Situation: Your B2B company is not seen as a thought leader in your industry. You have been asked to develop a campaign to establish your company as a thought leader and become one of the leading voices within your industry.
Normally I am opposed to the idea of thought leadership and campaign being used together.
However, establishing thought leadership is a common objective and many B2B marketing organizations continue to work within a campaign framework. Ideal or not, many B2B marketers need solutions that deliver real recognition as thought leaders within a campaign structure. [Read more…]