Marketing Essentials: How to Use Thought Leadership Marketing for IT Services Providers

ID Number: G00172819

30 December 2009

Rolf Jester Christine Adams

Thought leadership marketing can be a powerful tool for improved marketing success in IT services. But because it can account for as much as 20% of the service marketing budget, much of it may be wasted. We outline best practices for marketing executives.

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Table of Contents

Analysis

1.0

Introduction: What TLM Is and Why to Use It

2.0

Background and Context

2.1

Defining TLM

2.2

Three Types of TLM

2.3

Benefits of TLM

2.3.1		Direct Benefits
2.3.2		Indirect Benefits

2.4

Impact of TLM

3.0

Best Practices

3.1

Step 1: Planning for TLM

3.1.1

Action: Define Your Purpose for Pursuing TLM

3.1.2

Action: Research What Competitors Are Doing

3.1.3

Action: Decide Whether TLM Is the Right Strategy for You

3.1.4

Action: Plan Required Organization, Funding and Staffing

3.1.4.1

Action: Set the Budget

3.1.5

Action: Secure Management Approval

3.2

Step 2: Developing the TLM Program

3.2.1

Action: Establish Your Stance

3.2.2

Action: Define the Audience

3.2.3

Action: Identify the Issues or Areas of Focus

3.2.4

Action: Ascertain What TLM Is Already Being Done

3.2.5

Action: Select Types of Content

3.2.6

Action: Select Communications Channels

3.2.7

Action: Design Distribution to Reach Right Audience

3.2.7.1		Action: Decide Pricing Approach — Free or Charge?
3.2.7.2		Action: Operationalize a Follow-Up Mechanism

3.3

Step 3: Measuring Results

3.3.1		Set Specific Goals and Metrics
3.3.2		Measure Results

3.4

Advice From the Trenches

3.4.1		Avoiding Ineffective Content
3.4.2		Maintain Consistency
3.4.3		Long-Term Commitment
3.4.4		Other Traps and Pitfalls

4.0

Methodology

5.0

Conclusion

Recommended Reading

List of Tables

	Table 1.	Three Types of TLM

	Table 2.	Types of Thought Leadership Content

	Table 3.	Communications Channels for TLM

IT Services Business Strategies
Marketing Management
Marketing to Customers
CMO

© 2009 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner's research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

Resource Id: 1269713