Marketers can use thought leadership content to reel in buyer interest

Chuck Kapelke

Discusses how B2B marketers can leverage increased interest in online content, especially webinars.

Jon Krause/theispot.com

In 2018, the marketing team at Iron Mountain, a records and information management business, introduced an educational webinar seriesto position the brand as a thought leader in the industry. Rather than pitch products or services, the webinars focus on broader issues like privacy regulation, ransomware, and virtual reality. The series comprises nearly 30 webinars and has attracted thousands of registrants. It also helped the company develop a sales pipeline of $30 million just in the first six months of 2022. "Webinars are a great way to reach not only our existing customers but also to expand...

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