Building Effective Vertical Industry Thought Leadership Programs

Industry thought leadership demands deep insight into specific vertical industries. Many technology providers conduct primary research to validate their thought leadership. But primary research can be expensive, so how should companies in the early stages of using research-driven marketing expose their research and promote their innovative thinking to win business? While conventional wisdom leads us to believe that a one-to-many white paper broadcast of findings works best, it turns out that there are better ways to promote your thought leadership in sales pursuits. In January, Forrester had a conversation with Capgemini and learned how it tailors the delivery of its research-driven marketing to the specific needs of industry roles.