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Thought leadership is becoming increasingly important in the marketing
mix, as marketers seek to establish a dialogue with top-level decision
makers on the issues that are affecting their businesses. This ITSMA
Europe presentation reviews the impact of thought leadership programmes
in the financial services market in the United Kingdom and provides recommendations
for increasing the impact of thought leadership marketing.
Highlighting
case studies from Accenture, EDS, Microsoft, and Steria, the presentation
explores buyers’ perceptions of thought leadership
programmes and evaluates the influence of both direct communications
techniques and third party endorsements in engaging senior decision makers.
The presentation’s emphasis on best practices provides a series
of approaches and techniques that support improved results in marketing
to senior decision makers.
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