Why You Should Invest More In Thought Leadership In a Recession

Presented by

Chris Koch, Associate Director of Research and Thought Leadership, ITSMA

About this talk

As the noose tightens around the marketing budget, many businesses are diverting resources to put more salespeople on the street to help maintain revenues. But in this era of the educated customer, that strategy is outdated. Customers don’t want to be sold harder, they want to learn. Companies that invest in thought leadership marketing have a better chance to reach these economically challenged customers than companies that simply put feet on the street. In this Webinar, we will examine how marketers can build a thought leadership engine that will sustain them in bad times and give them a distinct advantage when good times return by: Demonstrating how marketing can cut the cost per order dollar by investing in marketing Building a thought leadership content development network Creating a thought leadership marketing “supply chain” to make the most efficient use of content Using thought leadership leadership to engage customers earlier in the buying process

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