Roundtable

Creating and Using Effective Thought Leadership

September 14, 2010
12:00 – 3:00 pm London time
Marble Arch, London

Overview

In Europe, Thought Leadership is top of the list for buyers when evaluating alternatives and selecting companies to work with according to the ITSMA and PAC How Customers Chose Study, carried out in 2009. And it seems that ITSMA members agree. Not only was developing new and more targeted thought leadership cited as one of their top priorities for 2010, but it is also becoming more important to their marketing strategy—according to 77% of respondents to our Budget Allocations and Trends study which took place earlier this year.

So if we all agree on the importance of Thought Leadership, why is it that so many organisations struggle with developing consistently good Thought Leadership, which is both understood and effectively used by your own team, and well received and respected externally?

This is just one of the questions we will be discussing at this ITSMA Roundtable Creating and using effective Thought Leadership taking place on Tuesday 14th September, from 12-3 at Marble Arch tower. Together with our guest speaker Fiona Czerniawska, we will discuss:

The amount of technology-related thought leadership produced and its quality
Examples of good and bad thought leadership
Why some firms are able to produce good material on a regular basis, while others struggle with irregular, mediocre output.

We will also be joined by an ITSMA member who will share an example of one of their own successful Thought Leadership programmes.

The format of ITSMA Roundtables is a blend of presentation and case study material, together with peer discussion and interaction. The Roundtable is limited to 20 invited guests, is by invitation only, and a light buffet lunch is included.

How to register

If you would like to attend this event or discuss who may be eligible to attend from your organisation, please contact Barbara Dadak on +44 (0)118 903 6117 or via e-mail to marketinguk@itsma.com. Members will be charged 1 credit for attendance at the event.

ITSMA specializes in helping companies market and sell services and solutions. As part of our annual client program we work with the world's leading technology, communications, and professional services firms to generate new business, strengthen customer loyalty, and increase brand differentiation. Through research, consulting, training, and community we provide the insight companies need to improve marketing impact, sales performance, and business results. ITSMA is based in Lexington, Massachusetts, and has offices in the United States, the United Kingdom, and Japan. Learn more at www.itsma.com.

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