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Demonstrating thought leadership has become a top priority for many
marketers of IT services and solutions as they seek more effective ways
to gain the attention of prospective customers. Given the growing sophistication
of IT buyers, however, and the growing involvement of more and more executive
influencers in the buying process, creating effective thought leadership
campaigns is extremely challenging. Marketers need to reach different
audiences with highly targeted and truly innovative ideas and information
if they are to succeed in standing apart from the crowd.
There’s no doubt that thought leadership initiatives can create
significant dialogue and opportunities with decision makers, but ITSMA
research suggests that most programs are falling short of their potential.
This ITSMA Update provides detailed guidelines for building effective
thought leadership programs in Europe. Specifically, the Update reviews
six components of successful campaigns:
- Set program objectives
- Identify priority issues
- Organize internal resources
- Undertake thought leadership research
- Plan and implement integrated communications
- Evaluate the program
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