What the heck is this TLM? ‘Thought Leadership Marketing’ is a term that came on its own in the past few years. Here is a definition of Thought Leadership from raintoday.com.
“Thought Leadership centers on earning trust and credibility. Thought leaders are noticed by offering something different – information, insights and ideas, for instance.”
For IT service Providers who are wondering what this TLM can do for them, here is the answer. According to the recent press release by Gartner , Thought Leadership Marketing can be a powerful tool for IT service Providers.
Also Gartner defines TLM as giving of information or advice for free or at nominal charge that a client will value so as to create awareness of the company’s product and stimulate demand for it in the market. Below are some of the key benefits of Thought Leadership Marketing.
- TLM shortens the sales cycle.
- Change the pattern and terms of how people buy from you.
- Diminish price resistance.
- Prospects experience your value before buying.
- Buyers invested in your service before purchasing.
- Growth in Social Media Placements.
- Assistance in SEO and SEM activities.
TLM is one good piece of advice or information that can expressed via blogging, public speaking, writing articles and through various social media activities. According to Mark Peshoff, Senior director of Cisco, “Once Thought Leadership is established, the rest of the industry, the media, academia, government policy makers and the broader business community turn to that company for ideas and insights into where things are going”. There are various programs employed for implementing TLM. However Gartner Analysts say that the company’s brand and positioning must form the basis for the development of TLM strategy.
Below are the Five Keys to successful TLM as per marketingsavant.com in the IT Service Provider Industry:
- Be Generous with your knowledge – Share information beyond marketing
- Be consistent in delivering information – Calendar your activities – daily, weekly etc.
- Always deliver value to your clients – Listen, think, revise and teach
- Take your strong positions in the market
- Track your results in Months & Years.
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