Turning Thought Leadership into Business Development

For business-to-business marketers, the business purpose of any thought leadership program is connected relatively directly to business devleopment in some way. A more engaged audience–one that is able to interact with a firm through its content–provides a significant, new advantage that brands increasingly are recognizing. Online interaction provides unprecedented data on exactly which content is most appealing, data that B2B firms can use to rapidly redirect their thought-leadership marketing activities to those with the best chance of attracting client interest. This enables a B2B firm to continuously recalibrate its marketing mix and focus subsequent content-based marketing efforts, including webinars, seminars, microsites, press outreach, and even paid media. According to MarketingProfs 2012 report on B2B content marketing, 90 percent of organizations are using content as part of their marketing, spending more than a quarter of their marketing budgets on content. 

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