Why Read This
From medical devices to heavy equipment, commercial products, technology, and financial and professional services, business-to-business (B2B) marketing professionals need to position their firms as thought leaders on the issues their buyers face. But most firms don't have a process or framework for managing thought leadership marketing initiatives, so they push out product brochures and white papers disguised as thought leadership content. This report introduces Forrester's four-step IDEA methodology to develop a thought leadership platform and mobilize the experts in your firm to deliver these ideas through digital, social, mobile, and offline channels. This is an update of a previously published report. Forrester reviews and updates it periodically for continued relevance and accuracy; we revised this edition to factor in new ideas and data.