Lead. Frame the Debate. Be Expert.
Professional services marketing is significantly different than product marketing. That said, the way potential clients engage in the decision-making process is very much the same. And within that decision process, thought-leadership plays a crucial role.
In the decision-making process, a prospective client will:
- begin with awareness of a need
- seek information
- consider alternatives
- buy, and
- make post-purchase evaluations.
Engaging at – preferably before – that crucial first phase of the buyer’s journey ("awareness") with relevant and welcome insights are critical to B2B marketing and sales enablement.
This is the time to establish your bona fides. To lead and frame the debate.
Thought Leadership content is especially important in professional and managed services that are delivered over time.
Establishing your position as the go-to expert is key. Whether you call your efforts rainmaking or sales, call prospects customers or clients, or call your sales force business development, relationship managers, consultants, partners, or advisors.
- Articles
- Blogs
- Briefings
- Whitepapers
- Case Studies
- CPEs/CLEs & Webinars
- Profiles, Bios, CVs
- Interviews
Thought leadership is the single most effective form of increasing market awareness and market share, moving into new markets, introducing new products and services, and importantly, both expanding and increasing the stickiness of existing relationships.
Lead. Frame the debate. Be expert. And Wwrite what matters.