3/16/2012

Thought leadership can play a key role in business-to-business marketing -- but there are pitfalls you must be aware of before implementing a program, writes Kathy Seabold. Test the waters first with a few customers to make sure you have the right focus before diving in, making sure that you're offering a fresh perspective and allowing for comments to guide future conversations. Don't be so self-effacing that you forget to tie your content back to your products or services.

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