Gartner Research

Marketing Essentials: Targeting Senior IT Buyers With Thought Leadership Marketing

Published: 21 February 2013

ID: G00246030

Analyst(s): Rolf Jester

Summary

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

Analysis

  • 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

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