Creative Intelligence from McLellan Creative

Driving Sales with Thought Leadership

November, 2008

For Technology Marketing Professionals
Case studies are the ideal vehicle for driving home the real-world benefits of dynamic technology solutions. A compelling case study attracts new prospects, builds your brand and shortens sales cycles. Keep reading to learn how to create better case studies and reinvigorate your case study program.

Top 2008 B2B Marketing Megatrend: Thought Leadership
An intelligence report, 10 Megatrends in B2B Marketing 2008, cited thought leadership as the year's top marketing priority. When asked about B2B marketing objectives over the next 3-5 years, 56% of global executives responded, "Positioning our company as a thought leader."

ITSMA: Marcom Spending Surges for Thought Leadership Initiatives
A survey from the IT Services Marketing Association (ITSMA), Services Marketing Budgets and Benchmarks: 2008 Trends and Outlooks, reported that although marcom spending for most initiatives is either flat or falling, thought leadership development and dissemination is expected to increase this year.

Thought Leadership Programs: Gain a Competitive Edge
First Data, a global technology leader in information commerce, uses its Thought Leadership Program to differentiate its solutions and educate prospects. McLellan Creative's team of technology marketing writers has been instrumental in the development of First Data's Thought Leadership Program by:

Establishing its executives as industry visionaries
Increasing its visibility
Distinguishing its technology from competitors
Accelerating its sales cycle

See First Data Thought Leadership Paper

Best Practices: Creating a Successful Thought Leadership Program
A successful Thought Leadership Program supports a company's overall marketing efforts by positioning its executives as industry leaders and reinforcing brand identity. Get McLellan Creative's best practices guidelines for creating or enhancing your Thought Leadership Program.

McLellan Creative's Best Practices Guidelines

Thought Leadership in Action: See Our Clients

Architectural Strategies for Unified Communications

Unlocking the Promise of Cloud Computing for the Enterprise

Innovation Newsletter: Storage News and Trends

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