Thought Leaders, people or businesses that are recognized as expert and authoritative in their market, are more likely to be called to tender (an opportunity for potential suppliers to submit an offer to supply goods or services against a detailed tender) say 72% of UK businesses, according to a
survey of more than 2,000 UK companies by consumer and business analyst MindMetre Research.
But the material they publish must be genuinely informative and credible.
The survey findings:
- When compiling a tender list for technology and equipment, 61% of companies research possible candidate suppliers on the web and will visit the company website to validate its expertise
- For companies looking for a business services supplier, the proportion rises to 70%
- 72% of UK businesses report that they are much more likely to invite a supplier to tender if their website not only describes the sales proposition, but also gives access to informative and relevant thought leadership material
- Fully 80% of businesses warn that thought leadership must be based on credible, independent research
Paul Lindsell, Managing Director of MindMetre Research says: "Companies other than management consultancies are increasingly recognizing that they can gain tangible competitive advantage by demonstrating commercially valuable ‘thought leadership’ in their customer markets. By addressing issues in the customer’s market the company shows that it is knowledgeable about these issues and can help find a solution.
"Buyer organizations evidently consider the demonstration of thought-leadership by potential suppliers to be important, and influential when deciding which supplier to use. So, while thought leadership confirms its key role in building a reputation for a new entrant into a market, established market players can also build their reputation further with customers, influencers, and stakeholders through the generation of interesting material."
Although not part of the survey, I would add that publication of your company's thought leadership content on a respected third-party industry site like APMdigest provides even more credibility - and possibly more exposure - than posting the content on your site. Just make sure to provide a link from your site to the content on APMdigest, so your potential customers will be sure to see it when they are browsing your website.
If you are a vendor in APM or related markets and would like to blog on the APMdigest Vendor Forum, CLICK HERE, and follow the first few points on the list.
The Latest
Broad proliferation of cloud infrastructure combined with continued support for remote workers is driving increased complexity and visibility challenges for network operations teams, according to new research conducted by Dimensional Research and sponsored by Broadcom ...
New research from ServiceNow and ThoughtLab reveals that less than 30% of banks feel their transformation efforts are meeting evolving customer digital needs. Additionally, 52% say they must revamp their strategy to counter competition from outside the sector. Adapting to these challenges isn't just about staying competitive — it's about staying in business ...
Leaders in the financial services sector are bullish on AI, with 95% of business and IT decision makers saying that AI is a top C-Suite priority, and 96% of respondents believing it provides their business a competitive advantage, according to Riverbed's Global AI and Digital Experience Survey ...
SLOs have long been a staple for DevOps teams to monitor the health of their applications and infrastructure ... Now, as digital trends have shifted, more and more teams are looking to adapt this model for the mobile environment. This, however, is not without its challenges ...
Modernizing IT infrastructure has become essential for organizations striving to remain competitive. This modernization extends beyond merely upgrading hardware or software; it involves strategically leveraging new technologies like AI and cloud computing to enhance operational efficiency, increase data accessibility, and improve the end-user experience ...
AI sure grew fast in popularity, but are AI apps any good? ... If companies are going to keep integrating AI applications into their tech stack at the rate they are, then they need to be aware of AI's limitations. More importantly, they need to evolve their testing regiment ...
If you were lucky, you found out about the massive CrowdStrike/Microsoft outage last July by reading about it over coffee. Those less fortunate were awoken hours earlier by frantic calls from work ... Whether you were directly affected or not, there's an important lesson: all organizations should be conducting in-depth reviews of testing and change management ...
In MEAN TIME TO INSIGHT Episode 11, Shamus McGillicuddy, VP of Research, Network Infrastructure and Operations, at EMA discusses Secure Access Service Edge (SASE) ...
On average, only 48% of digital initiatives enterprise-wide meet or exceed their business outcome targets according to Gartner's annual global survey of CIOs and technology executives ...
Artificial intelligence (AI) is rapidly reshaping industries around the world. From optimizing business processes to unlocking new levels of innovation, AI is a critical driver of success for modern enterprises. As a result, business leaders — from DevOps engineers to CTOs — are under pressure to incorporate AI into their workflows to stay competitive. But the question isn't whether AI should be adopted — it's how ...
