Campaign Strategy :: The Knowledge Play

The Knowledge or 'Thought-leadership' Play is a powerful one in the B2B world. In this play, you position the company as one that not only knows the market space better than anyone else, but also knows, you, the consumer, and how to satisfy your needs.

The reason this has to be proven by practice as a viable strategy is that for most B2B companies selling their product or service to a knowledgeable prospect base dramatically shortens the sales process. The trick is to provide your prospect (and let's not forget current customer) base with the very latest in industry trends, research, and best practices.

To make these resources valuable to your prospect base consider the following:

• Generate a number of different resources on varied topics like industry trends reports, best practices whitepapers, and tips articles
• Update your content often. Monthly updates are ideal.
• Resource/download section on your website
• Make downloads fill out a form (but only once)
• Tie the end of each report or article to a pain that your product or service alleviates, but be sure it doesn't come across as to 'salesy'.

You can check out our own Resource Download section here or check out these very successful examples:

• HRmarketer.com
• HRamerica
• Fieldglass

Remember, providing these kinds of resources is expensive and time-consuming, but if it's done right, thought-leadership can be a powerful way to position your brand, differentiate from your competition, and eventually sell the product.

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