If you saw this great article “One-on-One with PwC’s Tom Craren” about PWC’s 10 Minute Thought Leadership series. (see the News Feed on the Group home page).
My thoughts immediately went to “that’s all well and good, but they don’t mention how they capitalize on this to drive leads and revenue”. All to often we see great pieces of content produced by Marketing and other Thought Leaders in the firm, but it needs to be turned into real tangible results.
A lot of people read great articles and have good intentions, but they seldom turn that thought into action.
We believe the key lies in creating a two way dialogue – picking up the phone to the senior executive – and arranging meetings to discuss how this new trend or area of expertise relevant to their organization.
For one of our consulting clients, we just implemented such a program – through our telephone outreach we generated over 20 meetings with c-suite Executives across only 80 of the Fortune500 Companies – all on the back off one piece of thought leadership. Something that has never before done before in the firm.
What is your experience with arranging meetings with Senior Executives in Best in Class companies – How do you do it? Does a “content marketing” strategy work? Can you attribute deals to a particular piece of research or thought leadership?
Please share your thoughts.