Summit Europe Sessions BCS and CES_Thought Leadership

Thought Leadership: The Critical Link Between Corporate and Product Messaging

Friday 11 October 2019 | 14:30 - 15:10

Speaker(s):  Ian Bruce, Barry Vasudevan

Syndicate(s): Track 7

Focus: Operationalize

Priorities: Corporate Messaging and Content, Portfolio Messaging and Content

Somewhere between the lofty aspirations of corporate messaging and the nitty-gritty of buyer messaging sits thought leadership. Informed by audience insights, market context and organisational purpose, thought leadership brings fresh insights to market to boost the organisation’s relevance to issues and trends. Effective thought leadership becomes an ongoing thread that shapes innovation and fuels strong influencer relationships.In this session, we’ll explore a process for building relevant and compelling thought leadership programmes.

This presentation will provide the following benefits for sales, marketing and product:

● Learn how to develop thought leadership programmes that increase the organisation’s relevance to major issues and trends in the market

● Discover how audience insights can drive a richer and more relevant brand of thought leadership

● Extend thought leadership into a variety of forms, fuelling reputation, demand and sales success