As well as the clear goal of being a leading source of products, technologies and solutions for their customers, a growing number of engineering-orientated or B2B technology businesses are seeking to establish themselves as ‘thought leaders’ – the ‘go-to’ organisations in their particular industry for informed comment and opinion.
In today’s increasingly competitive and fast-moving global markets the value of differentiation through thought leadership cannot be underestimated.
If a firm can position itself as a trusted source of information and an authority on everything from market trends to legislation then, in the eyes of the industry, it becomes much more than simply a supplier of product. A strong thought leadership position will drive interest in a company’s views and widen opportunities for promotion. This, in turn, further raises awareness of the company and its solutions, fosters increased interest, improves credibility and, ultimately, generates leads and sales.
However, it is important to understand that it is the target audience and not senior management that ultimately decides if a company is going to be a thought leader. As a result, a thought leadership position is not something that is achieved overnight. But the real challenge for many technology and engineering companies is that thought leadership campaigns require different narratives than a company typically employs in its core B2B communications. In particular there is the need to create ideas and messages that go beyond – and may not even mention – the company’s products.
But even if this step can be taken there are many other issues to consider, including challenges from competitors and from companies who may not be perceived as competitors; identifying the appropriate channels for communication; generating the types of materials that need to be produced; and the training of suitable spokespersons.
At Pinnacle we have spent many years helping electronics, industrial engineering and other B2B technology companies implement thought leadership campaigns, from strategy and planning all the way through to content creation and dissemination.
If you would like to find out more about addressing the challenges and implementing an effective thought leadership campaign why not request our ‘Thoughts on Thought Leadership for B2B Technology and Engineering Companies’ eBook? Just click here.