BearingPoint Drives Growth through Thought Leadership

Want to strengthen your company's positioning, generate demand and accelerate sales cycles? Then you need to create compelling thought leadership, leverage digital marketing channels and diligently measure the impact of your efforts.   

In a recent AMA webinar, Michael Gauthier, CEO of e-tractions, and Paul Dunay, director of global field marketing at BearingPoint, offered this advice and other insightful perspectives on the power of thought leadership marketing.

Thought leadership -- defined as "engaging prospects and customers with new, proprietary insight" -- represents a powerful new way to increase awareness and direct response, they stated. Leveraging channels such as search engines, banner ads, RSS, podcasting, videocasting and blogging/social networking, companies can generate measurable success.

They can track not only awareness metrics around visitors, interactions and click-throughs to content, but direct response metrics that are tied to the sales pipeline and conversions.

Measurement is particularly critical to campaign success -- and demonstrated impact. Dunay, who employed Gauthier's firm  to support an extensive campaign (on VOIP), notes that he was able to "shoot the losers" and "maximize the [marketing] paths that were working."