Summary
A strong reputation provides the foundation for successful entry into new markets. Communications leaders must consider the nuances of the new market when developing reputation strategies. Skimping on resources and program spending can undercut the effectiveness of reputation initiatives and hinder market penetration. This report illustrates five types of tactics that communications leaders should apply as part of a reputation strategy when entering new geographic, vertical or firmographic markets. By applying these tactics successfully, communication leaders should be able to create demand and support a healthy pipeline into the new market.
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