know which customers are articulate, knowledgeable and enthusiastic about sharing their experiences.
2. Internal experts: Tap colleagues who present at conferences, lead strategic initiatives or file patents.
Internal experts pro tip
- Coordinate with your human resources or marketing team to identify employees who are recognized for innovation or subject expertise. Highlighting them strengthens credibility and showcases thought leadership from within.
Podcast networks
Best for: finding articulate, media-trained experts
Podcasts are treasure troves of thought leaders who already communicate clearly and confidently. Even without a paid subscription, you can often browse guest profiles to find potential interviewees.
1. Podcast Guests: Enter your topic and browse guest profiles. Listening to a few clips will quickly show whether their tone and expertise match your audience.
Podcast networks pro tips
- Favor frequent guests as they tend to deliver quotable, concise insights.
- Before reaching out, mention specific episodes or comments you enjoyed to build instant rapport.
Social and professional platforms
Best for: networking with thought leaders and identifying emerging voices
Platforms like LinkedIn and Slack can be gold mines for finding credible experts.
1. LinkedIn: Use filters by expertise, company or service category. To begin, start with people in your network. They’re more likely to respond than people you’re not connected with. After that, ask for intros to second-degree connections.
LinkedIn pro tip
- Engage with their posts before reaching out. A few thoughtful comments can warm them up.
2. Slack: Join topic-specific Slack communities where professionals discuss shared challenges. Next, observe who contributes consistently insightful comments, then reach out directly. Mention the exact discussion that caught your attention to personalize your invitation. These social interactions often lead to long-term professional relationships with experts who align with your brand values. Meanwhile, keep a running list of standout contributors.
Think tanks
Best for: finding research-backed experts who offer data-driven and policy-level insights
Think tanks specialize in analyzing big-picture trends and societal issues. Use their directories and reports to find experts to interview who can ground your content in credible research and data.
1. Brookings Institution: covers economics, governance, education and global affairs. Look up names, topics, research programs or regions. Each profile includes a bio and other information, as well as contact details.
2. Carnegie Endowment for International Peace: focuses on global policy and international economics. Explore names, topics or regions. Each expert’s page contains a bio and other info, as well as contact details.
3. Open Think Tank Directory: contains information about think tanks worldwide. Search by region, subregion, country, topic or keywords.
4. Pew Research Center: offers data-driven social and technology research. Profiles include contact details and publications. For interviews, email the center: info@pewresearch.org.
Think tank pro tip
- Not every organization is neutral. For balance, before quoting an expert, check for ideological leanings to ensure balanced coverage. (I included think tanks that are known to be independent.) If viewpoints skew, include a counterbalance.
Trust but verify
No matter where you find your experts to interview, always confirm their credentials. Some profiles may look polished but lack current or accurate details. Next, review their affiliations, publications and previous interviews before quoting them. This final check protects your reputation and ensures your content remains trustworthy.
Read this before you reach out
When you contact experts – whether through online platforms or directly by email, your outreach makes or breaks the collaboration. Clear, concise requests save time for everyone involved. To that end, structure your note for quick scanning.
- Be specific. Outline your topic and sample questions.
- Clarify off-limits areas. Example: “I’m seeking insights on AI-driven influencer strategies in B2B marketing – not general social media tactics.”
- Set expectations. Estimate the interview length and your deadline.
- Show credibility. Include your company name, publication or audience reach.
Taking a few extra minutes to personalize your message shows professionalism and boosts response rates.
Build your expert go-to bench
Don’t treat interviews as one-time exchanges. Instead, build long-term relationships with your experts:
- Follow up after publishing to thank them and share links.
- Tag them on social media to credit their contributions.
- Invite them to repost or share the content with their audiences.
Over time, these small actions turn first-time contributors into repeat collaborators and trusted allies in your thought leadership journey. From there, maintain a simple spreadsheet to track availability and topics.
Your shortcut to credible, standout content
Tracking down experts to interview can feel daunting, but this guide simplifies the process with 37 trusted sources. By applying these methods, you’ll find credible experts, strengthen your content, and build a powerful network of experts who will help your content stand above the rest. In the end, that system gives you repeatable results.
Editor’s note: This post was originally published in September 2024 and has been updated for comprehensiveness.