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.