Establishing thought leadership in vertical markets can help a company raise its profile, distinguish it from competitors, drive new customer leads, and ultimately, increase revenue. In fact, according to a press release from leading research firm Gartner, thought leadership can be a “powerful tool for improved marketing success in IT services.”
As we have written in an earlier post, there are several ways a company can establish thought leadership in a given category including:
- Using trends to create proactive stories that raise awareness of industry pain points and solutions
- Developing byline articles or guest blog posts
- Leveraging social media platforms to drive relevant discussions
- Securing speaking opportunities
- Winning the right industry awards
We’ve leveraged some of these tactics to extend Attachmate’s thought leadership in the healthcare and insurance IT verticals. Specifically, over the past several months we secured editorial coverage as well as placed case studies and guest articles to drive awareness of Attachmate’s solutions and its benefits in these markets. Here are some examples of our activity and results.
- On March 10, we placed a case study titled, “Providence Hospital Modernizes Access to Patient Information,” in ADVANCE for Health Information Executives. This piece illustrates how Attachmate’s Verastream solution enabled Providence Hospital to leverage its existing technology investments and provide its medical staff with timely access to patient data on its computer systems.
- Next, we worked to secure coverage in insurance industry publications by offering journalists insight on how insurance companies are leveraging legacy integration technology to make the most of existing IT investments and modernize systems. Attachmate provided valuable perspective on how these organizations are saving time and money on the deployment of technology solutions – which is especially important during tough economic times. The result from this activity included an article in Insurance Networking News about Century-National Insurance’s use of Attachmate Verastream Host Integrator to update its technology system.
- Finally, we helped Attachmate create a thought leadership position in the managed file transfer market (MFT). MFT is a relatively new market within the file transfer space and many traditional players in the industry have been working to expand their offerings in the market, It was important to establish Attachmate as a solid leader in this space to gain early market and mindshare. To achieve this objective, we placed a guest article in IT Business Edge surrounding MFT technology and what organizations should consider when evaluating different advanced file transfer solutions.
Establishing thought leadership in vertical markets requires commitment and dedication – it doesn’t happen over night and it is often achieved through an ongoing, integrated campaign. There are several key elements to successfully implementing a thought leadership program; these include building credibility, expressing a clear point of view and fostering key relationships. To learn more, read our past blog titled, “Thought Leadership – What is it and Why is it so Important?”