Why become a Thought Leader?
Customers have fundamentally changed how they learn, engage, consider, and buy.
Research from CEB and Forrester shows that buyers now complete up to 70% of their decision-making process before they ever even contact a vendor.
This means that customers now define their needs by themselves and look for educational information prior to consulting suppliers.
Marketing needs to be present where customers are doing the bulk of their learning if companies want to influence their decision-making process.
Before: Buyers were contacting sales to gather information.
Now: They simply Google it.
A product-centric approach, highlighting specifications and sales arguments, used to be the preliminary strategy for selling products.
Acknowledging their customers' strong desire to self-educate, successful companies changed their selling strategy to a buyer-centric approach, which focuses on helping them solve their problems.
This new approach, known as thought leadership, allows companies to attract buyers by teaching them something of value, instead of simply trying to push and sell their products or services.
Successful content does not sell
products; it solves problems.
Inspira Strategies challenges legacy selling techniques to empower thought leadership strategies.