Research on Thought Leadership Suggests Marketing Priorities Mismatch

9 June 2003—New ITSMA research in the British financial services sector highlights an important gap between marketing priorities and the buying process. According to a survey of senior decision makers, the types of thought leadership activities with the most influence in the selection process are not widely used by IT services providers. Specifically, the two activities buyers identified as the having the most impact, personal briefings and company audits, are the activities least used by providers among a large list of thought leadership initiatives.

Conversely, the most common thought leadership activities, research publications and e-mail promotions of Web-based information, seem to be the least effective in influencing purchase decisions.

In a time when decision makers are bombarded with one-to-many marketing campaigns, a more personalised approach appears to be most effective. This seems especially the case for business executives. For example, business leaders are less likely than chief information officers and other IT leaders to attend seminars and conferences, which are prime vehicles for promoting thought leadership.

The research suggests that a shift in priorities for thought leadership activities could yield significant results. Rather than focus mostly on broadcast initiatives such as white papers and public relations, a more effective strategy would combine research, publications, and PR with a real investment in one-to-one outreach to clients and prospects with tailored audits, personal briefings, and other individual meetings.

The ITSMA survey, conducted in partnership with London-based Tiger Lily, an analyst relations consultancy, included telephone interviews with senior decision makers from 31 financial services organisations in the United Kingdom including small, medium-sized, and large companies. ITSMA designed the research to explore the role and impact of thought leadership in the buying process as business executives become increasingly important influencers and decision makers along with their IT counterparts.

—Bev Burgess, info@itsma.com

This EuroNotes is adapted from ITSMA Europe's recent briefing, Effective Thought Leadership: Engaging Senior Decision Makers. The complete briefing is available without charge to ITSMA Europe members and for sale to others.

Details: http://www.itsma.com/research/abstracts/OLBEU060303.htm.

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ITSMA specializes in helping companies market and sell services and solutions more effectively. As a membership organization, we provide research, consulting, and training to the world's leading technology, communications, and professional services providers to generate increased demand, strengthen customer relationships, and improve brand differentiation. ITSMA is based near Boston, and has offices in London and Tokyo. Learn more at www.itsma.com.