Data-driven customer engagement: the source of thought leadership

This article argues that thought leadership is part of the customer engagement agenda, rather than a separate dimension.

Data-driven customer engagement: the source of thought leadership

Drew Nicholson and James MyersOgilvyOne dnx

The December 2014 issue of Market Leader published B2B research showing that thought leadership was more important than deepening customer relationships. We are not disputing the importance of thought leadership, but there is more to it.

We believe that effective customer engagement is the backbone, not only for long term business success, but also to allow a brand to understand its customers to the level that they can credibly deliver leadership in their field. Thought leadership is, thus, just part of the customer...

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