Gartner Research

5 Success Factors of Effective Thought Leadership Marketing

Published: 24 September 2018

ID: G00371816

Analyst(s): Derry Finkeldey , Christy Ferguson


Thought leadership marketing can differentiate and establish credibility in competitive markets, yet there is confusion about what it really is. Technology product marketers can use these five critical success factors to evaluate readiness for, and execute on, a TLM program.

Table Of Contents
  • Key Challenges



  • Why Do Thought Leadership Marketing?
  • Factor 1: A Thought Leadership Program Must Arise From a Customer-Centric Mission
  • Factor 2: Successful Execution of a Thought Leadership Program Requires Cross-Functional Alignment
  • Factor 3: True Thought Leadership Must Be a Long-Term, Ongoing Program
  • Factor 4: Thought Leadership Marketing Is More Than Content
  • Factor 5: Thought Leadership Marketing Must Be Your Own IP
  • Summary

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