According to recent (December 2011) research by ITSMA, the importance of thought leadership as a buying parameter is on the increase.
The company’s earlier 2010 survey, in which it asked about the role of thought leadership in the purchase process, uncovered how important it was to buyers when they were deciding which providers would make it onto their shortlists.
In the 2011 survey result however, thought leadership has turned out not just to be important, it’s critical to the purchase decision. In fact, 45% buyers who were surveyed say it plays a critical part in determining who makes the short list, as compared to only 23% in 2010.
Access the ITMSA article here: Featured Research: Thought Leadership is Becoming Critical to Buyers
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Jonathan Winch
I’m Jonathan Winch, partner at cylindr and BBN International and a B2B marketing enthusiast. I've participated as a strategic and creative resource in the marketing and communication sphere for over 25 years, making contributions to the strategies and communications of companies of all sizes, the best known of which include Cisco, Hewlett-Packard, Danisco, GN ReSound, Hempel, Nokia Siemens Networks, LEGO, Coloplast, and Johnson & Johnson. My mission? To help B2B companies make the most of the value they create for the world. My hobby: Nutritional science, particularly sports nutrition.