Gartner Research

Tech Go-to-Market: Five Critical Success Factors for Effective Thought Leadership Marketing

Published: 02 November 2016

ID: G00307357

Analyst(s): Derry Finkeldey , Molly Beams

Summary

Thought leadership marketing can differentiate and establish credibility in competitive markets, yet there is confusion in the market about what it really is. Technology product marketing leaders can use these five critical success factors to evaluate if they have the basis for a TLM program.

Table Of Contents
  • Key Challenges

Introduction

  • What Is Thought Leadership Marketing?
  • Why Do TLM?
  • Should I Do TLM?

Analysis

  • A TLM Program Must Arise From a Customer-Centric Mission
  • Successful Execution of a TLM Program Requires a Connected Model
  • True TLM Must Be a Long-Term, Ongoing Program
  • TLM Is More Than Content
  • You Cannot Outsource Thought Leadership
  • Conclusion

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