Gartner Research

Marketing Essentials: Targeting Senior IT Buyers With Thought Leadership Marketing

Published: 21 February 2013

ID: G00246030

Analyst(s): Rolf Jester


Thought leadership marketing can be a powerful tool for improved marketing success in the IT sector. But much of it may be wasted. We provide a comprehensive guide to best practices for IT providers' marketing executives.

Table Of Contents


  • Introduction
    • What TLM Is and Why to Use It
    • Challenge
    • Implications
  • 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
  • Bringing the Steps Together
    • The Short Version: Essential Steps for Emerging Providers
  • Conclusion

Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication 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 research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.