In our innovation-obsessed economy, B2B marketers need to go beyond traditional knowledge-sharing publication programs to create thought leadership-driven engagement platforms.
Thought leadership is no longer about showing off how much you know; it’s about what you do with what you know to accelerate client innovation. It’s about trust, transparency, and collaboration at the executive level. And it’s about positioning your organization and your experts as catalysts for growth in an increasingly uncertain and hyper-competitive environment.
This 60-minute ITSMA webcast provides a lively discussion focused on ITSMA research data on how B2B firms are investing in and measuring success with thought leadership development, engagement, and collaboration at the executive level.
Rob Leavitt, SVP at ITSMA, Eran Levy, Head of Thought Leadership at Cisco and Melody Callaway, Director of Marketing and Thought Leadership at NTT DATA Services, dig into key trends in thought leadership strategies and tactics, and the five specific areas in which the most effective programs stand apart from the rest:
- Focus on executive relationship development
- Approach to thought leadership R&D
- Investment in client collaboration
- Field enablement
- Executive metrics