|
Description:
|
Buyers today are skeptical about your claims but anxious for competitive
advantage. They’re impatient but still looking for the next new
thing. The problem is, the market is overwhelmed with so-called thought
leadership that too often sounds the same. For instance, more than 48,000
white papers are currently being promoted by BtoB marketers online. How
many of those have you read? How many do you expect your customers to
read?
Winning with thought leadership requires a fresh look at idea development
and delivery. This ITSMA briefing kicks off with a look at five successful
thought leadership campaigns from Kronos, CSC, Sun Microsystems, IBM,
and British Telecom. It then delves into the steps necessary to create
engaging idea-based marketing, including:
- Conducting an ongoing audit of the marketplace
- Collaborating with customers, partners, and consultants to generate
breakthrough ideas
- Cultivating internal champions for idea dissemination
- Mapping the top influencers to ensure that you reach them all
- Measuring
the internal and external impact of your ideas
|
