Thought Leadership web sites - what a great idea

There is an Interesting case study in Marketing Sherpa this month by the Director of Marketing at Cartesis.  He needed to market to very senior people but didn’t have a huge budget.  He used a combination of White Papers, a ‘thought leadership’ web site, webinars and newsletter.  Quote: “It's worth noting that none of this content was overtly marketing copy or remotely salesy. There were no free trial offers or cheesy giveaways that might turn top level executives off or alert their gatekeepers to stop the message from getting through.”  I love the idea of a ‘thought leadership’ site.  This was in his case a joint venture with a number of consulting companies who produced a high quality site with a high profile editorial board.  He reports a cost of about $5 per lead which is good value given the seniority of the people he was targeting.

http://www.marketingsherpa.com/sample.cfm?contentID=2828