Category Archives: Marketing Automation

Thought Leadership Campaigns – Can they be measured?

Many think of Thought Leadership development as a necessary duty but an initiative that cannot be measured in terms of leads or revenue. Nothing could be farther from the truth.  In fact, every Thought Leadership campaign should be part of an overall strategic marketing plan that specifies expected results from the marketing investment.

One easy example comes from webinars or real time moderated social media events.  At every opportunity the customer or prospect should be asked to “raise their hand” and identify themselves.  If you have a marketing automation system, it’s quite easy to cookie the individual and start building their lead score.  With every interaction, whether thought leadership related or not, the lead becomes that much more valuable.