THOUGHT LEADERSHIP SELLING
How To Systematically Drive Measurable Top Line Growth With Education, Insights And Ideas
The notion of establishing thought leadership has emerged as a top priority with sales and marketing executives. Growth-starved organizations are looking for ways to differentiate themselves with new ideas, education, and relevant solutions that address buyer pain and influence their perceptions of value. The bar on content quality is rising. As buyer’s experience content saturation and information overload, the notion of establishing thought leadership has emerged as a top priority with sales and marketing as the best way to differentiate their brands and ensure marketing effectiveness. Marketing executives are learning that subject matter expertise and a strong point of view are now essential to success in the digital, social, and mobile channels that buyers use during the majority of the buying process. Sales executives realize original research and compelling insights make it easier to open doors, start quality customer conversations, generate referrals and cross sell solutions.
Despite the growing importance of thought leadership to top line growth – and the rise of content marketing budgets to 8.7% of the overall marketing mix – most organizations fail to put “muscle” behind the idea by executing disciplined Thought Leadership Selling Programs in sales, marketing and media channels.
This report will explain why Thought Leadership is so important to sales success and practical steps your marketing team can take to drive measurable sales outcomes deep in the sales funnel with ideas, insights and education. It outlines how your organization can create Thought Leadership Selling Programs that immediately drive top line growth by generating more quality customer responses, meetings, referrals, profiles, and conversations. It will teach you three practical steps your organization can take to execute a systematic program for delivering compelling ideas and relevant solutions to your customers, by:
- Defining a thought leadership strategy that aligns with your growth strategy
- Publishing thought leadership assets that enable the go-to-market process
- Engaging customers using a mix of marketing, media and sales channels