February 12-13, 2019

Register Now Convince the Boss

Focus on Your Clients, Not Yourself

Room 2 | 11:30-12:00 | Wednesday, February 13, 2019

Thanks to technology and shifts in business-to-business media, thought leadership and content marketing campaigns have emerged in recent years as a preferred way for vendors to speak directly to their customers. Thought leadership programs are now commonplace and some are better than others. In this session, you’ll learn how a leading financial services firm commissions primary research for use in its market outreach and account development activities.

Working with its financial services client, Institutional Investor’s Custom Research Lab conducts an annual study among CFOs and other senior finance executives to gauge their outlook on the economy, their spending and hiring expectations and their views on timely management topics. The study is composed of an ambitious survey of finance executives in North America, Latin America, Asia and Europe and includes a variety of content assets, including published reports, press releases, country- and region-specific data visualizations and social media materials.

In this session, the head of II’s custom research business will offer advice to marketing and research teams that seek to use research-based content marketing to deepen their relationships with their clients. His remarks will address topics such as:

  • Research-partner selection: How to find the right collaborators and to define their roles and yours.
  • Project scoping: How to design a research project for demonstrable success.
  • Research agenda development: What to ask and why; How to examine broad topics with focused, targeted questions.
  • Executing research briskly: How to gather, analyze and present great data quickly.
  • Extending the value of research: How to take full advantage of your research investment.
  • Evaluating program performance: What does great success look like?


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