Thought Leadership Marketing: How to Build Relationships and Revenue Through Ideas

  • Author(s) Julie Schwartz
  • Published April 9, 2012
  • 33 Pages
  • Category
  • Type Member Research
  • 33 Pages
  • .PDF Format

In our research with B2B marketers on thought leadership and social media, one theme has stood out consistently: Success requires a deep commitment not just from marketing but from the entire company. This led us to explore the concept of the idea organization and develop a model of the components required both inside and outside of marketing to successfully develop and disseminate ideas.

From our research, we came up with six important areas of focus, which we call the six pillars of thought leadership:

  • Idea culture
  • Business themes
  • Research
  • Idea development and dissemination engine
  • Thought leadership center of expertise
  • Metrics

In this ITSMA Special Report, Thought Leadership Marketing: How to Build Relationships and Revenue Through Ideas, we use ITSMA research and supporting case studies to explain each of these pillars in detail. The report also shows B2B marketers how they can use these six pillars to develop their overall thought leadership strategy. This strategy will help marketers break out of their silos and take a leadership role in developing relevant, customer-focused ideas that influence the buyer.

This document is available at no charge to employees of an ITSMA member company. It’s also available for sale to non-members.
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