It primes a preference for your brand

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It creates urgency to act on those needs
A good thought leadership campaign includes research and evidence that underpins the need for change and innovation. But it also tells stories around this data, providing real-world examples that the customer can identify with. This left-brain/right-brain combination creates a powerful impetus to act on the recommendations you are making.

It primes a preference for your brand
Once your audience realises they have a problem, they start searching for solutions. If you can demonstrate a deep understanding of their problem and provide the expertise that addresses it, you are much more likely to come to mind when they decide to look for help.

It provides ideas that resonate across the buyer group
The days when large-scale B2B deals could list of colombia cell phone numbers be agreed with a handshake over lunch are over. Winning an enterprise-level sale nearly always requires you to impress and inform a wide range of buyers and influencers at the target customer. A software provider, for instance, typically has to have valuable insights and arguments to engage CFOs, CEOs and procurement as well as the CTO and CIO. A well-designed thought leadership programme will deliver targeted insights for each of these groups.

It transcends the transactional sale to create long-term value
Thought leadership provides your sales team with the data and evidence that helps customers to make their decisions. This means it can also help them to seal the deal. But crucially, it starts a longer-term relationship with the client that goes far beyond transactional selling. The customer’s engagement with your brand allows for ongoing consultation and the sharing of further ideas and expertise – so thought leadership becomes a sales enablement tool that builds more value and ROI into the relationship over time.