1. New Thought Leadership Metric for Buyer Driven Markets

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    The new realities of B2B marketing has made thought leadership, and the development of big ideas, an important differentiator.  The new realities are also driving a change in buyers’ expectations.   Buyers want relevant and actionable content that enables them to turn big ideas into operating realities. The traditional role of thought leadership developers has been to focus on the research and analysis that yields the important big ideas.  Turning those big ideas into relevant actionable content to meet the buyers’ expectations isn’t what they do.  That job actually belongs to the people in marketing and sales that drive revenue.  These, “revenue drivers,” are closest to the customer, online or in person, and have disciplines for communicating with customers.  They understand the need for relevant actionable content, how to develop it, and the best ways to deliver it. The Hand-off The problem is with the hand-off from thought leadership to the...

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