Twenty-five percent of Gartner-surveyed technology buyers cite thought leadership information as one of the types of information they seek to more deeply assess a vendor’s products or service and keep a vendor on their shortlist.
Thought leadership marketing (TLM) can differentiate and establish credibility in competitive markets, yet there is confusion about what’s necessary to be successful.
TLM communicates your unique point of view, introducing your organization to an audience as a market visionary in a particular segment and, ultimately, paving the way for more specific buying interactions.
Product marketers should use the five success factors identified in this research to evaluate readiness for, and execute on, a TLM program.
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