Gartner Research

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

Published: 30 December 2009

ID: G00172819

Analyst(s): Christine Adams , Rolf Jester


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.

Table Of Contents
  • Overview
  • Introduction: What TLM Is and Why to Use It
  • Background and Context
    • Defining TLM
    • Three Types of TLM
    • Benefits of TLM
    • Impact of TLM
  • Best Practices
    • Step 1: Planning for TLM
    • Step 2: Developing the TLM Program
    • Step 3: Measuring Results
    • Advice From the Trenches
  • Methodology
  • Conclusion

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